Millward Brown, a global research
agency, has released its annual top 10 digital and media predictions,
highlighting growing trends in the media sector.
Among other trends, ‘Millward Brown’s Futures Group’ believes that the
emergence of “mobile as remote” will make it a central pillar of smart
communication plans; that omnichannel marketing will help brands build
on meaningful moments of engagement, and that social TV will grow up and
become part of the narrative rather than a conversation about the
narrative.
“With increased power and capabilities, our mobile devices become the remote controls of our lives allowing not only active control of electronics, but seamless integration of the world around us. The new functionality of our mobile “remotes” utilises advanced technology to simplify our lives. Anything that needs a processor to operate can use a smartphone as the “brains.” Brands need to start developing communication plans that adapt to this world. With mobile as the hub, information gathering becomes more centralised as consumers’ trade personal information for convenience and access to events, offers and premium content”.
Among other trends, ‘Millward Brown’s Futures Group’ believes that the
emergence of “mobile as remote” will make it a central pillar of smart
communication plans; that omnichannel marketing will help brands build
on meaningful moments of engagement, and that social TV will grow up and
become part of the narrative rather than a conversation about the
narrative.
Global Brand Director for Digital at Millward Brown, Duncan Southgate,
said the group expects 2013 to be another dynamic year for online
display, mobile and social media.
“Consumers have ever higher expectations of intelligent digital
advertising approaches, and marketers will need to deliver more
sophisticated campaigns to keep pace with what works.
“With increased power and capabilities, our mobile devices become the remote controls of our lives allowing not only active control of electronics, but seamless integration of the world around us. The new functionality of our mobile “remotes” utilises advanced technology to simplify our lives. Anything that needs a processor to operate can use a smartphone as the “brains.” Brands need to start developing communication plans that adapt to this world. With mobile as the hub, information gathering becomes more centralised as consumers’ trade personal information for convenience and access to events, offers and premium content”.
Speaking further, he stated that “Omnichannel marketing is about being
present or available across the consumer’s behavioural path: each
potential contact point integrated with all others. The digital arena
will represent the first stage of more brands adopting an omnichannel
mindset as social and mobile data sources are blended with offline brand
experiences.
“In 2013 the green shoots of omnichannel strategies will involve
companies turning existing datasets into active targeting engines. As
mobile ad-serving platforms mature this will transition from social apps
into ads running across any mobile content. As well as receiving
location data, mobiles have the potential to inform nearby digital
screens – Minority Report-style tailored out of home advertising content
may not be so far away”
Contrary to predictions that the digital age would drag people away from television, he pointed out that TV is still being watched than ever and that people’s viewing experience is being enriched rather than eroded by social networks and dedicated social TV apps like Zeebox.
Contrary to predictions that the digital age would drag people away from television, he pointed out that TV is still being watched than ever and that people’s viewing experience is being enriched rather than eroded by social networks and dedicated social TV apps like Zeebox.
