If Steve Rubel is right, there are some fascinating digital trends to plan for in 2011. During a recent MarketingProfs Webinar, Rubel highlighted 11 digital trends, including location-based services, thought leadership, and social media schizophrenia (e.g., information overload). From his list, here are five that stand out.
- Attentionomics, or the concept that it’s not enough to reach people (e.g., eyeballs or numbers)–you have to grab their attention to drive behavior. A couple ways to do this: using visualizations and creating digital embassies within your social networks.
- Digital Curation, which Rubel concisely defined as “separating the art from the junk.” This is a big one for me, because right now we’re focusing on aggregation far more than curation (think paper.li and similar “auto”-curation tools).
- Integration Economy, or the concept that the way we communicate will demand that people collaborate more across an organization. I’ve been talking about shattering silos for a long time, so I hope Rubel’s right about this one.
- Ubiquitous Social Computing, or what Rubel said involves “optimizing for mobility, not just mobile.” A couple ways to do this: designing for multiple platforms and thinking about integrating social sharing into your products.
- Transmedia Storytelling, which is the concept that technology is changing the way stories are told (think Avatar, Toy Story). Rubel said that “narrative is no longer a whole,” and that we must think instead about “connecting the dots.”
What stands out for you? And what trends would you add to the list.
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