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Towards the end of 2011, we wrote a blog about marketing trends to look out for in 2012.  Back then, we were still in the throes of the global economic downturn with many companies struggling to survive and significantly reducing budgets for marketing activities.  We recently read this blog again and thought it would be interesting to reflect on where we are now …

Devolved Social Media: 

2011: Whereas 2011 saw corporate social media largely controlled by company marketing departments, we anticipate social media to become increasingly decentralised in 2012.  Staff will become socially enabled, have access to company’s social networks and become brand ambassadors.  However, there will be risks as companies relinquish control. 

2015: Our thoughts are more occupied by devolved power to the regions than devolved social media within organisations!  It seems that companies large and small, public and private, still have a long way to go in relinquishing control to their employees when it comes to social media. 

Less is More: 

2011:  With limited signs of economic recovery, we believe companies will continue to find innovative ways to offer ‘less’.  For example, smaller size products and stripped down services may become the norm – targeting cost-sensitive consumers.

2015:  Well this prediction seems to have been accurate - things just ‘ain't what they used to be!’ Campaigning organisation ‘Which?’ found a whole host of products were offering customers less for their money.  Brands with good reputations need to be careful how far they go with such practices. The more people that believe in you, the greater the impact of the potential backlash.

People to People: 

2011:  We expect to see a shift from the traditional B2B and B2C narrative, to a B2P (business-to-people) mindset.  A customer will increasingly buy a product or service because of the people behind it.  And the web will be even less anonymous – built more on real people and their connections, opinions, and ideas. In this scenario, it will be vital that companies maintain and nurture their networks of influencers and customers, since it is likely that we will trust reliable contacts more than logos, brands, and corporations.

2015:   Well, it seems this prediction is becoming reality, although again, some companies are still set in their ways and need to catch up!  With the rise of social engagement, it’s become increasingly obvious we’re all targeting people.  And people gravitate to quality content which drives real value, insight and education.  

Making it Personal: 

2011:  Personalised content will make the Internet more effective as it becomes even more targeted towards the individual. People will be choosing their own content on their own terms.  For example, people may be more interested in what friends say is newsworthy, rather than what a news editor says.  Similarly, Facebook will become the sales platform for many companies - not only will this mean that users will recommend products and services to ‘friends’, but it will also lead to more tailored products.

2015:  Well again, we think we were spot on here.  Back in 2011, there were 845 million active monthly users of Facebook worldwide.  As of the first quarter of 2015, Facebook had 1.44 billion monthly active users. All organisations need to consider how they manage their online presence, whether the aim is to generate sales, communicate via social media or build awareness.

A Little of What You Like Does you Good: 

2011:  Having become tired of the feelings associated with austerity, we expect to see people wanting to let their hair down a little more to enjoy a little more of what they fancy – be that afternoon tea or an extra special treat!

2015:  Just look at the rise of summer festivals and the cupcake! Need we say more…?

@ProwseBrowse

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