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Connectivity in cars, the next great platform

09 December 2011 IHS Markit Automotive Expert

Once again, we're coming up on the end of the year - that time between Thanksgiving and New Year Year's Eve when everyone seems to be making their predictions about what's going to be hot or next in the coming year. Digital marketers are no different and one of my favorite publications, Mashable, has released a video of '5 Key Digital Media and Advertising Trends for 2012.' Usually I hate to say I told you so, but if you haven't been heeding the contents of this blog then, "I told you so, and you should be nervous." Okay, maybe that was a little hyperbolic, but you get the point. Many of the key opportunities we've been discussing are being identified as the big trends of the upcoming year.

The one trend that has me especially excited is the one regarding the connected car. Now that we've finally had the year of mobile (and mobile advertising is starting take off) we can move on to other things. Thank you Technology Gods! If you don't have the time to check out the site, here are the Top 5 trends, as expressed by Mashable. I completely agree and would have come up with a similar list, so why change it?

  1. Social Curation and Mobile will Drive Growth for Media Organizations - This basically means that mobile and social will converge for publishers to utilize new and variant distribution channels to curate readership and recommendations. This will have a real effect on advertising on those channels as well.
  2. The Impact of the Second Screen on Television - The year of mobile is effecting the living room, because users of iPads and Smartphones often use them while watching TV to get additional content, search products and multitask.
  3. An Explosion of Content for Connected TV's - Some see connected television as a flop, since it has taken a while to get off the ground. Nothing could be further from the truth and soon connected televisions will develop a similar ad ecosystem as display advertising online. Don't believe me? Ask Toyota about the sponsorship they're chartering with YuMe and partner LG to do just that.
  4. Connectivity in the Car Makes Autos the Next Great Platform - Everything will be powered by the internet in the future - televisions, refrigerators, and Right now, the only way to get this great connectivity is through your Smartphone as my colleague Margaret Zewatsky and I recently discussed. However, that can't last and soon I suspect automakers will have internet ready apps in-car. Come on guys, get designing! For an example of what's available today or in the immediate future, check out what Mini's releasing soon.

  5. Mobile Commerce Brings it All Together - In the most recent past, mobile transactions have grown to number in the billions. Anything customers pay for in-store or dealership today should be taken mobile for ease of interaction and incremental profit.
  6. Hopefully, these trends aren't too much of a surprise, since you only have a few weeks left to set strategies, budgets and plans for the new year. I look forward to seeing this industry grow, and the automotive business capitalizing on all of the opportunities that exist.

    Does anyone else have predictions about the state of the digital marketing industry's effect on the car business?



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