What’s in Store For 2006?

With a smile, I can say that all my predictions for 2005 were right on target. However, it’s a lot easier to make predictions when an industry is on fire. As I ponder upon developments for 2006, I still have a smile because the interactive industry is not cooling down. Let’s take a look at some of the most important developments for 2006 and beyond.

2005 was the year of the integrated campaign. The model proved itself, so look for an onslaught of integrated campaigns for 2006. Common combinations will be:

• Direct mail, email, display advertising and microsites.
• Television, mobile marketing and microsites
• Search, email, product placement (via television and movies) and print

Look for a variety of new and creative combinations. This is an exciting period for marketers as this method breathes new life into the daily routine of marketing professionals.

Advergaming will continue to rise in popularity. The videogame industry has surpassed the movie industry in total revenues earned. This is an indication that gaming is here to stay and will be a primary entertainment vehicle for Generation Xers and younger market segments. Look for product placement in videogames, sponsored gaming networks, and advertising campaigns based on conceptual online games.

Another trend to look for is granular product marketing. Technology has allowed for the dissection of products in the marketplace. Consumers will be buying singles instead of albums, chapters instead of entire books, articles instead of entire newspapers, television episodes instead of an entire series. Of course consumers will buy the complete editions of such products, but my point is that consumers now have the option to buy exactly the snippet they want, and they will take advantage of this opportunity where they see fit.

An obsession with marketing analytics will become more prevalent in 2006. Marketers finally became aware of the positive ROI produced by new media thanks to interactive reporting capabilities. Now that marketers understand the method, they will apply analytics as part of their normal campaign efforts. Google is aware of this fact, which is why they recently entered the market for providing website analytics.

For 2006 and beyond, look for the Internet, specifically websites, to serve as the central hub of marketing communications. Look for new, innovative online business applications to increase bottom-line results. Interactive campaigns will become more conceptual, engaging the user by submersing them into a storyline or interactive gaming experience. Lastly, look for more consumer control. Consumers will search for products when they want and purchase select products on demand. Personalization and customization will be key in this area.

It’s going to be an exciting ride this year. Let’s hop on board and enjoy the journey!

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