As we settle into the second official week of the New Year, and everyone is back cranking on projects big and small, it’s hard not to wonder what’s ahead in 2010. There’s more hope in the air than there was this time last year; a sense that things are turning up in the industry, that the economy is finally showing signs of life. With that in mind, what will be the biggest story in technology in 2010? What will be the most unexpected surprise? And from where I sit, a twist on that question: what should brands be paying attention to as they shape their digital strategy for the coming year? In a constantly shifting space, what will matter and what will just amount to chatter?
While the tech headlines buzz with recent M&A shakeups, I think it’s worth noting that there’s just as much happening—if not more—in companies with fewer zeros behind them. Mergers and acquisitions make for exciting stories, and if we’re honest with ourselves, we’re all just a little obsessed with Apple and Google. But there are dozens of smaller players innovating on the leading edge of tech that aren’t making the headlines.
As a brand-focused digital revenue consultant these are the names I pay attention to every day. These are the innovators I call on for expertise with my brand clients. While a Quattro or AdMob M&A deal or a Zynga multi-million dollar raise is noteworthy in terms of industry trends, and encouraging news on the future of mobile and social, they are only part of a much deeper story.
But back to my prognostications for the year. First thing’s first, I’d like to put a stake in the ground. Whether 2009 was the year of mobile, or 2010 is, mobile is here to stay. It’s not a trend: it’s a fundamental shift in consumer behavior. And the same goes for social. Technology has paid attention to these emerging trends by providing massive innovation in both the social and mobile arenas, and if brands want to evolve, they best do the same. (And to be fair, many have already committed to the shift and jumped into the water). But when it comes to the power of mobile and social, it's time to face the facts: you can either ride the wave or be crushed by the tsunami.
The good news for brands is there is already massive heat in social and mobile, and tech innovators are hungry to share their insights. The key is understanding each others’ unique perspectives: a technologist cannot always understand the brand insider’s challenges; a brand strategist may not have access to the most recent tech innovations. Each brings a unique expertise that deserves consideration. Communication and listening skills are tantamount to turning a one-off social or mobile experiment into a far-reaching success.
Just like physical health, a brand’s digital health cannot be ignored. The head-in-the sand approach doesn’t work (pretending digital isn’t here to stay), nor does random pill popping (trying out every new trend without a long term, holistic strategy). From my vantage point as a member of the Digital Brand Management™ consultancy, FOCi Group, we think of ourselves as physicians who offer a holistic physical for brands seeking digital alignment. We can see what’s currently healthy, diagnose weaknesses and point out areas for improvement, but we always bring in specialists to refine long-term treatment plans.
I’m not sure what the biggest story in digital will be in 2010. But what I do know is the future is shifting on hundreds of smaller stories: the digital players and innovators are making the news as fast as can be transcribed. Smart brands should outline their strategy and connect with specialists to bring their message into the digital space in a cohesive way.
Instead of popping a digital vitamin here and there, with the right tech partners, brands can articulate strategy that connects the dots between traditional and digital marketing and reaches their consumers where and how they want to connect. It may not be as splashy as a big M&A deal, but that story will get my attention anytime.
Brandon Gutman is a Founding Partner of FOCi Group, a Digital Brand Management™ consultancy specialized in building Digital Excellence for the Fortune 500 community.
