What to expect in 2009 for digital marketing

On Wednesday evening World Wide Creative, together with 24.com, Corona and Perdeberg Winery, hosted the very last Heavy Chef Session of 2008. Three speakers were invited to spill the beans on what's smoking up their crystal balls, and some pretty cool predictions were mentioned.


Jon Cherry, founder of Cherryflava Marketing, predicted the following for the Marketing Sector:

  • Marketers will focus on the basics: Marketers will be asking the right questions, focusing on the people that are being sold to, without jumping on all the latest hype bandwagons.
  • No more hype: Marketers will not be intimidated by the hype around mobile and social media, with campaigns being more integrated across multiple channels.
  • Marketers will be much more focused: the 80/20 rule will apply more than ever. Marketers will focus on the 20% of their customers that bring in the 80% of their revenue.
  • Privacy will become a marketing staple: the smart marketers will finally respect people's privacy, and communications will become more targeted, personal and responsible.
  • Small business will come into their own: marketers that focus on smaller, community based target markets will gain favour. People are jaded by the big corporate attitude.

Simon Leps, CEO of Fontera International, predicted the following for the Mobile Sector:

  • Free becomes a viable business model in SA: attention is the most valuable resource, so new businesses will offer their products free. This is already the case in the States.
  • Cost driven killer apps: Growth of a killer app or market is always driven by cost first.
  • The audience becomes the media channel: User-generated content dictates that brands must become part of the conversation.
  • SA SMS Competitions will become more regulated: Win-e-Kaya ruling means that SMS competitions will have to be more careful in the future.
  • Video and Mobile TV: 3G Video Streaming, Live video as per YouTube.
  • Contracts will expand: Unlimited packages, or at least much higher caps.
  • iPhone killers will appear everywhere: Touch Screen phones will come from all manufacturers
  • More growth! Mobile penetration will grow to 81% in 2012. Africa in general will continue to grow rapidly.

Dave Duarte, founder of Huddlemind and Nomadic Marketing, predicted the following:

  • Marketers will move to the ‘Three C's':
    Choice: opt-in
    Control: opt-out
    Consideration
  • Marketers will be also use a new ‘Four P's' (since marketers love C's and P's so much): Participation; Personalisation; Peer to peer pass along value; Predictive modelling.

There are some great speakers lined up for the New Year, with some of the hottest topics in marketing at the moment. If you're interested in attending a Heavy Chef Session in 2009, go to www.heavychef.com or email to subscribe to the monthly newsletter.

15 Dec 2008 11:37

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