We’re only 3 weeks into 2012 and we’re already seeing these 7 Marketing Trends of 2012:

1. Noise Reduction – Being more mindful of what we share to reduce the numbness oversharing can create
2. Commitment - “Commit” is a word you’ll hear a lot more going forward and you’ll be expected to do so
3. High Value Content - This ties into Noise Reduction and Content Marketing, but means that what you create must have value
4. Humanization - This is not ‘corporations are people’, but a realization that corporations are not monolithic, but run by people
5. Case Studies - Showing how your company or product overcame obstacles and solved a problem is both High Value Content and Humanization
6. Stories - Storytelling has been around a long time, but the art of weaving it into everything from your About page to your office decor is a new trend
7. Do Something Great – Similar to High Value Content and a cousin to Committment, this is a push to use 2012 as a moment to make something great

Noise Reduction – I wrote about noise last week, but now that Social Media and Internet access has become somewhat ubiquitous a new rule has emerged: As the ease of sharing increases, the value of sharing decreases. Let’s call this Stauffer’s Law. You probably are already aware of this law even if you didn’t know what to call it because the people who post the most, often get read the least or blocked completely. It’s not enough to be creating great content, you also have to temper when you share it. This applies to your personal Facebook wall/newsfeed/timeline, your Twitter feed, or your company newsletter. Decrease what you share and increase the value of what you are sharing to keep your content from being filtered out like noise.

Commitment – Have you noticed feelings of drift? People saying they feel lost? Do you know people who can’t make up their mind or make a decision about what to do next? We hate it when politicians waffle back and forth, but most people and companies are no different. HP dropped computers, picked them back up again, and changed CEOs in 2011. 2012 will be looking for HP to commit to a goal – long term dedication to a cause beyond the next quarter’s estimates. And 2012 wants to see you commit to making something work, not looking for excuses for why it failed. This doesn’t mean you can’t pivot, but you must commit to something.

High Value Content – I recently wrote about writing what matters which talked about writing about solutions for your customer’s problems versus writing about your products. Very few companies can make a product that people care enough to buy for the products sake – even companies like Apple originally had to solve a customer’s problem by allowing them to carry all of their songs in their pocket. We used to call this type of writing a “white paper” and in 2011 we may have called it “content marketing”, but in 2012 it’s not enough to write content, you have to write what matters to people. Be impactful or risk irrelevance.

Humanization – Unless you’re using a computer to write your content, you need to show your human-ness. Humans make mistakes. Even the mistakes computers make are actually mistakes made by the humans who programmed them. In 2012 people are going to be looking to do business with other people like them – a.k.a. humans who have made similar mistakes. If 2011 was about being transparent about who you were, 2012 is taking that a step further by admitting your mistake and what you’ve done or are going to do to fix it.

Case Studies - Showing the customer how you’ve solved a problem like theirs in the past is a great way to “sell the hole”. It’s also a great way to show your human-ness by admitting your mistakes and how you overcame them. No one expects you to be perfect and those who think they are risk losing business. People like to root for the underdog and if you sell yourself in that light, it can help. There is a whole other piece of case studies that include customer interviews and solution interviews, which is a great way to write what matters, but that’s a separate topic for another day.

Stories - If you’ve ever had someone explain what a song means to you, you know the power of a story. Every time you hear that song you’ll remember what that person said and think of that moment. I’ve heard advice on how to tell a great story like, “Make the listener the hero”, but this is harder than it sounds. I’ve been trying to do it for the last 6 months. What I’ve found is that by practicing telling stories in non-marketing settings like blogs and emails to friends and family, you can practice the storytelling arts so that when you do pitch to a client, you can turn their use of your product into a story that makes them the hero in 2012.

Do Something Great - It’s never been easier to start something than it is right now. You have more resources at your fingertips than ever before. So why is it that the best we came up with in 2011 was a new timeline for Facebook and a new way to stream music (Spotify)? Sure, there are people in France trying to get fusion to work and others trying to find the Higgs Boson particle. And Bill Gates is both trying to eradicate malaria and create ways to reduce nuclear waste by reusing it in a new type of reactor in China, but what about the rest of us? Some would argue that the low-hanging fruit is already picked. We can’t just sit down and invent a paperclip before our benefactor comes back from lunch, but there are still big problems to solve – like how to replace Middle-Eastern oil, how to improve energy distribution and creation, how to standardize and distribute medical records, and of course, flying cars.

In searching for a way to close this article, I ran across this quote from Catchers in the Rye:

“Among other things, you’ll find that you’re not the first person who was ever confused and frightened and even sickened by human behavior. You’re by no means alone on that score, you’ll be excited and stimulated to know. Many, many men have been just as troubled morally and spiritually as you are right now. Happily, some of them kept records of their troubles. You’ll learn from them – if you want to. Just as someday, if you have something to offer, someone will learn something from you. It’s a beautiful reciprocal arrangement. And it isn’t education. It’s history. It’s poetry.”
- J.D. Salinger, The Catcher in the Rye

How eReaders (also written e-Readers), which are digital readers for eBooks (also written e-Books) have taken over the tech news and gadget landscape? From Amazon’s Kindle™ which was first released on November 19, 2007 to Barnes and Noble’s nook™ which was first released November 30, 2009 to Apple’s iPad which was released April 3, 2010, there clearly is a revolution going on in how books are read, purchased, stored, and shared.

The first chart shows the dramatic rise in news articles related to ereaders starting in 2009. This chart also highlights the differences in spelling of the different terms for ebook readers. While there is no official way of spelling it (both ereader and e-reader are acceptable), Google Trends clearly shows that “ereader” is used more often or is more popular. In general I think that if hyphens can be avoided, they will be, just as in “e-mail” is more often written as “email.”

The second chart shows the steady rise of Amazon’s Kindle, followed by the nearly identical rise of Barnes and Noble’s Nook an Sony’s Reader. Other ebook readers like the Que and Alex don’t yet register in comparison to the traffic of these other major players, but if you compare Apple’s iPad against this chart, it makes the Kindle look pathetic in comparison.

Now these are mostly news trends and not necessarily a reflection of popularity or quality, but it does highlight a tipping point in the use of ebook readers that happened at the end of 2009, about a year after the market crash in 2008. Despite a recession and a bad world-wide economic situation, consumers have still went out and purchased not just ebooks and ereaders, but e-reader accessories, which can sometimes equal or cost more than the ereader itself. Nook covers, for example, average around $25 each.

How about you? Do you own an ereader or plan on purchasing one in 2010? Answer in the comments below.

The lines between television and the Internet have been blurring so long I hereby no longer define television as a device which sits in your living room, but as a medium that can be played anywhere. I can play television on any device I choose. I have come not to be thankful that the shows I see on traditional television networks are available online, but to expect it – and when they are not, I am shocked, then angry.

I can view television on my LG cellphone, my Apple iPhone, my HP netbook, my Dell Desktop. I can play TV on the Internet through a network’s website such as ABC.com, NBC.com, or CBS.com, or through aggregate networks like Hulu.com. My favorite, by far though is on Netflix using their instant viewing feature. My wife now watches more shows on Netflix than on our XP Media Center PC, which saves shows from cable television.

Wired Magazine ran an article April 2007 entitled, “The TV Is Dead. Long Live the TV“. The gist is that, “TV is evolving into something new and hardly recognizable to generations raised on its earlier incarnations.” This evolution is more of a time-and-space separation. Where and what we watch is no longer coupled with a specific device, location, or time of day. But what does this do to the previous culture we had whereby office cooler or dinner table talk revolved around the happenings of a popular show? The term “popular” is now somewhat irrelevant. You might even go as far to say that going forward, markets won’t exist, only niches and micro-niches.

In the photo you can see me pointing out “proof” that Snuffaluffagus exists.  This is a sort of inside-joke between peers of my generation who grew up watching Sesame Street back when Big Bird was the only one who could see “Snuffy.”  This was also back when the Cookie Monster actually was allowed to eat cookies, but both have changed.  Nowadays, are there enough children watching Sesame Street to allow for such inside-jokes? This isn’t a problem, per se, but just a reflection of our times.  You might even say, “The Market is Dead. Long Live the Market.”

1. Ultra-Local Marketing – direct communication between business owners and their local markets allows for business large and small to add a personal touch and an heir of transparency to give them a human edge in an increasingly no-touch technology world awash with noise.
2. Networking Old-World Advertising – the still-successful outdoor advertising and television commercials are now being used in conjunction with Twitter to give businesses more ROI and feedback on ad placements and their effectiveness. Even without tie-ins, searches for responses on Twitter can sometimes be just as revealing.
3. Uprooting Wall Street – think of the “Mad Money Effect” on steroids.  When people start talking about a stock and that it should be bought, it gets bought, and conversely, talk about selling leads to selling.  This is a kind of self-fulfilling prophecy, but nevertheless is an effect of Twitter on business stocks.
4. Making Blogs Relevant – blogs entered the scene in a huge way a few years back, but have since become mainstream and a bit of a victim of their own success.  Because of the ease of making blogs, their overall saturation is high and readership has suffered.  Enter Twitter: hyper-focused followings with links to blog posts of interests have made blogs more powerful than ever before.  Call it the SEO effect or not – Twitter is shaping how blogs are viewed as a resource around the world.
5. New Ways to Gather Data – never before has there been a literal tap into the stream of consciousness as there is on Twitter.  A quick search on Twitter’s real-time search engine at http://search.twitter.com reveals whatever anyone was last thinking.  Businesses have an amazingly powerful research tool like never before.
6. Helps TV, Radio, and Print Interact – when you see CNN co-anchoring Twitter side-by-side with the host of the show, you know Twitter has hit mainstream.  Twitter allows live television shows,  radio stations, and magazines get feedback on what they are doing, know what people think, and how they feel.
7. Channeling Micropayments – Twitpay and services like it facilitate small loans or payments to companies or between individuals  and will extend the reach of operations like eBay’s (EBAY) PayPal. eBay, Amazon (AMZN) and other e-commerce companies will get a financial benefit from real-time micropayments.
8. Changing Telecommunications – Telecom companies have chosen to manage user behavior by forcing customers to transfer voice, video and data on platforms that they can track. Twitter will force telecoms into a position similar to the one cable companies find themselves in.
9. Government Interaction – Large government agencies will quickly realize that Twitter may be one of the single best ways to communicate with the public and may even mandate that Twitter participate in some programs to distribute emergency notices to citizens quickly like with the Emergency Broadcast System that was used to reach the public over radio and TV starting in 1963.
10. Enhancing Charity – The Internet and the major products set up to use it are changing at a remarkable speed, permanently altering the way we live. Twitter could have as large a role in this transformation as Google and Facebook have had in the past decade.