3 Digital Trends To Watch In 2012


When you read about the CES happenings this week, two technologies dominated the show. Television and tablet technologies. How will these technologies affect how we interact each day? I believe there are 3 changes and or advancements these two technologies will have a major impact on.

1. Social TV. Contrary to some early reports about the effect of social media on eroding the television viewing audience, people are now watching more TV than ever. Just not necessarily sitting on a couch and connected my a cord to a cable connection. And because of social media, they’re more engaged in what they watch, we go to Twitter and Facebook with reactions in real-time. To the tune of millions of tweets and posts per second, in some cases. To the tune of 9420 tweets about Tebow per second when he throw the game winning touchdown last week.

The TV ad business is a $90+ billion and tech companies, social media firms, TV hardware companies, mobile carriers, and everyone else wants a piece. All this social TV engagement will help grow that revenue. It will drive participation in social shopping. And it will makes or break new shows, stars, and even commercials.

2. Gamification. Consumer engagement with gamified activities has exploded. What’s gamification? Really no different than the loyalty programs we are use too, but today we will see the integration of social sharing and the opportunity to make real dollars from these interactions. Consider that in the fantasy sports arena alone there are now more than 30 million Americans spending an estimated $800 million a year on their make-believe franchises. Gamification finds new ways to make money.

Gamification encourages people to perform chores that they ordinarily consider boring, such as completing surveys, shopping, or reading your web site.

3. Location-based entertainment. NFC (Near Field Communications) will integrate and change the way we interact with our mobile devices. They will begin to be proactive knowing what we want and they will deliver what we want when we are a near a place we can get what we want.

The real benefit to a brand is the unprecedented amounts of data about these consumers that is generated via social and location based engagement. That geo-targeted or even geo-fencing data is used to research and identify segments of the fan base to launch geo-targeted ad campaigns and custom messaging according to each micro-demographic.

2012 will be an exciting year and the age of shareable, personalized content will explode. We will begin to see the changes in how we communicate, finally in an impactful manner.

Steve Rockman

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