Now that 2012 is here, I thought it would be fun to look forward at some trends that are happening, and some that are predicted to happen, in the areas of marketing, market research and the little pleasures that keep me (and maybe you too) going.
Internet video marketing continues to grow. “Online videos have a major impact on Web site search engine optimization. An online video is 50 times more likely to get a first-page Google ranking than a text page. Expect businesses to take notice and continue to add relevant video to their Web sites.”
Social media growth will decrease in popularity. “Sites such as Facebook, Twitter, and LinkedIn are going to become less of a big deal. The kind of sharing and recommendations that happens on them will become a part of almost every site we visit.“
Email will grow despite its reported demise. “Email newsletters will drive traffic and results, as they do now, in 2012. Marketers who send email will get better results by sending email more frequently. Email is still a viable content sharing option with your colleagues.”
Content marketing takes off. “Relevant content has always been important to drive web traffic, but blogs, case studies and white papers are now being considered an important part of the marketing mix. As social media matures, marketers will need to provide visitors to Facebook or Twitter with meaningful content to get fans to return.”
The industry will call for practical guidelines on when to use which advanced research methods. “Neuromarketing will begin to feel the heat from early, overly aggressive marketing of the promise and industry skepticism will temporarily rise. The leading market research firms will lay out methodology structures based on the business questions to address and the insights needed to solve them.”
DIY market research will grow. “A combination of limited marketing budgets and the proliferation of simplified online survey software such as Survey Monkey and Zoomerang have made do-it-yourself research a tempting option for many firms.”
The shift to online qualitative research is likely to accelerate in the coming year. “The need for deeper and richer insights to support making better marketing and business decisions is critical. Companies must be prepared to act fast. This category is rapidly growing and the corporate researchers that make the move will be best positioned to be the winners in this new game.”
Little Pleasures That Keep Me Going
The coffee world enters into a fifth wave. “[Editor’s note: The fourth wave? See The New Yorker.] Coffee will be hand-grown, handpicked, hand-roasted and hand-brewed, ensuring that numerous people will have touched your coffee by the time you drink it. Beans will become so precisely sourced that each bag will be accompanied by a brief biography of the plant’s life.”
Hot new foods that will come on the scene.
• “The hot new food of 2012 will be Asian dumplings.”
• “The retro cocktail of 2012 will be the Old Fashioned.”
DIY health becomes more prevalent. “DIY goes ‘good for you’ in 2012: novel apps and devices will increasingly let consumers discreetly track and manage their health by themselves.”
Dance workouts gain in popularity. “Zumba tops the list of predicted dance-inspired trends in 2012. Zumba combines Latin rhythms with intervals of cardio and resistance training. This fun and effective workout has participants dancing to Salsa, Merengue, Cumbia, Reggaeton, Samba, Tango, Flamenco, Bollywood, Swing, Soca and Bellydance, all in one class.”
Unprocessed, natural foods will be the biggest nutrition trend in 2012. “Most Registered Dieticians (72%) predict that consumers will continue to demand more local, organic, sustainable, fresh, minimally processed foods. With consumers returning to the table and cooking at home, they will become more aware of where their food is coming from and what it contains. Registered Dieticians also agree (46%) that simplifying the ingredient list, (39%) sodium reduction and (37%) eliminating high fructose corn syrup, will play key roles in dietary modifications in the coming year.”
Fashion trends for spring 2012 will bring needed change. “Birds are the new animal print, a palate of pastels will be the “in” colors, drop waist dresses will be the popular silhouette and the material you will see will include matte satin.”
These are some of my favorites, but we would love to hear from you. What do you think will be hot in 2012?