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Never before have marketers had so many sophisticated ways of communicating to choose from – choices which continue to expand and evolve. Do your homework and you’re in a powerful position to achieve higher levels of engagement with your audience through the latest technology.

Never before have marketers had so many sophisticated ways of communicating to choose from – choices which continue to expand and evolve. Do your homework and you’re in a powerful position to achieve higher levels of engagement with your audience through the latest technology.

This is one of a six part ”Marketing ones-to-watch” series reporting on the latest newsworthy technologies, companies and developments that every successful marketer should be aware of.

HTML5 is the fifth revision of the HTML standard and aims to improve the markup language, supporting the latest multimedia whilst keeping it legible for humans and consistently understood by computers and devices . “As more digital developers adopt the HTML5 standard, mobile sites will be able to execute almost everything an app can do without an app download or cross-platform issues… The number of apps will decline, while the number of mobile sites will grow.” ₂ As well as simplifying implementation and management of online apps for multiple devices this presents interesting opportunities for marketers to provide mobile functionality to target groups that haven’t embraced the app world.

Open Graph Protocol enables any web page to integrate with Facebook's social graph, which represents people and the connections they have (e.g., friend relationships, shared content, and photo tags) to everything they care about (e.g. photos, events, and pages). An update to the protocol at the end of 2011, and new Facebook apps, expanded options brands can give users to post about their brand interaction on their Facebook profiles e.g. rather than purely “liking” a brand they could tell their friends “watched it” or “I’ve just bought this”. ₁ ₄ If Facebook is an important channel for your marketing, you should explore the option of developing your action-based app. Even if not, looking at the new Facebook brand apps is an excellent source of inspiration for how you could engage your audience on your own website or other platforms.

Near Field Communication (NFC) is a set of standards for smartphones and similar devices to establish radio communication with each other by touching them together or bringing them into close proximity, usually no more than a few centimetres. ₁ ₃ ₄ Provided you have the necessary NFC technology and know how to apply it to your customers - be it through sharing information, offering mobile payment, serving up adverts or promotions, or giving access to product information - the ability to harness nearby data offers limitless possibilities.

A communication channel of a very different nature comes in the form of Vox.io - a service that lets users make voice and high definition video calls straight from the browser. No downloads, installations or firewall configurations are needed. Users receive a url which can be linked to their existing phone number so they can be reached wherever they are in the world and can create disposable urls (say if you wanted to speak to someone just once). ₅ Will this new model of "disposable telephony" take flight in 2012, and if so how will communication strategies need to evolve to account for this new behaviour?

If NFC technologies appeal, you might like our blog post on why mobile marketing has taken off this year: 2012 marketing trend no. 5: mobile marketing has finally taken off, moving into the mainstream.

SOURCES:
1 2012: The trends every marketer should be aware of             
2 PR, Communication, and Marketing Trends 2012 – Part 1    
3 21 Social Media Marketing Trends for 2012
4 Top 12 Digital Predictions for 2012 by Millward Brown
5 Wired Magazine (February 2012 edition)

Tags: app marketing | engagement | marketing communication | mobile marketing | social marketing | technology

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