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T E N D R I V I N G F O R C E S I N D I G I T A L M A R K E T I N G A 3 3 D I G I T A L T R E N D S P A P E R 2 0 1 2
This is the third year that we have taken a look back at the last 12months and peered forward to the year ahead, crystal ball in one hand
and PeerIndex inuencer list in the other, with a view to shedding somelight on the areas that should be on the radar for the PR, marketing orcommunications professionals that are weighing up their plans for 2012.Two years ago in 2009 we looked into the upcoming trends of 2010, whichincluded social gaming, social media for customer service, location basedservices and the impact of social media on search. Last year we lookedat social media and privacy, social media crisis comms, the growth ofcommunity management as a discipline, and the new demand for socialmedia insights – or social media mission control.
The reality is that while some of these trends are now considered
mainstream, others are still, to many, very new. Social media for customerservice, brand insights, community management and crisis comms are allhere to stay.Our focus for 2012 and this year’s 10 trends paper will look at the newestdriving forces, including the interest graph, social commerce, the app effect,social TV and the impact of the celebrity and the CEO.Two thousand and twelve could be characterised as the year social mediagets industrialised, commoditised and mainstreamed. This will paint apicture of the digital landscape on two levels. At the crest of the wave,major trends and mass adoption. In the deep, innovation may go unnoticedand untapped. The challenge for brands in 2012 will be to tap into thepotential on both these levels and navigate to calm waters.
Introduction
1. Interest graph2. Putting your business on the map3. How tablets are changing communication4.
Who are the new social media celebrities?
5. The socialising of TV and music6. Social media and internal communications7. How cashless payments could unlock a wave of innovation8. Gamication9. Forums10. Automotive app stores
Team Awesome:
Drew Benvie, David Clare, Gillian Horseley, Emily Medd,
Luke Murphy, Sam Phillips, Sarah Porter, Phil Sheard and Peter Sigrist
Contents
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