As we enter 2012, Daylife, a cloud publishing platform for traditional, emerging and brand publishers is forecasting what we can expect in 2012 in the Digital Publishing scene.
Companies of all kinds know the importance of capitalizing on their content and Daylife counts these leaders as their customers: Thomson Reuters, Bloomberg BusinessWeek, Mashable, NPR, USA TODAY, ESPN and many other media companies and corporations. Working in the front lines with these customers has given Daylife insight into the digital publishing industry and based on their work with their customers they are making these predictions for the future.
Here are Daylife's Six Predictions for 2012:
The Internet Will Become Hyper Personalized:
The massive maze of information known as the Internet will one day have its own apocalypse and be reborn as a new source of customized information similar to what we know as Apps today–essentially, your own highly personal internet. 2012 will be a decisive year in the move toward the personal Internet. This personalized Internet will allow users to create their own seamlessly integrated collection of education, information, entertainment, social environments and commerce experiences within a diverse range of hardware to be consumed however they choose, wherever they choose, whenever they choose. Guiding these experiences will be Siri-like assistants and semantic algorithms that ensure only the right sorts of content is reaching any given user as it’s needed.
The Enterprise CMS Will Move to the Cloud:
For years enterprises have been battling the disorganized circus that is the content marketing systems universe. From major publishing companies to marketing departments at Fortune 2000 companies, the CMS has been central to organizing and publishing, both on- and offline. But because these have largely been server-side, highly customized and very expensive installations, the typical CMS quickly falls out of date and usually is imperfect from the moment of implementation. As more and more companies embrace the cloud for every aspect of enterprise IT operations, expect to see more major publishers and Fortune 2000 companies embracing cloud-based and open-source CMS solutions, enabling the creation of technology stacks that are flexible, constantly updating, scalable and vastly more efficient for workflow, all at a lower overall cost.
The SmartAd Will Change Advertising as We Know It:
There is a less than .1% click through rate on display ads demonstrating the ineffectiveness of online advertising, yet advertisers continue to pour millions of dollars a year into these ads. Why is that? To date, advertisers and publishers have not yet worked together to develop a more effective form of consumer engagement for a business model that is so crucial for their survival. In 2012, advertising technology will catch up with the ways in which people access the Internet (desktop, tablet, mobile), enabling the creation of ad units that are highly interactive, contextual, constantly updating and which feature topical customized content – all with increased measurability and improved ROI.
20th Century Marketing Speak Will Die:
For years companies have painstakingly drafted content for release to the public, each sentence carefully crafted and approved by CEO's, boards, lawyers, partners, customers etc. But these days, the need to publish high volumes of information in bite-sized pieces (i.e. via tweets, Facebook posts, blog posts and the like) is challenging this highly inefficient workflow. Moreover, consumers have a visceral negative reaction to traditional corporate marketing speak. Studies show that people respond best to timely communications that use an authentic voice–a voice that sounds “real” and “human”. Consumers are tired of carefully crafted messages and want to believe in companies whose values conform to their own. Moreover, consumers want to engage corporate brands on landscapes that are less like traditional Web sites and are more like interactive, constantly updating destinations that are useful and have value to them. Companies who are successful at this will be increasingly rewarded with consumer recommendations to friends, viralty, strong word-of-mouth and increased consumer engagement with the brand.
The Role of Curator Will Go Mainstream:
The role of curator was once the exclusive domain of educated experts in a field organizing a vast array of content for presentation to the public–the museum exhibit curator, for instance. Thanks to the rise and ubiquity of social media virtually every person who spends time online anywhere in the world will become a curator. By filtering and presenting the best of the media any one person may encounter online or in the world, and sharing that across social graphs, personal blogs and broadcast mediums such as Twitter, every individual on earth is destined to become an unwitting curator.
The Media Geyser Will Be Harnessed:
Content on the Web is gushing like a geyser, and most of it is “unstructured” when removed from its original context, rendering it nearly useless across the broader Web. It needs to be refined in order for it to be valuable, findable and presentable to readers. In 2012, semantic algorithms and new architectures for better organization, distribution, and storytelling will be refined and emerge. Backend technologies will harness the best information and make new distribution models available, creating new opportunities for publishers of all sorts to better present constantly changing, always updating funnels of news, information, education and entertainment.