Digital trends are changing the way that we live and 2013 will be no different; this year will be about refining the way we use technology based on the requirements of the consumer.

Smartphones and tablets

People depend on their Smartphones - 25% of Americans use their phone for all their web surfing and emails*. The increasing popularity of these devices has consequently increased the time consumers are spending online with 37% of tablet users claiming they browse the internet more than they did before†.To gain the best results from these new trends businesses and marketers need to adapt their websites, products and messages accordingly. This year we need to learn how to target and identify device types to ensure the correct messages are delivered.  

Video sharing

Sharing video is a fun and impactful way of delivering a message, providing consumers with a visual story. New media tools such as Vine, Twitter’s video sharing application, enable marketers to be more creative with the way they engage with consumers. These new methods of communication are great for conveying relevant information which can be hugely beneficial to businesses. However, getting it right is vital. If businesses share long video content without relevance it can leave a negative impression counteracting the initial objective.

Intelligent use of social media

The novelty of social media has eroded away, no longer are the phrases ‘follow us on Twitter’ or ‘like our page’ generating the same impact. People and businesses now ‘like’ and ‘follow’ who they want, and for marketers to remain impactful with their messages they will have to be engaging. Asking open questions makes it easier to connect with consumers. Kit Kat’s recent ‘Chunky Champion’ campaign has generated a positive social media impact by engaging consumers. Kit Kat’s Facebook post: “BREAKing news! Time for a Chunky Champion. Which one will you choose?” has so far generated more than 570 comments since the end of January.   

With digital trends evolving rapidly, businesses need to stay ahead by connecting with customers via the right media channel with the right message, on the right device at the right time.

*NBC News

†Ofcom, Communications Market Report, 2012