2010 Predictions for digital technology, social media and other

Filed under Thoughts by Kate Brodock on 5 January 2010 at 09:13 {3 comments}

I posted a few of my marketing predictions over at Other Side Group, but here’s another set that includes digital activism and other goodies.

  1. Location-based digital technology use will give way to several major advances in the fields of citizen journalism and digital activism.  Patrick will agree with me – there will be a major increase in convergence of LB technologies and digital mapping tools, and we’ll probably see a lot of new, ad hoc use cases.  There may be a little structure put around the field, but the number of new cases will delay its maturity to some extent.
  2. Cases when moderate (“regular”) Muslims speak out against radicalism will not only increase, but the media will start to report on these cases.  This isn’t only important when it comes to mobilizing of the positive and progressive voices with Islam, but it will also be incredibly important in creating a more positive image of the religion in the eyes of much of the world, especially this country.  We’re already seeing it here and here.
  3. Also for digital activism and citizen journalism, mobile will be a force, not only for marketing, but also for communications and mobilization of people.
  4. People are going to start getting tired of the thousands of fundraising pleas that are in the social media sphere and do something about centralizing efforts.
  5. As I said on OSG, personal branding is going to be very important and influential. I’ve worked pretty darn hard at personal branding, and, if I must say so myself, have done at least a reasonable job at it.  But it takes work.  Oh, and personal branding online and the effects of web 2.0 on personal brand management are going to be HOT HOT issues.

What do you think is coming up in the next year and decade?

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PINK Magazine: Your Customers are Talking to You. Are you Listening?

Filed under Marketing, Publications, new media by Kate Brodock on 19 October 2009 at 14:23 {no comments}

This article was written for PINK Magazine, published today.
How do you grow when consumers and clients are spending less? Maintain or increase marketing your business spending to get ahead of competitors who don’t, adjust your product portfolio, support your distributors, adjust pricing – all risky and challenging when cash flow is down.

Thanks to Web 2.0 and social media, your customers are giving you a perfect opportunity to put minimal dollars to find out what they’re saying about your company. And if they’re not, ask them…..

[For the full article, please visit the PINK Magazine site]
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Brand Equity is Effected by Online Presence

Filed under new media by Kate Brodock on 2 June 2009 at 10:21 {no comments}

I’ve argued before about the importance of, at the very least, monitoring your brand image in online channels.  I addressed the following in-depth:

I wonder how many of us directly correlate it to brand equity in the monetary sense, especially with clients. This is important, so let me repeat.  New/social media and the Web 2.0 space have important effects on the monetary value of your company.

I also argued that:

Your brand image IS online right now, and it IS being affected.  And that DOES and WILL matter when determining the value of your company.  In some cases, it’s not even a matter of going where it’s hot (although that has its advantages!).  Your brand is there, you should be there too. What’s more, the Web 2.0 world is completely visible to anyone who chooses to look, including potential funders or buyers of your company.

Branding Strategy Insider had a great post up last week on the topic of how perceived quality is a critical asset for brands.  As part of the discussion

“Perceived quality is usually at the heart of what customers are buying, and in that sense, it is a bottom-line measure of the impact of a brand identity. More interesting, though, perceived quality reflects a measure of “goodness” that spreads over all elements of the brand like a thick syrup. Even when the brand identity is defined by functional benefits, most studies will show that perceptions about those benefits are closely related to perceived quality. When perceived quality improves, so generally do other elements of customers’ perception of the brand.”

This “measure of goodness” is now not only being determined by your own marketing efforts, but by customers who are talking about your product.  And they’re talking online.

I can’t stress enough how important it is to, at the very least, be monitoring and managing your brands presence online.  If a measure of your value as a company is based on the perception in the market place, you need to know what those perceptions are, and you need to have a plan in place to understand and hopefully influence how information from customers is affecting that parception.

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DigiActive Post: Guide – Quick ‘n Easy Guide to Online Advocacy

Filed under DigiActive by Kate Brodock on 9 February 2009 at 20:36 {no comments}

Title: Quick ‘n Easy Guide to Online Advocacy

Author: Tactical Technology Collective

Published By: Collective Commons (2009)

What is it?: This guide offers ways to use social networking and web 2.0 tools to improve advocacy campaigns.  It aims to expose advocates to online services that are quick to use and easy to understand.

Visit DigiActive for the full post.

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