By Vanessa
The n2n team are working right down to the wire today before heading off for a well earned Christmas and summer break. It’s been an incredible year for our agency, our industry and many of our clients.
How to create meaningful relationships has been the fundamental challenge for organisations this year. However what’s excited us most is that in the face of this challenge, global economic uncertainty and a rapidly shifting business and media landscape, 2011 has been about opportunity, dynamism and innovation.
Strategic integration
As a result, this year has been the tipping point for the communications industry and the year that Australian marketers started to realise the promise of truly integrated marketing and communications campaigns. Faced with a proliferation of marketing and media channels, and demand from customers for meaningful and authentic engagement, organisations have had to get strategic.
While previous years have been marked by interest and enthusiasm for online and social media, 2011 has been about integration and creativity across traditional, online and social media as well as experiential marketing and events.
Measurement and data
The proliferation of channels has forced a strategic approach that has resulted in campaigns this year that are clever, creative and innovative. It has also forced robust debate around data and measurement in our industry.
While online and social media provide opportunity for high volumes of data – how to use this and what it means has stimulated innovation and some great initiatives. Info graphics took off this year and is a great demonstration of the integration of online research and of content that can be delivered via a range of channels (traditional media, social media, microsites, marketing material and annual reports) and engage diverse audiences.
The year of carbon
The political debate around carbon reduction, and resulting policy this year created a significant opportunity for innovative businesses. Many of our clients are breaking new ground in clean technology – both in terms of creating carbon friendly products and services as well as rethinking what a carbon reduced economy looks like.
What does this mean for 2012? We predict that organisations which are engaged and connected with customers, flexible and creative in marketing, aren’t afraid to take risks and that foster a culture that rewards innovation will excel. We’d like to think that’s a little like us – and we can’t wait to see what the year brings.
Happy Christmas from the n2n team!
