A few predictions for 2012…
6th January, 2012 | LaurenA new year is upon us and as well as January being the time of year when we all make resolutions for the year ahead, it’s also a great time for predictions about what the year ahead may hold. So we rounded up several of our top people and asked them what they think 2012 might bring, as well as one thing they hope it brings…
Sarah Pettinger – Managing Director
If last year was the year for mobile then I think this year will be the year for mobile in B2B – I predict that our annual What Works Where in B2B survey will show a hike in budget allocated to mobile activity and more businesses thinking about how they use mobile sites and apps for both internal and external engagement. I also predict an email backlash – I spoke to three people at different, big, companies and organisations over the Christmas break who are all being asked to send less internal email and use tools like IM. It will certainly be interesting to see what coverage the activity continues to get and whether is has an impact on email marketing. My wish would be that, despite budget pressures, clients would invest time and money in really understanding what their customers are looking for. Understanding that money spent doing that is money wisely invested.
Chris Butterworth – Creative Director
In 1964 the Canadian philosopher Marshall McLuhan coined the phrase ‘the medium is the message’. He meant that content was affected and perceived differently according to the delivery technique used.
In the last five years, his words have become more prophetic that perhaps even he realised. With the explosion of social media, the world has spent a huge amount of time discussing how to reach people and what techniques work. What seems to have been placed on the back burner is the content.
I hope that in 2012, marketers re-engage with the need for engaging and differentiating content. Surely, by now, everyone who needs a YouTube channel must have one? Let’s spend some time getting what’s on it to cut through the quagmire of mediocrity.
If ever there was a time for being brave with ideas, the middle of a recession is it. If you want economy, buy ideas that punch above their weight. If you’re going to put your head above the parapet, stick your torso and most of your arse over too. There is no business as usual any more, so you might as well stake more on the roll of your marketing dice.
So I hope 2012 is the year when we see a resurgence of creativity in brand building and story telling. Let me know – I’m quite happy to kick it off on your behalf.
Fran Brosan – Director
My prediction is that companies will continue to put pressure on marketing budgets, and on marketers to find ways to communicate more effectively with the end audience. So on the positive side, there will be increased understanding that digital technologies have the power to do this. Our 2011 ‘WWW’ survey showed that on average B2B marketers were spending less than 40% of their budget on digital, so I think this will increase as a result. On the down side I think that the danger is that they’ll do the wrong things. For instance:
• Looking for short term results, the model built up in B2C, is not the way that most business relationships work.
• Continuing the search for the the Holy Grail of ‘ROI in social media’ – when it’s arguably most powerful in relationship development.
• Pigeon-holing digital as communications ‘stuff’ instead of establishing how it can contribute to people’s experience of the brand.
My wish? That digital grows up in 2012 (oh, and that Boards stop applying FMCG ROI measures to B2B marketing).
2012 is the year everyone finally realizes that word of mouth and influencer engagement are really the only way to go about doing social media effectively.
At least that’s wishful thinking on my part. But honestly, looking back at 2011, the most successful social campaigns generated content that resonated with a specific tribe of people. Grabbing the attention of influencers with that content was a large part it.
Completely agree Arthur. Sometimes it seems like content is way down the list.
It was disappointing to see that trend so much last year. Here’s to hoping that in 2012, people realize that social media is just another channel, and that the fundamentals of marketing and communications still applies.
On another note, the rapid growth of social media channels and content is making it a nightmare for analysis to monitor and measure. We’re going to have to start leveraging social collaboration and rely on the community to vet out the noise. That’s how we’re addressing it.