six trends
[sure, there are more than 6 things to keep an eye on –
but you’ve gotta start somewhere]
excerpted from a presentation given to the digitas ny
marketing capability on april 17th, 2007

15-seconds of fame
the show-off generation and the rise of constant partial attention

The wired consumer is ‘always on’ and a series of new
presence-oriented social services allow people to document
their lives in greater detail, share their routine activities with
friends and strangers, and monitor what others are doing as
well. We have entered the age of ‘lifeblogging’ and an era
of constant partial attention. It’s too soon to discern
whether this is a lasting trend or a passing fad, but one this
is for certain: the people who are engaging in these
behaviors are no longer captive viewers of interruption
advertising delivered through mainstream channels.
How will you evolve your marketing approaches to earn the
attention of distracted, over-stimulated consumers?

phoning it in
the handset as community and commerce gateway

As telcos and device manufacturers push the
envelope on phone-based content and
functionality, the real near term value
proposition for consumers and marketers
alike lies not it mobile video (at least not in
the US and not for at least several years.) It
lies in using the handset to enable people to
stay connected to other people and to the
brands by which they define their lifestyles.
Think mobile social software and better
shopping information delivered just-in-time.

or ?

the future, in eye-popping 3d
the metaverse and digital media convergence

Whether you are a Second Life convert or
not, the reality is that there are now more
than a few viable, if early stage, 3D worlds
that appeal to a broad range of consumers.
Expect these virtual worlds (or others like
them) to evolve over time into a truly
immersive metaverse, or 3D internet.

virtual training wheels
virtual identities are the real deal for youth

If you doubt that the metaverse will catch on
with mainstream consumers, take a look at
how fifth graders spend their time.
Widespread use of mixed reality immersive
worlds that seamlessly blend the virtual with
the real is already becoming second nature to
the next generation of adults. Kids growing
up with Club Penguin and Webkinz will grow
into 3D internet users. Will you be there to
meet them in the virtual world?

legalize it
free, legal content distribution

Record labels are finally waking up to the fact
that music wants to be free. Rather than
fighting piracy by restricting consumer
content distribution and access, they are just
now starting to explore new models including
free-to-the-consumer sponsored content
packages and wholly new music distribution
channels. The new plan: to monetize free
downloads and long tail music with marketing
dollars. Expect other types of content owners
– studios, filmmakers, production companies
– to follow suit.

set-top bypass
youtube was only the beginning

Digital video is growing up -- and while UGC is
here to stay it is only one piece of the video
puzzle. The future of video combines
professional and consumer created content
with effective search, social functionality and
seamless portability across multiple screens.
New services will present the video people
want, whenever and wherever they want to
watch it – and it very well may bypass the
cable and satellite set-top altogether.

more about new media and marketing @
gregverdino.typepad.com