[2009 trends] Convergence is overrated

The financial crisis of 2008 has placed V2 squarely at the centre of intelligent commercial thought and as a business goes about developing its storyline so those that can clearly articulate their vision and values will take the advantage.

As for nine industry trends in 2009, these would be my guess:

1. An emphasis on vision and values (V2): as the market contracts and business is forced to adapt, so too will there be a greater emphasis on vision and values. V2 will either enable the partnership between a company and its strategic partners or bring about its dissolution.

2. Developing the storyline: leadership in tough times requires a storyline suitable for the audience - as the storyline is developed, so the appeal to investors and advertisers will grow.

3. The use of price promotion to manage a contracting market: panic-discounting belies the insecurities of the discounter - price promotion linked to the value proposition will be the way to ride out the commercial storm and those able to do it in a manner that combines empathy for the customer, with commercial savvy, will prevail.

4. The value of cash: managing cash flow in a downturn and a prudent approach to protecting cash reserves will ensure that a company remains pointed in the right direction with a focus on the horizon - the tail of the storm is out there; the trick is to stay afloat long enough to see it.

5. Investment in research: there is no better time to invest in research - it's the smartest way to develop the storyline and to provide insights into a brand and its audience whatever the type of media consumption.

6. Investment in personal development: the tougher the market the easier it is to hide - this is a really good time to take that course or finish that degree. Personal development makes it easier to stay productive and gives you enough confidence to sustain visibility - regardless of how often you hear the word no.

7. Maximising the opportunity presented by the 2009 General Elections: the General Election presents an opportunity for all media types - those that have been working on developing relationships over the past couple of years will see a better share of that opportunity than those who have been waiting for it to fall into their laps.

8. Preparation for the 2010 FIFA World Cup: like any good football match, 2010 is going to have its share of thrills and spills for media in SA - innovation will be the key, as will an ability to leverage value within ASA and 2010 LOC guidelines. If you want to spot the trend, check out what the hawkers are doing at each major intersection.

9. Playing in the media convergence space: Still the most overrated media space of all, a willingness to play in the convergence area goes only so far as the development of core competencies - by that I mean the ability to ask the right questions, whether you understand the answers or not.

   Around the world, enthusiasm over mobile media has cooled considerably - SA is one of the only countries in the world still willing to be seduced by those pundits desperate to be accredited with spotting 'the next best thing'. At best, mobile and digital media will continue to play second fiddle to those traditional media types that can show an ability to at least 'maintain a signal' in developing a relationship with their audience.