Gamification and NFC top 2012 digital trends

By By Wenlei Ma | 12 December 2011

Gamification, social television, mobile marketing and near field communication (NFC) are some of the leading digital trends for 2012, according to Millward Brown.

Brand research consultancy Millward Brown has identified 12 digital trends for next year. It has tipped gamification to be more prevalent as big brands increasingly embrace the idea. Social television is also expected to hit it big, with television programs to engage with audiences on social media and interactive apps.

The company predicts mobile marketing will be more entwined with social and location-based activities while brands and marketers are warned to pay attention to the potential of NFC, or the mobile wallet.

The eight other trends according to Millward Brown are online video invading the lounge room, apps, consumer packaged goods brands turning to e-commerce, social data, digital regulation, seamless sharing, social media in China and real time in online advertising.

Millward Brown specialist in social media measurement, Dave Barrowcliff, said: "We predict huge change in the way brands adopt and develop emerging technologies. They will use these technologies to engage with a growing generation of digital consumers in more playful and enjoyable ways."

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