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10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOTIn the last months I have been sharing in different forums and videoposts myopi...
10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOTBrands selling direct to the consumer are now complemented by consumersrecommen...
10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOTand relevant content. No longer will we have the shallow mash of video bankstha...
10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOTinevitable jumping off point for the poignant and the popular in publishing. Th...
10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOTmain campaign workflow. Focus has shifted to execution, service, reliability, a...
10 + 10 TRENDS WHICH WILL SHAPE 2011…OR, April 29th, 2011NOTE: T...
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Thinktravel Comunitat Valenciana 2011 - 10 + 10 trends which will shape 2011…or not


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Thinktravel Comunitat Valenciana 2011. Jornada celebrada el 12 de mayo en el auditorio Mar Rojo del Oceanográfico de la Ciudad de las Artes y las Ciencias en Valencia.
Javier Gónzalez-Soria y Moreno de la Santa, Managing Director Google Travel.

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Thinktravel Comunitat Valenciana 2011 - 10 + 10 trends which will shape 2011…or not

  1. 1. 10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOTIn the last months I have been sharing in different forums and videoposts myopinions about which could be the trends that will shape 2011 and I have beenrequested several times to summarize them and put them in perspective. So,finally I have decided to create this list of recommendations, split into thosewhich affect the traveler behavior and those directly related to the Media world.Of course, 10 and 10, to comply with the non-written rule. But don´t blame me if Ifail, I am just guessing for the shake of it….Traveller behaviour1.- Not to forget the BoomersThis year, baby boomers will celebrate their 65th birthdays at the rate of 20,000people a day in the western countries. These boomers have time, money andenergy to spare. They also have a deep thirst for experiences, and that holds trueacross income levels. Boomers will value the expertise who can help them craftthe fantastic experiences they want – trips that nourish, rejuvenate and enlighten,learning and volunteer vacations, customized adventures. There’s “too much atstake” for these travelers to book through the Internet if the pure transactionalsites don´t evolve. It’s not: what is the cost of the airplane? It’s: what is the cost ofthat week in terms of its importance in my life?”Women boomers deserve a special remark. Expect to see growing numbers ofsingle women over 50 traveling with their friends, Compared to earliergenerations, those women are more highly educated, more empowered, moreindependent, more powerful in almost every single way. Many have alsoinherited money from their husbands or parents, and they have a passion forlearning. Women Boomers are a market that’s ripe for the picking as they aretaking up any invitation from friends to go anywhere where they can learn.They’re saying, ‘I’m going to Patagonia. Do you want to come?’2.- The search for meaningThe recession and its aftermath are renewing a consumer focus onmeaningfulness, making people look inward at things that are really important tothem. What matters now are: families and friends; education and self-improvement; health and spirituality; creativity; community involvement; and theenvironment. Travelers are willing to spend a lot of money on travel experiences,but they need different reasons to spend it.3.- SustainabilityEnvironmental awareness is influencing consumer choices in a big way. Concernabout sustainability and the planet is top of mind for everybody, people seek outcompanies doing green things that are cool. Use that as a selling tool. People arewilling to pay more for things that are really important to them, and green issuesare one of those main things. For every strategy, new product or service, youmust pay attention to the fact that over 98% of consumers in every marketworldwide view themselves as environmentalists.4.- The influential travellerJavier González-Soria y Moreno de la Santa 1
  2. 2. 10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOTBrands selling direct to the consumer are now complemented by consumersrecommending to consumers. In some ways they’re hijacking brand marketingfor all products. We like approval from others and people that we knowespecially, but this collusion of opinion and information is not always the truestform of value. There is always a blend to that fact and its not about you or mepersonally, its about how the numbers are used. And what will be moreimportant this year is how relevant all you see, hear, do, tweet really is. So as afirst step, ratings should become deeper than one out-of-five-star rating or “wasthis helpful?” if we are going to be able to sift through the hyperbole of quantity.Quality will become the new quantity5.- A defensive mindset around spendingConsumers are hedging their bets against events or circumstances that mightblow their budgets, Only with this mindset is understandable a divorce insurance,which covers the cost of divorce logistics; increased sales of frozen foods,because they won’t go bad; and wedding day insurance that reimbursescouples if it rains on their special day. That will suppose the growth of all-inclusivetravel options that make it easier to budget, and the increase of trip insurance,especially if they are creative and go beyond lost luggage. Successful travelmarketers will need to appeal to travelers’ strong sense of value.6.- Internet ubiquityThe Internet will be everyplace. It’s converging with TV, with computing, with cellphones. It’s the convergence of all this information technology into one kind ofappliance. Every consumer purchasing decision is going to be mediated by thisconvergence. The move to mobile computing, mobile communications, mobiletransactions is going to transform consumers - always-connected devices thatgive me choices. Brands need to learn how to navigate this new territory. it’sabout influencing the influencers, having mind that perception is reality; andmonitoring and understanding your reputation is more important than any ad abusiness can take out.Since 1998 Ive been hearing that next year mobile will be big, and each year itnever happens. Until now. The Android and Apple platforms are solid, wellengineered and ready to change our world. Applications and optics have beenthe two elements that completed the mobile cake. Gone will be the short-livedand quickly unused "app candy" that has been prevalent in this first era ofsmartphones. 2010 was a platform building year for mobile, now its time for lift-off...finally.7.- Stories are trickling upThe way that news and cultural influences spread has undergone a profoundchange. Things that are impacting culture and what we’re talking about aretrickling up. Stories communicate and they spread quickly, so use the power ofstory in marketing and social media. If you want to create influence, you tell astory. Story is the new flavor for marketing, the enduring flavor. Clearly our nextevolution in the digital world is in moving beyond the simple fascination with newapps and devices and the true application of them in our lives through valuableJavier González-Soria y Moreno de la Santa 2
  3. 3. 10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOTand relevant content. No longer will we have the shallow mash of video banksthat produce banal instructional information with no context or emotionalconnection.8.- Better web experienceHTML 5 will start invading a lot of work. Some of it super creative work and somebanal and purely functional. Again, this wasnt purely because it was better thaneveryone else, its a device-driven change. In the end HTML 5 will take a sizableshare of the development work for new media and to what end only ourcollective imagination can tell us and travelers will not accept less9.- Discount shopping formulaGroupon is probably the first to come to mind. And the principle in itself will bethe next phenomenon of online retail madness. What it has and probably willbecome is a natural progression in social media and online shopping. And withFacebook joining the game with its virtual currency, sky is the limit10.- Location, location, locationWe all know Foursquare has made an impact on social media and those whoconsume it. Facebook will simply turn up the volume dial and will havequintupled the subscribers of Foursquare. But this isn’t just about people checkingin anymore. Now businesses can instantly register all their locations and you’llhave a networked location experience, which could be a good thing or adisaster. Like many features that come and go, this one won’t go away andFacebook, Google and others will play hard to win. And clearly Mobiletechnology is changing traveler behavior, providing more access to local andlocation-aware advertising and information.Media world1.- Agency ConsolidationThere are too many agencies and digital services for clients to manage. Peoplelike to say that social agencies are winning over traditional digital agencies(traditional digital...really?) but thats too much of a red herring to ignore. Alldigital agencies, some specializing in one area or another, are competing. Whatwill hurt them all is too much specialization. There are too many devices andplatforms shifting and changing to make pop-up agencies rationalize their value.Many times this past year and in the future months, the mobile and socialalthough inextricably linked will be competing for client budget.It’s not a competition when eventually you are competing with yourself. So whatall agencies need to do is acquire, build, mentor and refine capabletechnologies and people that are all working harmoniously and are measured inan egalitarian form. It will be the next agency model.2.- Paying for the contentThe last stage of adolescence for publishing is upon us. The big publishing brandshave been our “virtual parents" of content for long enough. This will be theJavier González-Soria y Moreno de la Santa 3
  4. 4. 10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOTinevitable jumping off point for the poignant and the popular in publishing. TheNYT is now a paid subscription and many others will follow. What will separate thewheat from the chaff of online magazines and news is how valuable they are tothe reader. The paying for professional online content will be the true end of thephysical publication and it seems that the public is ready to cut bait. Obviously,the speed of this change will differ from country to country3.- Media trading and public and private exchangesA year ago, demand-side platforms (DSPs) were a novelty; today they are apower to reckon with. As this segment matures, we can expect to see mountingpressure from buyers to increase transparency and decrease margins. In 2011,we will also see growing support for mobile, video, and rich media over real-time-bidding (RTB) exchanges.Parallel to the growth of public exchanges and DSPs, agencies and publishershave been actively pursuing an alternative solution -- one that would retain theefficiencies of a public exchange, yet provide qualified media opportunities toagencies and help publishers protect inventory grading and avoid channelconflict. For most of 2010, the idea of private exchanges was nothing more thana dream, but it is quickly materializing with both publisher-driven solutions like theone from and AdMeld, as well as with agency-driven solutions likeVivakis private ad slots.4.- Social unrestThe social network is making serious waves, and its not just at the box office.Facebooks media buying application programming interfaces (APIs) havespawned a foray of search engine marketing providers like Efficient Frontier,Marin Software, Kenshoo, and Adobe SearchCenter into display. What we needto be aware of is that Facebooks strict serving, tracking, and data-sharingpolicies are disrupting the status quo among marketers, third-party servers, andpublishers.5.- Proprietary data.Data brokers like BlueKai and eXelate might be facing some serious challenges,as both publishers and marketers increase efforts to control and monetize datathemselves. Massive efforts by agency groups to aggregate and leveragemarketing data are reaching critical mass. Havas Digitals Artemis and WPPs ZAPare agency-created tools that enable optimization without requiring third-partydata. More advertisers are starting to connect customer relationshipmanagement (CRM) data into integrated marketing platforms where it can beused to analyze performance and retarget consumers across marketingchannels.6.- Dynamic creative optimization (DCO) going mainstream.Kicked off by the Google-Terracent acquisition in late 2009, the consolidationtrend continued in 2010 with the MediaMath-Adroit and Yahoo-Dapperacquisitions. However, quickly following the hype was the realization thatcreative optimization is not an easy execution when done in a silo outside theJavier González-Soria y Moreno de la Santa 4
  5. 5. 10 + 10 TRENDS WHICH WILL SHAPE 2011…OR NOTmain campaign workflow. Focus has shifted to execution, service, reliability, andscalability. As DCO makes its way into marketing mainstream, there are still someoperational hurdles to overcome.7.- Remarketing heavenCombining media and creative optimization is done with great success byperformance optimization companies like Google, Criteo, FetchBack, Dotomi,NextPerformance, and Acerno (Akamai), which use media and creativeoptimization for retargeting, mostly based on cost-per-click (CPC) or cost-per-acquisition (CPA) models. Using quantitative methods, their success confirms thelogical assertion that finding the right audience and telling the right story workbest when done in concert.8.- Figuring out attributionMeasuring ad effectiveness is all about capturing the value created bymarketing activity. The next logical step is to attribute that value to the differentactivities (channels, buys, etc.) in order to understand what constitutes success.Although attribution has been a hot topic for years, I believe 2011 will be aturning point where many more marketers, including brand-focused agencies,will effectively apply attribution modeling and gain a 360-degree view intoconsumer behaviors. There will be a major step forward in online advertisingmeasurement, aiming to move digital closer to the TV model, so expect to seenew ideas from companies focused on measuring actual consumer actionsrather than surveyed attitudes.9.- Mobile displayAs always, mobile marketing remains as challenging as it is promising. The wildfragmentation of devices, technologies, vendors, etc., makes any mobile displaycampaign complicated. However, there are reasons for optimism. With theincreasing acceptance of buy-side third-party serving, solutions like those fromAdmob after its integration with Google, marketers can start thinking aboutmanaging and tracking mobile together with other portions of their media plan.10.- Basic rich mediaAdvanced rich media executions have secured a distinguished place inmarketers minds and wallets. Technological innovation will continue to drive newcreative and groundbreaking executions in advanced rich media. But, its alsoimportant to recognize how far basic rich media has evolved as well. The "do-it-yourself" wizard-like tools allow users to create templated ads utilizing basic richmedia formats and features, including panel expansion, video, etc. In somecases, ads are constructed automatically using existing web or other assets.Google is setting standards in that direction. The low price point opened up richmedia to both marketers and publishers, which traditionally tend to stick withstandard banner ads.Dr. Javier González-Soria y Moreno de la Santa,PhD, JD, MBA, MA, SEPc, CIA, CPAJavier González-Soria y Moreno de la Santa 5
  6. 6. 10 + 10 TRENDS WHICH WILL SHAPE 2011…OR, April 29th, 2011NOTE: The opinion expressed by the author in this article is not necessarily shared by the entities with which he is related.Javier González-Soria y Moreno de la Santa 6