We are soon entering a new year, and it is therefore time to make an overview of how the digital landscape has evolved during the past year. I find that the end of a year is always an exciting time, as you see so many predictions for the coming year as well as conclusions of the year that is about to end. As of 2012, social is already too big to ignore.
In the beginning of this year, Sara predicted that 2012 would be the year of visual communication – and she was quite right. The rise of Pinterest, Instagram and Tumblr as well as the creative uses of the Facebook Timeline proves this. As for 2013, Mindjumpers’ CEO and founder, Jonas Klit Nielsen, predicts that we are heading towards a future where brands invest in people who are highly skilled in content creation and where brands become publishers:
“Companies need to be ready to think as publishers and not marketers. They need to know what value they can provide for their target group (above and beyond the value offered via their brand or products) and implement a robust editorial process into their workflow.”
What does this mean? Well, take the Carlsberg Crowdit app I blogged about a couple of weeks ago. It’s an example of a company truly taking part in activities similar to those of a media company by offering a non-branded service to their target group. So, as we head into 2013, content marketing is without a doubt what brands will increasingly put at the heart of their strategy to seamlessly connect directly with consumers, as I blogged last week. Add Social TV, “Social Nicheworks”, co-creating prosumers and aggregators, hyper connectivity and social search to the list of trends to be on the lookout for in 2013 as well.
US digital media usage: A snapshot of 2013
Emarketer has recently released a report detailing their projections of the digital landscape in 2013 – a landscape that is crucial for marketers to understand as they develop content and campaigns to target the growing online and mobile populations. Read the entire report here.
Not surprisingly, social network usage, e-commerce as well as social gaming is growing. Smartphone gaming will rise even faster and surpass the total number of online casual gamers for the first time. Mobile is in general by far the biggest growing area with an increasing number of smartphones and thus mobile internet users. These mobile smartphone users are exposed to more opportunities for advertising and marketing, with greater immediacy and relevance, than ever before. Also, smartphone video viewing in particular will see a rise next year.
However, what in my opinion is the most remarkable prediction, is that next year especially tablet use will grow massively: They will be in the hands of four out of ten internet users. It is therefore imperative to optimise your content for both smartphones and tablets.
What are your predictions for 2013?