Happy 10th birth-month to the blog. While I would like to pretend that I consciously planned to be 10 years behind the ball, I can’t say that I did. As a recent NPR story put it: “There are more than 100 million blogs and 100,000 new blogs are created daily…most are read by only the writer and his mother.” A July Wall Street Journal article aptly called blogs “intellectual ’skin contact.’”
Regardless of whether this post is just for my mom, in the spirit of words and tools made popular by the Internet, I have come up with what I think is a list of words that will become increasingly relevant (though certainly not new) to online marketing in 2008.
- Identity: Everything online from social media networking to blogging to engagement tools seems to be about expression of ones self. George Simpson just wrote a great post on this need for expression.
- Social: It seems that the more time people are forced to spend online for their job or life management, the more we see the human desire to connect with others evident in online tools and platforms.
- Balance: Privacy and personalization. Online “friends” and offline friends. These are just two ways balance is increasingly a top priority. Leslie Morgan Steiner’s blog On Balance started last year is evidence that this idea is not just popular amongst working moms anymore.
- Transparency: Every new website launched only increases our free access to information. As users, we want to know who is speaking to us, why and that we’re getting accurate information.
- Immediacy: Blogger Jack Aaronson agrees, “Relevance has long been a buzzword in e-mail marketing, but you’ll see immediacy become a stronger idea in the coming year.”
- Synchronization: This is also along the same lines as integration. We are all involved with a million things – online and offline – so I think we’re going to see a lot more synching and integration of campaigns and tools. Google homepage is a good example and the fact that we’re both drawing users to a organization site but also reaching out to them in their space in “Facebook land.”
- Influence: No longer are we looking to reach everyone. The goal is now to get to those people that actually help shape beliefs and behavior of those around them.