Local will reign on its second wave in 2014. The first wave of this trend was with the likes of Yelp, TripAdvisor, FourSquare. A simple way to leave a review, to check into a store, and to share this amongst your communities. Almost in many senses an early punt at a one to many relationship. 2014 will see this advance to all SMB bricks and mortar businesses. Data will become far more actionable with companies offering tools for consolidation across social media, loyalty, payments, ordering and deliveries with those offering simple solutions trumping those who overcomplicate and overengineer the problem. Deliveries will become quicker with an emphasis on same day and local with those like Argos and eBay creating a partnership, Amazon eying up TfL stations for pick-up points and the Collect+ system with 5200 local convenience stores being used as delivery pick up centres by large retail brands. Who knows if Jeff Bezos has his way, you might get your next Amazon purchase via drone sooner than you think. The world will get just that little bit smaller and quicker.
2. Instant Messaging will remain KING.
With the dominance of WhatsApp, Facebook Messenger, and most recently Snapchat, this king will not easily be thrown of its throne. Instant messaging will continue to gain power, and spread its message across all digital lands. If you don’t believe me, stop, look around you in a public space. How many people are having direct conversations (despite being with others) with people most likely miles away?
I honestly thought that video would have taken over with the rise of those like Viber (recently launching their desktop version to compete with Skype) and FaceTime, but it seems for now, we are comfortable behind the windows of our devices and that trend is not set to die down anytime soon.
It’s a shame, we just prefer smileys as opposed to actual smiles.
Did you really think that Facebook would leave your tablet and mobile alone? Did you think that Twitter could simply survive in its current state? You perhaps have not seen the amount of promoted tweets and trends then… It is simple. We use our devices everywhere we are. When we shop, when we eat, before we sleep, when we wake up, and even have apps to monitor us whilst we sleep. Why wouldn’t they target us on the move? The economy of ‘Free’ is a tainted economy. Free does not exist. It is a compromise. A good one in my opinion (some may not agree and that’s fine). I will take this service for free and use this for my benefit for seeing a few ads every now and then (with their hope I will purchase something). There is a fine balance though that social networks need to be careful of between utility and annoyance. It is useful, I do not mind, but do not make it so much so that it deters from my primary purpose of what I use your network for. Watch how Facebook extends their entire strategy to mobile devices this year, whilst Twitter plays catch up in asking for even further information (like your location which they probably should’ve done to begin with) to target to you using the data you provide. This will extend into personalisation and greater moves towards making the ads relevant to you. Stalkerish or not — it’s happening, get used to it, embrace it and take advantage of it.
The world will become more impatient this year. We will want everything instantly. If I’m able to get my message instantly from someone on the other side of the world, how does it take you 5 days to deliver my jumper from your warehouse on the other side of town? It’s not a fair comparison, but it’s one that we will all begin to make. If I am in a restaurant, why do I need to wait in line, why can’t I simply just order before I get there and have it ready? If I have to wait in a queue, can they not just message me when to come back?
(sorry I didn’t have time to find a picture for this one, need to move on, message some people, order some food and get on with things…)
The retail experience is changing. People thought we would stop going to stores. Trust me, after my experience in the sales with things not fitting, products that look far better online than in person and the debacle in trying to get returns back to retailers — I would have rather sumo wrestled in Westfield Stratford for that one jumper had I have known. If anything, I am excited by the prospect of personalising the in-store shopping experience.
The most exciting element will be personalisation with cutting edge technology recognising your spending patterns and encouraging instant purchases as you walk through the door. (I’ll be writing a longer article on this so won’t spend too much time on this, but here’s a teaser picture in the meantime)
This may seem like something out of Star Trek and you’re secretly waiting for that moment you’re transported into a battle scene of Star Wars (or that’s just me…) but wearable technology is no longer a thing of the future. It’s here. It’s happening. It’s exciting.
From wrist bands that telling you your calorie intake, your stress levels, your heart rate, sleep patterns and by god, it actually sometimes, well sometimes even tells the time. With the rise of the Samsung Gear, the Pebble Watch (being one of the early kickstarters in this area — you like what I did there ;)) and the much awaited iWatch due to launch in 2014 from Apple.
The most exciting is Google Glass.
This simply needs no words. If you haven’t heard it and are curious about the main picture at the top, just watch this. It’s developed and being tested RIGHT NOW: http://www.youtube.com/watch?v=JSnB06um5r4
So you’ve never played a game? You think you haven’t but you probably have. That sneaky session of Candy Crush on the train home, you remember earlier in the year the days of DrawSomething? Or perhaps that competition you entered to win that holiday on Facebook? The photo you retweeted on Twitter to win that Meal for 2? This is just Version 1.0 of gaming. Whilst traditional gaming continued to move from strength to strength, and Thank God for the likes of Fifa 14' and Modern Combat 4 in app purchases will continue to trump subscription based apps. It’s the reason Fifa moved away from a flat out charge, to in-app purchases strengthening their online game-play whilst still making good revenue. The gaming I am refering to is in the way we define our product purchases. Making consumers feel special, giving them actual value for their contribuution and not just in the form of virtual gifts, but transitioning their online experience to real world gratification. Whoever achieves this, will be the ultimate playmaker.
Perhaps not the most exciting of topics, but there has come a point as there perhaps does every couple of years where companies just need to stop venturing out alone and recreating the wheel. Yes, I’m talking to you FourSquare and Yelp. Each have what the other is missing. Seriously, get a room, get a lawyer, and get busy.
Social is everything. Social will dictate the way that the world moves. You don’t believe me?
Try a little experiment and see if I am right. Make a complaint via normal email and phone to a company (that has a social presence) that you have an issue with. See how far you get. You may get some type of response. Tweet the likes of an ASOS, John Lewis, Curry’s, EE, O2, eBay — they are all watching with some of them having better responses than others. I have seen social move mountains for my customer experience. When all else failed with a couple of these retailers, a simple complaint gaged a response far better than through their traditional channels — why? They are publically accountable and everyone else can see the feedback as you tag them. I am not encouraging an all out complaint war against brands (as we are British and I wouldn’t put it past us) — I am merely suggesting the landscape of the way we interact has shifted through social.
Decisions we make, product recommendations, friends recommendations, friends comments — all of these elements will continue to shift and build out this economy. So much so, and here’s something a little neat. Read this article: http://www.bitrebels.com/social/a-twitter-economy-pay-for-tea-with-tweets-instead-of-money/
It will not be long before social becomes its own currency. It has intrinsic value that is now slowly showcasing the ROI for brands. The more ‘Klout’ you have, the more influence you have, so why wouldn’t brands want you to become their advocates through your networks and social channels?
Give it a few months, it’s coming.
10. Money Money Money, in Average Joe Bloggs World.
Mobile payments has been somewhat of a hot topic for a couple of years now but has not really come into the fore in the mainstream. I am a little dubious to think that 2014 is the year, but it gets an honorary mention because of some of waves it has the potential to make this year and advances in consumer spending. Although some retailers like Starbucks have schemes for mobile payments and some use others, I am not entirely convinced of the real world value as of yet. Coins, Cash and Card still rule. Why else would you have such cool technology like http://www.onlycoin.com — if you haven’t seen it, check it out. However, if this is integrated into a wider consumer experience, there will definitely be less need to have a bulging wallet. The world will get there, it’s just not quite ready yet.
The real interesting one to watch will be BitCoin as it makes it way into the real world and gains somewhat a little more credibility and to see if it becomes stable and accepted. If you were that guy who threw his hard drive away with 2M+ bitcoins, I reckon now would be the time to go visit that dump (just in case).
Let’s not lie, everyone wants a 3D printer. We’re not all quite sure why yet, but it does sound appealing the ability to print your own things in your own home. As it stands, a number of these use cases are still a little bit unheard of or less obvious as it hasn’t hit mainstream as of yet.
I look forward to seeing the new use cases this year. This will certainly revolutionise the manufacturing space (personal and commercial). It is not a case of if. It is when.
Swipe right? Swipe left? Oh Tinder Tinder Tinder. This goes back to the world being instant, but throw in a bit of location and human nature and you’ll understand why you’ll sneakily see people using this application. If you haven’t heard of it, it’s an application that took ‘Hot or Not’ to the next level.
This year will see people trying to re-create that addictive experience in other areas. I can definitely see match.com, zoosk, e-harmony and others watching closely at how they gamify their experience and take it mobile and viral.
The world is faster. The world in some senses here is quite superficial. But, consider, if this could be a mechanism to meet people, with similar interests in a non-stalkerish, sex driven way (well, somewhat at least) based on existing connections to your friends. The aunties many generations ago did the same thing, but alas, it’s still your face (one hopes as opposed to the days of chat roulette where it was anything but, not that I’d know of course! ;-) they will swipe on, and not your personality, so perhaps still a way to go yet.
Dating and online dating specifically already exists, but I suspect comfort and convenience will grow this year for this little ol’ movement.
13. 2013 — The Year of the Selfie. 2014. Well, the same, just better quality.
With Apple’s new release of their iPhone 5S it was clear that there was no real innovation to me, other than a little more speed, their 5C but what may have been missed and should really be emphasised was their efforts (and significant efforts I might add) towards enhancing the camera functions and photography experience including creating flash technology with multiple different modes to create a warming end result and image.
I see this year being one where DSLR technology where possible is integrated within the smart phone experience. With instagram still reigning strong, and selfies left right and centre and with video services like Vine now starting to make their mark, quality will be everything. However, it has to be convenient, in my pocket and the size of my wallet. That’s the mentality — let’s see how it pans out.
Loyalty is shifting and changing. We are no longer monogamous customers that simply shop in one place each and every time. We are polygamous. We have specific shops and places of preferences within certain categories. However, it’s absolutely frustrating, annoying and just a silly problem to have when you have a million and one loyalty schemes for the supermarkets you go to, the restaurants and coffee shops you eat and drink at and the airlines you fly with. It’s confusing. There is then no real value. What is the point?
This will go one of two ways this year. Consumers get fed up and just shop anywhere and everywhere whilst brands continue to plough funds into plastic and paper cards trying pleading for them to register to get mountains of data that they have no time to deal with or knowledge of how to use and desperately trying to maintain their brand image. It’s a little like how brands fought against Facebook when they first started. Now, how many websites do you actually visit as opposed to their Facebook or Twitter pages. Yes, my point exactly.
OR the alternative, smart companies will find ways to consolidate these schemes for the consumer simply and easy for both retailer and consumer. It will be simple, effectively catering for traditional and mobile savvy customers alike. Retailers will finally have some actionable data, methods to intellectually communicate with their customers in a non intrusive way whilst still maintaing a level of brand integrity. Let’s not beat around the bush, consumers are still loyal and they have been from the days we all found our favourite boozer and went there despite anything else. The environment has slightly changed but the principles and fundementals remain the same.
A world where you have your entire experience in one place is not so far away.
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