JWT trends for 2008
Agency Spy have listed 80 trends that JWT are predicting for the next year. Some of there will have an impact on digital advertising directly.
- Beijing 2008. Biggest advertising event of the year. All the big brand will be there and all the rest will be wanting to get involved somehow. The use of online advertising and marketing will be far bigger than previous events and more money has moved to digital, so expect a lot of activities. I’ll be looking for some innovative uses but there will still be the virals, the create your own, the send us your experiences standards hat will be most common.
- Email etiquette. The trend for teens seems to be for less and less email usage. Maube the rest of us will think more before using the tool, maybe email direct mail will be more polite. I’m guessing there will be no change in spam by email though.
- Facebook suicides. I’m seeing a small backlash against Facebook itself, so lets assume this means any social network and profiling tool. Not sure this is a new trend though, it’s been done for years with people using whatever communication tools they have to share the cry for help. A trend that should be watched though is the over-hype of facebook or whatever the hot new app will be next year. Don;t put all your eggs in one basket when it comes to the marketing dollars.
- Game 3.0. Apart from the dubious use of a version number, games are one to watch as somewhere to focus on for marketing. Whether in-game advertising, consumer developed games, tournaments or pure collaboration, games are the biggest entertainment industry. Focus on how you can add value to a gamer’s life, not just what they can do for you.
- Google’s Android. mmm, not sure about this. It’s yet another mobile OS that has not yet been fully demonstrated yet. It may open up part of the market, but the biggest issue is still the carriers, preventing you getting your innovative mobile platform out there easily.
- Investigating ingredients. Great opportunity here. People want to know what’s in the stuff they eat, drink and use. Make it easy for them, provide the utility for your products before someone else leaks it for you.
- Mobile Technology Explosion. This is a US produced list, so this really means that the US may start catching up with the rest of the world. Still the carriers to battle though.
- Radical Transparency. More often found with smaller companies and tech start ups, this may spread out to other companies as customers want to know more of what is happening. Although not Apple of course.
- Skype Sex. Err, what? this is just phone or chatroom sex with a new tool. How can this be a trend? As a marketer, just know that there are many, many ways to communicate that you can’t get hold of yet, unless you can maybe add value. How about some sponsored SkypeOut minutes?
- Social Network Brand Communities. The smart brands have been doing this already, by just getting involved in the communities that exist about a brand. Unless you are new (either product or entertainment), if there are not already communities and groups on the networks then you have a far bigger problem than deciding which network to build your community on. No one’s talking about you, why do you think they would want to talk in a place you create? Look what is there already, understand if you have/are a social object that people want to talk about then see how you can add to the conversation.
- Trans-entertainment. Entertainment across media, yes. Agree totally with this, far more engaging than different channels having different content, synergy is far more effective.
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