Social and Economic Trends to Influence 2012 Marketing Campaigns

It’s that time of year again. Marketers are attempting to divine which trends will be big in 2012. Successfully tapping these trends can help marketers position themselves as leading edge and forge stronger bonds with consumers.

So which trends are likely to become part of marketers’ ad campaigns next year? The seers at  Euro RSCG Worldwide have come out with their annual lists of predicted trends. Some of these trends will influence marketer strategy in the next year. Consider the following:

Hyperlocal: The new buzzword in marketing represents a real trend. But analysts expect that major brands “ will transcend geography and hone in on universal truths” and still attempt to speak to the global audience.

Double-dip: Even if we don’t move into another recession, consumers will not be spending on unnecessary items. As a result, major retailers will be marketing pop-up stores and co-producing and co-advertising more products to appeal to a wider audience while seeking to keep costs under control.

Rise in Privacy: Consumers may be nearing their limit of information overload. If they pull back on the amount of information they are willing to share or the time they spend sharing information on social sites, there could be an impact on social media.

Multigenerational Households: More young adults and seniors are finding it impossible to live on their own and are moving in with family members. Builders will likely be marketing more flexible housing options in response to this change. And, marketers, in general, will need to determine who has the most say over spending the family budget and make sure they are targeting the decision maker with their promotional campaigns.

Post-Reality World: U.S. consumers have tired of the reality TV trend and are looking for something new to watch. Increasingly, this means watching programs both on TV and online. The new schedule of programming now available in both formats brings more opportunity for marketers seeking to reach specific audiences. But they will also face more risk in determining the best way to spend their media dollars.

These are just a few of the trends identified in the study. As marketers review changes in the broad market for the upcoming years, they will also need to understand the future for their own industry and then proceed with an optimized advertising plan for 2012.

[Source: The Big Little Book of Nexts: Trendspotting for 2012. Euro​-rscg​-worldwide​.com. 25 Nov. 2011. Web. 1 Dec. 2011]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.