The world is changing rapidly and media is at the heart of these changes. The trends below are not new trends, but current trends that will become a lot more prevalent next year.

In 2011 lots of things will get even bigger – by the end of next year there will be many more internet users (not necessarily on desktops), mobile users, online shoppers, online gamers, social networkers, and data being generated - and we are taking this as read.

Changes predicted a few years ago have happened, including mobile ‘arriving’, the ubiquity of social media and online video; in the light of this 2011 will be a year of consolidating on these gains and refining techniques in the new landscape.

These are 11 trends that we expect to see:

1 – Monetisation
Implications for brands – Think about what you have that can be sold, and the ways in which you sell. Can you sell directly, or through channels like Facebook and the app stores? Do deals to make sure that you sell in the best environments.

2 - More Advertising
Implications for brands – Advertising isn’t going away, but it is changing, particularly with the rise of branded content. Develop strategies to produce and place this, as part of your media & marketing schedules

3 – Partnerships and Sponsorships
Implications for brands – Look to form strategic long term deals with suppliers that best fit your audiences and objectives

4 – Targeting, Data, Algorithms & Location
Implications for brands – Assess the data that is currently generated, and prioritise based on how well it relates to your objectives. Focus more on measuring the most relevant, and develop tools to be able analyse these more easily. Make sure that you experiment with new algorithms and companies that are looking at 3rd party data, particularly in social and location to try to integrate into your own data.

5 – Asian Influence
Implications for brands – Think more visually, and try to make communications more accessible to people of all languages. Keep an eye on developments in Asia, and try to borrow or re-apply the best ideas.

6 – Technology for self improvement
Implications for brands – Work out if self improvement and measurement is relevant to what you do, and if so try to get involved. However only do it if you can do it well, and do something that is different to things already out there.

7 – New companies
Implications for brands – Monitor new technologies, and try to get in touch with the most relevant new companies with a view to testing on projects

8 – Streaming rather than downloading
Implications for brands – The move to streaming changes the media landscape, so make sure that your content is available, and your messages are being seen by streamers as well as downloaders

9 - Brands will be more ‘human’
Implications for brands – Make the brand more ‘human’! Build on its existing personality, but extrapolate human traits. View this as a long term commitment

10 – The internet will become more automated
Implications for brands – Is there any machine data generated by the brand’s processes that could be of general interest, and could be shared? If so, share it!

11 – Celebrity
Implications for brands – Decide whether this is appropriate for the brand, and if so investigate who the right sorts of celebrities would be. Start small, learn, and build on success