By Ernie Canadeo

As the ground continues to shift under our feet, advertisers, agencies, and the media have learned that we must continuously monitor and re-evaluate how to best reach customers using new methods and metrics, how to redefine our business models to remain financially viable, and how to insure we do not become obsolete by reinventing ourselves almost daily as the consumer takes over on their own terms.

If you haven’t done those things, you can stop reading because it’s probably too late to start now. The good news is there is a tremendous opportunity to break new ground, take advantage of educated consumers and introduce them to the wonderful brands we are responsible for in ways we never dreamed possible just a few years ago.

So here’s what I predict for the future of media.

Social media. Increasingly growing in its importance to your brand. Of course your company has a Facebook page, Twitter and LinkedIn accounts, and you’ve totally revamped your website within the past year to take advantage of new technology and the integration of social media. If you didn’t, call me, now, and we’ll try to save you. Entire books have been written about social media, and most are already obsolete, as this blog will be in a few hours. So don’t expect to have someone teach you; engage yourself, live it, everyday. Interact with your consumers. Many of us have integrated traditional PR tactics with social media to speak to consumers in cost effective ways. Regardless of who you are in your company’s hierarchy, you can make a difference to your company’s success by using social media.

Is Traditional Media Dead? Well, not dead but many are gasping for breath. Newspapers have taken the biggest hit, and with the exception of the Wall Street Journal (still the world’s greatest newspaper), will continue to show circulation declines and subsequently less advertisers and lower advertising rates. They will all start charging for online content in one way or another but will never see the revenue they previously enjoyed. So prepare to see more cuts in staff and use of national wires for content. Not pretty, but the smart ones will adapt and survive.

Radio will be used as a promotional vehicle, with great live appeal and the ability to generate immediate response. As the automobile industry comes back, radio will see the most immediate bump.

Cable television revenue will continue to grow because of its ability to target its audience. Broadcast television will have less viewers but still command premium rates because there is still no better way to brand a product or reach that audience mass. Look for “live” TV commercials, harking back to the 1950’s and 60’s, and for split screens, with content on one side and a commercial on the other to avoid DVR zapping. Cable news will dominate television news, as broadcast news becomes obsolete; it’s only a matter of time until it finally goes away, as will the concept of “broadcast TV”. It’s all wired or satellite. Ask your kids.

Outdoor (including digital signage) and alternative media will continue to have a niche and a place in a marketing plan for their ability to target locally.

Event marketing will continue to be an effective way of connecting with consumers in a personal way, and the use of brand ambassadors at events will be on the rise.

Digital media. As Wi-Fi becomes ubiquitous, as hand held devices (I still can’t believe what my iPhone can do) replace every other piece of technology man and God created, as people get more comfortable giving their personal information in return for ads and content that they want to see, the digital media possibilities have no boundaries. Those of us who became marketers because we hated math will have to contend with new metrics and ROI when evaluating a marketing plan. Not that that’s a bad thing. And although no one has really figured out mobile marketing yet, it is coming and it will be huge. Yes, it’s all going to be about digital media; everything else will support digital.

So what about creative? Be prepared to see more TV commercials made on the cheap as advertisers look to cut costs and try to connect with consumers who see the world through their iPhone. Look for an increase in “feel good” advertising, and a reluctance to use spokespeople for sports marketing (I wonder why). Advertisers will sponsor entire teams, leagues and events instead of individuals. Get ready to see more employees used as pitch people, showing enthusiasm for the brand, like Best Buy is doing with their Blue Shirts. Consumers trust other consumers. So our advertising must communicate with them, not sell them.

So my crystal ball says that there will still be great creative and more effective ways of reaching the consumer that will make our careers more exciting and fulfilling than ever. And the brands and clients we work for will love us even more.

Happy New Year.

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