People used to complain about email taking over their lives. And while that may still be true for some, our culture nowadays is increasingly dominated by social media and mobile marketing.
But unlike email, social media and mobile marketing tend to be viewed not as intrusions but as consumer-friendly additions to our daily lives. With that in mind, here are some of the top trends in social media and mobile marketing:
Top social media trends
Corporations conquer the social media learning curve
It's easy to throw up a Facebook page and call yourself a social media practitioner. But as any 15-year-old knows, using social media is much more than that -- you have to get involved with your online communities. An example of how companies have learned to do it right: Best Buy's Twelpforce -- tech advice via Twitter.
HP has been conquering the learning curve for some time with innovations like the Watercooler -- an internal social networking and knowledge-exchange tool. Sponsored by the HP Social Computing Lab, the Watercooler amasses social media from across the company in one place and cross-references it with the company directory. Tags and profiles help people find each other.
More companies combine their efforts
The Nike+ Apple jogging community is a powerful combination of hip edginess, technology and engagement -- anchored by two of the world's top brands. Sponsoring such enthusiastic online communities has obvious benefits -- especially when non-competing companies can bring to bear the best of their worlds. Expect to see more companies join forces to try to replicate the success of Nike+ Apple.
Companies adopt social media policies for employees
Setting boundaries for employee participation in social media is increasingly important. Is a blogger speaking for herself or her company? HP's social media and blogger guidelines help clarify matters. The HP guidelines explain what social media users should do to comply with the company's Standards of Business Conduct and rules established by the Securities and Exchange Commission and Federal Trade Commission.
Social means local
People think locally when it comes to their social networks. An example of how companies are tapping into this trend: At NWN Media Co. in Wales, news stories from the company's 12 newspapers are automatically plotted on a Google map alongside advertising from that area.
Employees serve as social network advocates
Social network-savvy employees are bridging the gaps between their companies and online communities. At HP, our advocates fulfill many roles -- responding to Twitter comments and queries, helping community members get in touch with the appropriate person within the company (like sales or tech support) and simply maintaining an approachable, always available online presence.
Top mobile marketing trends
Mobile Web hits critical mass
Millions of unique users are flocking to mobile sites. Browser maker Opera, for example, said usage of its mobile Web increased by 150 percent from September 2008 to September 2009. The upward trend is expected to continue, making the potential return on investment more enticing for marketers and advertisers.
Mobile becomes the next "social media"
The line is blurring between mobile marketing and social media. We can now use our mobile devices to share content across social networking sites. Not so long ago, email blasts were the cannon of choice.
Mobile connects the digital and brick and mortar worlds
"Mobile proximity marketing" allows advertisers to drive traffic to specific stores via messages sent to mobile devices. HP, for example, has successfully used Bluetooth technology to send special offers to shoppers strolling though the mall -- redeemable at a particular store in that mall.
Local search becomes the killer app for mobile advertising
Companies are offering location-based services and local search -- competing with traditional providers such as mobile carriers and telephone directory publishers. Who needs the phone book when you can download an app that tells you where to find the nearest coffee house, restaurant or hospital?
Mobile extends the demographic reach for marketers
Segmentation is nothing new to marketers. But the ubiquity and technical sophistication of mobile devices makes it easier to slice and dice demographic segments. The Weather Channel Interactive says its segmentation capability allows mobile Web advertisers to target "city dwellers or rural folks, hip young singles or proud parents."
So, that's my opinion. I'd be interested in what you think. Please feel free to weigh in with your comments about where you see social media and mobile marketing headed.