Gini Dietrich

Eight Digital Marketing Trends

By: Gini Dietrich | August 22, 2012 | 

One more day of vacation! I thought we could take a look at our predictions for 2012 trends – now that we’re nearly 3/4 of the way through the year – and see how we did!

Following is a list of of trends we predicted for 2012 last November.

Of particular interest is the second one, seeing as I just blogged more about it last week.

I also think some of these are very much trends while others are things we’re pushing the industry toward through the Spin Sucks version.

Take a look and see what you think!

  1. Reporting to All Stakeholders. At the PRSA Conference this year, I had a really interesting conversation with Dan Tisch, who is serving as president of Global Alliance this year. He said that some countries, such as Australia, are reporting to all stakeholders. Meaning, they’re not just doing investor relations, but reporting results to employees, customers, prospects, influencers, and more. This is going to become a bigger trend, especially as accounting principles are looking to include brand awareness as part of the balance sheet.
  2. Social TV Convergence. I’m not a television watcher, but I’m seeing something interesting happening with apps, such as Get Glue. You can “check in” to a TV program and then have conversations with people around the world who are watching the same thing. It allows you to review the shows, talk about what’s happening, and listen to what others are saying. It works for movies and music, too! Plus, if the rumors are true and Steve Jobs’s last project was iTV, this will become HUGE next year.
  3. Integration of All Disciplines. This is kind of selfish one on my part (because I have a book coming out about it), but integration is going to be crucial next year. Today we talk about mobile, social, marketing, public relations, advertising, direct, email, customer service, and sales as if they’re working in silos. But 2012 is the year it need to integrate. Customer service can’t do its job without talking to sales. Sales needs the help of public relations. And mobile can’t live without marketing. You’ll see these disciplines all work together, as if they’re in a circle, and not in silos.
  4. Results. If you aren’t measuring your results to true dollars and cents, you may work yourself out of a job in 2012. We started to talk about how to do this earlier this month, but it’s going to take learning some marketing, product management, and basic accounting (integration, integration, integration) to do this effectively.
  5. Email Marketing. As much as I would love email to be dead, something like 107 trillion emails were sent in 2010. It’s not going anywhere, yet most of us (as marketers) have forgotten about it. It’s not the new, shiny penny and it’s kind of old and stodgy (I think I read it’s celebrating its 40th birthday). But it’s still really effective. Everyone uses email. Not everyone uses social networks (yet).
  6. Social Commerce. The other day I was in the Apple store and I checked in, using Foursquare. It asked me if I wanted to pay using the Apple app. Um, yes! Especially because it was a Sunday and there were a gazillion people there. So I downloaded the Apple app, scanned the mouse bar code, it gave me a subtotal, and I hit OK. It took the amount right out of my iTunes account, emailed me a receipt, and I was on my way. Starbucks does this using your phone and their at-register scanner. You’ll see more and more of this next year.
  7. New Social Networks. I know, I know. We need another social network like we need a hole in the head. BUT there are some cool things, such as Pinterest, that are gaining traction. In fact, yesterday I was scrolling through my Facebook stream and I saw Samuel Gordon Jewelers is having their first Pinterest contest: “Pin To Win.” It’s still way too early to see any results, but rest assured I’m watching what they’re (and others) are doing with this and other new social networks.
  8. Print to Tablet Swap. During the holiday weekend, I was scrolling through the app store on George (my iPad) and I found Catalogue. It stores all of your catalogs in a handy app so you can scroll through any of them at any time. It also recommends catalogs you should be reading, based on your preferences. My mom and I debated it’s merits the other day. She likes the tactile feel of turning the pages. I think it’s super green and I love that I have them all in one spot. You’ll see a big swap of print moving to the tablet in 2012.

What have you seen come to fruition this year that wasn’t on this list?

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • Ginny Soskey

    Hey Gini, hope you’re enjoying vacation! That’s incredibly cool that you paid with the Apple app in store. I’ll be interested in seeing how social commerce takes off–or not. For me, it seems like a no brainer, but some people may be afraid of privacy issues. Anyway, this is a great post. I’ll definitely be sharing it! 🙂

  • I remember the first time I paid in the Apple store with the app, I was stunned at how easy it was. I almost said out loud, “Really? I can just scan this and walk away, and no one’s going to arrest me for shoplifting?!” Too cool.

  • I am torn about the convenience of paying with an app and concerns about security, probably should be more relaxed but…

  • RichardMeyer

    I think that digital marketing is a dark forrest to most marketers who still think that they can get by with just a website and giving money to Google for search.  I am amazed, for example, at how many brands don’t know about the new way Google indexes sites.  However the good news is that Wall Street seems to understand the hype around social media and is asking the hard questions about how social media can make money and thus help branding.
    Another great post

  • bryanwillmert

    Some have not been as quick to come to fruition but their slow growth is a good sign of things to come. they may not fully hit by the end of 2012 but 2013 could ring bigger because of it! 

  • Yes, these things are changing, will change. Some will love it some are hating it or fearing it. It’s fun to try to predict the changes. The new social networks, new social commerce, integration of so many disciplines … you simply can’t get everything figured out because something new always comes in and takes over before the “obvious” gets a chance to play itself into reality. But, that’s what makes it all cool and fun, right? You’re doing pretty well, though Gini … better than I could do for sure!

  • AnneReuss

    I’m enjoying watching #6 coming to fruition especially with the recent team up of Square with Starbucks. It’ll be interesting to see how quick we catch on. Another trend I see is more social aggregation (and some storytelling) i.e. Overblog, Medium and RebelMouse. But one of my favorite trends has to Instagram and how sick other photo editing apps are now! Filtermania 2 had 1 million DL in 6 days in June! 

  • ginidietrich

    @Matt_Cerms We were just talking about you!

    • Matt_Cerms

      @ginidietrich Ha-ha, I hope all good things! Hope the book tour is still going well!

  • StevenJosephR

    Pinterest, Foursquare and Instagram have definitely created a buzz on the internet.  People think that they might feel overwhelmed with all of the new social media tools but they can be integrated gradually, definitely not all at once.

  • How do Apple and Starbucks push out an app request through Foursquare? Do they have a marketing deal with Foursquare or is this a feature of a Foursquare listing? Very interesting stuff!

  • itweetlive

    @Yuricon Personal engagement is the key. That’s why no tool will replace a good community manager. But they do help 😉

  • bowden2bowden

    @toddmcphetridge TY Todd for the RT, a good read > @ginidietrich

    • toddmcphetridge

      @bowden2bowden Anytime man. It was indeed!

  • itweetlive

    @littlegiantprod If your challenge is getting info into the right hands, itweetlive can help New, free twt engageme…

  • itweetlive

    @lizscherer Hi, I’d like to introduce you to itweetlive, a powerful new twitter tool for agencies & #smm managers

    • lizscherer

      @itweetlive Interesting. Thanks!

      • itweetlive

        @lizscherer No problem. itweetlive is a great tool for research. If you have any questions, let me know.

  • Apple retail stores have been ahead of the curve on accepting payments in a painless way for quite a while. One of the worst things a retailer or restaurant can do is make you wait, and wait, and wait once you’re ready to lay down the plastic. 

  • itweetlive

    @Tinu Personal engagement is the key. That’s why no tool will replace a good community manager. But they do help 😉

  • itweetlive

    @shonali Personal engagement is the key. That’s why no tool will replace a good community manager. But they do help 😉

    • shonali

      @itweetlive I agree.

      • itweetlive

        @shonali Of course! Would a total stranger on the internet give you unreliable information? 😉

        • shonali

          @itweetlive Hahahahah!!!!

        • itweetlive

          @shonali Thanks! Any time I can get a laugh fully dressed I’m happy. Have a great week!

        • shonali

          @itweetlive That made me laugh EVEN more. What would a laugh “not fully dressed” be like? :p

        • itweetlive

          @shonali Um….

        • shonali

          @itweetlive Yea, that’s what I thought. 😉

        • itweetlive

          @shonali Too smart for me. Love that beautiful smile. Have a great day.

        • shonali

          @itweetlive How nice of you to say, thank you and you too!

  • itweetlive

    @sherinenakhla The challenge is getting info into the right hands can help

  • I wish every store was the like the Apple store. I love, love, love not having to wait in line & dig in my purse for my wallet & my card to pay – not to mention 1 less paper receipt! 
    Also, #8 another Yeah for less paper! I love everything digital.  I dont read or look at paper magazines or catalogs much any more these days.  If I can have it on my iPad it gets more attention when I am stuck at all the kids events.  I see Mom’s all over the rink shopping (whether it be window or actually purchasing) from their iPads!  

  • itweetlive

    @Mica_in_Detroit Hi, I’d like to introduce you to itweetlive, a powerful new twitter tool for agencies & #smm managers

    • Mica_in_Detroit

      @itweetlive I’m checking out the site. Looks interesting. I’d like to touch base when not on deadline — early next week?

      • itweetlive

        @Mica_in_Detroit Hi Michelle, thanks for your interest. I’m happy to email more info.

        • Mica_in_Detroit

          @itweetlive Yes, please do:

        • itweetlive

          @Mica_in_Detroit Thanks for your interest in itweetlive. Just sent you an email.

  • vanhoosear

    @6x6pix Dream on! 😉

    • 6x6pix

      @vanhoosear I know… I should be thankful they’re even considered ‘trends’ I guess 😉

  • itweetlive

    @briancarter It’s definitely not enough just being online anymore. Brands & agencies need to be doing more direct engagement. http://bit….

  • itweetlive

    @IAmAdamGreen Do you think you’re getting the most out of Twitter? Are you doing all you can do for your clients?

  • itweetlive

    @6x6pix Personal engagement is the key. That’s why no tool will replace a good community manager. But they do help 😉

  • IsabelHossack

    @tammjaanus You do music???

  • itweetlive

    @rpragana It’s definitely not enough just being online anymore. Companies need to be doing more direct engagement

  • arjunkm02

    Good blog Gini. You can also have a look at the video by Infosys BrandEdge about digital marketing. They’ve simplified the digital marketing to a greater extent. Hope it might be helpful for your topic.

  • itweetlive

    @WomenWhoTech Do you think you’re getting the most out of Twitter? Are you doing all you can do for your clients?

  • JimmyLalani

    Great Articel, thanx 🙂

  • itweetlive

    @bigfuel We actually think we’re the next big thing 😉 Using twitter better through direct engagements.

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