Once the working year drew to a close and I had the time to reflect, think and predict, I had some ideas on what we might expect over 2009. As one of my former employers said: “None of us have a crystal ball, but you’ve got your own [balls], so give me your best guess on what’s going to happen”.
The End of the (real life) Conversation: How many discussions and conversations in social environments are being cut short by ubiquitous access to the internet?  A friend told me a story of how he was having a conversation with friends about working hours Рwhich country worked the hardest? Before the group had a chance to discuss their opinions, views on why each country had such working hours, what cultural and historical reasons may have contributed to their working habits, someone pulled out their iPhone and had the full statistics on hand within moments.
We may well be entering an age where conversations and discussions become less about proposition, argument and reason, and more about who can do the fastest Google search – instantaneous literature review. ¬†Some may argue that the Guinness Book of Records (itself invented to end pub arguments) was the first step in “ending conversation”. Google may be the last step.
Microsales: As I wandered through the various department stores and shops of Melbourne in the day after Christmas, I was flabbergasted at the huge numbers of people who were there to take up special offers. The entire idea of a quarterly “Stocktake” sale is to value what Henry Ford’s initial production mentality was to products: “You can have it in any colour as long as it’s black”.
So, with more advanced CRM systems and ubiquitous digital technology, why wouldn’t retailers pursue microsales in 2009 – the mass customisation of sales to individuals that would add up to greater customer interaction and sales? Airlines should know that I fly to Sydney almost every week, so why not offer me a five flight package at a slight discount? Apple would know that I haven’t bought an iPod in over three years, so should provide me with a discount code and a personal invitation to upgrade to an iPod Touch or an iPhone. Amazon.com would know that I buy my books in big bursts to save on shipping – They should offer me cheaper discounts on shipping to Australia – more orders = cheaper shipping rates.
Blogs as website management systems: Blogs aren’t anywhere as popular as forums in Australia. In terms of social media spaces, Australians prefer a shared conversation space, rather than an opine-respond space. Where blogs should be used is to modify sites simply and cheaply.
We work with a large number of clients that are fearful of modifying their sites (read: making their websites more popular, relevant and interesting) because of the exhorbitant costs imposed by their web developers or ad agencies to make even minor changes to their site.
As a result, the company suffers, the product suffers and the consumers suffer – and go elsewhere for more compelling, engaging and detailed information. the solution is the use of blogs as a simple website content management system. Recently, WordPress has updated to version 2.7, which allows a far stronger element of website content management than previous versions.
More to come over the month… ¬†or year, depending on how prescient I am/feel!