Posted on January 19, 2010. Filed under: Communications Strategy, Trends | Tags: 2010, augmented reality, Autom Tagsa, brand strategy, Business Strategy, Communications Strategy, community building, corporate authenticity, file sharing, Google real-time search, integrity profile, interactive device, Jason Spector, marketing, Microsoft, Mobile Technology, online advertising, real-time, real-time search, social media dashboard, social trends, Strategic Communications, synthesis, transparency, Trends, Twitter |
And while we can’t predict all that’s yet to come, we can expect exciting times ahead.
My previous post, Communications Trends For 2010 (Part 1), featured forecasts from several individuals whose ideas and opinions I greatly admire. They’re all deep thinkers who understand communications on many different levels.
A couple other pals were kind enough to offer their two-cents regarding where communications are headed in the coming year, and because these seers sent in lengthier responses, they warrant a separate post.
Here it is, part two of Communications Trends For 2010:
On social media, mobile technology and transparency
Dashboard tools accelerate social media usage
“We’re going to see a more seamless integration of the various communication channels. Going forward, I see a standard communication tool like email or social dashboard providing much of this information pulling from the various sites, like a social/communication profile dashboard. Web clients will probably come first followed by desktop apps. This will lead to a wider acceptance and usage of social media overall.”
Social media permeates the business space
“Businesses of all sizes will get serious about social media. Companies that are still ignoring it are going to be driven into it or truly left behind. Companies that are already involved with it are going to dedicate resources, plan for it and attach an ROI. It’s going to become a major part of marketing and customer engagement initiatives (if they’re not already) and not as much of a secondary effort.”
Mobile plays a much bigger role
“This is an obvious one, but I think the software and hardware of upcoming mobile devices will focus even more on communications, such as AR [augmented reality], gaming, photo, video, file viewing/sharing, conferencing and collaboration. Businesses are also going to focus more on mobile as a viable interactive device for their branding and marketing, such as virtual promotions.”
Transparency is no longer optional
“Consumers are going to demand more transparency from the companies they engage with. They have a huge amount of tools at their fingertips to learn about a company, talk about them and communication with them. It’s no longer just user reviews on sites. Social tools allow for instant support or criticism. The businesses that are honest and open will be accepted (and promoted) while ones perceived as “hiding something” will be seen negatively whether it’s true or not.”
Real-time, Twitter and the ideal integrity profile
The push for real-time will add complexity but drive other opportunities
“We’ve seen this wave engulf the online stream throughout the latter half of this year. As Google, Microsoft and other major players fiercely compete to secure market share in real-time search, it leaves one wondering just how this flurry of immediacy impacts the day-to-day user: How are they expected to (a) understand/appreciate the technological advancement, and, if they don’t care, how are they (b) expected to effectively filter the barrage of information. Also, as other leading start ups introduce more sophisticated tools that aim to better monetize online ads in real-time, this may well create opportunities that the online advertising industry sorely needs.”
Twitter’s broader penetration will bring us to the next level
“Twitter-r-us. Need I say more? I have long postulated that Twitter will be the driving force that reshapes certain existing and traditional forms of communications. Beyond democratization and paving level playing fields, it is fast becoming a recognized, universal channel (not necessarily for accurate nor meaningful info) but nonetheless ‘the go-to channel’. I’ve already seen ‘follow me on twitter’ embedded as a standard icon on many a communicator’s or company’s online vehicle. Why not on press releases, biz cards, signs, ads, etc. — “follow me” is the new calling card. As I have said many times before ‘Twitter is the iconic face of social media so it’s certainly become prime time and will be more so in 2010 as it begins to penetrate the business environment with upcoming biz-oriented tools.”
Synthesis of the corporate and personal brand will be a market differentiator
“What’s become apparent this year is how loud and clear we all heard chatter surrounding integrity, transparency and one’s corporate or organizational face online. Many struggle to reconcile with the notion of personal brand versus corporate brand, ghost writing/tweeting, etc. as discussions surrounding both ethical and best practice implications begin to colour what we perceive as effective communication versus credible communication and why the “ideal integrity profile” really ought to embody both aspects.
The ones who will secure a trusted following and an attentive audience are those who are able to successfully meld their personal brand with their corporate identity. It will give them a kind of passionate voice behind a stoic product or service. This is purely a visceral interpretation on my part but I think it merits closer attention. We’ll see more and more of that synthesis happening.”
And in conclusion…
All that sure gives us plenty to ponder, eh? Jason and Autom, thanks so much for your two-cents; although I really think your thoughts are worth a lot more.
And readers, follow these gents on Twitter to keep up with what’s on their minds in real-time.
- Deni Kasrel
What do you think of Jason and Autom’s trend predictions for 2010? Have some of ideas your own? Please share. Comments welcome.
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