It’s that time of the year again where every digital marketing expert/guru/genius/yoda/messiah will shout from the hilltops on what they think the digital marketing trends for 2010 will be.
(do a search on 2010 digital marketing trends and you’ll get the picture)
A lot of noise indeed and often lacking context I believe…
A bit more focused and centred around the South African user, here are The Heavy Chef’s trends for the next year:
5 WAYS SOUTH AFRICAN CONSUMERS WILL USE THE INTERNET IN 2O10
- MORE VIDEO, MORE OFTEN: Visual mediums online and offline will always have appeal, whether consumed for entertainment, for information or for learning. Thus, with bandwidth on the increase, this means we are busy consuming more content online, more often and much, much faster. It’s a no-brainer that video consumption would thus play a bigger part in the South African consumers web experience. Thus, for marketers I’d suggest you investigate ways of using video online to engage with your customers. At The Heavy Chef Project, we’ve been using this with great success.
- 2-SCREEN SURFING: In the states (that is the United States of America, not Vrystaat), they often refer to a 3-screen (three) culture being a mobile device, a laptop/PC and your Television. All forming part of a richer, integrated Internet experience. Within the South African context and looking to 2010, the usage of the Internet would primarily be around your mobile and laptop/PC. With both device Internet usage on the up. However, not being an Either-Or-type-scenario, both ‘screens’ will be used by consumers for different needs.
- SOCIAL INFLUENCE AND TRUST: A few days ago, I was keen for a bit of sushi, so I asked my 185 Facebook friends and 768 Twitter followers for some recommendations on where to eat. Needless to say, I had many options to choose from. Options that I valued. So much for the Yellow Pages… and Google. One of many examples I can use, but expect the South African consumer in 2010 to utilize Facebook and Twitter, as well as refer to blog opinions more often when recommending and/or making purchase decisions.
- USAGE MATURITY: It’s a known fact that with higher Internet speeds, richer Internet experiences will result and certainly more mature (read: confident) browsing. No doubt Facebook has a had a major impact on the South African consumers’ lives. One of the biggest spin-offs though is that Facebook (and I do think Facebook primarily) has played a big part in creating a more mature Internet usage culture in South Africa, from being more security/privacy conscious to consumption and sharing of media to usage across 2-Screens (see point 2) and even navigating trough a JAVA-rich environment. Thus, for marketing in 2010, don’t be too afraid of pushing the browsing boundaries somewhat.
- CLEAR MOTIVATIONS: One thing that is standing out for 2010, is that the Internet is being used more and more for specific reasons. Not just for random surfing. In fact, the popularity of online tools to do accounting, sales management, document sharing, connecting with friends, organizing events etc is very much proof of this. In fact one of the more popular buzz-words these days amongst geeks is “Cloud Computing” – essentially, taking software (like MS Word) and offering it online (like Google Docs). The result, centralized storing, collaboration opportunity and broader accessibility. Towards 2010, I’m expecting South African consumers to be very objective-driven in going online, with clear motivations. Thus, for marketers I’d suggest spending a great deal of time in defining your message/promise, keeping it consistent and supporting that with a proper web marketing drive.
Below is a bit more reading from other sources on trends for 2010: