“..marketers views have begun to change from a sole focus on total customer lifetime value potential, to an appreciationof the total customer network value potential.”

Download de PDF van de Review Preview 2010 – 2011 of bekijk de interactieve website.

2011 trends

1. Data management and analysis continues to grow in influence and importance but a scarcity of talent to analyse and make sense of it will become more apparent.
2. Social Media Marketing grows up as businesses (not just marketing departments) learn the true impact it has on the bottom line (demand generation, price transparency, quality transparency/customer ratings, etc.) and measurement becomes more sophisticated.
3. Facebook continues its seemingly relentless drive to become the ‘social’ operating system of the web as Google is to online search and YouTube is to online video.
4. As data grows in influence at one end of the spectrum, there will be a renewed focus and appreciation of the value of understanding and harnessing human behavior and emotion at the other end, led in part by the continued adaptation and application of elements of Behavioural Economics to understand and influence seemingly irrational human choices.
5. Mobile marketing regains the industry’s ‘innovation focus’, powered by rapid smartphone penetration, location-based capabilities and its core role in social media.
6. Our real and virtual worlds become increasingly indistinct from each other as some of our common signposts and behaviours in online appear away from the computer, with mobile devices at the heart of this.
7. Next Generation TV: The Empire Strikes Back – The reality is that the big brother of the media and advertising world never went away. The promise of interactivity of TV, web-enabled sets, internet functionality and on-demand content has gone through the ‘Trough of Disillusionment’ and will become more widely adopted by the beginning of 2012. 2011 will see brands eager to get involved and learn how to marry what we know about TV advertising together with what we’ve learnt about interactive marketing.
8. ‘Please touch’ – Rapid increase in touch and motion controlled devices is changing the way consumers interact with technology and content. 2011 will see the true beginnings of marketers specifically thinking about how to create communications and tell stories with this in mind.
9. Adding ‘play’ to communications and everyday tasks – Whether you agree with ‘gamification’ as a trend or not, 2011 will see the increased application of gaming theory and ‘play’ into communications, websites and routine tasks to drive action and elicit behaviour change.

Download de PDF van de Review Preview 2010 – 2011 of bekijk de interactieve website.

Sociale media zijn eigenlijk veel beter ingericht op het beantwoorden van een persoonlijke vraag. Vraag maar eens via facebook aan je vrienden wat de beste telefoon is. Je krijgt heel gericht 1 antwoord per vriend. Vraag is dus wat is nou de impact van deze twee “adviseurs” op je aankoopbeslissing? Gaat sociale media de rol van search vervangen of gaan ze in elkaar over?

Lees het onderzoek van GroupM & Comscore: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway

#1 Social channel 4 influencing consumer purchase? Not Facebook or Twitter but User Reviews

53% of consumers say social changed their mind about a brand they were considering for purchase

When gathering brand info young males use YouTube nearly 40% of the time, all others 15%

73% of young males say using social media changed their perception of brand they bought

Consumers saw 14 category specific display ads on avg in the 30 days prior to conversion

The #1 reason for using search? Deals & sales say 48%, 10pts higher than any other reason

Source: GroupM Search study with comScore. “The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway,” February 2011.