Info-Currents January Trends: Smart Online Calculators and Social TV Guides

I shared the following trends earlier in the month with my Info-Currents subscribers. Enjoy!

Emerging trend:  Smart online calculators will coach increasing number of users to estimate outcomes of their life events or work-related decisions. 

Implication: Immediacy in access to online information has increased our expectations to find answers to complicated questions such as ‘How much should I pay for a mortgage?’ or ‘How many people can I reach with this message?’ While providing estimates only, calculator apps can shorten time to insight.

Action: Creating customized calculators for your web site can take considerable resources. Increase site stickiness and sharing by white labeling calculators created by utility marketing shops such as Useful Ideas.  


Emerging trend: As indicated by Instagram’s change of privacy policy, social businesses’ need to monetize will reduce consumers’ content ownership rights. 

Implication: Consumers will need to gain an understanding that what’s posted – in private or public accounts – can be up for grabs by Facebook and other mega platforms. Upon news of changing privacy policies, people will curb sharing habits briefly. Most will continue to socialize online, perceiving the benefits of social connections as more than the risk of being publicized.

Action: Be transparent in communicating how your business intends to use ‘consumer data.’ Make this information accessible and understandable, to earn trust and grow business.


Emerging trend: Twitter-based social TV guides will give consumers more ways to find out about new shows and choose programs.

Implication: Online chatter about new shows, premiers and plot twists will increase, giving content providers more ways to tap into audience excitement with social engagement tactics.

Action: When evaluating branded programming, product placement or traditional TV advertisement plans, review social activity around the show. You may discover additional value from hyper social TV users who are likely to influence their peers’ purchasing decisions.


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What Google’s New Privacy Policy Really Means

How many mainstream Google users fully know or understand how the search engine collects and pieces information together? Probably not many. To “simplify things”, Google reduced its 60 privacy policies down to one. Google informed me through my work and personal emails. Catch is – I didn’t realize they had my information. Very spooky! But come to think of it, I had probably gladly opted into a Google-owned service at some point. Or used a service (e.g., YouTube), that got purchased by Google. That’s Google’s game: collecting disparate pieces of personal data and stitching it together. 

Here’s what Google’s new policy says and what it really means:

“…we want to ensure you can move across Gmail, Calendar, Search, YouTube, or whatever your life calls with ease”

i.e: We trace your footsteps from email, calendar, search to video. We then show you the ads based on themes you talk about in your personal space.

“…we suggest search queries or tailor search results, based on the interests you expressed in Google+, Gmail and YouTube.”

i.e.: We connect what you like on google+, with what you frequently email about and what you watch on YouTube. We know you. 

“…By remembering the contact information of the people you want to share with, we make it easy for you to shre in any Google product or service with minimal clicks…”

i.e.: We know your friends too



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The One Trend That Will Define 2012: Hyper-personalization

Behind voice assistant Siri, facial recognition technology and apps that help mobile users find local deals, there is one mega trend for 2012: we’ll give up more privacy to get more personalized digital services. Mimics, gestures and voice (fundamentals of face-to-face communications) will enhance app, game and social networking experiences.

Voice: In addition to voice-enabled assistants, our phone, chat and social networking experiences will merge. Skype’s Facebook streaming and Facebook’s phone will go to the next level, bringing digital conversations closer to offline conversations.

Facial recognition: More advanced social media users will give up their privacy to benefit from facial recognition technology while enjoying photos and games online.

Local deals for ‘me’: We’ll see the next generaion of Groupon, Living Social and Amazon deals that offer customized, local discounts to shoppers based on past purchase habits. Frequent and loyal shoppers will find seemingly better deals based on where they are, what they typically buy and their price limits.

Posted via email from dotwom’s posterous