2010: Some Trends & Predictions

Trendwatching – Top 10 Consumer Trends for 2010

Companies seeking to reach out to consumers this year need to prove they are good corporate citizens and also need to tailor their products, services and messaging to an audience that is constantly online, according to consumer insights firm trendwatching.com.
While Web 2.0 brought the world interactive information sharing, interoperability, user-centered design and collaboration, software applications provider ICON believes that the next generation of the web, or “Web 3.0″ promises more recommendations, free services, intelligent (semantic) searches, and information that’s no longer random data, but tailored, highly intuitive and delivered in real time. As 2009 draws to a close, and in an effort to heighten awareness about Web 3.0, Gege Gatt, the founder and director of Malta-based ICON recently identified some broad trends that are in tune with Web 3.0. According to Gatt, these trends are…
Sienna Farris, Director of Social Media at Strawberry Frog, spoke with AdWeek about 5 key social media implications that brands will need to respond to in 2010. Recognizing that predictions don’t hold a candle against the fast pace at which technology changes and renders them dated, these are more of a call to action and awareness, and less of a definite prediction.

eMarketer – 7 Predictions for 2010
It’s that time of year again—the season for looking back, reflecting on what transpired over the course of the year, and simultaneously looking forward, to formulate thoughts, and perhaps some hope, for what the coming year will bring.

As 2009 draws to a close, the Web’s attention turns to the year ahead. What can we expect of the online realm in 2010? While Web innovation is unpredictable, some clear trends are becoming apparent. Expect the following 10 themes to define the Web next year:
JWT – Trends that will influence 2010
JWT has done a year-end forecast for the past several years and has just released their thoughts on what 2010 will bring. Here’s a glance at the 10 trends they believe will shape this next year.
Nicola Davies – 2010 predictions
Nicola Davies prognosticates

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    Top (& Bottom) Tens: Names, Industries

    Like the internet phenoms they trumpeted, Internet company names of the last decade have been, by turns, wildly inventive, deeply troubled, breathtakingly silly, serviceable (if dull)—and, occasionally, brilliant. Having christened their share of Internet phenoms, the good folks at Catchword decided to looked back to identify the 10 biggest dot-com naming trends—and their best and worst examples.
    A report this month from the US Bureau of Labor Statistics (BLS) predicts that department stores, newspaper publishing and the postal service are among the top 10 industries in the US headed for extinction, while management, scientific and technical consulting, employment services, full-service restaurants and a range of healthcare-related service industries will experience the most wage and salary employment growth by 2018.
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    Help John Grant Edit His New Book

    Help John Grant Edit His New Book “Co-Opportunity”
    My old planning-pal John Grant’s new book Co-opportunity is contracted for publication with John Wiley & Sons, scheduled for January 2010.

    john grant co-opportunity

    Says John:

    My new book, Co-opportunity is based on the growing realization that sustainability is going to require nothing less than a wholesale shift to more co-operative social systems. It’s not just about shaving off energy, waste or carbon emissions – nor about ‘band aid’ approaches to poverty. It’s about a new way of organizing society for the common good. Many people have described this shift. Prince Charles in a recent speech described it as a move to a joined up society. Bill Drayton describes it as a shift to an equitable model of parallel co-operation. These ideas will be as familiar to those working with web 2.0 and social production as in the ‘eco’ field. And numerous examples in the book are using social media for social good. Some but not all – there are just as many grounded in local community… My publisher, Wiley, has been quite broad-minded in allowing me to share the near completed draft in this public way, for free. I’d ask you to please be respectful of that and for instance don’t circulate all or part of the manuscript. Also by Wiley’s request only one section of the book with be available for download at any one time. If you or a colleague has missed an earlier section, you can always email me at thejohngrant@btinternet.com.

    You can read John Grant’s blog here, and download the introduction [pdf] here.

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    Hype Cycle 2009

    Gartner Inc has published the 2009 “Hype Cycle for Emerging Technologies,” its effort to chart out what’s hot or not at the cutting edge of hi-tech jargon. It’s just one of an annual phalanx of reports that handicap some 1,650 technologies or trends in 79 different categories for how likely the terms are to make it into mainstream corporate parlance.

    Jackie Fenn, the report’s lead analyst and author of the 2008 book “Mastering the Hype Cycle,” delivers the main verdict: “Technologies at the Peak of Inflated Expectations during 2009 include cloud computing, e-books (such as from Amazon and Sony) and internet TV (for example, Hulu), while social software and microblogging sites (such as Twitter) have tipped over the peak and will soon experience disillusionment among corporate users.”

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    Beyond The Browser: AR, Mobile WiFi

    Is AR the Next Big Thing?
    Augmented reality, heretofore seen only in science-fiction films or computer labs, might soon become the latest Web 2.0 tool for marketers. AR, which uses webcam technology to blend footage from the real and virtual worlds, is being tested by Zugara to allow users to “try on” clothes without being in a store.

    augmented reality

    As gaming systems become increasingly integrated with the physicality of the gamer, developers are seizing upon the intricacies of our actual environments for new ways of having fun on-screen. Aspyr’s Treasure World for Nintendo’s DS and DSi handhelds is one such attempt to bridge the gap between the real and the pixelated, launching players on a virtual treasure hunt that requires exploring one’s surroundings for actual wireless networks. Real-life WiFi spots are converted into in-game “treasure,” which can be traded in for items.
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    Cross-Channel, Banksy v Bristol, #IranElection, Secret Movies, Asians, Hammer Pants

    The study, “The Digital Horizon: A Chasm between Expectation & Execution,” reveals that the advent of digital and other new forms of advertising have created a large gap between running a campaign on multiple channels and actually integrating those channels in a unified way. Worse, though many marketers desire better integration, they are frustrated because they can’t meet their goals using existing systems.
    digital divide 2
    Throughout the summer, visitors will find some unusual specimens amongst the museum’s permanent collection – a stonehenge made from portable toilets greets visitors on arrival, a burnt out ice cream van now replaces the enquiries desk and the life size historic biplane suspended from the ceiling now provides refuge for a Guantanamo bay escapee. Banksy has filled the museum with his own wry take on classical art.
    People are sharing bit.ly briefened links to video taken and uploaded minutes before and other protesters in Tehran hold their phones up high to record and share their activity with Iran and the outside world. The developments in the use of the web to share, access, edit and discuss information about the crisis in Iran show just how modern news organizations are failing to deliver news in the way the public want to seek it. Iranians and observers abroad are using right this minute Twitter, blogs, Flickr and YouTube to share information about what is happening within Iran at a speed that has left mainstream media off-foot.
    The Guerilla Drive-In is an organization that projects 16MM movies in interesting locations in and around the West Chester, Pennsylvania area. Since 2007 the group has staged secret film viewings in settings that match the theme of the movie being screened. For example: Caddyshack was shown at a golf course, Meatballs at a canoe rental company and Ghostbusters at the supposedly haunted Fort Mifflin.
    The report (pdf), which draws on findings from two studies – one of the general population and one of a smaller sample of Chinese Americans – revealed that at least 28% of the general population rarely or never interacts with Asian Americans, and the majority of the general population cannot make meaningful distinctions between Chinese Americans and Asian Americans.

    Hammer Pants Flash Mob Molests Skinny Jeans Buyers
    Incredibly funny guerrilla effort for Hammertime, a new A&E show that follows the family life of MC Hammer — kinda like Run’s House.

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    Atlantis Discovered on Google Maps?

    ‘Atlantis’ spotted on ocean floor off Africa on Googlemaps: Google spoilsports deny it.
    Google today claimed the criss-crossing lines visible in the Google map sof the Atlantic were – not as some claim, the fabled lost city of Atlantis – but sonar data collected as boats mapped the ocean floor. But the internet giant said “blank spots” within the lines could not be explained. A spokeswoman said: “Bathymetric (or sea floor terrain) data is often collected from boats using sonar to take measurements of the sea floor. “The lines reflect the path of the boat as it gathers the data. The fact that there are blank spots between each of these lines is a sign of how little we really know about the world’s oceans.” Undeterred, Aeronautical Engineer Bernie Bamford, 38, of Chester, said: “It looks like an aerial map of Milton Keynes. It must be man-made.”


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    Twitter v Brands: Shake Shack

    I noticed that Shake Shack‘s (updated?) site now has an oh-so-Web2.0 Facebook callout as well as user submitted photos and videos … Shake Shack also has their twitter feed (which I expect to be using it a lot this summer): “Got a report on Shake Shack line length? Looking share a table with other hungry Shackburger-loving Twits? Send an update to @shakeshack”
    shakeshack line

    And now we learn that Twitter is to charge brands for use . Twitter co-founder Biz Stone has confirmed the microblogging network will begin charging companies for certain components of its service. Rumors that Twitter may start charging for use began taking concrete form in November. “We are noticing more companies using Twitter and individuals following them. We can identify ways to make this experience even more valuable and charge for commercial accounts,” Stone said.

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    Sick: Benylin, Web 2.0

    An ad for cold remedy Benylin that encourages calling in sick to work or taking “a Benylin day” when feeling ill has resulted in a formal complaint to the ASA by the Federation of Small Businesses. The Benylin TV spot advises sick workers to take a day off while a website forming part of the wider campaign offers tips on calling in sick. A spokesperson for the FSB, said the ad makes light of the seriousness of not turning up to work, claiming that work absences costs the UK economy £13bn every year. The ad shows a woman waking up in the morning feeling sick and struggling to get out of bed. A voiceover asks: “What if today you just worked at feeling better? Benylin can handle your cold and flu symptoms. The rest is up to you. Take a Benylin day.” The Benylin website also offers tips on calling in sick to work, with different scripts for formal, friendly and casual bosses. The website also offers DVD reviews, TV timetables, games and homemade remedies.
    Marketing executives are going back to basics this year, putting renewed focus on satisfying and retaining customers and investing in research and insights, but they are “sick” of hearing about Web 2.0, according to a survey from Anderson Analytics conducted for the Marketing Executives Networking Group (MENG). The second annual Top Marketing Trends survey of MENG members examined for 2009 the top marketing concepts, buzz words, global areas of opportunity and targeted customer demographics, as well as the books and thought leaders that marketers look to for inspiration and growth opportunity. The economy played a significant role in this year’s survey as more marketers expressed concern on how a recession would impact priorities moving forward. Half of executives believe their marketing budgets will decrease in 2009, but 56% indicated their staffing plans will either stay the same or increase.
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    Social Media: Super List, Master List

    Super List – Social Media Case Studies
    A great way to get ideas for how your organization or clients can use social media is to find out what others are doing. Here are 18 sites below (and one book) that will get you started.

    Master List ‎ – A Wiki of Social Media Marketing Examples‎
    Peter Kim has made an incredibly useful wiki listing examples of marketers using social media

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