comScore Lists Top 10 Digital Media Trends of 2010

It’s time for the comScore, U.S. Digital Year in Review report 2010! I know you’ve been waiting breathlessly for this, preparing for the moment when you can put these marketing secrets into action and ramp up your sales 200%!

Well, here’s the real secret. There are no secrets. We’ve seen these trends coming right at us for the past year and then some. Still, a little validation is always helpful, so let’s see what made the list of the Top 10 Digital Media Trends of 2010.

E-commerce is back, but is morphing:

The report states that US e-commerce grew 10% to $142.5 billion. A big chunk of that went to online only sites such as Amazon, but many brick and mortar stores with an online component saw sales skyrocket this past holiday season.

Ken and Barbie Get Social

The internet is all a twitter today about a brand new social media marketing push from toy manufacturer Mattel. The campaign is all about how Ken plans to woo Barbie back into his life by Valentine’s Day and it’s pretty brilliant.

The entire event revolves around a website where people can vote if Barbie should take Ken back. The simplistic website has huge buttons sending people to Ken and Barbies’ Facebook, Twitter or Foursquare page, there’s even a YouTube video where Ken uses Match.com to see if he and Barbie are compatible. Not enough? They’re also running a reality show on Hulu called The Genuine Ken and not coincidentally they’re about to release a new “Sweet Talking Ken Doll” who looks like a cross between Justin Bieber and the kids from Twilight.

Will Verizon’s iPhone Stop Runaway Android Growth?

2010 was a banner year for the Android OS for mobile devices. There is no denying that. We have already taken a look at one firm’s analysis of Q4 sales to establish that the Android platform is on a roll.

Today, Gartner released more data that shows just how big 2010 was for the Android OS. The report is for sale here (MP does not benefit from sale of Gartner reports).

The obvious question that many are considering is: Will the full roll out of the iPhone on Verizon set for tomorrow (February 10) signal the beginning of the end of Android’s rapid ascent? Will Verizon be enough to put a dent into this growth or will Apple need to have the iPhone available to all users at all wireless providers like Android devices currently are in order to compete?

Google Making Some Mobile Noise

Google has been the talk of many for its push in local Internet marketing. That has been happening for good reason since it seems that’s where the innovation is occurring for the search leader.

Now, some of the same attention is being turned to the mobile environment which, for the most part, plays hand-in-hand with local. From events discussing the mobile environment that feature the likes of Mary Meeker of Kleiner Perkins (February 10 at 1 pm EST and are being livestreamed) to more Google videos (see below), Google is firing up the mobile ad machine in earnest.

The mantra that is guiding the efforts is stated on the Google Mobile Ads blog in the following three points.

Last FM Mobile Switches from Ad-Supported to Subscriber Based

Starting on February 15, mobile Last FM listeners will have to pay $3.00 a month to continue their service. That’s less than most people spend on coffee or soda in a day so no big deal, right? Wrong. As expected, the response to the company’s blog post announcement has been mostly about people ready to jump to a competitor rather than pony up the bucks.

The refusal to pay for what they once got free is pretty common in the internet space and it’s becoming more and more of an issue as news outlets and video sites switch over to the paid subscription model. But what’s really interesting here is a line from Last FM’s post:

Can You Name the Brand Behind the Little Darth Vader Ad?

Probably not.

Nielsen has turned in the numbers on this year’s Super Bowl ads and what was popular and what was memorable were two very different things.

Little Darth Vader attempting to use the Force on everything from baby dolls to the dryer took the top spot as the most popular Super Bowl ad, but it didn’t even make the top ten for brand recall.

Doritos was the winner across the board with ads that were both popular and had high brand recognition. The Pug attack got the top spot for the most recalled brand ad while the licking cheese fingers and grandpa’s ashes came in fourth and fifth for popularity.

Bing’s Guerilla Defeating Google’s Gorilla?

I guess when you’re in a war, resorting to guerilla tactics is something that, while ugly, gets the job done.

Take, for example, the kerfuffle over whether Bing copied Google’s search results–or not. If the Microsoft search engine has in fact been copying Google, then it should just keep on keepin’ on! According to Hitwise, Bing saw a 21% increase in searches at its own web site and another 6% growth spurt across all Bing-powered search sites.

Even better news for Bing? Its users are having an easier time finding what they are looking for, with almost 82% of searchers finding what they were looking for–or at least visiting a relevant web site. By comparison, Google’s “success rate” was just over 65%.