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In the last months I have been sharing in different forums and videoposts my opinions about which could be the trends that will shape 2011 and I have been requested several times to summarize them and put them in perspective. So, finally I have decided to create this list of recommendations, split into those which affect the traveler behavior and those directly related to the Media world. Of course, 10 and 10, to comply with the non-written rule. But don´t blame me if I fail, I am just guessing for the sake of it…. Traveller behavior 1.- Not to forget the Boomers This year, baby boomers will celebrate their 65th birthdays at the rate of 20,000 people a day in the western countries. These boomers have time, money and energy to spare. They also have a deep thirst for experiences, and that holds true across income levels. Boomers will value the expertise who can help them craft the fantastic experiences they want – trips that nourish, rejuvenate and enlighten, learning and volunteer vacations, customized adventures. There’s “too much at stake” for these travelers to book through the Internet if the pure transactional sites don´t evolve. It’s not: what is the cost of the airplane? It’s: what is the cost of that week in terms of its importance in my life?” Women boomers deserve a special remark. Expect to see growing numbers of single women over 50 traveling with their friends, Compared to earlier generations, those women are more highly educated, more empowered, more independent, more powerful in almost every single way. Many have also inherited money from their husbands or parents, and they have a passion for learning. Women Boomers are a market that’s ripe for the picking as they are taking up any invitation from friends to go anywhere where they can learn. They’re saying, ‘I’m going to Patagonia. Do you want to come?’ 2.- The search for meaning The recession and its aftermath are renewing a consumer focus on meaningfulness, making people look inward at things that are really important to them. What matters now are: families and friends; education and self-improvement; health and spirituality; creativity; community involvement; and the environment. Travelers are willing to spend a lot of money on travel experiences, but they need different reasons to spend it. 3.- Sustainability Environmental awareness is influencing consumer choices in a big way. Concern about sustainability and the planet is top of mind for everybody, people seek out companies doing green things that are cool. Use that as a selling tool. People are willing to pay more for things that are really important to them, and green issues are one of those main things. For every strategy, new product or service, you must pay attention to the fact that over 98% of consumers in every market worldwide view themselves as environmentalists. 4.- The influential traveller
Javier González-Soria y Moreno de la Santa
. mobile transactions is going to transform consumers . Every consumer purchasing decision is going to be mediated by this convergence. Story is the new flavor for marketing. the enduring flavor. That will suppose the growth of all-inclusive travel options that make it easier to budget.finally. tweet really is. with cell phones. it’s about influencing the influencers. do. Successful travel marketers will need to appeal to travelers’ strong sense of value. because they won’t go bad. which covers the cost of divorce logistics. Until now. and wedding day insurance that reimburses couples if it rains on their special day. having mind that perception is reality. It’s the convergence of all this information technology into one kind of appliance. No longer will we have the shallow mash of video banks that produce banal instructional information with no context or emotional connection. Javier González-Soria y Moreno de la Santa 2 . Stories communicate and they spread quickly. hear. and each year it never happens.. 6. it's about how the numbers are used. And what will be more important this year is how relevant all you see. so use the power of story in marketing and social media.. The move to mobile computing. It’s converging with TV. you tell a story. Gone will be the short-lived and quickly unused "app candy" that has been prevalent in this first era of smartphones.always-connected devices that give me choices. and monitoring and understanding your reputation is more important than any ad a business can take out. well engineered and ready to change our world.Internet ubiquity The Internet will be everyplace. Quality will become the new quantity 5. 7.10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOT Brands selling direct to the consumer are now complemented by consumers recommending to consumers. In some ways they’re hijacking brand marketing for all products. There is always a blend to that fact and it's not about you or me personally. Applications and optics have been the two elements that completed the mobile cake. The Android and Apple platforms are solid. but this collusion of opinion and information is not always the truest form of value. ratings should become deeper than one out-of-five-star rating or “was this helpful?” if we are going to be able to sift through the hyperbole of quantity. We like approval from others and people that we know especially. mobile communications. 2010 was a platform building year for mobile. So as a first step. Brands need to learn how to navigate this new territory.. Since 1998 I've been hearing that next year mobile will be big. and the increase of trip insurance. Clearly our next evolution in the digital world is in moving beyond the simple fascination with new apps and devices and the true application of them in our lives through valuable and relevant content. now its time for lift-off. increased sales of frozen foods. Only with this mindset is understandable a divorce insurance.Stories are trickling up The way that news and cultural influences spread has undergone a profound change.. Things that are impacting culture and what we’re talking about are trickling up. If you want to create influence. especially if they are creative and go beyond lost luggage.A defensive mindset around spending Consumers are hedging their bets against events or circumstances that might blow their budgets. with computing.
location. Google and others will play hard to win...Discount shopping formula Groupon is probably the first to come to mind. So what all agencies need to do is acquire. What it has and probably will become is a natural progression in social media and online shopping. Many times this past year and in the future months. And the principle in itself will be the next phenomenon of online retail madness. Media world 1. What will hurt them all is too much specialization. this one won’t go away and Facebook. The NYT is now a paid subscription and many others will follow. are competing. this wasn't purely because it was better than everyone else. Now businesses can instantly register all their locations and you’ll have a networked location experience.. The big publishing brands have been our “virtual parents" of content for long enough. People like to say that social agencies are winning over traditional digital agencies (traditional digital. And with Facebook joining the game with its virtual currency. All digital agencies. This will be the inevitable jumping off point for the poignant and the popular in publishing. location We all know Foursquare has made an impact on social media and those who consume it.. But this isn’t just about people checking in anymore. Some of it super creative work and some banal and purely functional. It will be the next agency model. it's a device-driven change. Like many features that come and go. build. It’s not a competition when eventually you are competing with yourself. The paying for professional online content will be the true end of the Javier González-Soria y Moreno de la Santa 3 . mentor and refine capable technologies and people that are all working harmoniously and are measured in an egalitarian form.really?) but that's too much of a red herring to ignore.Paying for the content The last stage of adolescence for publishing is upon us.. the mobile and social although inextricably linked will be competing for client budget. Again. providing more access to local and location-aware advertising and information.Better web experience HTML 5 will start invading a lot of work.Agency Consolidation There are too many agencies and digital services for clients to manage. Facebook will simply turn up the volume dial and will have quintupled the subscribers of Foursquare. In the end HTML 5 will take a sizable share of the development work for new media and to what end only our collective imagination can tell us and travelers will not accept less 9. There are too many devices and platforms shifting and changing to make pop-up agencies rationalize their value. sky is the limit 10. 2. What will separate the wheat from the chaff of online magazines and news is how valuable they are to the reader. And clearly Mobile technology is changing traveler behavior. which could be a good thing or a disaster... some specializing in one area or another.10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOT 8.Location.
but it is quickly materializing with both publisher-driven solutions like the one from Weather.com and AdMeld. Massive efforts by agency groups to aggregate and leverage marketing data are reaching critical mass. In 2011.. video. third-party servers. Data brokers like BlueKai and eXelate might be facing some serious challenges. 5. and data-sharing policies are disrupting the status quo among marketers. and scalability. and Adobe SearchCenter into display. Parallel to the growth of public exchanges and DSPs. the idea of private exchanges was nothing more than a dream. there are still some operational hurdles to overcome. reliability. today they are a power to reckon with. As this segment matures.. and it's not just at the box office. 4. as well as with agency-driven solutions like Vivaki's private ad slots.one that would retain the efficiencies of a public exchange. and rich media over real-time-bidding (RTB) exchanges. As DCO makes its way into marketing mainstream. Obviously. Havas Digital's Artemis and WPP's ZAP are agency-created tools that enable optimization without requiring third-party data. tracking. Kenshoo. Facebook's media buying application programming interfaces (APIs) have spawned a foray of search engine marketing providers like Efficient Frontier. For most of 2010. demand-side platforms (DSPs) were a novelty. 7. Kicked off by the Google-Terracent acquisition in late 2009. What we need to be aware of is that Facebook's strict serving.Media trading and public and private exchanges A year ago. Marin Software. More advertisers are starting to connect customer relationship management (CRM) data into integrated marketing platforms where it can be used to analyze performance and retarget consumers across marketing channels.10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOT physical publication and it seems that the public is ready to cut bait.Remarketing heaven Javier González-Soria y Moreno de la Santa 4 . the speed of this change will differ from country to country 3. agencies and publishers have been actively pursuing an alternative solution -..Dynamic creative optimization (DCO) going mainstream. quickly following the hype was the realization that creative optimization is not an easy execution when done in a silo outside the main campaign workflow. However. Focus has shifted to execution.. and publishers..Proprietary data. yet provide qualified media opportunities to agencies and help publishers protect inventory grading and avoid channel conflict. the consolidation trend continued in 2010 with the MediaMath-Adroit and Yahoo-Dapper acquisitions.Social unrest The social network is making serious waves. service. we can expect to see mounting pressure from buyers to increase transparency and decrease margins. 6. we will also see growing support for mobile. as both publishers and marketers increase efforts to control and monetize data themselves.
Figuring out attribution Measuring ad effectiveness is all about capturing the value created by marketing activity.lookinside. Criteo. CIA.. SEPc.. Dr. NextPerformance. Technological innovation will continue to drive new creative and groundbreaking executions in advanced rich media. marketers can start thinking about managing and tracking mobile together with other portions of their media plan. including panel expansion. vendors. But. mobile marketing remains as challenging as it is promising. it's also important to recognize how far basic rich media has evolved as well. ads are constructed automatically using existing web or other assets. MA. technologies. Javier González-Soria y Moreno de la Santa. makes any mobile display campaign complicated.Basic rich media Advanced rich media executions have secured a distinguished place in marketers' minds and wallets. The low price point opened up rich media to both marketers and publishers. their success confirms the logical assertion that finding the right audience and telling the right story work best when done in concert. PhD. Dotomi. video. there are reasons for optimism. mostly based on cost-per-click (CPC) or cost-peracquisition (CPA) models.travel Madrid. April 29th. buys. With the increasing acceptance of buy-side third-party serving. Google is setting standards in that direction. However. FetchBack. etc. There will be a major step forward in online advertising measurement. 8. I believe 2011 will be a turning point where many more marketers. JD. which use media and creative optimization for retargeting. 9. including brand-focused agencies.. MBA. 2011 NOTE: The opinion expressed by the author in this article is not necessarily shared by the entities with which he is related Javier González-Soria y Moreno de la Santa 5 . and Acerno (Akamai).10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOT Combining media and creative optimization is done with great success by performance optimization companies like Google. etc.) in order to understand what constitutes success. Using quantitative methods.Mobile display As always. The next logical step is to attribute that value to the different activities (channels. aiming to move digital closer to the TV model. The wild fragmentation of devices. 10. etc.youtube. solutions like those from Admob after its integration with Google. The "do-it-yourself" wizardlike tools allow users to create templated ads utilizing basic rich media formats and features. In some cases. which traditionally tend to stick with standard banner ads.com/travelthink www. so expect to see new ideas from companies focused on measuring actual consumer actions rather than surveyed attitudes. will effectively apply attribution modeling and gain a 360-degree view into consumer behaviors. CPA www.. Although attribution has been a hot topic for years.
10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOT Javier González-Soria y Moreno de la Santa 6 .
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