2013 trends

2013 trends

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  2013 Trends
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  2013 is goingto be a BIG year
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  Rapid advances intechnology will bring to life things we have only dreamed about previously
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  for example:
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  Flying Cars
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  Robot Butlers
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  Personal Jetpacks
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  Sound technology thatallows animals to speak
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  the reality:
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  2013 will beless a Revolution and more an Evolution
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  What does thismean?? It means an expansion of what we already have. It means essentially the same technology, devices and behaviors…
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  But on STEROIDS
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  7 Things towatch for in 2013: 1. Personalization and Customization 2. Advanced, Integrated Products 3. More Mobility Than Ever 4. Social Grows Up 5. Advertising Gets Smart 6. Intelligent Objects 7. Better Use of Data
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  1. Personalization andCustomization
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  Everything will bePersonalized You name it – clothing skateboards, candy – will have customization options so consumers can put their own stamp on their products.
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  Better Offers andAds The combination of more measurable consumer data and more sophisticated analysis of this data will allow brands to predict what a customer needs or wants – and tailor relevant offers to match.
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  The Right Offerfor the Right Person Digital ads will read a user’s location and offer localized businesses and deals. Think Google Ads, only instead of the advertisements being related to search words, they’ll be related to a user’s location.
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  Hyper Targeted Ads Facebook’sCustom Audiences moves far beyond basic demographic and interest-level targeting, and Google Shopping allows marketers to advertise at a very granular (even SKU) level and feature such specific product attributes as color and condition.
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  2. Advanced, IntegratedProducts
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  Touch Highly flexible touchsensors are entering the smartphone and tablet markets. They are extending touch capabilities into a range of new products, with designs that are lighter, thinner and sleeker, including excellent optical clarity, low power consumption and at lower cost.
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  Holographic Display andInfrared Keyboards Apple has unveiled plans to integrate mini projectors into future devices, which would enable the user to project video on any surface, including a fully usable infrared keyboard.
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  Integrated Devices: ThePhablet An amalgamation of smartphone and tablet, a phablet is cheaper than a tablet with a bigger screen than a smartphone. Examples include the Amazon Kindle Fire, Asus Google Nexus 7 and the iPad Mini.
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  Integrated Experiences: Reading Usersare expecting a highly integrated experience as they move from the Web to mobile devices and back. Kindle’s Whispersync allows readers to pick up from where they left off, no matter if they are reading online, on a Kindle device, or in a Kindle app on an iPad. The result is a seamless experience which closely mimics reading an actual book. Publishers in turn can now profile their audiences, build user histories, offer relevant reading suggestions.
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  Integrated Experiences: TV Ratherthan visiting websites completely unrelated to the programs they’re watching, activity on the tablet/laptop/phone and on TV is becoming increasingly integrated. Even the traditional functions of both sets of devices is blurring, with users performing ‘internet-like’ tasks on the TV (Photos, email, social networking, Skype) and ‘TV-like’ activities on mobile devices or laptops (watching TV, Netflix, Hulu, etc).
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  3. More MobilityThan Ever
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  Proliferation in MobileDevices By 2013: More people will access the web through a mobile device than through a computer 90% of all mobile phones will be smartphones
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  Mobile Shopping There wasa 28% increase in mobile e-commerce on Black Friday and Cyber Monday this year compared to last year. In addition to purchases, consumers are using their phones to locate product information, to communicate with family and friends regarding product selection and to take product photos.
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  Mobile Payments The newversion of the Google Wallet app supports all your credit and debit cards. Smartphones are evolving to become wallets, keys, health consultants and more. Soon they’ll become de facto fingerprints, our identity all in one place.
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  Mobile-Centric Services A numberof services are emerging to batter cater to our increasingly ‘on-the-’go’ lifestyle. Pogoseat is an app that enables audience members at live events to identify and purchase upgrades to better seats via their phone. The app identifies empty seats with the best views, and once users have selected their new seats they are able to enter payment details, purchase and move.
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  4. Social GrowsUp
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  Facebook dominant butNiche Networks Rising For general networking, Facebook still rules. But niche networks that provide more of a community feel and that are centered around common interests – sports, music, design, location – are growing in usage.
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  Branded Communities Amex OpenForum ASOS Marketplace Community More companies are creating branded communities to interact with customers and prospects, developing environments that are social, casual and fun.
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  Social Goes Global Whilesocial media growth in North America has slowed, growth is taking off in other parts of the world. Asia: 21% increase Middle East and Africa: 23% increase Latin America: 12% increase Facebook is the global leader, but in places of the world like China where Facebook is blocked, localized networks dominate, including Weibo, which doubled its base to 400 million users in one year.
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  Social Data Building onthe success of Dell’s and Gatorade’s Social Media Command Centers, more brands are establishing regional centers for listening and responding to communities. Social listening and data analysis are aiding numerous departments, including marketing, communications, customer service and product development, all of which are benefitting from deeper user insights.
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  5. Advertising GetsSmart
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  New ways toreach consumers Mobile technology is allowing brands to turn anything – from bus shelters to print magazines – into retail channels. Shopping is shifting from an activity that takes place in physical stores or online to a value exchange that can play out in multiple ways. Mattel and Walmart Canada created a virtual pop-up toy store, featuring two walls of 3-D toy images with QR codes that consumers can scan with their phones to purchase.
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  Branded Entertainment Disruptive contentis being eclipsed by integrated, entertaining ads. Brands have finally learned that interrupting a user’s experience is not nearly as effective as seamlessly embedding ads in the content they want to see and were actually searching for.
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  Native Advertising Native advertisingunderpins Google search ads, and it’s also why billions of dollars of ad revenue have shifted to closed platforms like Facebook (Sponsored Stories), Twitter (Promoted Tweets), and YouTube (TrueView Promoted Videos). Ads that are native to a site don’t live in the corners and don’t interrupt the user; they exist in the stream of content, and bring value to the user in the form of brand content — promoted videos, sponsored stories, relevant coupons, promoted posts, etc. Publishers like Forbes, The Atlantic, Gannet, AOL and WordPress have introduced their own native ad models.
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  Content is King Brandsare following the lead of Nike, Coke, Old Spice, Apple, Adobe, and GE and are creating quality content to distribute through native ad formats on Facebook, Twitter, WordPress and beyond. Even Google is getting into the content game, having purchased both Zagats and Frommers.
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  Everyone is aContent Creator • • • Virgin: Virgin Mobile Live, a social newsroom that publishes content several times daily, featuring new music, apps and web memes. American Express: American Express Unstaged, a program that live streams concerts by some of the biggest names in music through the lens of a well-known director. Marriott: Live Life to Discover helps guests navigate the city outside their hotel and RLife LIVE program helps them discover new music, films, arts, food and drinks inside the hotel
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  Common “Content Factory”Elements: • Story planning that relates to brand and sales goals • Multimedia content including videos, images and infographics • Using brand journalists to mine for stories within the organization • Utilizing a data-driven approach • Thoughtful publishing of content to increase engagement on social networks like Facebook and Twitter
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  6. Intelligent Objects
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  Your Coffee Mugis Smarter than a 5th Grader Everyday items are evolving into interactive, intelligent objects, making our experiences with them more interesting, enjoyable and helpful. Google Glasses are essentially “smart glasses” – aka a wearable computer.
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  The Internet ofThings First developed in 1999, The Internet of Things is a concept that is just starting to be put into practice. The premise is simple: If all objects were equipped with radio tags, barcodes or sensors, they could be identified and inventoried by computers. This would take the task entirely out of the hands of people and transform daily life – we could track and count everything, and greatly reduce waste, loss and cost. We would know when things needed replacing, repairing or recalling, and businesses would never run out of stock.
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  Sensors Farming equipment withwireless links to data collected from ground sensors takes into account crop conditions and adjusts the way each individual part of a field is farmed —for instance, by spreading extra fertilizer on areas that need more nutrients. On a consumer level, companies like Switch2health, Nest, Twine and Jawbone are creating products that use sensors to do everything from send you a tweet when your laundry's done, an e-mail when the basement floods or a text message when you leave the garage door open
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  NFC NFC technology allows commercialtransactions to be done wirelessly through mobile devices, without the need for data cards. NFC-enabled phones can be used to transfer files, read product information and make purchases. BY 2013, sales of NFC-equipped phones will exceed $75 billion, and 1 in 5 phones worldwide will use NFC technology. Google Wallet is a prime example of an NFC-enabled phone.
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  7. Better Useof Data
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  Big Data The abilityto take sales, customer, or even social data and turn it into patterns and segments is at the crux of what Big Data is and does. While SEO specialists and marketing analysts have been using internal and external data for years, it’s finally becoming a formalized processes for many brands.
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  Multiple Data Sources Theconcept of a single data source is essentially obsolete. Multiple systems are being brought together to create a comprehensive user profile. The five richest big data sources on the Web include the social graph, intent graph, consumption graph, interest graph and mobile graph.
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  Actionable Analytics Remember Moneyball,the 2011 film in which the Oakland A’s won almost two-thirds of their games with a payroll one-fourth the size of the Yankees? The key to their success was making strategic decisions based on data analysis. They ignored conventional metrics like batting averages, runs batted in and stolen bases in favor of a more rigorous statistical analysis about player performance. Brands are beginning to implement the same tactics, turning raw consumer data into actionable, real-time insights. The result is a mutually beneficial relationship that benefits the company by giving them an advantage over their competition, and the consumer by having their preferences, goals and needs understood and met.
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  Turning Data intoa Game The Opower energy app is the result of a collaboration between Facebook, the Natural Resources Defense Council, energy information software maker Opower and 16 U.S.-based utility companies. Users can connect their energy account to the app, see visualizations of their energy use and compare their usage to that of friends and other U.S. households. There are also competitions to reduce household energy waste.
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  Final Thought
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  The best wayto predict the future?
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  INVENT IT
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  Thank you
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  Questions?
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  Russ Josephs Sr. DigitalStrategist Atmosphere Proximity 1285 Avenue of the Americas New York, NY 10019 Russ.Josephs@atmosphereproximity.com