||Five Trends from 2012 That Media Should Replicate in 2013
In the world of online promotions, 2012 has been the year of expansion and integration. Everywhere we looked, we saw increased flexibility and synthesis. Deals evolved into richly varied deals stores, contests migrated from desktop websites to Facebook and mobile devices, and year-long promotions calendars were created to keep track of it all.
It was an exciting and flourishing year, and bodes well for the continuing maturation and growth of online promotions in 2013.
And now, without further ado, I present the top five promotions trends of 2012 that you should carry forward into 2013.
1. Implementing a comprehensive promotions calendar. 2012 saw a rise in integrated promotions planning, as more and more media companies assembled strategic calendars and embraced solutions-based selling. GateHouse Media in particular embodied this trend, adopting a group-wide promotions calendar in addition to those at the individual properties. As a result, GateHouse drove over $3 million dollars in revenue from contesting alone in 2012.
2. Focusing on broadening deal diversity. It's not all about restaurants and massages anymore. Deal diversity took off in 2012, and we saw all of the major categories -- restaurants, retail, travel, recreation, event, beauty, and service -- represented across deals sites and in deals stores. Which brings us to our next trend:
3. Running deals stores. We've already seen the move from the daily deal to the seven-day deal, and in 2012 this trend widened to include deals stores. There are many advantages to running deals stores, such as the opportunity to work with advertisers who might not be a good fit for a stand-alone deal. Deals stores also work well with other deal features becoming more widely adopted in 2012, like multi-option deals.
4. Uploading photo and video from mobile devices. Thanks to the advent of iOS 6 and Android Jellybean, toward the end of 2012 it finally became possible to upload photo and video directly from a mobile device to the Internet. Just as deals stores allow for increased flexibility with deals, mobile photo and video uploading allows for increased flexibility with contesting since users now have the ability to take and upload photo and video on the spot as opposed to having to work through a computer.
5. Contesting with Facebook. The global trend of expansion continued as contests increasingly moved towards being run on Facebook as well as on companies' main sites. Facebook helps contests reach a broader audience, and we saw our partners optimize their Facebook pages for contesting and take advantage of Facebook's free promotional tools to really get the word out. We also saw more examples of agency model Facebook contests, where our partners designed and managed contests for specific advertisers.
(Source: Matt Coen, Second Street Promotions Lab, 02/13/13)
Note: Matt Coen will be sharing sales ideas for sponsorships and promotions in one of the RAB-conducted sessions at the NAB Show in April in Las Vegas. Complete Show details at www.nabshow.com.