Now that 2009 has come and gone, I want to review a few key items I'd like to see more companies and firms take advantage of or stay away from in 2010.
More Please!
- Innovation - Be a pioneer. I'd love to see more cutting edge initiatives in 2010. With the continued proliferation of smartphones and cloud computing we should see more good execution in the vein of augmented reality and killer web apps. Keep pushing the field forward!
- User customization - Let the users dictate what content and communications they receive. Why waste the html on someone who doesn't want to listen? You can always integrate other messaging/content if you give the user what they really want.
- Data Driven strategy - I've talked with a lot of folks in the past year who have gotten down and dirty with their data, leading to meaningful insight driving their business strategies. Keep it up!
Stay Away!
- Intrusive display ads - No one goes to a site to see the ads, and the web-user is not a captive audience. Keyword rollovers, landing page interstitials, and pre-expanded banners are not good tools for promoting your brand or driving revenue as a publisher.
- Social for social's sake - Too often I see poorly implemented social concepts. Target audiences and the desired actions aren't being thought out thoroughly in many social initiatives. Make sure your brand doesn't launch something half baked...the opportunity cost of not launching isn't as great as the cost of bad marketing.
I think we're at a very interesting place in the digital sphere with the convergence of web, gaming, mobile and tv upon us. I hope to be gushing with a review of what 2010 has brought us next year.
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