Every year it’s interesting to see what people’s predictions are for what is going to happen in marketing the following year. Last December, we made our predictions on what we thought would happen in 2010 in social media, email marketing, mobile marketing, pay-per-click and blogging.
Looking on to 2011, I feel there are specific things that are going to stay the same as well as things that will change when it comes to traditional advertising. Those are as follows:
Magazines - Magazines are going to continue to get smaller in size as well as in frequency, due to them increasing their efforts online. People are reading these online now instead of subscribing to the print copy. We already saw in 2010 that many magazines went from monthly to bi-monthly or even quarterly. Companies are going to continue to advertise but become more strategic with their messaging. Ads are now going to draw consumers even more to a specific website or increasingly use QR Codes. These ads need to interact directly with the reader. Placement within the publication will also become a higher priority – if there is an article about a sporting event, a company that specials in running shoes would want to be on that page, for example.
Television – As we all saw this year, more and more people are fast forwarding through commercials through the use of their DVR. According to GigaOm, 33% of American households have a DVR and use it on a regular basis. Marketers are going to increase their commercial efforts to drive people online to learn more about them. They will decrease their efforts to drive people to their website, though. Instead, they will drive people to their Facebook page or encourage them to follow them on Twitter. Consumers still want information but they want that information to be engaging and require communication directly with the company.
Radio – We are going to continue to see a decrease in actual radio commercials. The more people use their ipods or iphones to listen to music, the less people are listening to the actual radio. Also, as drivers talk on their cell phones more, via a hands-free device of course, the radio and music has become background noise. For those people that do listen to the radio, they often change to another station during a commercial. Therefore, marketing dollars will be put in to on-air promotions and contests, since these are done in between songs by the actual DJ. These drive listeners to a website where they can enter to win — giving the station more exposure, as well as providing listeners more information on your specific company.
Out-of-Home – There likely won’t bee too much change with out-of-home advertising. It is still a powerful way to reach potential consumers, if done correctly. Billboards are still informative as long as they obey the rule of eight words or less. You have to remember, the average person only has two seconds to see, read and absorb your message. Messaging will primarily be directional – Next Left Turn Right or drive people to their website/Facebook page to learn more. There will be an increase in bus shelter/train advertising due to the increase in people taking public transportation. This messaging will take on a more informational approach since people have the time to see, read and absorb this while they wait for the bus/train.
I will be curious to see at this time next year how close these predictions are. Was I close, or was I way off?
What do you think of my predictions? Do you think I am dead on when it comes to traditional advertising in 2011 or do you think I am way off?