Communication trends to be mindful of in 2009

We all have trusted filters; be it our friends, a particular newspaper we read or radio station we listen to, or the trusted opinion of an industry leader. With the increased volume of information we consume daily, knowing and understanding how people filter information will be what sets brands and products apart in 2009.

As Clay Shirky so succinctly said at a Web 2.0 Expo in September 2008: "It's not information overload. It's filter failure."

The rise of free niche publications such as GetIt and BPM magazine may largely be attributed to two things:

• The free model works
  
• The content is focused, relevant and appeals to a niche market

Gone are the days of mass marketing. With ultra-niched content, the perceived personal value to readers/listeners is higher than articles in mainstream publications that write content with a mass audience in mind. Slinging mud at the wall and waiting to see what sticks no longer appeals to advertisers when targeted advertising campaigns both on (read more on Adgator) and offline are possible.

Tools such as Semacodes (a form of 2D barcoding also known as matrix codes or QR codes which are all the rage in Japan) will facilitate this integration. "Technically, a semacode is an optical barcode that contains a URL Internet address. Practically speaking, it's a system that allows you to build applications that connect the real world with the virtual. A user can scan a semacode tag and then with a single click connect to the web page or other internet resource right on their portable camera phone."

It's the perfect example of on- and offline integration using the mobile phone as the portal through which to achieve this. Click here, here and here to read more about the Sunday Times campaign that was launched in late 2007.

Another mobile trend emerging from the East is the creation of mobisodes. A recent campaign powered by Mobfest, Novel Idea, is an excellent example of on-demand content. In Japan, half of the top selling books are written on mobile phones, and according to a recent article by Matthew Buckland, mobile surpasses the traditional web in South Africa.

It is no secret that South Africa has very competitive data rates and as mobile penetration figures in Africa continue to rise, we simply cannot ignore the fact that the term mobile strategy will become as passé by end 2009 as web 2.0 was in 2008.

How, for example, does one measure the value of keeping negative press coverage out of the media (eg minimising the negative publicity around an oil tanker spill) or the power of word of mouth and the role that both personal and social media networks play in the overall success of campaigns?

Most clients demand to know the ROI for campaigns and although tools such as BrandsEye, that offer ORM, or the Canadian MRP model that incorporates factors such as tone (negative, positive or neutral) currently offer excellent measurement solutions within their realms, there simply isn't a holistic measurement tool for online, offline and mobile combined - a tool which is desperately needed.

That said, according to MediaPhilosopher.com, a standardised metric tool for social media specifically is simply not possible. "Social Media measurement is like gourmet cooking because the social web produces a vast and growing array of metrics that can be gathered and combined in various ways to extract meaning, insight, and measure the effectiveness of one's investments & efforts."

• Be transparent.
  
• Content should entertain, inform, educate and involve the audience.
  
• Don't underestimate your reader/listener/viewer.
  
• In a crisis, tell all and tell fast.
  
• Plan. Nothing beats a good strategy with a solid implementation plan.
  
• If you don't know, ask.
  
• Put back what you take out.

• Remember your Ps and Qs.