Digital/Online Marketing Communications Strategy

Three Fast Growing Trends You Need To Pay Attention To

Future Street Sign - image by bigstock photoI enjoy listening to people postulate what will be the next big thing. These conversations make me feel like I’m in that scene from The Graduate where Mr. McGuire tells Benjamin Braddock he has just one word to say to him: “plastics.”

So what’s the word of today that’s got a great future?

Social media comes to mind (yeah, I know, that’s two words). But it’s really one of many trends that have broad implications for business and communications.

Here are three more to pay attention to:

Real-time web

This is so new there’s no agreement on a proper definition. It concerns the creation, search and conveyance of information in real time to enable instant interaction. Twitter is an example of the real-time web; which similar to instant messaging transmits back and forth almost asynchronously, only with Twitter the stream is made public.

Real-time web impacts the search industry. All major search engines employ indexing and there’s some lag time till information gets recorded and ranked. Meanwhile, Twitter offers real-time search. Analytics firms are venturing into the real-time realm to deliver instantaneous monitoring and metrics.


A type of distributed collaboration that calls upon the collective wisdom of crowds. A company takes something that’s normally performed in-house, or by a third-party provider, and instead asks the public to do it.

Problems are announced in the form of an open call. Participants often create online communities, or crowds, to work on potential solutions. What’s interesting  is that those who successfully offer input need not be experts — they just need an idea that works. Non-technical individuals can solve computer engineering problems and an absolute amateur may have the best concept for your next product innovation.

Crowdsourcing can be cost efficient: Fees may or may not be paid for services rendered — prizes and recognition could be the only compensation — and even if they are, they’re usually well below the expense required to do the same thing in-house. Businesses also benefit by receiving ideas from many sources rather than from just within the organization. Jeff Howe is credited with coining the term for a 2006 article in Wired.

Latent semantic indexing

I wrote a post about latent semantic indexing in early August. The techy terminology relates to how search engines index and subsequently rank web pages.

LSI is important to understand for search engine optimization purposes.

Keywords are currently king with SEO, but they may need to share the throne with LSI, which is a way of scanning a page that takes into account both keywords and related terms.  For example, a web page about lighting fixtures might also logically include the words lamp, chandelier, dimmer, fluorescent and bulb.

The idea is for the search engine to take a holistic view of content and analyze it in a way that reflects real human thought rather than simply zero in how many times a particular keyword appears. One aim of LSI is to reduce faulty results that occur when searches are conducted for words with multiple meanings.

While search engine companies keep their special sauce (algorithms) close to the vest, word is that Microsoft’s Bing heavily relies on LSI.

For those who create web content, the takeaway here is that besides prominently featuring pertinent keywords, a web page must also include alternative and related terminology. Beyond creative writing skills a thesaurus comes in handy here.

– Deni Kasrel

What do YOU think of these fast growing trends that we need to pay attention to? What’s missing? Comments welcome.

Related posts:

Improve SEO Content Strategy By Thinking Beyond Keywords


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About the Author

About the Author: Deni Kasrel is seasoned (slightly spicy) specialist in digital/online communications. .


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There Are 7 Brilliant Comments

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  1. Leslie says:

    A documentary film ”The YES Movie ”about today young entrepreneurs and the fast growing trends, very interesting topics.

    Btw, ”a web page include related terminology”sounds basic but very true.

    Great blog, thanks!

    • Deni Kasrel says:

      Thanks for tip on the doc — tried to look up on Net, but not finding success. Do you know name of the director or other info that might help to track it down?

      As for the part about web pages including related terminology, yep, basic stuff. But it’s still relevant and it’s to help steer people away from “keyword stuffing” which is still fairly common on some sites.

      • Leslie says:

        Hi Deni,

        You can check the movie trailer on youtube. ”The YES Movie” produced by The Young Entrepreneur Society- Louis Lautman

        What do you think about search?

        • Deni Kasrel says:

          Thanks for the link to the trailer – the doc looks interesting.

          As for, I think I like the idea (so long as it does not cross privacy lines) — there is so much information passing through social networks. But I am not really knowledgeable how it works. So I am going to play around with it and see what happens. Stay tuned.

  2. Gin says:

    Technology is definitely bringing people together quicker in unimaginable time frames and a boon for business solutions as long as credit is given where it’s due. Great points. 🙂

  3. Jayesh says:

    Crowdsourcing also needs maturity on the enterprise side to be able to benefit from it.

    Best Regards

    Jayesh Badani | Founder & CEO ideaken – when you need to – collaborate to innovate

    • Deni Kasrel says:

      Absolutely, crowdsourcing is an emerging trend where various parties/sides need to learn the best ways to work together to achieve a successful outcome. It’s exciting to watch and see how these things work out.

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