By Philip Guarino, Elementi Consulting
The fast-evolving world of digital marketing has undergone profound changes over the past year. 2012 will offer us some even more interesting developments.
- Search Engine Optimization (SEO): Content will trump craftiness
- Influencer Management: A new kind of celebrity is born
- Mobile and Tablet: Leapfrogging
- Facebook: Watch those marketing budgets shift
- Video: Emotional and Viral
- Internationalization and Localization: Relevance Rules
For us, E-/MOTIONAL/, the most interesting “trend” is this one:
Video: Emotional and Viral
2012 is likely to be a banner year for video. Infinitely more emotional than text, video is a rich medium that fits perfectly within an ever more social web. 85% of Americans watch videos online, and they watch a lot of them too– over 1.3 billion (yes, billion) videos a day. Studies that show far higher levels of engagement and customer conversion among brands that use video on their websites. We will see the giant of the pack, YouTube, with its new organization and improved functionality make content creation and sharing easier- effectively solidifying its role among social sharing platforms. And innovative firms such as Boston’s Vsnap, whose technology allows users to create and send short video messages will tap into the democratization of content creation and desire for more dynamic sharing. Expect video advertising to grow significantly as it is a far less crowded a space than television.
Finally, 2012 may be the year in which video-powered social shopping technologies like (e)-motional, a tool that allows users to click on, share and purchase items without ever leaving a video, begin to catch on.
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