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By now, you should know that we have some fun here on Fridays. I'm starting to think a lot about digital and portable content. This year I was trying out Gowalla at SxSWi and found it interesting enough in the crowded space that was Austin at the time.
The application got me thinking about brands as butlers [hat tip to Trendwatching briefing]. When you think about the opportunities you have to be a platform for connectivity, a source of information, a tool and compass that provides utility to your customers. Building on what I wrote here about apps for customer service.
In the emerging technologies bucket, you should think about mobile communication as a totally new kind of opportunity for brands to get personal. It seems like a billion years ago when I wrote this post about 5 ways to add value with mobile content. If your brands intends to get into a personal space, it better plan to get personal with my brand.
The third hot trend and opportunity is R&D, or the brand new -- building a context that goes beyond capturing customer intelligence and moves into the realm of true collaboration to reinvent products and co-create. Trending from the ten ideas for conversation we discussed a couple of years ago.Quattro
The ability to become on demand brands is ideal for storystreaming as a way to orchestrate micro interactions with customers, partners and the whole market ecosystem. The on demand characteristic facilitates portability, adaptability, and connection.
Understanding how content brings utility and facilitates community will help brands ride these trends, and thrive in marketing by context building. Integration and portability will be two key consideration in the next couple of years.
Get trendy with us -- what are you seeing in your business?
[fashion images courtesy of GQ Men Summer 2010 collections]