A look at the key developments in media and marketing industries during 2011 & what to expect in 2012.

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

2. Facebook Dominance
In 2011, social networking giant Facebook lost millions of users in important markets (The Australian). Despite ongoing privacy issues and
subsequent 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

3. Anti-Facebook
A slew of anti-Facebook social networks launched during 2011. Unthink has attracted 100,000 users so far (Huffington Post). Diaspora had
to 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

4. Google+ Challenge
Facebook’s fiercest competitor Google+ has gained over 40m users globally, despite criticism concerning the ‘nymwars’ (Crikey), issues
about 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

5. Activism
Wikileaks 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

6. Mobile Web
Australian Mobile Internet Usage is catching up with desktop internet usage for activities like social networking. More than 50% of
Australia’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

7. Paywalls
The Australian became the first mainstream newspaper to limit online-content to non-paying readers (ABC News). More News Limited
paywalls 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

8. Real World/Virtual Integration
Questions 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

9. NFC
Near Field Communication is here. The main differences between Bluetooth and NFC are range, connection speed and bandwidth. Surveys
suggest 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

10. Discontent & Privacy
Major infiltrations into corporate data. Anonymous and lulzsec determined the media’s headlines for weeks (The Australian). Facebook
faced 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

11. Behavioral Targeting
Behavioural 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

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

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