We've done some on the agency blog, so there might be a bit of overlap. And a bit of an embarrassing photo too.
Branded Generosity – pour colour and fun into the environment. I thought that campaigns might become more austere (unpimped) in response to the downturn, but what consumers want is brands to lighten their days. If we have to endure advertising, it might as well be jolly.
Branded Usefulness – consumers are fed up doing the hard work for brands. Brands have to start doing something to give back, to do things that help their customers. Not dumb stunts like Charmin loos but things with lasting value and utility in our daily lives
Social TV – this is the year of social TV going mainstream. Kudos to the beeb, but this year it will become a mainstream communication platform.
Three-screen campaigns – branded content in the cloud, that follows you from TV to PC to Mobile
Multi-layered tech – (digital) campaigns that start to realise the potential of new technologies by layering them together. And then have them overlaid on physical experience to make them useful. Think geo-locational + social + promotional + retail …
The death of the digital agency. The digital agencies are quickly becoming commodity suppliers. Digital agencies *still* think tech-first not ideas. They think they are creatively sharp but there’s been almost no innovation or outstanding creative for 18 months + (and client’s are voting with their budgets). Old fashioned ad agencies are cracking the digital code, allied to strong strategic thinking.
Making stuff / the planningness of things– from making apps to making new products. Agencies getting involved in the creation of new businesses, and new IP. Lower cost of distribution and easier access to the market. The Anomaly / Erasmus / Coudal differentiation becomes less pronounced as other agencies chime in (starting with apps). Corollary – planners engaging with objects and production rather than briefs and concepts
The end of the herd – we might still make herd-like decisions (animalistic & tribal behaviour / behavioural economics) but at a subconscious level. Perhaps the conscious decision-making self will start to reject the mass. Don’t buy an iphone 4 just because everyone else has one – buy a John’s Phone. Join Path (the anti-social network) not Facebook. Micro-niche goes mainstream.
Must. Resist. The. Gameification. Of. Everything. - Points mean prizes. Promo marketing campaigns turn into games. The curse & legacy of foursquare is badges for everything. Consumer behaviour is trivialised to the point where we feel happy for ‘winning’ clubcard points rather than earning them. God help us. Just say no. Or do more meaningful games.
Intention becomes the leading innovation factor in app development in 2011. It's not just 'where' you are, but what you're 'intending' to do there. This prediction refers to the fact that smartphones are becoming increasingly aware of not just your location, but also why you are there, who you are with, where you are going and how you are feeling. There is a huge opportunity in planning for ‘intention’ as well - there is so much data out there to be made sense of for our benefit.
Fingerprinting is about shoppers leave their mark. Retailers will invite audiences into their shops and give them opportunities to contribute to the atmosphere of their surroundings. Whether it be tangible or virtual, momentary o. r lasting. (Graffiti on walls, framed photos, music play lists, any other user-generated content creation)The shopper becomes a part of the store, part of the experience they share with others, part of the brand story.
There we go. What do you think?
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