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10 Trends Digital Media

The document discusses 10 trends in digital marketing for 2010 including Facebook replacing email as the primary communication platform, open source software making money through cloud services, mobile commerce growing through platforms like the iPhone app store, fewer registrations as sign-in options like Facebook Connect become more popular, crowdsourcing and user generated content playing a larger role, location based services gaining traction, and Flash becoming more prominent on mobile devices.

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Sudhan Deo
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71 views4 pages

10 Trends Digital Media

The document discusses 10 trends in digital marketing for 2010 including Facebook replacing email as the primary communication platform, open source software making money through cloud services, mobile commerce growing through platforms like the iPhone app store, fewer registrations as sign-in options like Facebook Connect become more popular, crowdsourcing and user generated content playing a larger role, location based services gaining traction, and Flash becoming more prominent on mobile devices.

Uploaded by

Sudhan Deo
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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  Admap

March 2010

10 trends in digital marketing


Nuri Djavit
 
 

   Title: 10 trends in digital marketing


   Author(s): Nuri Djavit
   Source: March 2010
       

10 trends in digital marketing

Nuri Djavit

This year has seen a flurry of activity in digital marketing. Brands and digital agencies alike are fast reacting and gearing up for yet another year of rapid
changes that will incorporate both the transformational and the incremental.

All eyes seem to be on social marketing and, while it will certainly be at the core of many campaigns, it will not be the only thing commanding a shift in how we
communicate.

This year will see the hype calming around Facebook apps, Twitter campaigns and ROL models for social media. Digital experts at Last exit have put together
the following list of top digital marketing trends for 2010.

FACEBOOK REPLACES EMAIL


1 Google has it; hoover has it (in the UK, anyway); TiVo had it, lost it, got it back. Xerox had it. What is it? It's when a brand name becomes the verb associated
with its use: rather than searching online, you Google; or Tivo it, when recording a television show.

Arguably, a more powerful phenomenon occurs when a brand becomes a noun, like polaroid. The newest is Facebook, as in 'I Face-booked you' – I added you
as a friend, or sent a Facebook message. No-one has owned such communication before. No brand ever became synonymous with email.

The disruption of Facebook is its displacement of personal email; it's completely permission based, with no spam and no address book – all your friends are
there. Where does this leave marketers? While brands are not included in the conversation, they can be part of, or hosts of, the party.

Opportunities in social media marketing seem boundless; the best do not seek to disrupt conversations but to integrate – to add something useful and
compelling.

OPEN SOURCE SOFTWARE MAKES MONEY IN THE CLOUD


2 Something is happening in the open source software world. Projects that were once the purview of programmers are now available to the masses, such as
Beanstalk, a hosted, version-controlled code repository that uses the subversion open source project. While it's a big deal to set up and maintain a subversion
repository (you need a server), Beanstalk created a low-cost, subscription-based service that removes the hassle. Such services can only exist with cloud
computing, so Beanstalk doesn't have huge upfront capital outlays but pays only for what customers use. With the right skills, any open source project can be
commercialised.

It becomes possible for big ideas, with cutting-edge online experiences, to be developed. Ideas can be 'beta' tested with limited investment without costly fat-
piped environments. Even developers can test on modules that won't disrupt core application work.

MOBILE COMMERCE – A PROMISE YET TO DELIVER


3 Tantalising as 'convergence' has sounded for the past decade, mobile commerce hasn't delivered. The game changer is the iPhone/iTunes platform. In-app
purchases tempt users to buy upgrades and updates, while iTunes holds their credit card information. All is handled seamlessly enough to promote impulse
purchases. It would seem an easy task to extend to other platforms with PayPal or Google Checkout.

Mobile commerce has the power to drive 'paid' models. Brands can test subscription models, including micro payment systems, which have potential for
news/magazine media. If the experience is good enough, people will pay for what's on offer.

FEWER REGISTRATIONS – ONE SIGN-IN FITS ALL


4 I use a Mac application that securely holds my login details for some 50 sites. However, I now resent having to register for anything. If I want to leave a pithy
comment on a blog, why must I register again? That's why Facebook Connect and OpenID are being adopted at great speed. Perhaps next year, I'll be able to
buy something using my Facebook login.

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Brands must alter policies dictating what they require from people regarding information and measurement. By embracing OpenID/Facebook Connect-type
registration, brands will see a lift in traffic and conversion.

DISRUPTION VERSUS CONTINUITY – ALTERNATIVES TO THE 'BIG IDEA'


5 As social networks grow, businesses are investing in community building as a market driver. According to Deloitte's recent Tribalization of Business study,
94% of businesses will continue or increase their investment in social media and, for the majority, their marketing function will drive this investment. As shown by
the release of 'free floating' social tools like Google Wave and Sidewiki, there is also a shift towards social activity integrated into networks, rather than
concentrated within discrete platforms. While advertising seeks to distinguish itself by disruptive 'big ideas', the emphasis is shifting toward persuasion – fitting
organically into the consumer's social sphere.

THE EVOLUTION OF WEB-DRIVEN, OPEN SOURCE DIY CULTURE


6 Much has been said about the potential of collective intelligence (crowdsourcing) to reconfigure industries by harnessing a network of independent suppliers.
On the other hand, the power of networked resources has emboldened individuals to tackle complex undertakings themselves. From drawing on the collective
intelligence of blogs and university open courseware, to services such as Ponoko, Spoonflower and CafePress, that facilitate small-scale production, and offline
resource pooling (such as pop-up retail and collective office spaces), people are discovering that it has never been easier to do it themselves. Maybe this is a
chance for brands to view the growth of online boutiques as a distribution shift opportunity. Big brands might consider extending their retailer networks by
offering online tools for ordering wholesale, or APIs for retailers to white-label and sell directly.

INFO-ART
7 Where once we had pop-psychologists, we now have pop-statisticians and pop-economists. The growing flood of data, and access to rich data sources, has
made data analysis a defining skill. By the same token, the skill of elegantly visualising data has become a defining art, with infographics becoming increasingly
pervasive as we seek to sift mountains of data.

A common example is the phone bill – a frustration for those who want to pay it, rather than comprehend it. Infographics might be a way to look at usage
behaviour matched to services via visual mechanisms. This strategy might one day extend to all touchpoints in daily behaviour – banking, trading, utilities,
grocery shopping and even taxes.

CROWDSOURCING
8 Crowdsourcing will become a growing part of 'elance' (online freelance) outsourcing strategies. Organisations will mobilise 'passionista' (consumer brand
advocate) groups to carry messages but, more importantly, to take part in collaborative activities.

From political canvassing and software development to citizen journalism, expect growth in crowdsourcing models led by social media strategies. Brands must
be part of this movement. Consider the car; while major automotive companies have teams of designers and engineers, there are potentially many people with
better ideas outside the network.

MORE FLASH ON MOBILE DEVICES


9 Outside brand, micro and media sites, Flash has faced an uncertain future as a tool for serious website development. But Adobe's rich media tool has
enjoyed the staunch support of the development community. New tricks, authoring tools, and server-side scripting workarounds mean Flash-built websites now
serve up deep, searchable sites that allow detailed analytics and SEO.

The adoption of Flash on mobile devices will dramatically increase the desire for brand transporting, conversion-orientated experiences. For those in the
agency world, this could mean a focusing of skills. Currently, to be relevant to every brief for integrated campaigns, an agency must maintain diverse skill-sets.

As Adobe pushes Flash deeper into the market, clients will benefit from contiguous experiences and the rapid deployment of new technologies, such as
Adobe's coming iPhone development platform.

OPT-IN TO BIG BROTHER – LOCATION BASED SERVICES


10 For many of us, the concept of volunteering real-time, geo-locating notes on where we are, and how often we go there, goes against the grain. The first
apps off the starting grid, such as Loopt, didn't seem to catch on. Initially, it was because people didn't want to constantly publish their whereabouts. Perhaps
with the passing of a few years and the rampant adoption of Facebook and other social platforms, the idea has grown on us. Now, along comes FourSquare, a
lovely, simple app that allows you to gather points based on the frequency of visits to the establishments on your social calendar – and the uptake is incredible.

More and more location-based games and utilities will start to launch. From shopping, to social hook-ups, to strategy gaming and good old, straightforward
boozing with your pals, the idea of being always 'on' will increase dramatically over the next 12 months and brands will be able to offer highly targeted and geo-
relevant services.

Nuri Djavit Last Exit

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© Copyright Warc 2010


Warc Ltd.
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Tel: +44 (0)20 7467 8100, Fax: +(0)20 7467 8101

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All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's office location. It may not be reproduced, posted on intranets, extranets
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