Marketing asked industry execs to make a few bold predictions for 2012, and they did not disappoint. They say it will be the year that the Wild West of social media gets tamed. We’ll see an increased focus on masurement and the emergence of mobile payments.
“Mobile payments will finally make headway in Canada: Our banks are launching mobile payment options, the manufacturers are providing the platforms for transactions to occur, and mobile companies are launching co-branded banks. The conditions are finally right to see mobile payments take root in Canada.” – Stephen Brown, president, Fuse Marketing
“More re-invention, more turbulence—but also more optimism, as we look at what the Canadian industry has achieved, and our potential in the future.”– Laurie Young, managing director, management, Ogilvy & Mather Toronto
“The promotions world continues to turn to digital. Brands that used to give away beer cozies and T-shirts are now turning to music downloads and apps. The wild-west of social media begins to make sense. New ways to measure influence and target social impact will help standardize the way companies judge their social media performance. Brands will be forced to put-up or shut-up. A cute picture on your Facebook page won’t be enough to engage your audience. Online streaming movies and movie downloads will become one of the most popular online rewards.” – Josh Gertz, vice-president, marketing and content, Hip Digital
“Canadian creativity will shine, and we will have over 20 winners at Cannes (vs. 17 in 2011)… Risk tolerances will be expanded and companies will place more small bets, appreciating the learning that comes from occasional failure. There will be a continued explosion in gaming, which will increasingly be layered into communications programs, recognizing that the competitive nature of people inspires engagement. Global companies will recognize that market diversity requires unique local insights and strategies. University students will be encouraged to pursue studies leading to jobs in data analytics, due to a significant talent shortage in this area.” – Gillian Graham, CEO, Institute of Communications Agencies
“Organizations will begin to embrace customers and employees as extensions of the company’s Marketing teams. Companies will begin to scale efforts to create and share more information with employees and brand evangelists to help build better products, services, brands and companies.” – Andrew Zimakas, VP marketing, ING Direct
“The more our business changes (new tools to work with) the more it stays the same. The nature of advertising has always been feast or famine. During a feast, ideally you squirrel something away. During a famine, you dig deep and stay cool, chances are there’s a nice account around the corner. Advertising will always be an emotional yo-yo – and 2012 will be no exception.” – Al Scornaienchi, president and CEO of Agency 59
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