NOUS SOMMES VIVANTS, LE COLLECTIF DE LA TRANSITION ÉCOLOGIQUE

As 2010 fast approaches, digital marketers are gearing up for yet another year of changes that will incorporate both the transformational and the incremental.

From the economy's influence on the burgeoning "do-it-yourself" culture to an increasing reliance on collective wisdom, information-based art, and remote computing, digital experts at Last Exit (via MarketingCharts) have put together the following list of top digital marketing trends they believe will play out in the year ahead.

1. Facebook Replaces Personal Email: As Facebook becomes increasingly used as a verb (e.g."I Facebooked you today") in ways that Hotmail and gmail never were, it will be interesting to see the extent to which it will displace personal email as a communication tool.  It’s already completely permission based, there is no spam (yet), and no address book required – your friends are already there.

2. The Cloud Helps Open-Source Software Make Proper Money:Open-source software projects that were typically the purview of programmers and technophiles are now available to the masses. In one example, Beanstalk, a fully hosted, version-controlled code repository that uses the Subversion open-source project has created a subscription based service that – for a small fee – removes the hassle of setting up Subversions and maintaining servers.  Services like this can really only be financially viable with cloud computing infrastructure – so companies such as Beanstalk don't have the huge upfront capital outlay for servers. With the right skills any open-source project can be commercialized this way.

3. Mobile Commerce -  The Promise That Has Never Delivered, Yet: Though mobile phones have, for a while now, delivered real benefits to global societies by facilitating the transfer of money, only recently has mobile device use extended to payment for goods and services. The game changer has – and will continue to be – the iPhone/iTunes platform.  In-app purchases on the iPhone can tempt users to buy small items, upgrades, updates, etc, while iTunes holds their precious credit card information.  All, of course, is done in seamless fashion, enough to promote impulse purchases.  It would seem like an easy task for this to be extended to other platforms with PayPal or Google Checkout, but so far it has not been done.

4. Fewer Registrations – One Sign-in Fits All: As consumers grow increasingly frustrated  and resentful about registering yet again on another website, juggling different IDs and remembering a dizzying array of passwords, information-managing services such as Facebook Connect and OpenID will becoming even more useful and will continue to be adopted at great speed through 2010.

5. Disruption vs. Continuity – Alternatives to the "Big Idea": As the significance of social networks continues to grow, businesses are investing more in community building as a marketing driver. According to the recent Tribalization of Business study released by Deloitte, 94% of businesses will continue or increase their investment in online communities and social media and, for the majority of these companies, their marketing function will drive this investment. At the same time, as evidenced by Google's recent release of "free floating" social tools, such as Google Waves and Sidewiki, there is an increasing shift toward online identity and social activity being an integrated part of the network as a whole, rather than concentrated within discrete platforms such as Facebook.

With the increasing emphasis on marketing and advertising through social networks and the increasing pervasiveness of social tools, marketing objectives come into conflict with advertising techniques. While advertising has often sought to distinguish itself and stop the consumer in their tracks with a disruptive "big idea," the emphasis is now shifting toward persuasion through fitting organically into the consumer's social sphere. It will always be the objective of marketing to provide creativity and novelty, but the way in will increasingly be one of persistence and continuity.

6. Self-Sufficiency: The Continuing Evolution of Web-Driven, Open-Source DIY Culture: Much has been said about the power and potential of collective intelligence, and many of the breakthrough solutions of tomorrow appear to lie in more effectively pooling the resources and intelligence of our increasingly networked world. On the other side of the equation, the power of pooled intelligence and networked resources have empowered individuals to take on more and more complex undertakings themselves.

From drawing on the collective intelligence of blogs and university open courseware to educate themselves, to services like ponoko, spoonflower and cafe press that facilitate small-scale production, to offline resource pooling like pop- up retail and collective office spaces, individuals are discovering that it has never been easier to try doing it themselves.

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 SOURCE : marketingvox.com  PAR: alexis mouthon  ACCÈS DIRECT A LA PLATEFORME: PSST.FR

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