Gales Network • Brand building from the inside out

December 2008

Are You Makin' A List? Checkin' It Twice?
Trends To Harness In 2009

THE BIG IDEAS TOPIC: It has never been more vital to your business to pause and acknowledge the dynamic shifts that have occurred in our world. From finance to customer service, from operations to staffing, from buyer to seller, the world of 2009 will look and operate in different ways.

AT ISSUE: A new generation is entering the workforce, driving consumer behavior and influencing our culture. We are now selling goods in a "fear economy." Change is here. Are you ready?

THE BIG IDEAS VIEW: Looking back helps make better plans moving forward. We realize you are inundated with trend lists at this time of year. We offer you ours with an eye toward building brands in the new tomorrow.

1. Internet advertising will continue to trend up in spite of an overall decline in media buys for 2009. Sources say it may eclipse radio advertising in the coming year or by 2010 at the latest. Greatest declines in advertising will be in the print sector.

2. More products will continue to include or leverage a social component. Consumers will not be satisfied without the ability to interact with those who buy the products they do, or those who sell them. Websites must evolve through Web 2.0 re-engineering to meet this demand.

3. User generated content will increasingly be a vital part of most websites.

4. Privacy will continue to be an issue - security too.

5. Behavioral Targeting will become a widely used advertising methodology. BT allows an advertiser to know that the target of his marketing message is pre-qualified based on their web habits. This will change the face of advertising and its ROI. See point 4 for more insight on the negative aspects.

6. Our online lives will increasingly play out on mobile devices - your brand must be portable.

7. Attention spans keep shrinking - brand messages must be simple.

8. Collaboration between large and small will be typical (example: Obama campaign machine connection with its loyal web community).

9. Potential revenues will be greater, but come from many more sources and, therefore, be more difficult to track and audit. Watch for the emergence of more third party distribution and transaction services.

10. Consumer power and influence will continue to consolidate at the center of the digital universe. Brands that super-serve their core customers will profit the most.

11. More content will be consumed online and via mobile, and less on TV or radio.

12. Demand for live, affordable events will continue to provide valuable income streams and the opportunity to build word of mouth for your brand.

13. Video content is increasing in popularity and will be used more for contextual advertising.

14. Obama supports Net Neutrality - although it may face some resistance in Congress, Cable and Google, it has a good chance of surviving during his term. Good news for the emerging brand.

No doubt there are many more. We encourage you to integrate these insights into your 2009 business plan to help drive your decision-making. We look forward to navigating 2009 with you.