Robin Jaffray, strategic planning director at Inferno, shares his thoughts and predictions for 2011.

So long, Google

The importance of recommendations from close friends and others with similar interests will increase as social networks grow and integrate with websites (think Facebook Connect), all fuelling the slow decline of Search that has already started in 2010. Despite the launch of GoogleMe (bringing together everything... Mobile, Internet, Search, Social Networking, Email, Pictures, Video, Calendars, Documents, Files, your OS) they won't stop Facebook. These slightly desperate throws of the dice are reminiscent of Wilkinson Sword adding more blades to razors. It's not about more stuff. It's simply social everything.

Mirco-herdism

We might still follow our friends, peers and celebs making herd-like decisions but we need to feel different too. The Herd isn't dead. It's just getting smaller. And those micro-niches are going mainstream. When everyone's on Facebook and you're friends with everyone on there, where's the real connection? Where's the real you in it? Huge networks are reaching saturation and a tipping point, so they will start to fragment into smaller, more manageable units (still interconnected between themselves) eg. The Rules of Relationships - (normal) people can only have 7 'true' friends, 150 acquaintances, etc.  Don't buy an iPhone 4 just because everyone else has one (and because they don't work) - buy a John's Phone. Join Path (the anti-social network) not Facebook.

Must. Resist. The. Gameification. Of. Everything.

Points mean prizes. Promotional marketing campaigns turn into games. The curse and legacy of Foursquare is badges for bloody everything. Consumer behaviour becomes trivialised to the point where we feel happy for 'winning' Clubcard points rather than earning them. God help us. Just say no. Brands will need to choose between really getting to grips with game theory (some agencies are even creating positions for Chief Gaming Officers) and using this expertise to create genuinely amazing experiences or not at all. If not, they risk being ignored or worse, a backlash against this seeming trivialisation of consumer engagement and data.

Agencies make second income streams with in-house clients

From making apps to making new products, agencies get involved in the creation of new businesses and new IP. At last they put their money where their mouth is. They bring emergent concepts inside the agency and develop them as an internal client. Lower cost of distribution and easier access to the market makes it more appealing than going through existing client structures. Planners have to start engaging with objects and production rather than briefs and concepts.

For the full article and more or Robin's predictions click here.