Can’t Pick A Digital Trend From A Digital Fad? Here’s How…

Can’t Pick A Digital Trend From A Digital Fad? Here’s How…
SHARE
THIS


What best describes you?

In this guest post, Travis Bernard (pictured below), head of audience development from TechCrunch, shows you how to pick digital trends that won’t all have gone the way of the dodo in six months’ time…

Every smart marketer wants to pick the trends from the fads. They want to know where to direct their investment, what technology to develop on, where to spend limited time and how to avoid investing in the next flash in the pan which is short lived and has no long term strategic value.
But there is no magic formula to distinguish a trend from a fad. In fact, it could be argued that all fast growing new ideas, whether they be products, features, user behaviour or an app, start as a fad and only when they reach critical mass, do they become a viable trend.
a5y74r53inysrgmpym93

The Role of fads

Importantly, fads can play a critical role, acting as a spring board for a future trend and being a stepping stone in the creation of the trend. As the technology gets tightened, usage increases and the price decreases. But fads are wrought with technical hiccups so although they can give a company short-lived publicity, they are generally a costly and temporary option.

Three ways to identify a trend

  1. Go with your gut: Does it feel right, will it clearly add value and does it make sense?
  1. Look at the information around the trend: Look at the data, usage and how technology is evolving. Also consider the relationship with other trends.
  1. Research and Test: Consider what has worked in the past and why and learn from failures. The trend needs to be a good fit for your product and audience and come along at the right time.

Case in Point

Using the method above, we can look at the increasing numbers of social video views, the uptake of live video and couple it with mobile usage stats to see that neither vertical or horizontal video are ticking all the boxes. Add to this the small percentage of videos watched with sound on and the success of trials with square video sharability and this trend ticks all the boxes and has important implications for digital marketers both for how videos are created, but also produced and published.

If you identify a new technology that you think will become a trend, you don’t need to sit back and wait. You need to  “Start experimenting”.

Virtual reality is a great example of a technology that won’t completely take off this year, but other things like interactive ads will be a springboard for VR and companies that are playing in the space now will be leading the way.

But being first isn’t always the best. In the same way that being first with a startup doesn’t guarantee that you will succeed. There are a number of factors at play and ultimately the timing has to be right for a trend to take off.

We also know that a new trend won’t be the same as something else, it needs to be significantly better than what already exists.

Livel.ly is a good example of a popular app that looks to be turning into a trend amongst teenagers. It builds on other trend elements such as user generated content, live streaming and video sharing, whilst incorporating potential for other popular functionality to be added like selfie lenses and stickers.

The bottom line is that trends are not only hard to predict, they are hard to come by. Chances are that only once in a blue moon could you adopt a fad and ride it through to transition into a trend. More often, it’s not until a technology driven trend has hit critical mass that most businesses get involved. Business leaders need to be flexible and open to new opportunities that are a good fit for their business, and ultimately stay focused on what’s best for their customers.

Bernard will be presenting the opening keynote at the upcoming Interactive Minds Digital Summit event in Brisbane and Melbourne this July. Find out more at www.thedigitalsummit.com.au

Please login with linkedin to comment

Latest News

Four Questions About Connected TVs Everyone Is Asking – Answered
  • Opinion

Four Questions About Connected TVs Everyone Is Asking – Answered

In this guest post, the ANZ country manager for martceh firm dataxu, Matthew Joyce (pictured below), says almost half of Australians have a connected TV and he takes a look at what that means for brands and advertisers… Four in 10 of us have smart TVs at home, and of that, 70 per per cent are Connected TVs (CTV). […]

Opinion

by B&T Magazine

B&T Magazine
TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture
  • Media

TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture

Crocmedia has announced the launch of Rainmaker, a dedicated TV production services business to be headed by former Head of Programming and Production at Channel Nine, Tim Cleary. Cleary will draw on his 25 years in the industry to spearhead the creation of bespoke new shows for distribution both in Australia and overseas under the Rainmaker […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]