Five future web strategy trends, presented at the Trade Association Forum

Five Trends* for the Future of Web Strategies

DEESON MEMBER COMMUNICATIONS

TRADE ASSOCIATION FORUM

* "the future that is already here"

DEESON MEMBER COMMUNICATIONS

TRADE ASSOCIATION FORUM

Simon BostockTrends in Web Strategies Digital Strategist

[email protected] twitter: i4_1

TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

CROSS-POLLINATIONDEESON MEMBER COMMUNICATIONSTRENDS IN WEB STRATEGIES

CLIENT NAME: PROJECT TITLE

CLIENT NAME: PROJECT TITLE

Five Themes / Trends


ONE- The Friction Theme


Consequences- How does usage change when you shift from ..?

- ... dial-up to broadband? - ... desktop to tablet?


Notes- Walt Disney and 'desire paths' - Paving the Cowpaths - Are you 'in the workflow' or 'outside the workflow'?


TWO- The Competition Theme - AKA The Semantic Economy Theme


“For most of corporate history, scale provided benefits that went beyond just consolidation of fixed costs and negotiating power, but also included informational advantages...

... Now, however, the scale economy has been replaced by a semantic economy, where information flows freely across once impermeable boundaries of firm and industry."

http://www.digitaltonto.com/2013/the-end-of-the-scale-economy/

http://www.digitaltonto.com/2012/the-semantic-economy/

"Monetise the user, not the channel"


... an organisation with a website? OR ... a website with an organisation?

Are you ...


Consequences- membership organisations who don't know they're

membership organisations - massively increased competition - the dangerously seductive notion of 'our members' - Are you an organisation with a website or vice

versa?


THREE- The Horizon Theme


Consequences- 'Semantic Economy' was (is?) possibly over-hyped

but people who know no better will do hugely disruptive things with it

- Being a 'laggard' is immensely stressful - Google Glass, Smart Watches, Augmented Reality

are toys at the moment BUT ...


FOUR- The Fridge and Cockpit Theme


" ... we assume the harshest conditions technically (outdated browsers, slow connection speeds, etc.) and layer enhancements from there ..."

" ... we can assume interest levels and moods are equally harsh ..."

Consequences- A lot of the stuff we understand about 'marketing' is

dangerously out of date - The internet isn't always a cockpit but a gigantic

fridge - 'Be as smart as a puppy'


FIVE- The Flying Fortress Theme


http://deeson-mc.co.uk/blog/articles/associations-digital-first

Consequences- No more interns and the 'young person who uses

Facebook a lot' - Executive sponsorship is essential - Agency selection is critical (well, I would say that...) - Open Source is (probably) the only sane option


Consequences- Membership organisation websites are very big

beasts - Branding or creative agencies often aren't used to

taking on Business Process Analysis projects


Simon BostockTrends in Web Strategies Digital Strategist

[email protected] twitter: i4_1

Simon BostockDigital

Strategy

Emily Turner Dominic DeesonSocial

StrategyPublishing and

Comms Strategy

Trends in Web Strategies http://deeson-mc.co.uk/blog

http://deeson-mc.co.uk/blog