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2011 Predictions Visitlondon
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Key Industries:
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Key Sectors:
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02.02.2011
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I see big changes for digital marketing in 2011. Traditional media plans will be ripped up. Budget will decrease on display advertising, CRM and search budgets will be spent on unique interactive events.
Look at the success in 2010 of campaigns such as Marmite, Old Spice, Kopparberg and Doritos. Brands now want advocates. An advocate is worth more to a brand then a thousand banner impressions. Interacting with these advocates and giving them unique opportunities and experiences will be the future strategy. 2011 will be the year where the few will be worth more than the masses.
Although traditional digital marketing channels will have decreased usage, I firmly believe that campaigns will be increasingly cross-channel, but in more innovative ways. Rather than email broadcasts and offline working together, there'll be developments such as internet TV allowing users to comment online about offline events, in the same space. All channels will be interacting with each other in new ways and in real time.
And as an analyst I could not leave out analytics. Everyone with a website of worth will be using MVT testing next year. If you are not using it already, make it your New Year resolution!
2011 is going to be awesome.
Chris Moon, Business Analyst Digital
Visitlondon.com
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