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ones to watch in 2012

Overwhelmed by the many marketing trends out there? We watch the market for you! Here's our A to Z of technologies, companies and other newsworthy developments every marketer should keep an eye on to be ahead of the game. But it doesn't stop there - we're adding to this all the time as we come across new and interesting developments so be sure to check in here regularly to stay informed.

Marke2ing ones to watch in 2012

Overwhelmed by the many marketing trends out there? We watch the market for you! Here's our A to Z of technologies, companies and other newsworthy developments every marketer should keep an eye on to be ahead of the game. But it doesn't stop there - we're adding to this all the time as we come across new and interesting developments so be sure to check in here regularly to stay informed.

Combining our review with Wikipedia references we find accurate and other recent findings, here’s our round-up:

Augmented Reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. 5

FourSquare a 15 million strong location-based social networking site, builds tools that help users connect with friends, discover what’s nearby, benefit from deals, all on mobile devices. It's rival Gowalla, which offered location-based services with Facebook Places, was acquired by Facebook in Dec11 then shutdown just 3 months later. Elements of its integration into Facebook are still visible but Gowalla is gone. Time will tell what this move means for FourSquare.  5 7 8 18

Google Wallet is a mobile payment system developed by Google that allows its users to store credit cards, loyalty cards, and gift cards among other things, as well as redeeming sales promotions on their mobile phone. 1

Groupon  is a deal-of-the-day website that features discounted gift certificates usable at local or national companies. 7 8 18 Living Social offers daily deals on handpicked experiences that can be shared with friends. 8 18 “Daily-deal offerings will become increasingly hyper-local. Players intelligent about using the mobile market and geo-based offers will be category winners.” 8

HTML 5 is the fifth revision of the HTML standard (still under development) and aims to improve the language with support for the latest multimedia whilst keeping it legible for humans and consistently understood by computers and devices . “As more digital developers adopt the HTML5 standard, mobile sites will be able to execute almost everything an app can do without an app download or cross-platform issues… The number of apps will decline, while the number of mobile sites will grow.” 5

Hulu is a website and over-the-top (OTT) subscription service offering ad-supported on-demand streaming video of TV shows, movies, webisodes and other new media, trailers, clips, and behind-the-scenes footage from NBC, Fox, ABC, CBS, Nickelodeon, and many other networks and studios. 8

Open Graph Protocol enables any web page to become a rich object in Facebook's social graph, meaning brands can give users more specific options to post about their brand interaction on their Facebook profiles, e.g. rather than purely “Liking” a brand they could tell their friends “watched it” or “I’ve just bought this”. 1 11 18

Closely related to the collaboration trend and the desire for more transparent behaviour, peer-to-peer lending (P2P lending) is a financial transaction which occurs directly between individuals or "peers" without the intermediation of a traditional financial institution. Two players which may impact the growth of these types of consumer transactions are civilisedmoney and bitcoin. civilisedmoney uses people-to-people networks to create an ethical, transparent alternative to the existing financial services industry. Bitcoin is an experimental digital currency that facilitates instant payments to anyone, anywhere in the world. Using peer-to-peer technology to operate with no central authority it manages transactions and issues money collectively by the network. If these take off marketers will need to seize the opportunites this new way of transacting offers up.₂₄

Pinterest describes itself as an online pinboard. It's a visual social discovery network where people and brands create category-specific bulletin-style boards and pin photos or videos to it. 70% of pinners are female and a reported 3.3 million users log more than 421 million pageviews, that's a lot with 7.8 pageviews per person. Shareaholic reports that in January 2012 Pinterest first exceeded YouTube, Reddit, Google+, LinkedIn and MySpace for percentage of total referral traffic, and was almost on par with Twitter. It's not a broadcast platform like Twitter or Facebook so rather than self-promote brands should think outside the box and pin images that capture a lifestyle and/or the essence of the brand to show consumers really how it fits into their lives. 23

Qwiki is the world’s first “information experience”, powered by a technology that transforms static information into interactive stories. 5

Marketing Automation & Analytics: keep an eye on what IBM, Adobe and Google do with the acquisitions they made in 2011 gearing them up to enter the marketing automation space. These big players could now be looking to tackle processes from campaign planning through execution and attribution. 10 Similarly look out for how Eloqua, Aprimo, Alterian, Marketo and Optify will be shaping Marketing Automation 3.0. 3 8  Adobe Systems takes a step further into this space with its' SocialAnalytics tool for measuring social media conversations and relating them to marketing performance. 9 But the next wave of influence tracking systems might look more like ZoomSphere, a site for ranking brand and profile pages on Facebook, Twitter, Google+, Youtube, LinkedIn, and Pinterest.

NFC (near field communication) is a set of standards for smartphones and similar devices to establish radio communication with each other by touching them together or bringing them into close proximity, usually no more than a few centimetres. 1 11 18

Social Commerce: there’s much speculation over whether Facebook will succeed in mastering social commerce. 1 Keep an eye on what effects social sign-on, group sharing, and universal wish lists might have on the success of social commerce. 8

Social Networking:
Tagged facilitates social networking through games, friend suggestions, group interests and other means. Members can browse through member profiles, play games, and share tags and virtual gifts. Having just purchased their competitor Hi5, their user base has now hit the 300-million mark making them a contender to watch in this space. New kid on the block is ChimeIn (launched Oct11) which differs from other social networks in that it's organised around subjects rather than people. Designed as a place to learn and share with other people who have similar interests it lets users share content with others through various mediums. Time will tell whether this appeals to those weary of the constant Facebook updates from friends and family's daily life. SceneChat is a social sharing solution designed for embedded videos which allows social interactions to take place on the video itself with time-markers attached to the video timeline. Clever stuff. But what's more SceneChat allows the advert space around a video to be timed to serve an appropriate ad at the appropriate time. If this picks up speed we will see changes in the ways wesites present videos and advertisers put out their message. ₂₅

Niche Social Networking:
We’re wondering whether people really want to set up yet another social networking profile but then again, new ways of interacting such as Pinterest attract lots of interest. We’ve seen a flurry of activity around social networking for foodies. Foodspotting is a collection of user-uploaded photos that allows users to share and find food recommendations. The platform, available online and as an app, has localisation, social and gaming components. With 1 million dishes uploaded to the app marketers responsible for niche products should ponder whether there’s a relevant app out there for them. And if not possibly create one. 26 There’s also Glam Media’s February 2012 launched Foodie.com, a content platform with built-in social networking features. Their premise is that sites like Facebook are too general to connect with people along very specific interests such as food. One to watch to see whether they’re right as this could represent a new wave in social networking: niche networks. 27 Newbie GetLunched is interesting in that its aim is to facilitate face-to-face connections through social networking. Users find profiles they'd like to connect with, agree who's getting the lunch (with the option of picking up local lunch deals) and then meet up.

Social Reading:
There are a number of iOS and Android applications allowing users to customise content from social networking platforms and other web sources. Flipboard is a social magazine app with over 5 million users. It collects content from social networks such as Facebook, Twitter and other websites through RSS feeds and presents them in magazine format. Pulse is a similar service with over 4 million users with the added benefit of bookmarking articles and accessing them later across web and mobile platforms. Zite additionally matches content according to what users respond to. Trove allows users to personalise news according to their interests. 5 Social interaction functionality has also been added to ebook reading by Kobo for its ereader tablet Vox. 28

Social TV: Watch Apple TV, Google TV, Slingbox, Roku and Boxee 18 9 to see if different age groups feel more comfortable interacting through their TV compared to mobile devices. Could this unlock  social interaction with new audiences? In terms of fostering social interaction BuddyTV is an entertainment-based website which generates content about TV programs and sporting events helping users cut through the growing expanse of TV content. The site publishes information about celebrity and related entertainment news through a series of articles, entertainment profiles, actor biographies and user forums. 8 Another interesting move to watch is AT&T's attempt to differentiate itself from pay rivals, turning to social TV by launching Miso, BuddyTV Guide, TV Foundry and WayIn apps for mobile phone and tablet users.

Vox.io is a service that lets users make voice and high definition video calls straight from the browser. No downloads, installations or firewall configurations needed. Users receive a url which can be linked to their existing phone number so they can be reached wherever they are in the world and can create disposable urls (say if you wanted to speak to someone just once). Will this new model of "disposable telephony" take flight in 2012? ₂₂

Yelp.com is a social networking, user review, and local search web site. ₇ ₈ ₁₈

You can find a full run down on the need-to-know marketing facts here and read up on the marketing behaviours that matter in 2012 here or for all this and our ones-to-watch in one place download our ebook here.

1 2012: The trends every marketer should be aware of             
2 2012 Content Marketing Benchmarks, Budgets, and Trends
3 Top 5 Marketing Trends for 2012
4 2012 Trends: Social Media Metrics Take Center Stage          
5 PR, Communication, and Marketing Trends 2012 – Part 1    
6 The Brand Keys 12 for 12: Brand and Marketing Trends for 2012: Parts 1 & 2
7 2011 and 2012 Marketing Trends – “Be On The Cutting-Edge, Not The Bleeding-Edge!”
8 12 Marketing Predictions for 2012
9 Top 10 digital marketing trends 2012
10 DMA2011: 9 Digital and Direct Marketing Trends for 2012
11 21 Social Media Marketing Trends for 2012
12 Business marketing trends 2012
13 Top marketing trends for 2012
14 Top 5 Marketing Trends 2012 – Infographics, Video and Social Media
15 “My Predictions – Business and Marketing Trends 2012″
16 PR, Communication, and Marketing Trends 2012 Jonathan Bean
17 Top Ten Marketing Trends for 2012
18 Top 12 Digital Predictions for 2012 by Millward Brown
19 Triple-A your marketing communication by Marke2ing
20 Marke2ing
21 Top 10 Marketing trends of 2012 by Sookie Shuen
22 Wired Magazine (February 2012 edition)
23 Pinterest for Brands: 5 Hot Tips by Mashable
24 Big Ideas For A New Economy: Social Currency Unleashed article
25 Social Startups On Track For A Monster 2012 article from FastCompany
26 Foodspotting makeover emphasizes personalized dish discovery article from GigaOM
27 Glam Media launches Foodie.com, a culinary site with a social network baked in article from GigaOM
28 Kobo launches Vox, ‘the first social eBook reader’, with Facebook integration article from The Next Web 

Tags: companies | marketing developments | marketing trends | social media | technologies

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