Unquestionably, 2010 will be a more positive year for the South African media, marketing and communications industry, not least of which will be the fruition of many years of passion and commitment to host of the 2010 FIFA World Cup.
The nature of the web seems to encourage more forthright speak and consumers are giving more importance to word of mouth recommendations and raw dissuasion than other communications.
Companies will also need to hear and participate in the global online conversation that is taking place and have clear policies and teams to monitor and formulate response strategies. Growth in online reputation management monitoring and services as companies need to listen to social media conversations join the customer conversation and get tweeting!
Definitely expect mainstream agencies to claw back into their folds areas of media strategy and web design and fulfilment.
TV is still offering the best ROI for now, but this may change when SABC's new management team refocuses on profitability and the positive turn in recessionary conditions pushes overall TV inventory demand back to higher levels. Cinema audiences, although niche, have firmed, but will be dependent on Hollywood blockbusters for a good year.
Out of home (OOH) will grow because of innovation, affordability, inventory and creative solutions. During 2010, most media owners will try and make hay while the sun shines, hiking up rates dramatically over this time. The question is how many marketers will pay the premium, really?
In the US, Marie Claire has launched a reality TV show that gives the public an insider's view of the day-to-day workings of this major magazine. Vogue has also hit the news with its film documentary The September Issue just released in South Africa, which shows the team under the legendary editor-in-chief Anna Wintour compiling their largest fashion issue ever.
Locally, the line between Twitter, mobile news alerts, Facebook and radio broadcasting is blurring, with customers offered various options on how to receive news or interact with their favourite radio personality.
A great example of this is Gareth Cliff, the irrepressible 5FM jock who has 25 211 followers, putting him on the leader board for one of the most-followed South African personalities on Twitter.
In 2010 companies must recognise the need to be more honest, transparent and real to consumers. There will be little room to fake it and get away with it.
Importantly, this year is a really special year for South Africans as we host the 2010 FIFA World Cup. This will bring unprecedented volumes of new international visitors and media attention to our shores in a brief concentrated period of time, provide new experiences and open new gateways for the future.
Learn from it, be proud and, most of all, enjoy it!