Last week Time Magazine chose the Protestor as the most influential person of the year – no surprise given that 2011 saw technology-enabled social movements from Tahrir Square to Zucotti Park fundamentally change the way people organize and make their voices heard.

Marketers should take notice –thanks to social media and technology that’s more affordable than ever, consumers have a megaphone to voice their discontent with price hikes, unfair policies, and changes in venerable services (see Bank of America, Netflix, etc).

That’s why DGC named 2011 The Year of the Consumer Backlash – and considered it the top 2011 marketing trend. Check out four others that have us – and our clients – talking.


  1. Year of Consumer Backlash – In 2011 Americans were being heard louder than ever thanks to expanding communication channels (e.g., Facebook, Twitter, etc.). Some organizations caved to demands such as Bank of America and Netflix, while others, such as Facebook, ignored the clamoring. In politics, backlashes reached a new level, as revolts fueled by Twitter, Facebook and blogs revolutionized governments around the world and in our own backyard.
  1. Madison Valley: From Pandora to Groupon and LinkedIn, IPOs of internet-based companies were hot in 2011 and show no signs of cooling in 2012, with Facebook and Zynga hinting at going public. As Madison Avenue becomes more closely tied to Silicon Valley, the opportunity for start-up media and marketing technology companies to get funded is greater than ever.
  1. Mobile Nation – 2011 was the year that the mobile space (with increased penetration of smartphones and tablets) saw true convergence—retail, music (internet radio) and TV with HBO Go and many other services. This will spell big opportunities for brands in 2012. Look for the smart ones to take a mobile-first approach.
  1. Bricks-and-Mortar and Digital Retail Collide — In 2012, expect to see more bricks-and-mortar stores incorporating digital into the physical shopping experience. We’ll see a rise in  iPads/tablet devices used as kiosks  in stores for inventory checks, online orders, and  customized product builds (i.e. for shoes, bicycles).
  1. Everything is Social – In 2011, social media reached new heights and influence. Twitter and Facebook didn’t just keep FX’s American Horror Story from being canceled (thank goodness), it helped protestors overthrow governments! Social media also found  a way to bring the traditionally “offline,” “online” through marketing efforts that infused TV (e.g., interactive TV advertising and social integrations during prime time TV) and radio (e.g., Spotify and Myxer Social Radio) with social elements. Also, look for social media to continue to alter the PR landscape, as communications professionals have more tools to listen and connect with influencers.

Posted on December 19, 2011, in Business, DiGennaro Communications and tagged , , , , , , , , . Bookmark the permalink. 1 Comment.

  1. There are thousands of blogs that requires comments on them. What is the intention of blog comments? Sent From Blackberry.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: