If you thought 2010 was disruptive, wait until 2011. This year we saw major game-changers emerge — the iPad, a flurry of mobile apps, the rise of social commerce, C-Suite fixation on enterprise social-media — and more. This coming year we’ll see even more dramatic change. Keep your eyes on the following:
Rise of Defensive Branding: While 2010 kicked off with high levels of almost irrational exuberance over social media, this month’s Twitter-powered Wikileaks attack on MasterCard, Visa and other major brands primed 2011 for higher doses of brand and corporate paranoia. Influencer management will go miles beyond sampling “power moms” to smarter segmentation of activist groups. Highly adaptive “sense and respond” listening infrastructure will move from “nice to have” partner to social-media engagement to reputational table stakes. Marketing and communications departments will tear down more walls between them — there’s no choice!
QR Codes Everywhere: Thanks to smartphones and mobile innovation, QR codes have landed at the beaches and are storming the marketing hills. Expect a torrent of innovation, with QR codes linking to everything from instant promotions to just-in-time “how to” videos. Along the way, we see a fresh new crop of startups on the heels of others already out there, such as SPARQCode and Stickybits.