Four trends for 2012

It’s always around this time that pundits line up to give you their view of what’ going to happen in the year ahead, whether it’s music, fashion, food or politics. While we’d love to talk around all of these issues, we’ve decided to keep it simple. So here’s a quick overview of what the team at Lucre predict is going to happen in the world of marketing in Australia throughout 2012.

Social media comes of age

Ok, so Australians are the most ‘engaged’ in the world when it comes to social media – but when it comes to corporate Australia, embracing social media is more hit-or-miss. But 2012 will see a groundswell in businesses shifting from tactical social media activities – maintaining a sole twitter page for example – to much more strategic, integrated, and therefore much more effective, social media executions.

Agencies move from specialist to generalist

The last few years have been dominated by niche agency players, whether it’s SEO, PPC, above-the-line, below-the-line, whatever it is. But client-side budget constraints and the desire for true integration will drive a shift towards agencies becoming more of a one-stop-shop. This is being particularly driven by social media, with agencies of all disciplines recognising how complimentary this channel can be to their offering, not to mention increased client demand for expertise in this area. So that means everything from experiential shops bolstering their team with PR and social specialists to SEO and digital agencies recognising the need to offer a more meaningful and conversation-based social media activity.

Mobile commerce and social commerce

According to eBay stats, 1.3 million Aussies are using M-commerce platforms, and are shopping using their smart phones. As traffic continues to grow on mobile channels in this country, we’re likely to see huge growth in this area. Not only that but ‘social commerce’ – the layer of ‘social engagement’ sitting above an e-commerce site, is going to be big news in 2012, with online peer-to-peer recommendation playing a huge role in driving purchasing decisions.

ROI becomes more important than ever

With further budget constraints and a slow-down in consumer spending, companies are wanting – more than ever – to see concrete ROI from their marketing activity. The often ‘intangible’ mediums of PR and social will be especially under the spotlight, and agencies won’t be able to hide behind smoke and mirrors (not that they should’ve been hiding in the first place…) when it comes to demonstrating effectiveness of campaign work.

Image used under Creative Commons on behalf of t0msk

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