At the this time of the year, predictions for the upcoming year abound: some are good, some are obvious and some aren’t going to happen. Wayne Arnold, co-founder and global CEO of digital agency Profero, has put together a list of the top 10 digital trends for 2012 that he believes will go mass market. Arnold’s list falls in the good category of predictions and I have replicated five below that I particularly agree with. For the full list on Ad Age click here.
Inner Circle: We seek to mirror our social personals in the digital world. But so far, digital has forced us to bring together not only our social selves, but also our professional and familial ones, and present a single persona to everyone we keep in contact with online... Thanks to new filters on social networks, we can at last separate more easily and filter the people we know and decide with each post we share what portion of our friends will access it. Look for greater sophistication in filtering techniques on social networks over the next 12 months.
Personalized News: We currently create more information in a year than we ever have historically. Understandably, overwhelmed by the plethora of information online, people need ways to navigate relevant information and choose what to read. Already, RSS feeds and social networks facilitate the process through integration with news sites that allow users to generate passive status updates by posting content to the wall. Now, applications that sort content based on digital friendship are emerging. The result: social reading is the new standard in online content consumption.
Seamless Transactions: We're always demanding that our processes become more efficient, quicker and safer, especially when it comes to our bank account. We now carry at least one screen with us at all times. Forty percent of US consumers own a Smartphone, which has becomes so much more than a phone. Transactions are quickly becoming fully integrated with our screens in multiple ways, from paying with our phones to executing financial transactions. Expect to see additional shifts in how we conduct our banking and financial matters.
Location-Based Discovery: Seeing the same place through someone else's perspective enriches it with new meaning. We want to discover and share the hidden gems around us. Interactive websites and mobile social apps are helping us make creative archives on locations. We catalogue these discoveries and geo-tag them to participate in an evolving public portrait of a place, creating a collective multimedia experience
Control Over Data: Data has become an intricate part of our lives. We're now able to quantify all our digital actions and more services catering to specialized activities have emerged, from tracking our web history to monitoring a car's fuel consumption every inch of travel. We are becoming aware of the value of the data we share online, and may start making decisions differently – perhaps, charging for access to our data.