Do ya DIGG?
Fifteen of the world’s largest interactive marketing firms were recently asked which emerging technologies will have the greatest impact on the future of their design practices. The results put forth in a Forrester Research study were recently released in a report entitled "The Emerging Technologies That Matter Most to Interactive Agencies". The results, although not surprising, give marketers a heads up on where to focus their efforts.
Mobile Devices made the top of the list, as being the most important area of focus and growth for interactive agencies. All you have to do is look around to get a sense of how influential mobile marketing can be. From sponsored shows like American Idol, where voters text in their vote for the candidate they want to win, to grassroots experiential mobile campaigns, mobile is here to stay and is increasing in influence and reach.
Online Video was next on the “what matters most” list. It’s no secret that viral video campaigns can be highly effective. Look at the Dove Campaign for Real Beauty, or the Philips Shave Everywhere campaign. These are hugely successful examples of how a strong video campaign can launch a brand into super stardom. Another CNN YouTube debate has now been scheduled for just after Thanksgiving, proving further that video is a beloved medium for the masses.
AJAX was another area of importance for interactive marketers, topping the RIA list, beating out Flash. Next month the AJAX World Conference & Expo will take place in Santa Clara and is being touted the i-technology conference of the year. In less than 18 months, the AJAX World event has grown from a single day seminar to a 4 day international conference.
Social Networking technology naturally made the list. Internet apps like Facebook and DIGG are changing the way we interact on the internet and demonstrating our willingness as a culture to share and exchange information freely. A new social networking site called Sk*rt was launched this week, which is in essence a DIGG of sorts for women. The site, which was launched by four female bloggers, is a social ranking platform that acts as a portal for women to discover cool ideas, articles, information, and products that are female relevant.
Marketers are already discovering that Social Networking campaigns don’t follow the same traditional marketing protocol. Successful campaigns in this arena mean developing a personal intimate relationship with the end users and allowing them to have a voice, which can sometimes be scary for marketers, but gives brands a more human face resulting in a deeper connection.
With all of these emerging technologies floating around in the ever-changing world of marketing, it’s a daunting (but necessary) task to keep on top of the trends that are shaping our world. Even if you are focusing on just one of these four areas, you are on the right track.
