The C-Suite Digital Handbook

Daily Bytes: The Past, 2010 and Setting a Direction Forward

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Today’s Daily Bytes focuses on Google’s history in two minutes, musings about what integrated marketing will be in 2010 and what are the right social media directions for your company.

11 Years of Google in Two Minutes

In yesterday’s Daily Bytes, we looked at the history of social media from the 70’s to today.  Well today we feature a two minute video put together by Google’s UK You Tube Channel that tracks Google’s history from Stanford to Mountain View.  It is a breathtaking ride to think of all that has been accomplished.  The video ends with the question of “What Next?” . . . . while I don’t have the answers, I am sure we are in for another exciting journey.  Also, there is apparently a mistake in the video which I couldn’t detect.  Can you?  Clue:  you might want to read the comments on this Google blog post to make your own determination.  In the meantime, enjoy the video:

Top 10 Integrated Marketing Trends for 2010

The Brand Strategy Insider provides a list of the top 10 integrated marketing trends that they foresee for 2010.  They are as follows:

1. Less will get done:  until we learn to do more with less
2. Marketers will mistakenly ‘whack’ a medium of he marketing mix
3. Marketers rush to employ ’social networking’ strategies
4. More data and even less ‘understanding’
5. Lines between media will continue to blur
6. Push vs Pull will become less relevant
7. Great content will travel at the ’speed of share’ — ‘average’ experiences will evaporate
8. The Adult 18-49 demo will become even less relevant as a target cohort
9. Symbiosis will create interesting and at times strange partnerships
10. The year 2010 will become the year of the ‘good idea’

While the first four points are more than dour [from my perspective] about where things are going, the overall analysis is positive and we are perhaps at a tipping point as to where integrated marketing is going – and to me that means, marketing efforts will become authentically integrated versus a portfolio approach masked as integration.

Are Your Directions Wrong?

The Relationship Economy produced a great blog series that they called The How Series.  It is a series of 12 blog posts that focuses on the social media directions a company can take.  They also produced a white paper – Social Media Directions – that is dowloadable through this link which goes into further exploration of the directions companies can take.  The post referenced here today is the last in the The How Series.  The post has some great take-aways: 1) social media is a never ending-process of learning; there is no recipe or formula, 2) social media is “simply a new communications system” and companies should focus more on the people engaged in social media than on the technologies, and 3) maximizing the power of social media requires assessing “organizational design, culture, management and communications”.  Finally, the post points out that getting your social media direction right requires more than marketing and PR.

So, with some history to consider, some marketing integration predictions for 2010 and food for thought on social media directions, where is your business headed?