In my role as Director of Insights for Edelman Digital I am writing monthly white papers for clients on key trends. Sometimes we will release these broadly. For the first one, I drew on members of the Edelman team, as well as third party research, to highlight five digital trends to watch for 2009. Each includes specific recommended actions.
Even though the economy is slowing, all signs show that audiences are still spending a lot more time on the web. Marketers need to invest to meet them there. However, what's changed today they are smarter about where they focus their time, dollars and energy. Experimentation is giving way to tactics that deliver ROI. These include public engagement, search and social networking — three themes that connect the major macro trends.
There are five trends covered in this white paper...
Satisfaction Guaranteed - Customer care and PR are blending as consumers use social media to demand service
Media Reforestation - The media is in a constant state of reinvention as it transitions from atoms to bits
Less is the New More - Overload takes its toll. Gorging on media is out. Selective ignorance and friends as filters are in
Corporate All-Stars - Workers flock to social media to build their personal brands, yet offer employers an effective and credible way to market in the downturn
The Power of Pull - Where push once ruled, it’s now equally important to create digital content that people discover through search
You can download the full paper here(PDF) or simply browse or read it below. I look forward to hearing your feedback.
