Millward Brown's Future Group identifies top 10 emerging digital and media trends for 2013
Millward
Brown, the world's leading brand, media and communications research
consultancy, today released its annual top 10 digital and media
predictions, highlighting growing trends in the media sector. Of particular relevance in the Australian market, 'omnichannel marketing' was identified as an area in which brands will invest 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 that will capture meaningful moments of engagement that can be referenced and built upon during subsequent interactions.
For more information on the top 10 predictions, click here.
Says Mark Henning, director, media & digital solutions at Millward
Brown: "The Australian digital media market is growing at a rate of
knots. We expect 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."
The key trends outlined in Millward Brown's digital media predictions for 2013 include:
The key trends outlined in Millward Brown's digital media predictions for 2013 include:
- Facebook's monetisation drive will provide new, richer advertising opportunities for brands
- Social media listening evolves from monitoring to insight
- Emergence of 'mobile remotes' make them a central pillar of smart communications plans
- The great paywall makes for a scarcity of premium eyeballs
- Omnichannel marketing helps brands build on meaningful moments of engagement
- Social TV grows up: Becomes part of the narrative rather than a conversation about the narrative
- Mobile advertising in Africa tackles the smartphone divide
- Greater collaboration is needed to make the most of real-time optimisation
- Better alignment of online display formats with marketing objectives
- More meaningful mobile engagement via apps and actions
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