This document outlines 10 driving forces in digital marketing for 2012 that were discussed at a launch event for a whitepaper on key digital trends. The trends include: 1) the growth of social media and interest graph data collection; 2) using location-based social networks to connect with customers; 3) the impact of tablets on communication; 4) the rise of social media celebrities; 5) integrating social features into television and music; 6) using social media for internal communications; 7) the shift to cashless payments; 8) applying game mechanics to engage customers; 9) leveraging customer communities on forums; and 10) developing automotive apps.

1. Ten Driving Forces in Digital Marketing
2012

2. Introduction
‘Ten Driving Forces in Digital Marketing’ is our whitepaper
outlining key digital trends for 2012.
Released in January 2012, the launch event saw Drew Benvie
and Peter Sigrist, along with eBay UK’s Clare Moore Bridger
and Tom Glover of the Financial Times, discuss the trends
that will shape marketing and PR strategy throughout the
year.
Hotwire 2

3. #1: Social media and the interest graph
Interest graph
Data containing information about what you like, how you
shop, what you do online, how much you interact, and pretty
much everything else. Brands and
advertisers want this to properly
target their products, and will pay
big for it in 2012.
Hotwire 3

4. #2: Putting yourself on the map
Putting yourself on the map
Foursquare and Facebook Places lead the way in the
location-based social networks. In 2012, businesses will need
to focus efforts on these social networks to
really connect with customers.
Hotwire 4

5. #3: Tablet impact
How tablets are changing
communication
Since the iPad, other tablets have flooded the market and
consumers have put their netbooks
and newspapers aside. Tablets
change the way brands and
companies publish information,
resulting in a dramatic change.
Hotwire 5

6. #4: The new social celebrity
Who are the new social media celebrities?
There will be a further rise of social media celebrity in 2012:
experts, keen communicators, influencers, and people who
provide marketers with the
feedback they need.
Hotwire 6

7. #5: Social TV
The socialising of TV and music
It is no longer uncommon to see a hashtag appear during a
TV title credits, and this is just the start. 2012 will see the rise
of next generation TV with
inbuilt apps and social media.
Hotwire 7

8. #6: Innovation in internal communications
Social media and internal
communications
Systems such as Ning, Posterous and National Field have
begun to gain real traction
with brands looking for ways
to communicate better with
their staff.
Hotwire 8

9. #7: Cashless payments
How cashless payments could unlock a
wave of innovation
If you’re a brand, you need to think about how to make sure
people can tell the world every time they buy from you.
If you’re a developer, you need to ensure
you can bake payments into apps and
services.
Hotwire 9

10. #8: Gamification
Gamification
Before we ever learn to work, we excel at play. No matter what
your industry, game dynamics
offer a low-cost way to enhance
even very basic products and
services.
Hotwire 10

11. #9: Forums
Forums
Forums, arguably the first form of social media, could be the
dark horse this year. Organic growth has built
deep, networked relationships over time, explaining their
engagement, loyalty and why their users
have the potential to be the best brand
advocates.
Hotwire 11

12. #10: Automotive apps
Automotive app stores
The mobile device that doesn’t fit into your bag: the car.
Drivers will be a major new market focus in 2012, and
brands should be planning how to tap into the newest app
development environment.
Hotwire 12

13. Read more about Digital Trends 2012.
Download the whitepaper.
Visit our website: www.hotwirepr.com.