Predicting trends can be notorious woolgathering for creative and strategy folk, often coming across as a mix of someone guessing the end of a detective thriller while taking a peak at page 400 in a choose your own adventure novel. But when you’re confronted with the annual “What’s next?” question it is a chance to alchemise some of the gold you’ve been thinking about into the base metal of Keynote slides.
Over the last month I’ve been sharing some thoughts about Interactive Creative – plus things we’ve been playing with and developing, as well as great stuff other people are up to – with our clients and other colleagues in the industry, and its been good to get some insight into what they think is going on.
Obviously the forthcoming “Second Great Depression” and the potential of +3million unemployed people is the elephant in the room. Interactive can’t live in isolation and 2009/2010 is going to be extremely challenging; every day sees more pessimistic news that tends to render any predication optimistic.
Despite this there is the potential for great work to break through and enter popular culture/social currency – to effect real change. As the economic pressures increase and budgets get tighter, then the old faithful building-block plans of tired techniques can no longer be justified as effective. It becomes more vital that we create work that is not another microsite contribution to the marketing web.
The new work does require a confidence and realisation of how the web really works, and it is this work that I’ve been calling Brand Reality Creative. It is the work that will hopefully be the norm when we emerge back to growth in 2011/12.
But before I post again about Brand Reality Creative I thought I’d share some of my notes/slides about 2009 Interactive Creative Trends. Like I said, Interactive can’t live in isolation so I’ll start with some of the things from the “real” world…
- Consumers trading down
- But using brands & technology to provide access to the things and habits we traded up to during the age of excess. GDP down 3% and consumer spending down 2.6% as employees are “much more cautious” – stats and understatement from Ernst & Young Item Club
- Cheap is in (not frowned upon)
- Loyalty is not abandoned but based on rewards and value exchange rather than brand image
- Home as sanctuary
- Home entertainment, nostalgia and trust, “staycations” (a dreadful word that hints at local breaks rather than expensive trips), back to basics and security
- Room/need for playfulness
- As a relief but not excessive due to “the guilt & hangover”
- Firmware/software updates
- Not expensive hardware upgrades which can be put off but cheaper and more fun
- Technology a source of escape
- Fun and interactivity embraced by marketing as the added value rather than expensive extra features/materials. Playfulness means being hands on and having control…
- People want to retrench & be in control
- They see the trouble we are in as being caused by “other elites”, the bankers, politicians, and hedge-fundes they do not understand
In light of these wider world trends here are the 7 Philosophies/trends/technologies (and some examples of how they are already happening) that I think seem to offer the most hope and potential…
Seven Interactive Creative Trends for 2009
- Clouds and Crowds
- Further Convergence
- Play is social in the mainstream
- Sitting back with broaderband
- The semantic web & social periphery
- On is off/Off is on
- Augmented Reality/Digital Magic
The detail follows over the next day (and I promise I’ll fill in all the example links and pictures this time…soon)
Next… 1 Clouds and Crowds