2012 Internet Marketing Trends Forecast
Extract from an Emarketer webinar of 15th December 2011. Follow Living Streams in 2012 for informed opinion on changes in internet marketing
What Key Topics will 2012 bring in terms of Internet Marketing
MOBILE DEVICE DRIVEN
Users increasingly expect to use any device to access platforms (including websites) and have facilities (eg texting).
Checkin services like Foursquare are not widely adopted but location based information (eg weather) and direction (eg maps) are. Users are particularly interested in local offer information.
The next development in location will be time-sensitive deals, building loyalty.
Emarketer quote “”The combination of location, mobile, social and correrce will for a potent froce in the advertising market”.
During 2012 there will be a move to more coupons on your phone and mobile wallet services (eg Google wallet).
To be successful in 2012, marketing must attract rather than distract and engage rather than preach. Needed for integrated schemes across mobile apps, social media, micro sites, viral video. The non-invited advert is ‘yesterday’ =- content is the future and needs interaction. Video leads ad growth increasingly with web based tv rather than video sharing social media sites.rom
People want to only be shown relevant adverts but object to infringed privacy. The discussion will therefore move in 2012 from whether personal data is totally private to control over what private data is revealed, who has it and with whom it can be shared. Increasingly there will be a requirement to obtain explicit optin before gathering or sharing data.
Transparency will be increasingly important and people will increasingly need to be offered inducement to allow tracking etc.
In the USA 2/3rds of internet users are expected to use social networking regularly in 2012 but usage is expected to plateau by 2013. Social Media advertising revenue expected to rise by 45% in 2012 – social games as well as Facebook, Twitter and Linkedin. But 70% of this revenue will be earned by Facebook.
2012 is the year where social media marketing ROI in real business target terms must become cost effectively available for the SME market. Social media is the top area where Marketing Directors expect advertising / marketing spend to increase. Measures currently are still in realms of followers, likes, retweets. The trend has been from ‘measure something’ to ‘know your business goals’ (from social media activity) to ‘in and the like
Companies have quickly adopted Google+ with over half of those with a Facebook Page already having a Google + company page. But currently 53% of comanies link from their company website to their Facebook Page but only 12% have a link from their home page to their Google+ company page.
Most businesses will have a presence in Google+ by the end of 2012. The big influence will be the degree to which Google+ (and Google +1) has an impact on Google search ranking.
General Marketing Director outlook
79% expect increasing complexity over the next few years but only 49% feel ready to handle it.