Things I can see happening for 2012
Mobile: Well we are almost getting there with Mobile. I’ve long been frustrated since living in Canada that us Europeans and Asians are so much more phone savvy than here in N.America. They use their phones to pay for things. Why can’t we? (Probably involves banks’ stubbornness to let go of the fees that are involved). But I think we’re getting there, slowly but surely. Google also introduced its Wallet platform in 2011, but most of you probably haven’t heard about it or used it yet.
Google + Google’s got to do a better job marketing Google + if it wants some of Facebook’s market share, and thus far, it’s done what it does with all its platforms: put it in beta to make it highly desirable, then sit back and wait for it to become popular. Come on Google, I know you can do better.
Facebook IPO: the $100bn question of 2012. If it ever happens, Facebook will be the frenzied float of 2012, with a possible valuation of $100bn. As Mark Zuckerberg considers the options on whether to publicly list the social media site which has 800m users, or will he learn from Google who shunned the Wall Street banking community and creating a retail offer via an auction? I think he’ll go the Google way myself, but with investors trying to pick the next Google and avoid the next Yahoo! in the rapidly changing internet age, the question is, will Facebook be around when Zuckerberg is old?
Digital marketing trends: Facebook, Twitter and LinkedIn are expected to see their online advertising revenue increase at substantial levels in the near future. However, the continued shift of advertising dollars toward the Internet and social media in particular only tells a part of the story. Google’s costs-per-click advertising costs are rising, putting it at risk of driving advertising dollars elsewhere. In order to maintain its lead and combat the social media upstarts, Google will look to innovations including improved matching algorithms that use ad inventory more efficiently. With search outpacing Apps for dominance in mobile marketing, (paid search already claims the largest share of mobile advertising dollars), advertisers should expect it to attain outsized gains again in 2012. With mobile ad dollars, tracking and analytics is an issue; advertisers lose visibility when a visitor clicks into the app marketplace or uses an app. Tracking a click from a mobile application using traditional analytics tools is difficult. Advertisers will try to simplify the mobile browser web experience. HTML 5 will help by making application design available on mobile devices via a standard Web browser. HTML 5 will also make it easier for search engines to find important content on a website, allowing for easier audio and video streaming and allowing search engines to “read” images and animations, something they previously have been unable to do, bringing great potential for search engine optimization benefits to flash-heavy websites.