Listening / Research 2.0 : Trends in Digital Marketing

1. FACEBOOK REPLACES EMAIL

It is a phenomenon that facebook may be the default email platform between friends. It is permission based, no spam and no address book. 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.

(ZED APPLICATION – rethink iMAIL!)

2. OPEN SOURCE SOFTWARE MAKES MONEY IN THE CLOUD

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.

(ZED APPLICATION – work with Howie to develop a way to gather consumer data without paying costly research funds)

3. MOBILE COMMERCE – A PROMISE YET TO DELIVER

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.

(ZED APPLICATION – can we develop an iPhone app for one client. Eg eTicketing for WRS with loyalty programme)

4. FEWER REGISTRATIONS – ONE SIGN-IN FITS ALL

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.

(ZED APPLICATION – work with our client’s backend to facilitate this process. We might just see a lift in their sales!)

5. DISRUPTION VERSUS CONTINUITY – ALTERNATIVES TO THE ‘BIG IDEA’

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.

(ZED APPLICATION – Creating social groups within Facebook may run out of steam. Brands need to rethink their social media strategy)

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