In addition to TV re-runs and rampant consumerism, this is the time of the year when journalists, bloggers, blogging journalists and industry insiders make their predictions about what we can expect in the new year.
Here is a round-up what we can expect in the advertising space in 2011. My comments in italics next to the prediction.
6 Digital Advertising Predictions [Mashable]
Mashable’s insight is uncharacteristically a snoozefest. There are only six predictions that seemed rehashed from 2010: two have already happened #5 & #6, #1 doesn’t make any sense, #2 & #3 are fluffs which only leaves #4. “Small is the new big” is an interesting prediction which has already started to take shape with Path & Fast Social.
1. Local Advertising Becomes Relevant Again With Location - when was it not relevant?
2. Silicon Valley Will Be the Next Madison Avenue – unlikely, see #2 on Blue Focus below
3. Influencers Will Be the Celebrities of the Social Web – what’s an influencer these days?
4. Small Will Be the New Big for Social Networks – seeds are being sewn now and small solves a social pain point
5. Brands Will Become More Like Media Companies – been there, done that
6. Facebook “Likes” Will Be Important for Your Brand – not a news flash, next?
Top 11 Ad Agency Predictions for 2011 [Blue Focus Marketing]
These guys seem to get it. Out of the 11 predictions, only three are fluff and the other eight form the roadmap of how agencies can succeed in 2011. Plus, I love it when people push new terms like “tradigital.”
1. Social media gains greater speed - no shit
2. Outsourcing continues to gain speed – smart, like creating a best world team to tackle creative problems
3. Agency strategic integration skills become more critical – critical is a soft word. Suck at this & you fail
4. The New (Hybrid) Ad Agency – if agencies don’t shift, they will die. Start hiring content strategists now
5. Agency strategic partner role to increase – if agencies can nail integration and content, yes. Otherwise, it’s billable meddling
6. Chief orchestrator role becomes vital – hand-in-hand with integration, content and strategy
7. Blogging continues to explode - blogging will grow but the only explosion will be splogs. Spammers have more tools – Mechanical Turk, Helium, WordPress and Yahoo Pipes – to create fully stocked blogs
8. May the best (digital) talent win – same spiel as #3, #4, #5, #6
9. Traditional media will continue to decline – of course but we should probably spend 2011 thinking of a new name for traditional media
10. Greater engagement in social media to win new business – see #1
11. Ad agencies apply creativity throughout the enterprise – more of a agency dream, see #5
Online Advertising Predictions for 2011 [Doug Stevenson, CEO of Vibrant Media via Social Times]
Vibrant did an official press release about the predictions so they must be proud of them. Actually, they are pretty solid. Content creation and integration are common themes among the predictions from the industry insiders. I have a word of warning about content on #2 every agency needs to learn, love and live.
1. Contextual relevance – enough publishers are pushing content so the inventory is there, matching ads & content is key
2. Advertising as content - this is my specialty & word of warning, if the content doesn’t truly add value to the user, it won’t fly.
3. Regulation of tracking - behaviorial targeting could be in danger here if users have to opt-in to be stalked
4. Ad network consolidation – merging networks will make it easier to buy ads so win, win
5. Ads become more social – more of stating the obvious, but he’s pushing toolbars. That dog won’t hunt.
5 Marketing/Advertising Predictions for 2011 That Won’t Come True [Rick Liebling, Coyne PR]
This is my favorite list. I love contrarian views and this has the right amount of snark and industry insight. No further comments from me needed, just remember these are predictions that won’t come true. Lock ‘em down.
1. The ad industry will stop trying to come up with a “new model”
2. The marketing blogosphere will cease to be an echo chamber
3. There will be unanimous consensus that 2011 will be the “Year of X” and everyone will be right
4. Twitter is dead
5. Social Media/advertising/PR/branding/media/marketing people will stop caring about lists and rankings