By Ann Marie van den Hurk
As 2014 arrives, what trends in communications do business owners need to be aware to reach their customers more effectively?
Here are a few of the trends that are clearly developing. I suggest incorporating them into your marketing strategies.
Attention economy: People see more than 34 billion bits of information every day, according to a report by the University of California, San Diego. The figure equals reading two books a day. We are moving to the attention economy where people’s attention is treated as a scarce commodity.
Because there’s a lot of information to process, more and more people are starting to tune out. Maggie Leifer McGary, a digital content strategist based in Washington D.C., believes there’s too much content on too many platforms. She says that images/video will continue to gain as a preferred content source for users.
Businesses will have to work smarter, truly understanding their products and audiences within the attention economy. Jennifer Stauss Windrum, founder of the social business, Sock Monkeys Against Cancer, echoes McCary’s thoughts and adds that organizations need to make their messages visual and shareable in our highly “Pinterest-ized” social-media world.
Mobile: Mobile is making the list for a second year and for a good reason. It continues to dominate as a business must. People are moving away from desktops to smart phones and tablets in greater numbers. Mobile is important to your marketing.
According to research published by The Pew Internet & American Life Project, more than 90 percent of Americans own cellphones and 57 percent of all Americans go online using their mobile phone. With smart phones now outnumbering their less intelligent ancestors and cell providers offering a multitude of data plans, the mobile revolution has arrived.
Organizations need to move from just mobile optimization of their digital properties to responsive and adaptive designs, which are designs that fluidly change and respond to fit any screen or device size.