2. Trends of 2011
• Engagement
• Emotional Baggage
• Take Responsibility
• Great Expectations
• Consideration
• Projection
• Mobile Madness
• Social Media Maturation
• Integration station
• E- Everything
• Nowism to planned spontaneity
• Online status symbols
• Social Media merchandising
• Web terms and verbs
• Simply social
• Location, location, location
• Commercial Tweeting
3. Sources
• Trend analysis from various websites, bloggers, trendhunters and authors
1. Acceleration Media - Digital Marketing Trends 2011
2. Bradley Maseko - 2011 trends: Social media's impact on youth marketing, media
3. Brand Strategy Insider -11 Branding And Marketing Trends For 2011
4. Dion Chang - Fluxtrends: 10 marketing trends for 2011
5. Dreamgrow social media marketing - Social Media Marketing Trends
6. B2C Marketing Insider – Brand and Marketing Trends for 2011
7. Geoff Ramsey - 2011 Trends: Content Marketing Is Critical
8. Gini Dietrich - Communication and Marketing Trends for 2011
9. Jason Fall - Three Marketing Trends
10. Kaleel Sakakeeny - Five Top Social and Marketing Trends for 2011
11. Mike Abel - 2011 trends: Growth of real meaning, real-time value Trendwatching
12. Rob Stokes - 2011 trends: Turning digital interest, momentum into action, ROI
13. Susan Gunelius - Ten Marketing Trends for 2011
14. Yoray Narainpersad - 2011 trends: SEO more challenging in 2011
4. Engagement
Will see more more
personalised &
Push vs Pull? meaningful communication
e.g
‘Random acts of kindness’:
Having 10‟s of thousands of
„followers‟ and „fans‟ is no longer
important, its quality of
conversations, not quantity
“ ”
5. Emotional baggage
Differentiation will come from emotional connections
More and more are
people wanting to
understand the story
behind a product,
rather than its
functional use.
2011 will have marketers recognise that connecting with their
consumer lies in the way they are emotionally moved rather than the
list of product benefits and information.
Consumers demand irresistible
experiences to attract them
6. Take Responsibility
Generation G (enerosity).
We will see higher expectations for brands to give,
donate, care and sympathise rather than just sell and
take. People are more aware of eco-issues, and savvy to
„greenwashing‟. Brands can no longer just stand for something,
they need to have some form of higher purpose meaning.
7. Great expectations
Urbanisation has resulted in people becoming more and more savvy and up-
to-date. Urbanites are addicted to change, and to keeping up with
the trends. They‟re becoming more daring to try out new products and
services. So 2011 will see brands attempt to meet the high
expectations for newer, better and faster, especially for the next
generation parents and tech savvy kids.
“In all categories, consumers are in pursuit of the next best
alternative and on-going aesthetics” Trendhunter 2011
Children interacting with Kindle Convenient & aesthetic interior design Translation glasses for the deaf
8. Consideration
People are „considering‟ more:
Consequences ; each other; and consumption
Consumers will ask:
2011 will see People rebel Where is this from?
‘smart’ against our Who makes it? Were
workers treated
celebs taking inability to fairly? Will it last?
the limelight switch off Will I still like it
breather.
next year?
Need vs Want
Lohan vs Zuckerberg
9. Projection
Brands are using projective display techniques more and more for
adverts/ interactive gaming/ visuals - breaks through the
clutter
Johnnie Walker Green Tesco
World Cup
11. Mobile madness
Culture of mobile dependency = importance of mobile marketing
We will see more mobile tools (SMS, mobile display ads, applications, in-
game ads, search and location-based services) used to engage, gain and keep
customers.
It‟s no surprise our phones are
becoming
like third hands. We‟re beginning
to catch on and move toward
abandoning laptops for
phones
12. Social Media Maturation
As marketers and consumers become more techno
savvy, 2011 will see social media will evolve
from experimental campaigns to social tactics
that are focused, engaging and integrated
Brands will be faster out the social
media starting blocks as they better
understand the process, monitor
and prepare. They have learnt now
that there is nowhere to hide, and
transparency is key.
“Nike Basketball’s web teaser Research
features a social twist: Fans Planning
who tweet #mambamoment Measurement
can trigger exclusive content &
be entered into a draw”
13. Integration Station
Marketers biggest challenge in 2011 will be to effectively
integrate social media and all other channels, while
ensuring the content still adds value to consumers
lives.
The Old Spice commercial
was first a YouTube success,
followed by a TV ad,
followed by a massive social
media response campaign
that got the whole world
talking.
Many channels used to compliment each other, but
still build ONE brand message.
14. E-everything
„Etailing, Ebooks and Emags‟ are on the up, and as products like the
Kindle and iPad make their way into the hearts of the South African market,
so too will everything „e‟. Paper based communication is being made
redundant, and although consumers go in-store to engage with product, they
are choosing to buy online which is often at a reduced price.
Etailing is going
to continue to grow in
leaps and bounds, and
online retailers who
offer unique
experiences will
inspire passionate
users
The number of South Africans with access to the Internet 51% of South Africans who have access to the Internet
grew by 15% between 2009 and the beginning of 2010 from are shopping online and 75% of those have done so in
4.6m users to 5.3m users the past three months
15. Nowism to planned spontaneity
Expect to see consumers rushing to sign
up to services that allow for endless and Brands that make it hard to buy on the
almost effortless mass sharing small screen will suffer.
and mingling with friends, family, Instant gratification is
colleagues or strangers-who-may- fuelled by more real-time
become-friends-or-dates (the services
SPONTANEITY part)
MXIT BBM APP
September 2009: 2 billion
January 2010: 3 billion
January 2011… Innovative apps let consumers bypass the web
for transaction and leisure
16. Online status symbols
Online culture still is the culture, so in 2011 we'll see a rise in online status.
New status symbols that straddle the 'real' and 'online' worlds -
any kind of symbol, virtual or 'real world„ – will be used to show online
persona and brand
BRAND ‘ME’
Reface.me is your guide to
standing out from the crowd on
Facebook with funny status
updates, upside down statuses,
cool profile pictures. Reface.me
is the second site you have to
visit to get your daily Facebook
fix
17. Social media merchandise
Social media merchandise refers to actual, physical
objects following a social media theme. The rise of Twitter
gifts and physical Facebook finds has increased in
popularity within the passed year, signifying the true power
of social media
18. Web terms are verbs
• This is an industry where acronyms and jargon rule.
– We're way past "Google me"; now people say "Facebook me".
– People on Twitter "tweet" and "DM" each other.
– Blackberry users "BBM" each other.
– Social bookmarkers "Stumble" their favourite sites.
In 2011, social networking jargon is as sure to grow and evolve as Apples and
Blackberries once grew on trees...
19. Simply social
Information overload is leading consumers to seek simplification in
their lives and they will support products that help them achieve it
20. Location, location, location
2011 could be the year that location-based services really take off and
start to deliver some interesting options for marketers and advertisers.
Location-based social media services like FourSquare and Google Latitude
will plot our social interactions in real-time. People are likely to become
less worried about revealing their location in 2011.
With 6 million
registered users, it
grew 3,400% last year
for some 381,576,305
check-ins
broadcast their
Consumers
locations, offering geotargeted
marketing opportunities
21. Commercial tweeting
Kim Kardashian with five and a half million
followers, is paid to promote a variety of
products. She is frank about this exchange, and
claims she only tweets about products she
believes in.
Hiring celebrities to tweet about products is
similar to brands trying to commercialise blogs.
This is the coveted space, which brands want to
infiltrate; there is immense value in being part
of a consumer conversation.
It is no longer how many followers but
who you follow that matters. Those with
influence who Tweet about you or drop
brand name, is priceless.
