Colmar Brunton and Millward Brown’s digital predictions for 2012
Colmar Brunton and its global partner Millward Brown have identified emerging trends in the digital media sector for 2012.
Colmar Brunton and its global partner Millward Brown have identified emerging trends in the digital media sector for 2012.
These trends included gamification, “virtual togetherness” and real-time online decision making, which Colmar Brunton believed would radically alter the way marketers and consumers interacted through digital channels.
Gamification involved engaging people by applying game mechanics or elements, such as points, level progression and badges, to non-game situations. Effective execution of gamification was not simple, Colmar Brunton said, as people’s motivations and approaches varied.
“Virtual togetherness”, or social tools and technologies that enabled people to interact with television programmes, would explode in 2012, Colmar Brunton said.
“Innovations will emerge that allow people to engage with shows in ways we haven’t thought of. The explosion of social media will see TV becoming an even bigger echo-chamber for interaction and engagement.”
Social media would allow users to interact with television shows in new ways, and producers would use this data for inspiration, Colmar Brunton said.
Next year would see an increased demand for real-time brand and creative-based campaign insight, Colmar Brunton said, which would fuel the creation of intelligent, automated, decision-making processes which would optimize campaigns.
“This will be the year when this impact is felt across the industry. Media buyers will invest heavily in their demand-side platforms and become accustomed to responding to real-time analytics.”
Colmar Brunton was uniquely placed in the digital and social media marketing space to identify and predict upcoming trends.
“We predict huge change in the way brands adopt and develop emerging technologies. They will use these technologies to engage with a growing generation of digital consumers in more playful and enjoyable ways.”
Alex Walls
Thu, 15 Dec 2011
Thu, 15 Dec 2011
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Colmar Brunton and Millward Brown’s digital predictions for 2012
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