Media & Marketing: What to expect in 2012

What to expect in 2012This report was compiled by Encoder Public Relations, a Sydney based agency. We connectbrands with their customers and engage the influencers that have the power to affect clientoutcomes. Campaigns integrate traditional, digital and social channels.

Facebook DominanceIn 2011, social networking giant Facebook lost millions of users in important markets (The Australian). Despite ongoing privacy issues andsubsequent negative media coverage (The Australian) the social network hit the 800,000,000 user mark (B&T).What to expect in 2012: Facebook user backlash to Timeline, new ad units and monetisation strategies. Confrontation with Google+.Produced by Encoder Public Relations Image source: AP

Anti-FacebookA slew of anti-Facebook social networks launched during 2011. Unthink has attracted 100,000 users so far (Huffington Post). Diaspora hadto deal with very high expectations and the suicide of one of its co-founders (Sydney Morning Herald).What to expect in 2012: A shake up in social networking – fragmentation of users into niche and interest based social networks.Produced by Encoder Public Relations Image source: Unthink

Google+ ChallengeFacebook’s fiercest competitor Google+ has gained over 40m users globally, despite criticism concerning the ‘nymwars’ (Crikey), issuesabout company pages and a Googler faux pas (The Conversation). Google launched brand pages (The Australian).What to expect in 2012: Google+ to hit 100m users. A Facebook phone to offset Google’s advantage on mobile with Android.Produced by Encoder Public Relations Image source: www.nichewp.com

ActivismWikileaks froze its operations following a financial blockade imposed by electronic payments companies. Wikileaks was awarded a Walkley,(The Australian) a rare plaudit for a company, which has been shunned by power brokers around the world.What to expect in 2012: More online activism. Improving public perceptions of Julian Assange.Produced by Encoder Public Relations Image source: The China Africa Project

Mobile WebAustralian Mobile Internet Usage is catching up with desktop internet usage for activities like social networking. More than 50% ofAustralia’s adults used smartphones by the end of 2011. Four out of five Australian websites have not been optimised for mobile (The Age).What to expect in 2012: Emergence of mobile etiquette and new health syndromes related to mobile usage. Trend towards de-teching.Produced by Encoder Public Relations Image source: Morgan Stanley

PaywallsThe Australian became the first mainstream newspaper to limit online-content to non-paying readers (ABC News). More News Limitedpaywalls are expected in 2012. The New York Times demonstrated that a paywall can be successful (Sydney Morning Herald).What to expect in 2012: Australian mastheads to migrate to online only formats.Produced by Encoder Public Relations Image source: The New York Times

Real World/Virtual IntegrationQuestions raised refer to real world problems in virtual worlds. Should real-world laws (Lex Technologiae) be introduced in virtual worlds?On the other hand virtual worlds have proven their opportunity to solve real world problems online.What to expect in 2012: New real world retail experiences. Convergence of social media brand presence & real world sales promotions.Produced by Encoder Public Relations Image source: Heritage Key

NFCNear Field Communication is here. The main differences between Bluetooth and NFC are range, connection speed and bandwidth. Surveyssuggest that NFC-based payments will reach $50million within the next three years (Point of Sale)What to expect in 2012: NFC to be incorporated into brand marketing campaigns.Produced by Encoder Public Relations Image source: N/A

Discontent & PrivacyMajor infiltrations into corporate data. Anonymous and lulzsec determined the media’s headlines for weeks (The Australian). Facebookfaced a European Commission Directive, which prohibits targeted advertising to members (Social Barrel).What to expect in 2012: More high profile security breaches and disruption. Increased scrutiny of the big social players on privacy.Produced by Encoder Public Relations Image source: Best Wallpapers

Behavioral TargetingBehavioural targeting is central to efficacy of digital advertising and a key aspect of digital business models. It’s also highly controversial.2011 saw the release of the Australian Best Practice Guideline for Online Behavioural Advertising (ADMA).What to expect in 2012: Industry to take action to improve perception of digital advertising to address declining CTRs.Produced by Encoder Public Relations Image source: iStockPhoto

What are your predictions for 2012?Tell us here or tweet @encoderpr

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Media & Marketing: What to expect in 2012

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