10 Digital Trends to Look for in 2012
One of the reasons I love the digital world is because it changes every day! At GlynnDevins, we talk a lot about technology and what the future holds. What will have the biggest impact in terms of digital next year? We have quite a list, but I’ve narrowed it down to 10 key insights to be thinking about in 2012.
1. Tablet growth is explosive and brings much opportunity for seniors and for senior living sales teams.
The larger size of tablets makes them appealing to both seniors and sales consultants . There’s nothing like having siteplans, floorplans, videos and other data at your fingertips while you walk around the community on a sales tour. See what older adults are saying about tablets.
2. Mobile changes everything.
Statistics show that smartphone sales will surpass computer sales in 2012, and in only a few years mobile will be the primary form of Internet consumption. I talked about this earlier in the year, but if you haven’t already, test your website on a mobile phone, because adult children will be looking at your community via their smartphones. You want to make sure they can find and read the information they’re looking for. Learn more about mobile.
3. Content will be versatile.
No longer will you create content for only one use. Content like a video can be used in an e-mail, a website, a mobile site, in an iPad app, in a sales consultation, as a call to action in a direct mail piece or print ad, on tv and on a social media platform.
4. We can create experiences we would have never been able to create before.
The tools we’re using are changing the experiences we can create. Communities can now show someone exactly what the interior of his or her new home will look like, down to the sunlight that will shine through the windows at any time of day.
5. Managing and curating your brand on the Internet will be increasingly important.
As search, social and online media converge, there are many opportunities to tend to your brand on the web — make sure you’re paying attention to what you’re promoting online and what others are saying about you on the web. You have to be active in the conversation.
6. Your website doesn’t just sit on a desk anymore.
Digital designs will shift due to the increase in platforms (tablets, smartphones, touchscreen computers/kiosks, etc.) available to view content. Thumb-based designs are prominent, and design teams will need to consider all consumption venues when thinking through digital usability and design.
7. Your smartphone will become your wallet.
Love this one! Ask any of my friends…my wallet has been referred to as the George Costanza wallet for years. Here’s a flashback to the “Costanza” wallet.
8. Location-based marketing will provide opportunities to provide highly targeted, personal offers that users will opt in to receive.
Are there any communities out there using Foursquare or Facebook check-ins? Are you extending any special offers? If so, I’d love to hear your stories.
9. Search continues to evolve.
The rapid evolution of voice search, such as Siri on the new iPhone 4S, is making it easier for people to search the web on their mobile devices. Fewer people are calling information to find a number. Mobile search results are driven by local listings and online directories. Search engine marketing has moved far beyond just on-site optimization and paid search.
10. Data rules in the digital world.
As always, data provides you with the insight to know if a program is working, to invest or not invest in a digital initiative, and to understand key influencers/publishers to better interact with them via the web.
We can’t predict the future, but we’re looking forward to even more unexpected technologies to surface in 2012. And I bet by 2013, we’ll wonder how we ever lived without them.
