2010 Marketing Predictions
MARKETING PREDICTIONS FOR 2010
Everyone's making them, so why shouldn't we? Why shouldn't you for that matter?
First, here's a brief bulleted summary of what the MCTT team has heard and read:
GENERAL OBSERVATIONS ON THE FAME COMPLEX
Just as 2009 brought us loopy celebrity behavior, the fall of iconic sports figures and financial wizards, and in consideration of how cost-effective reality entertainment is, it looks like 2010 will bring us more of the same.
Which brings us to marketing by hanging one's company hat on celebrity ties. As we all have learned with the continuing Tiger Woods scandal and sponsor freefall, the moral of this story should be clear—-that great thought and planning should be given to these relationships, the correlation between sponsor and celebrity reputation. Marketing on the coattails of a famous person's success is one thing. Betting on that person's ability to manage their personal integrity is quite another.
Along that line, have we all now read Miley Cyrus' proclamation that "my job is to be a role model"? LOL. All knowing at seventeen (and has been since she was fourteen), never stopping for air when she talks, generally about herself, interrupting her father in interviews to do it. Publically globetrotting with her older boyfriend. Looking for edgier music and films to do, to keep with her all-knowingness. Gag.
On the one hand she's proven to be marketable, obviously. On the other hand, she believes she can do no wrong, so how close is her image to imploding the way the supposedly more mature Woods' reputation did?
As a side note, none among us at MCTT ever buys anything simply because a star or athlete endorses it. We're also the same people who have no interest in buying any of the proliferation of celebrity-branded fragrances. We do, however, appreciate the undeniable value of fame and its contribution to sales. Again, we caution against drawing direct correlation between company and celebrity reputation.
Everyone's making them, so why shouldn't we? Why shouldn't you for that matter?
First, here's a brief bulleted summary of what the MCTT team has heard and read:
- Mobile marketing/e-commerce is hot, white hot...finally.
- Android is the hot mobile operating system, red hot.
- Community marketing is the new marketing mecca.
- Augmented Reality...show it as it will be and they will come.
- Pay-for-Content publisher revenue models will pervade the online world.
- Public Relations as we've known it: It's dead or on life support.
- TV advertising faces down historic fork in the revenue road.
- China is the holy grail of consumer sales.
- Multiplatform media usage measurement pressure is applied.
- Disenchantment with the novelty of video ads hits.
- Online search functionality mutates as advertisers struggle to keep up.
- 2010 will witness the rise of the "social graph."
Here are some of our own predictions:
- Mobile marketing is in fact coming into its own and then some.
- Social media will continue to facilitate two- or more-way conversation. New developments will help reign in the time it takes to manage it all.
- The inevitable growth of social media tracking devices should scare everyone and give pause as to how much personal information people share with the rest of the world. Additionally, everyone should be picky about which tracking cookies they allow to follow their every online move.
- Offline marketing will continue to be a solid component of overall strategies for specific industries and markets.
- PR is not what it used to be. The rules have changed and so have the channels for distribution.
- Marketing budgets will continue to be tight, so marketers must use common sense and creativity to manage their constrained resources intelligently.
- Success with the pay-for-content business model will logically hinge on how well publishers identify what consumers deem as valuable. Then again, if net neutrality fails publishers will get to do whatever they bloody well wish to and at the consumer's expense.
- New technological developments arise on a regular basis, so in turn will the tools at marketers' disposal. What should always prevail is logic and common sense, followed by strategy.
COOL TREND ALERT: "Anti-static" Digital Billboards
GENERAL OBSERVATIONS ON THE FAME COMPLEX
Just as 2009 brought us loopy celebrity behavior, the fall of iconic sports figures and financial wizards, and in consideration of how cost-effective reality entertainment is, it looks like 2010 will bring us more of the same.
Which brings us to marketing by hanging one's company hat on celebrity ties. As we all have learned with the continuing Tiger Woods scandal and sponsor freefall, the moral of this story should be clear—-that great thought and planning should be given to these relationships, the correlation between sponsor and celebrity reputation. Marketing on the coattails of a famous person's success is one thing. Betting on that person's ability to manage their personal integrity is quite another.
Along that line, have we all now read Miley Cyrus' proclamation that "my job is to be a role model"? LOL. All knowing at seventeen (and has been since she was fourteen), never stopping for air when she talks, generally about herself, interrupting her father in interviews to do it. Publically globetrotting with her older boyfriend. Looking for edgier music and films to do, to keep with her all-knowingness. Gag.
On the one hand she's proven to be marketable, obviously. On the other hand, she believes she can do no wrong, so how close is her image to imploding the way the supposedly more mature Woods' reputation did?
As a side note, none among us at MCTT ever buys anything simply because a star or athlete endorses it. We're also the same people who have no interest in buying any of the proliferation of celebrity-branded fragrances. We do, however, appreciate the undeniable value of fame and its contribution to sales. Again, we caution against drawing direct correlation between company and celebrity reputation.
Posted by MC Think Tank Talk Blog at 1/7/2010 4:17 PM 
Categories: lifestyle,business,marketing
Tags: miley cyrus as a role model 2010 marketing predictions
Categories: lifestyle,business,marketing
Tags: miley cyrus as a role model 2010 marketing predictions
Comments