Usually bloggers write “trend” posts at the end of the year, but given the speed of change in this business, maybe we should make it every six months.
As we hurtle into the second half of 2013, here are the digital trends I seem to be following the most right now. I think it makes sense to keep thinking about and studying these ideas, because they are going to have a big impact on what we are doing in the next 12 to 24 months:
1. Content marketing or content advertising?
Advertisers are getting desperate for new ways to expose their client messages. This idea of “native advertising” or merging content and advertising is red hot, with vast implications for marketers, content creators, and consumers.
How do you cut through the clutter when the information density on the Web overwhelms us?
2. Let’s get small
Related to this first trend, how do you get more information through to your consumer’s “pipeline” in this crowded world? One answer is to make the packets of information smaller and more digestible. This explains the rise of infographics, Instagram, Pinterest and Vine.
It seems that almost all the innovation these days is coming from “small.” I think one implication of this is that the focus on compact and visual content should be good news if you are in the graphic design or photography business.
3. Augmented reality
Google Glass is just the first entry into the wearable technology trend. We are going to have a digital layer on top of the “real world.”
The Internet will surround us like the air that we breathe. It will change how we connect, communicate, learn, discover and entertain ourselves. This is not a new trend. This is the new electricity. I really believe it will be that transformational.
4. Social influence marketing
I was researching and writing “Return on Influence”