2013 Ever Increasing CirclesSince its inception in June 2011, Google+ has managed to acquire 500 millionregistered users. 235 million are active across Google (+1ing apps in Google Play,hanging out in Gmail, connecting with friends in Search...), and 135 million areactive in just the stream. Google is striving daily to perfect digital integration withina single Google account, and this is becoming increasingly evident. Companies andespecially ones that operate heavily online are ﬁnding Google+ quite useful inobtaining a higher search ranking. As there is integration between all of Google’s other public facing servicessuch as Search, Google places, Google Maps etc., any business on Google+will likely see an SEO boost from maintaining an active Google+ page, sincethey are indexed by Google and help achieve a higher online visibility. Alsothose likely to beneﬁt from this improved quality in search results are whitehat link builders, with Google keeping a close eye on false proﬁles and linksto spammy sites getting a penalty.Looking at current predictions for 2013, Google+ isn’t goinganywhere but up, and with the current increase of Googleintegration in Digital Devices, Android smartphones coming withGoogle bundled software straight out of the box and theircurrent Nexus line-up makes them a force to be reckoned with.
2013 The BIG PictureWere set to see an increase in integrated holistic marketing in 2013. With explosivegrowth in mobile usage, a plethora of social networks and platforms, and hugediﬀerences in media consumption habits, now more than ever brands need tointegrate their eﬀorts to stay ahead of the game. Luckily, vast improvements inanalytics and measurement have allowed marketers to ensure theyre integrating theirmarketing eﬀectively across all channels.Thanks to attribution modelling, we now understand a user’s journey to anonline purchase better than ever before, and this means budgets can betargeted to the right people, with the right message, in the right place, at theright time; regardless of your media mix. However, one challenge stillremains: having all of your reporting in one place.This is where Fast Web Medias BIGproﬁle can really help.BIGproﬁle is an operational service that integrates best practicedigital strategy with a host of data sources and analytics APIs,and brings it all together via a reporting dashboard. That meansless time trying to collate your resources, and more time spenton the important stuﬀ: actioning new ways to target yourcustomers and increase revenue.
2013 Upwardly MobileThe mobile industry is constantly evolving and growing at an astronomical pace.Currently 20 per cent of UK internet traﬃc comes from a mobile device. Over the nextyear we will see even more communications, commerce, entertainment and serviceindustries dependent on wireless services. The two biggest drivers of this demand arevideo streaming and M-commerce usage. By 2015, video is likely to account for nearly60 per cent of all traﬃc. Likewise, M-commerce has dramatically changed the waybrands reach customers, making it faster and easier for consumers to make purchaseson the ﬂy while avoiding the hustle and bustle of the high street.Typing on mobile phones is an on-going problem, according to aneConsultancy report, which says that two thirds (67%) of shoppers ﬁnd itdiﬃcult to purchase from a mobile device. So brands will need to developsolutions which remove the eﬀort of typing an address from a mobile device.Meanwhile, mobile search is poised for tremendous growth in2013 as advertisers shift additional budgets and consumers useit more often. This will, in turn, increase advertising on mobilesearch platforms still further, and local-centric companies suchas Yelp.com and Local.com are likely to become even moresigniﬁcant. Responsive web design is therefore more importantthan ever as companies have to ensure their site adapts to thesettings of whichever device it is being viewed on. Fast WebMedia has been building responsive sites since 2011 and willcontinue striving for innovations in the ﬁeld in 2013.
2013 Data ProjectionSocial media, mobile devices and websites are the greatest generators of data abouthuman behavior that weve ever had, for the simple reason that 2bn people use them andeverything we do on the them is logged and therefore available for analysis. Every day, wecreate 2.5 quintillion bytes of data — so much that 90% of the data in the world todayhas been created in the last two years alone, according to an IBM report.This data comes from everywhere: sensors used to gather climate information,posts to social media sites, digital pictures and videos, purchase transactionrecords, and mobile phone GPS signals to name a few. This data is big data.Enterprises are awash with ever-growing data of all types, but at present only ahalf of one per cent of the world’s available data is being mined for value.In 2013 we will start to see more companies leveraging opportunitiesfrom this data in real time, e.g. turning 12 terabytes of Tweets createdeach day into improved product sentiment analysis. Big data is morethan simply a matter of size; it is an opportunity to ﬁnd insights in newand emerging types of data and content, to make businesses more agileand to answer questions that were previously considered beyond ourreach.
2013 NFC - Touchdown!Mobile is all about shortcuts, and near ﬁeld communication, or NFC, allows you totransfer data to your mobile device via touch (or bringing into close proximity) ratherthan scanning via a QR Code or augmented reality app. NFC facilitates fast and simplesetup of wireless technologies, such as Bluetooth & Wi-Fi, and will bring the mobilewallet closer to reality by providing solutions in areas such as: security access,information collection and exchange, loyalty and coupons, payments and transport.NFC, though not present in current Apple mobile devices is present in thenew Nexus, and recent Blackberry, Samsung, Sony and HTC handsets.Facebook are also developing NFC technology. Advances made to NFCtechnology in Japan have inspired the industry to sit up and take notice, butmobile companies need to capitalise in 2013, persuading banks and creditcard companies to get behind it to ensure users have the conﬁdence to starttouching rather than swiping.Some progress has already been made, with MasterCard recentlysigning a strategic partnership agreement with C-Sam (NFCmobile wallet and transaction platform provider) and the Oysterreaders on all Londons buses being upgraded to acceptcontactless payments alongside Oyster transactions. Furtherintegration can be seen in the "Recommended on Google" shopwindow stickers, which are embedded with NFC technology andallow users to access information/oﬀers/vouchers simply byholding their phone up to the window.
2013 The Trend is your FriendLong a mantra for city types playing the markets, tracking and incorporating livetrends within marketing campaigns will become more and more important formarketers. With such a wealth of data available from such a vast range of source(including chat rooms and Twitter, from which trends are being discerned andused to ‘auto’ buy and sell shares), it is increasingly common for real timeavailable data trends to be used to help shape real time marketing campaigns.With that in mind Fast Web Media have launched weatherFIT, an innovative newPPC software that ensures speciﬁc adverts are sent to speciﬁc towns and citiesbased on live weather conditions.All the marketer needs to do is to tick a box for the ideal weather trendshe’d like a speciﬁc advert to be seen during and the rest is dictated bythe actual weather itself. If a brand or company is aware of any speciﬁclive trends that could help their business, FWM would love to discussfurther with a view to developing a tool based on our existing trendtemplate.Get in touch at: hello@weatherﬁt.co.uk
2013 Objection Sustained2013 will see the continued growth of Hactivism, a digital form of protesting. It canbe seen in many forms, from simply defacing web pages or email bombing, towebsite mirroring, anonymous blogging and Doxing (outing of private information ofindividuals or corporations). A detailed account of the person’s life (browsing history,banking details, emails and so on) will be collected, manipulated and used againstthem as online attacks on large organisations and government bodies by hacktivisimgroups around the world increase.This will see the rise of specialist teams for digital crisis communication toprovide counter-Hacktivism services and data forensics (ownership, clean-up and erasing) will be a specialist requirement in reputationmanagement as the victims of hacktivist groups seek to protectthemselves.
2013 Loyalty on the CardsAs m-commerce increasingly becomes the most convenient route to purchase for onlineconsumers (currently just over 30% of retail traﬃc in the UK), digital reward and loyaltyschemes will become more prevalent as retailers and location/loyalty specialists look tosecure their apps position on peoples devices.In the UK, smartphone owners are beginning to curate the apps on theirdevices, with relevance and frequency of use being two of the key indicators inapps surviving the cull. Apple are already ahead of the curve here havingrecently introduced Passbook for iOS, a virtual wallet where loyalty cards andcoupons can be stored, while the successful oﬄine loyalty schemes are allreadying app-based updates.One new player to the market is Elephanti, a sort of loyalty-reward-card-meets-Foursquare app. When a consumer uses the app, theywill ﬁnd partner stores oﬀering guaranteed discounts exclusivelyavailable to them and other users of Elephanti. Yelp, Foursquare andother location-based services are reading similar updates to rivalthis oﬀering, while anticipation is growing for the digital evolutionof the UKs most successful loyalty scheme, the Tesco Clubcard.
2013 Every Thing, EverywhereThe ‘Internet of Things’ may sound like a strange phrase – isn’t the internet itself the‘Internet of Things’? – but the term has a very speciﬁc meaning. The ‘Internet of Things’refers to the rapidly increasing number and variety of devices (things) connected directlyto and available from the Internet, as opposed to via a PC or server. From cameras, TVsand printers to ovens, door bells and light bulbs and sensors of all kinds, especially RFIDchips, your world will increasingly be available to you online, giving you data and remotecontrol of all the electrical devices in your life.Perhaps more importantly, the devices will also talk to each other, sharing datawirelessly. Although the idea isn’t new (companies such as www.thinﬁlm.nohave specialised in the Internet of Things for some years), the progression oftechnology from 4G networks to the IPv6 protocol and the prevalence of wiﬁnetworks in homes, oﬃces and hotspots around the world are rapidlydestroying barriers to devices being online all the time.
2013 Inbox AutotunedResponsive design has been around for a few years now, but its application doesn’t stopat your website. This year it was estimated that around 55 per cent of 18-34 years oldsread marketing emails on their mobile device, so its vital to ensure your email campaignsare optimised for on-the-go devices as well as your site.This is where responsive email comes into play. Like responsive web design,responsive emails are built to adapt to the device theyre being viewed on,shifting automatically to its resolution and screen size. By doing this, the emailaccommodates the users preferred method of reading their messages, and thisin turn improves the chances of an email being read, clicked on and ultimatelyachieving its goal of driving awareness, traﬃc and sales.Technical problems have so far rendered responsive email almostimpossible, but with technology becoming smarter, that will changein 2013.