In my role as Director of Insights for Edelman Digital I am writing monthly white papers for clients on key trends. Sometimes we will release these broadly. For the first one, I drew on members of the Edelman team, as well as third party research, to highlight five digital trends to watch for 2009. Each includes specific recommended actions.
Even though the economy is slowing, all signs show that audiences are still spending a lot more time on the web. Marketers need to invest to meet them there.
However, what's changed today they are smarter about where they focus their time, dollars and energy. Experimentation is giving way to tactics that deliver ROI. These include public engagement, search and social networking — three themes that connect the major macro trends.
There are five trends covered in this white paper...
Satisfaction Guaranteed - Customer care and PR are blending as consumers use social media to demand service
Media Reforestation - The media is in a constant state of reinvention as it transitions from atoms to bits
Less is the New More - Overload takes its toll. Gorging on media is out. Selective ignorance and friends as filters are in
Corporate All-Stars - Workers flock to social media to build their personal brands, yet offer employers an effective and credible way to market in the downturn
The Power of Pull - Where push once ruled, it’s now equally important to create digital content that people discover through search
You can download the full paper here (PDF)or simply browse or read it below. I look forward to hearing your feedback.
Save on Del.icio.us
Digg this
Google Bookmarks
My Yahoo
Facebook
Subscribe
Posts
Comments (1)
Couldn't agree more, especially with 'Less is the New More' - information is definitely being distilled into smaller forms. The rise of the microblog is a case in point. Research now aims to find the most concise summary rather than the most detailed explanation, and fluff is not just considered undesirable, but definitely rude and in some cases even a form of time-theft.
I can't help wondering, are we sacrificing depth by skimming across the surface of life? Would kids these days even realise what they're missing out on with lost arts like the D&M face-to-face conversation, letter writing and social visits that don't involve staring at screens or sharing ipod headphones together? Then again, since the number of friends and their global reach is now more important than how close you are to them, I suppose there's no way they could sustain doing them. Not sure if the change sad or exciting...
Posted by CrystalsQuest | February 16, 2009 9:48 PM
Posted on February 16, 2009 21:48