DJ here, stepping out from behind the editorial “we” for a few minutes.
I decided this years blast should start with a couple far from perfunctory predictions for 2011 which are intended to give insight to where we at Zemoga view the digital innovation space headed. You can also get some more detailed insight from the well regarded “2011 Digital Marketing Outlook”: report for 2011 created by The Society of Digital Agencies, of which I am on the Board of Directors and Zemoga was an active contributor. (Insert “Well, La Dee Dah” here)
Click here to get the report. It is extensive, full of insight and FREE.
So here we go:
We think Internet explorer will get further lost. Although 49% of North America’s market is firmly caught in the grip of IE, the general lack of openness and performance dissatisfaction with the Microsoft browser will continue its decline to more effective and efficient browser choices like Google Chrome and Firefox. I am proud to say that Zemoga played an important role in this effort with our client Mozilla. Our creation of the Firefox EU Information site, one of the many steps Mozilla took as a result of the European Commission’s ruling last March that mandated choice in the Windows browser installation process helped the effort immensely. This is great news for fans of open source development as the grip loosens and innovation prevails.
I attended this year’s CES in Las Vegas and I have to say the content and attendance were astounding for businesses looking to leverage the tablet market. I won’t push iPad too much, although the lead that Apple has is impressive and Zemoga’s efforts here have garnered much praise, thank you very mucho.
The game changer here is a new consumption model for content that consumers are adopting faster then Brangelina on a sub-Sahara vacay. It is this consumption model that will change the way publishers; content creators and brands interact with consumers. With on-demand video content available everywhere, the day of the pre-scheduled TV-Sitcom sit down are over. The winners in the content war will be those who leverage this new consumption model in the way they create their content, and with whom. The competition is the growing wave of agile web specific creators, from all over the world who are able to generate specialized, relevant and engaging content on the fly. Consumers don’t care about production quality or pre-existing star power as much as they do the comfort that a “specialist” brings to the feast. They are reacting more and more to the authentic creations of what I call the “basement brigade”. They are young, adroit, idealistic & creative content machines that have technology on their side. This allows them to get their banana cream pie in the face of more willing recipients faster then ever. There are no “pilots” on the web. No “seasons”. The focus group IS your audience. These KOLs are smarter then the market researcher’s anyhow… one sign is they don’t return the researchers calls anymore. They are too busy making content for their throngs of adoring fans.
Never before has Warhol’s “we’ll all be famous for 15 minutes” prediction been more relevant. It’s easier then ever to envision its eventual possibility. Now, if Swanson would just hurry-up and invent the “TV everywhere dinner”.
I won’t go on but we are seeing a sea change. (say that 3 times fast and I know I could have used the word “witnessed” instead, so hold the email editorials) I have never been more excited about the potential for good ideas then ever before. I hope you are too. Enjoy!