Current five digital trends related to marketers

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This article is from Forbes.com, translated by Forbes Chinese Network:

I began to think about the problem that marketers and astrologers have more in common than they seem. Both of these people will ask us to constantly stare at the stars and look to the future. At this time of year, I receive similar emails from clients and journalists who want to know what happens at 3721.html ">2014 Annual meeting." Luckily, I don't need the night view to predict what will happen next, because technology always leaves some obvious signs. Here are five trends you will likely find in 2014 years.

1. Identity based ecosystems. When I was a graduate student at the University of Texas at Austin, my thesis theme was Twitter (no, this paper is not just 140 words). One of the important questions I've discussed in my paper is: Why do people use social networking sites? I'm not quite right to assume that people want to connect with each other. But my research has found that this is only the second most important reason. The first important reason is to show their identity. I will be here to give you some time to think about this social narcissistic complex. Then I will urge you to think more deeply. As human beings we always have a natural expression of their needs. Through this expression, we further deepen our identity. Smart companies such as Facebook (and their timeline features) and Amazon (and their personalized recommendations) are already taking advantage of what I call the "identity-based ecosystem". Tomorrow's digital world, both consumer and enterprise, will be around the personal identity of the activities. Companies that want to take advantage of this trend will proactively create ways to take advantage of the idea that showing our identities is the most common and fundamental desire.

2 content management and aggregation. Remember Meg and Tom Hanks starring in "Email Love"? It's a box-office blockbuster and the pinnacle of romantic comedy. However, it is no longer possible to repeat the film. Why? Because no one gets excited about getting emails! We have already moved from the information Hungry Society to the information overload society. However, we still need information every day-more than ever before. Therefore, we have seen the rise of websites such as Pinterest, Quora and list.ly. Pinterest is technically merely organizing a pre-existing image, but because we need it very much, it has been a huge success.

3 Video = device is not known. When was the last time you said, "I watch video on TV"? It is more likely that you will watch the video on TV, but you can also easily watch the screen on a tablet or smartphone. Video continues to be an agnostic feature of its devices. From a business perspective, online video will continue to play a more important role in the digital world.

4) four-screen revolution. The latest Super Bowl shows this trend better than any other activity. When people watch the game on TV, they also look at the next day's work emails on the computer, use the tablet to send the game-related tweets, and send text messages to their friends. The number of screens we can get used to will only increase over time. What I mean by "screen" doesn't necessarily mean a real square box. Google glasses can be counted as a screen. Any surface that you can interact with (tangible or intangible) can be viewed as a screen. With a variety of interactive surface types of increase, look forward to the advertising industry to launch a variety of!

5 social networking ability is a must. Most of the company's recruiting positions will require candidates to have social media capabilities, especially for senior management positions. This ability is not just about understanding social platforms to make digital power an intrinsic part of your professionalism. Social media capabilities, as a set of skills, will be divided into two levels-individuals and organizations. On a personal level, professionals must know how to create content, manage relevant information, and connect people to resources. At the organizational level, there is a need for flexibility (both thinking and strategy)-the ability to integrate data from all parties for decision making-and authenticity (real transactions, not ideas).