Slide 14 from The Menu: What Excites us for 2012
AdAge.com featured an article last week penned by Darren Herman of The Media Kitchen titled Meet the Five Big Trends Changing Marketing. Peppered throughout Heman's article one theme keeps rising to the top -- Devices. Here’s the abridged version of what Herman had to say:
Communication across many social platforms will be seamless.
“We're starting to see the emergence of technology providers that make it easier to not just maintain and create workflow solutions across these social platforms, but also launch media-driven campaigns.”
Location will play an increasingly important role for targeting.
“With the proliferation of mobile devices including phones and tablets, we are seeing an increasingly amount of digital media inventory tagged with location data (latitude and longitude).”
Cross-platform plans will be driven by data.
“As we fragment our time with different screens, creating cross platform ideas it extremely important. The data exhaust from multi-platform engagements is voluminous and can become a competitive differentiator if you begin to combine it with CRM databases and other large sets of marketer data.”
Content is marketing and marketing is certainly content.
“We do not necessarily believe that you need to create "viral" content, as cute cats and long-tongued dogs can only take your brand so far, but you can create relevant content for your target audience that if done correctly and placed in the right situation, can be beneficial for your brand.”
Experiences will be linked across many devices.
"As devices become smarter, they will become aware of their surroundings and ideally, talk to each other. This will allow content experiences to become multi-dimensional and could really lift engagement numbers for brands.”