OPINION: 13 digital trends for 2013

OPINION: 13 digital trends for 2013
SHARE
THIS



VML Australia's digital and social planner Tiphereth Gloria shares her 13 techie predictions for 2013:

1. Endorsement. Have you been in LinkedIn lately? From September, it’s all about others endorsing you for your skill sets. Twitter uses endorsement of the crowd, by recommending who to follow. The more people following a particular Twitter account, the more likely you will see them in the “who to follow” lists. Facebook have built a revenue model on endorsements – Facebook ads, particularly Sponsored Stories are all about serving you ads based on your friends endorsing/liking a particular page.

2. Personal data, aka The Quantified Self. Since 2005, Nicholas Feltron has been inspiring data nerds including the creators of Foursquare with his published personal data annual reports, and Daytum a platform to do the same. Fast forward to 2013, and its all about the apps and interactive personal gadgets – to measure the quality of your sleep, the steps you take in a day, how many calories you consume your surroundings and your possessions, to give you a bigger, ‘quantifiable’ picture of your actions. See Jawbone UP, Nike Fuelband, LarkLife and a stack of others including FitBit.

3. The Internet of Things, aka “smart” objects. CES 2013 was all about household devices that connect to the internet and share and receive information. Expect big things from the whitegoods and light switches in the connected home.

4. Crowd funding goes mainstream. Witness the impact that Kickstarter is having on creativity and product development. See also Indiegogo and  Pozible doing the same for film, music and other creative projects. Dodge takes it to the product level, consumers can get their friends and family to fund their very own car.

5. Smart clothing. You know that when Apple files a patent on shoes that have embedded sensors to track your activity and tell you when you need a new pair, the days of dumb clothes are numbered.

6. Data expectations. Consumers want more personalised customisation in their communications from companies. When customers sign up to your database, they are expecting you to know more about their tastes and habits – and they want recommendations. Amazon has shown the way. So chances are you need to up the ante on your CRM system in 2013.

7. Social search. Three words: Facebook Graph Search.

8. Interactive social TV. Late last year, Mercedes ran a TV commercial in the UK that gave viewers control of the action via Twitter and #youdrive. This year, program makers get in on the act, with a recent episode of Hawaii 5-O having different endings. The endings that went to air were location driven and based on the volume of tweets and votes.

9. Digital to real world products. Instagram has inspired a whole ecosystem of companies bringing your photos off the app and the cloud and into the real world with a bunch of printers, fridge magnets, books and projectors.

10, Retail customer tracking – via mobile phones. The behavioural metrics that online stores collect is now in the grasp of “meat space” retailers in shopping malls. Starting on Black Friday in the US, trials began collecting data about shoppers’ behaviour in malls by tracking the closest thing to ‘cookies’ that human beings carry—their mobile phones. Made possible by UK firm, Path Intelligence.

11. Smart Wallet. Yes, in the same vein as smart clothing and smart home, the smart wallet tracks your consumer habits in a mobile CRM. But it doesn’t live in your wallet – it lives in your smartphone. So it’s a platform battle at the moment with Google and Apple duking it out. Apple has Passbook and Google has Google Wallet. The US also has Square Wallet, compatible with both Android and iOS.

12. Mobile. Tablet. More mobile. Shame on you Australian companies. Too many of you ignore the mobile consumer. Yet at least 25% to 30% of your website visits will be via mobile and tablet. Also, where’s the contextually driven landing pages when consumers are using mobile search to find your store locations? No more excuses – 35% of global shoppers surveyed by IBM were unsure whether their next purchase was going to be physical or internet-based. If you don’t have a decent ecommerce site, you are even more likely to be losing customers to online stores thanks to showrooming.

13. Disruptive innovation, or “Always be in beta”. The mantra of developers should be the mantra of marketers in 2013. Kickstarter and the other creativity crowdsourcing platforms prove once and for all it’s a race to get your products and ideas out there because, if you don’t, someone else will. These platforms also work double time by showing investors there’s a market ready to consume the product when it’s launched. A business model for disruption, anyone?

Please login with linkedin to comment

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]