Expansion of digital economies; Development of e-reader applications; Behavioral targeting
CHICAGO – Roundarch, a leader in digital design and implementation for Fortune 500 companies, has outlined five digital predictions that it believes marketers must consider to positively impact the bottom line of small to large enterprises in 2010 and beyond.
“Advancements in Internet marketing and technology are changing faster than ever,” said Chris Hogue, engagement director at Roundarch. “Businesses and consumers learn about new digital features on a daily basis. The best way to determine which features will provide the best return on a company’s investment is to have a means of quickly evaluating new marketing trends against your company’s target market(s). Once a ‘hit’ is found, marketers need to have campaign platforms in place that can be leveraged right away. Marketers who achieve the most success are those who not only stay ahead of what is ‘hot’, but also have the means to exploit them at a moment’s notice.
“The Roundarch team is constantly developing innovative solutions to take its clients to the forefront of their industries,” continued Hogue. “As we enter this new decade, Roundarch has identified several digital marketing techniques that will ensure the success of just about any company by allowing them to track, evaluate, and capitalize on new and mainstream trends.”
Roundarch’s 2010 digital predictions are:
1) Increased adoption of and demand for m-commerce (mobile commerce).
The billions of mobile phone customers worldwide create huge opportunities for the development of m-commerce. 2010 will be the year of the digital economy with a distinct increase in the adoption of and the demand for mobile transactions — banking, ticketing and purchasing. As proof of the increasing demand, e-Bay reported its users bought more than 1.5 million items on the service via their mobile phones this past holiday season – more than ever before.
In 2010, expect to hear more about m-commerce and the benefits of the digital economy as those companies that implement a mobile payment and purchasing infrastructure reap the benefits of this new form of exchange.
2) Expansion of mobile applications, and not just the smartphone variety.
The Amazon Kindle, the Barnes & Noble Nook and the much discussed Apple tablet. These products are mobile, but not smartphones. Amazon.com recently said the Kindle is the company’s top-selling holiday gift of all time and according to analyst firm In Stat, the demand for e-readers is not expected to wane. In fact, worldwide e-reader shipments are expected to grow from almost 1 million units in 2008 to nearly 30 million units by 2013. These new products present an immense opportunity for marketers to create e-reader-compatible applications and advertisements.
For these reasons, e-reader applications and advertisements are an important space for businesses — one that should not be ignored. When in doubt, look no further than the closest neighborhood newsstand to learn how the news media is addressing customer demand for greater control over where and when they consume content. This consumption is taking place online and via their mobile devices. With nearly 60,000 eBook titles and an anticipated 30 million e-readers in consumer hands by 2013, we are sure to see this digital market experience exponential growth in 2010.
3) “The cloud” becomes a “household name” as additional services are moved to this platform.
Cloud computing is no longer just the domain of IT and marketers must think about how to leverage this platform to better serve their customers. Thanks to the cloud, many software applications are no longer confined to the desktop, but rather as services on the Internet that can be accessed anywhere that there is an Internet connection.
Industries big and small are utilizing cloud computing in first-ever ways. The automobile industry, for example, is using cloud computing concepts to create better in-car experiences for their customers. Electric car maker Tesla Motors is experimenting with a 17-inch touchscreen display in the cockpit, analogous to a big iPhone on wheels. The navigation, climate control and radio are all completely digital and connected to a 3G Internet network, allowing customers to download applications from the cloud into their cockpit display for whatever they might want in their car.
With the cloud, marketers’ options are limitless. In 2010, look for cloud computing to enter the mainstream with possible additions of cloud insurance providers, cloud brokerages and cloud educators.
4) More innovative and eco-friendly technology solutions in K-12 and higher-ed classrooms.
For the K-12 set, NYSTROM and Roundarch have already made available StrataLogica, an interactive mapping device that allows teachers and students to compare and contrast high-resolution, age-appropriate map and globe views side-by-side on a computer screen. Since its November 2009 release, 730 licenses have been sold to school districts across the U.S. and the number is growing.
In 2010, expect additional solution-based classroom devices, new technologies to take textbooks beyond text, and the increased adoption of virtual classrooms made possible by cloud computing.
5) Behavioral targeting – use it or lose it.
Behavioral targeting uses information collected on an individual’s web-browsing behavior, such as the websites that they have visited or the searches they have made, to select which advertisements to display to that individual. In 2010, marketers must increase the adoption of this practice or risk losing customers.
The near real-time data behavioral targeting provides is a necessity that marketers will require in order to react quickly to evolving trends in the global marketplace and positive or negative changes in consumer sentiment.
For more information about Roundarch predictions and capabilities visit www.roundarch.com or the company’s blog at http://impost.roundarch.com/.
About Roundarch
Roundarch designs and implements digital experiences for the world’s largest organizations. Roundarch delivers web sites, rich web applications, mobile apps, social media applications, digital marketing campaigns and more for clients such as Avis, A&E, Hershey’s and the US Air Force. Roundarch’s unique blend of breakthrough user experience design and enterprise-class technology implementation is perfectly suited for the most complex problems in the digital space. Roundarch has offices in Boston, Chicago and New York.
