Internet Mediabisnes Tulevaisuus

Yhteisöllisen webin tulevaisuudesta konsulttinäkemys

Vaikka seuraava onkin Forresterin raportista, joihin suhtaudun yli 10 vuoden kokemuksella varauksellisesti, tämä näkemys tulevaisuudesta herättää ajatuksia yhteisöllisen median ja internetin tulevaisuuden mahdollisuuksista ja niiden vaikutuksista markkinointiin ja mediaan:

Today’s social experience is disjointed because consumers have separate identities in each social network they visit. A simple set of technologies that enable a portable identity will soon empower consumers to bring their identities with them — transforming marketing, eCommerce, CRM, and advertising. IDs are just the beginning of this transformation, in which the Web will evolve step by step from separate social sites into a shared social experience. Consumers will rely on their peers as they make online decisions, whether or not brands choose to participate. Socially connected consumers will strengthen communities and shift power away from brands and CRM systems; eventually this will result in empowered communities defining the next generation of products.

We found that technologies trigger changes in consumer adoption, and brands will follow, resulting in five distinct waves, they consist of:

The Five Eras of the Social Web:
1) Era of Social Relationships: People connect to others and share
2) Era of Social Functionality: Social networks become like operating system
3) Era of Social Colonization: Every experience can now be social
4) Era of Social Context: Personalized and accurate content
5) Era of Social Commerce: Communities define future products and services