2012 IS THE YEAR OF … ?

picture source : strifeofcloud.com

It is not the Year of the mobile.  Lots of people have smart phones, tablets etc.  Nearly everything will be QR coded or the equivalent (yesterday I walked past a building site with a QR code the size of a window.  My companion asked “How is anyone going to scan that into their phone?”  The better question is will anyone bother?)  HTML5 will make the user experience of advertising rock.  Increased use of geo-location targeting will make relevancy more spiky.

It is not the Year of connected televisions.  There are lots of connected TVs in the home and lots more in the shops now.  If you buy a new expensive TV these days it is impossible to buy one which does not connect to the internet in fact.  This week’s CES show in Vegas features lots of internet connected TVs including the “future-proof” voice controlled, internet connected TV from Samsung with facial recognition, voice recognition (in more than 20 languages) and free access to a whole channel dedicated to Angry Birds !  (Other exciting product development news from CES includes “Body Media” and “Escort Live” – calm down Spearmint Rhino aficionados they are healthcare and traffic products).

It is not the Year of Celebrations – although the UK is set to party.  With the Jubilee, Euro 2012, the Olympics and a general swing to home entertaining there will be plenty of parties.  IPC Connect MD Fiona Dent has described the heightened need to celebrate that she has seen in her readers.  If the economy is depressed then why not party with friends to cheer yourself up?  After all it is easier than ever to arrange to get together.

So what is 2012?  2012 is in fact the Year of People Power. 

It is the year when people can find out what they want to find out with a few touches of their smart phones, whenever they want to and wherever they are.  It’s the year when the opinions of people like us influence what we think more than ever thanks to social media and new apps like Zeebox.  When we can buy a brand that appeals to us instantly and dismiss a brand that has let us down publically.  When according to Arif people set the news agenda via Twitter rather than press barons (http://arifdurrani.mediaweek.co.uk/2012/01/09/murdoch-no-longer-sets-the-news-agenda-twitter-does/) .   2012 is the year people become more demanding of good service and experiences and less tolerant than ever of inconvenience or dull corporate spin.

See Trendwatching.com’s top 12 trends for 2012 which include “Point and know” – instant visual information gratification and “Flawsome” which describes the competitive advantage that lies in adding authenticity to communications this year.  http://trendwatching.com/

2012 is the Year of People Power.

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