Mindshare’s five key predictions in 2011 are; 1) Marketing communications is not about what you say, it’s what others say about you 2) A fundamental shift is taking place in where people are spending their media time is taking place 3) Cable TV is getting stronger, more organized & actually appeals more 4) Digital penetration is growing strong and social networking, even stronger 5) Demand for terrestrial airtime, will continue to outstrip supply.
Mr. Paul Gibbins — Leader, Mindshare Thailand said “The most challenging area in 2011 for the marketers and Mindshare to keep up with is the fact that marketing communications in 2011is not about what you say, it’s what others say about you.”
Mindshare Leader also comments that attaching your brand to something that is happening in the popular culture is important. Marketers need to add in “ideas”- we call this Ideas You Love To Share (IYLTS). This relates back to the concept about “earned” media, where the best type of media is where people are talking to others about their positive experiences with your brand or services. So simply, it’s about “ideas” that people would want to share & talk about with others.
New media will continue to grow, especially the digital focus on “search”, “social”, “mobile” and “VDO”.
The television market is in somewhat of a difficult place at the moment. Demand from advertisers remains very high, most channels are sold out of airtime & we cannot see any change in demand in the foreseeable future as the economy seems to be moving along ok for the moment. On the audience side, ratings performance’s are not “outstanding” it seems that consumers aregetting somewhat tired or the typical program genres that are available.
The industry is entering into a new era where advertiser funded program is going to grow.
Advertisers have more control on the content, knowing that the programs will be suited to their consumers taste & the stations know that they will have a program that is “successful” These are examples of what we called “owned” media where the content is “owned” but the brand/advertiser.
Mindshare will continue to help our clients deliver their business objectives in 2011. And for Mindshare to be their “lead business partner”, the company will continue to launch new products and services in 2011 such as new innovative digital products, innovative content, consumer insights & tools, media exchange and business planning services in the year 2011.
For more information, please visit: www.groupm.com.
For further information, please contact:
Thitiporn Unchurit
Mindshare
+662 629 6327