Millward Brown Predicts Digital Trends for 2011
In its latest market research report, Millward Brown’s Futures Group highlights digital trends for 2011. According to the institute’s assessment, due to the increasing fragmentation of the Internet and the rise in the use of apps and Facebook, brand owners will be forced to develop different applications for specific platforms in 2011.
This is the only way for brands to ensure they have a presence wherever their customers are looking for them. They would also have to decide whether to offer different content on Twitter or Facebook than on their own website, according to Sana Carlton, Managing Director of Millward Brown.
In addition to this main trend, the market research institute has identified ten other trends: The Online Shopping will grow and continue to develop. The lack of «tangibility» of the products can be overcome through augmented reality. Due to Online Displays in New Formats There would be an increasing effort to integrate brand messages into the ad itself, for example, using expandable formats and interactive features that display a section of a microsite or social media page. In addition, there would be Viral Videos is playing an increasingly important role in digital campaigns.
In addition, advertising executives would focus more on optimizing their online video campaigns in 2011, and there would be more Web-specific video content ... The budgets for mobile advertising campaigns would be affected by the growing Target Audience for Mobile Advertising grow significantly. Brand manufacturers would also increasingly Geolocation Services use to track their location—for example, apps like Shopkick, which automatically award points or send offers when users enter a store. Thanks to services like Facebook Places and Foursquare, more and more brands are using location data—possibly in conjunction with data from loyalty cards.
Search engines would more personal, more mobile, and more effective. Millward Brown believes that consumers will be willing to compromise on privacy in exchange for more relevant search results. Search results will also be presented in a more visually appealing way, so marketers will need to understand how search affects their brand.
There will also be further innovations in 2011 regarding the Development of New Games . In addition to growth in social gaming, the capabilities of Apple’s iPhone and iPod touch are also expected to attract more casual gamers. Brand placement in games could be a successful strategy here, provided the brand is a good fit for the game (according to Dynamic Logic). The research institute cites the Integrating Brands into Social Networks . Finally, it should be noted that the The Battle for Data Protection on the Internet increase, as consumers' power in this regard grows.
For more information and the full report:www.millwardbrown.com.
