Hard to believe that the holidays are upon us and it’s soon to be 2011. It’s been an incredibly exciting year in digital marketing and internet business – we’ve seen this space grow and change faster than ever. New companies and ideas abound, and it can be hard to keep up!
Since our mission here at MITX is to bring the Massachusetts community together around all things interactive and e-based, we thought it would be fun and interesting to create a platform that showcases what our members think will be important in the year ahead. During the next few weeks, our blog will present predictions, prescriptions, and propositions from the leading thinkers (and doers!) at the intersection of marketing and technology.
We’ll have the latest and greatest all in one spot, and hopefully you will have something to add to the conversation. Check back often, comment, and stir the pot – it’s through this type of rich discussion that we can grow and develop as a community.
My Take on 2011: Content, Curation, and Community
The ideas that most excite me about the future of marketing are those that bring a human element to the digital world; the ideas that make our experiences richer and more engaging because they appeal to basic human emotions or satisfy human needs. These ideas help customers participate with brands in ways that feel more natural than ever before.
For 2011, three ideas stand out to me as particularly valuable: content, curation, and community. These three strategies exemplify what is great about the web today. Done right, they can drive true value into customer relationships, and have the potential to change the very foundation of commerce and marketing.
A content strategy (or, content marketing) is one that engages and entertains, is incomplete without customer participation, and can help brands weave themselves into the fabric of their key customers’ lives. It fills our desire to be understood.
Curation helps us separate signal from noise. It also satisfies a deep human need to organize and filter, to keep ourselves from feeling overwhelmed. Companies that can do this (either manually or, even better, with technology) will create grateful customers who return again and again.
And of course community, one of my personal favorites, helps people feel connected. Brands that want to develop a connection through community need to create an intimate, personalized experience to net the impact this can bring, making micro or niche communities even better.
I am truly excited for 2011. I feel certain it’s going to bring some surprises, and with any luck more ways for us to feel human while we type, search, like, comment, and rate.
Well, that’s it from me. Hopefully this gets your creative juices flowing. I’d love to hear your reactions. What are the ideas that get you excited about 2011? What changes do you expect, or hope, to see? Share your comments below, and stay tuned for more posts in this series!