2012 – The Year of Brands as Publishers, Second Screen Advertising, and Flawsomeness

At the end of the year, a lot of advertising and media professionals start to think about the year ahead and make their educated guesses about what the next big things will be. I’ve searched far and wide for all the predictions I could find, and picked out some that are interesting and important to anyone working in advertising.

Mashable predicts that 2012 will be the year of interactive ‘second screen’ campaigns. A huge number of consumers are already using their mobiles and tablets while watching TV, and startups like Into Now and Shazam are busy creating platforms for engaging with the second screen audience. Pepsi, Gap and Starbucks have been some of the quickest advertisers to jump on board. They also predict that we will see a proliferation in cars being connected to the Internet, resulting in a rise in streaming music in the car instead of listening to the radio and “an Internet-powered overhaul” to radio advertising.

One of Trendwatching’s 12 trends for 2012, ‘Flawsome’ (self-admittedly their “worst-named trend ever”), captures the idea that “to consumers, brands that behave more humanly, including exposing their flaws, will be awesome”. Signs of this trend include Domino’s use of a billboard advertising space in Times Square: they used the high-profile billboard to publish customer feedback given via Twitter – both the good and the bad. They also predict that in 2012, trading in will be the new buying as consumers hope to make an extra buck by reselling or trading their past purchases.

SocialMediaExplorer writes about the importance of content as the role of brands becomes closer to that of publishers; no longer can brands get away with uninteresting or purely self-promotional website content or social media updates. For instance, a Facebook page for a brand targeted at stay-at-home mothers shouldn’t be managed by a middle-aged male marketing manager with no idea about the types of topics that that their audience wants to read about. Late 2011 already saw many brands investing in editorial talent that can capture their target audiences, for instance Topman hiring editorial staff from Dazed & Confused to launch its new multimedia magazine for fashion-conscious men.  They also predict that 2012 will see marketers increasingly using influence ranking tools such as PeerIndex and Klout to seek out the individuals that are the most influential about their category and brand in social media.

Many of the trends identified by JWT Intelligence have to do with how consumers and companies are dealing with the prolonged recession. They think brands will start creating more affordable alternatives for consumers, such as Heinz’s smaller 99cent ketchup in the US. On the other hand, consumers are starting to live a little and splurge once in a while despite financial worries and a low confidence in the economy. They also believe that as the content and experiences we are exposed to have become more personalized and narrow, a desire for experiences that are random and unexpected will emerge.

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