six trends[sure, there are more than 6 things to keep an eye on –but you’ve gotta start somewhere]

excerpted from a presentation given to the digitas nymarketing capability on april 17th, 2007

15-seconds of famethe show-off generation and the rise of constant partial attention

The wired consumer is ‘always on’ and a series of new presence-oriented social services allow people to document their lives in greater detail, share their routine activities with friends and strangers, and monitor what others are doing as well. We have entered the age of ‘lifeblogging’ and an era

of constant partial attention. It’s too soon to discern whether this is a lasting trend or a passing fad, but one this

is for certain: the people who are engaging in these behaviors are no longer captive viewers of interruption

advertising delivered through mainstream channels.

How will you evolve your marketing approaches to earn the attention of distracted, over-stimulated consumers?

phoning it inthe handset as community and commerce gateway

As telcos and device manufacturers push the envelope on phone-based content and functionality, the real near term value

proposition for consumers and marketers alike lies not it mobile video (at least not in

the US and not for at least several years.) It lies in using the handset to enable people to

stay connected to other people and to the brands by which they define their lifestyles.

Think mobile social software and better shopping information delivered just-in-time.

or ?

the future, in eye-popping 3dthe metaverse and digital media convergence

Whether you are a Second Life convert or not, the reality is that there are now more than a few viable, if early stage, 3D worlds that appeal to a broad range of consumers. Expect these virtual worlds (or others like

them) to evolve over time into a truly immersive metaverse, or 3D internet.

virtual training wheelsvirtual identities are the real deal for youth

If you doubt that the metaverse will catch on with mainstream consumers, take a look at

how fifth graders spend their time. Widespread use of mixed reality immersive worlds that seamlessly blend the virtual with

the real is already becoming second nature to the next generation of adults. Kids growing up with Club Penguin and Webkinz will grow into 3D internet users. Will you be there to

meet them in the virtual world?

legalize itfree, legal content distribution

Record labels are finally waking up to the fact that music wants to be free. Rather than

fighting piracy by restricting consumer content distribution and access, they are just now starting to explore new models including

free-to-the-consumer sponsored content packages and wholly new music distribution channels. The new plan: to monetize free

downloads and long tail music with marketing dollars. Expect other types of content owners – studios, filmmakers, production companies

– to follow suit.

set-top bypassyoutube was only the beginning

Digital video is growing up -- and while UGC is here to stay it is only one piece of the video

puzzle. The future of video combines professional and consumer created content with effective search, social functionality and seamless portability across multiple screens. New services will present the video people want, whenever and wherever they want to watch it – and it very well may bypass the

cable and satellite set-top altogether.

more about new media and marketing @gregverdino.typepad.com