Michael Nutley, the editor in chief at NMA gave his 2011 predictions for the digital industry last night at an event organized by the MDDA.
Nutley had 9 predictions for the digital industry in 2011.

Social Mediocre
The first was about the meaningful use of social media. Nutley described some sort of utopia, where brands only used social media when it’s relevant and then took feedback from their customers and actually made changes to their business.
True, there are still a lot of brands jumping on the social media bandwagon because it’s all sparkly, exciting and new when really they should be improving their core services and sorting out the basics etcetera, etcetera…
I agree. Businesses should be improving the basics and listening to customers. But everyone would agree with this, it’s something that’s always been going on.
I also agree that social media can be a facilitator for making these changes, by listening to what customers really want. And also vice versa, customers are now able to interact directly with brands and over the last few years we have seen a shift in the ownership on business decisions towards the lowly consumer.
Call me a cynic, but as much as I’d like to see this happen in 2011, I don’t think we’ll have any sort of revolution or divine intervention on this matter just quite yet.

The postmodern click
The second of Nutley’s digital trends was about measuring beyond the click. Looking at the whole customer journey and who gets credit for a final sale.
In the past we’ve sold our digital services on “The Click”. An advert on TV doesn’t have a click. Neither does a newspaper ad, but a website or web ad does. Nowadays, the click is less important, but we’ve spent so long going on about “The Click” we now have to about turn.

Warp one. Engage. (Sorry)
Third point was looking at engagement. People will be willing to pay more for more engagement with an ad. More quality, less quantity.

Bye bye media agencies
Nutley reckons that media agencies may become extinct as brands will want to be talking directly to the media outlets. This might annoy some people, (i.e. media agencies) feel free to have it out in the comments section…

Real time bidding
Point five was looking at the emergence and rise to popularity of real time bidding for advertising space AS THE PAGE LOADS, dude. This is pretty special and as Mike put it: “Relevance to the extreme.” Rock on.

Integral Integration
The sixth thing to look out for in 2011 is that teams/ marketing plans/ businesses will be integrating more and sharing data in a more meaningful way. Marketing and Digital marketing teams will merge.
This will be a good and bad thing. Sharing data will only help a business, but the merging of marketing and digital teams will lead to a deskilling and will we will push out digital knowledge.

Perpetual Beta
Technology is always evolving and therefore in a constant state of flux. BUT, it’s got to a point where we’re in a paradox. Digital comms is so important to a marketing strategy now that people are frightened to experiment. Uh oh.

Mobile schmobile
2011 won’t be ‘the year of mobile’ technology. Just like 2010 wasn’t. Mobile is here. FACT. So get used to it. So there. (I paraphrase) Nutley thinks you should keep an eye on mobile commerce.

Then there was a chat about skills from the panel, which consisted of Natalie from Amaze, Gez from StardotStar and Tim from Madebymany. There has been a shift from wanting people who can be creative with digital to wanting strategists and data people. I’m guessing all three would work nicely together.

All of this sounds lovely (apart from the deskilling bit and Media Agency people losing their jobs) but do you agree that these predictions will come into fruition any time soon, if at all?