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The Future Belongs to Those Who Prepare for It Today

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The Future Belongs to Those Who Prepare for It Today The future belongs to those who prepare for it today. — Malcolm X Bart De Waele Frederik Tibau De Experts @netlash @frederiktibau Dirk Sabbe Ben Van Alboom @dirk_sabbe @ fakerholic Jan Dejonghe Cain Ransbottyn @Dejeanzelf @ransbottyn Nick Decrock Herman Konings @ndecrock @soeproza Steven Van Belleghem Davy De Rijck @StevenVBe @CfrDavy Hendrik Dacquin Joeri De Waele @studiomuscle @Joeridewaele Ine Dehandschutter Kris Sierens @matuvu @KrisSierens Anthony Bosschem Stijn Vercamer @anthonybosschem @stijnv 2 Pascal Cools Bert Van Wassenhove Emma Gelaude @Pascools @ibert @myfashionblog Tom De Bruyne Pieter Ardinois Matthias Dobbelaere @tomdebruyne @ArdiXIV @mylex Fredo De Smet Tim Colman Marnik D’Hoore @FredoFredonis @vlookupmaster @marnikdhoore Jeroen Wils Inge Geerdens Hans Similon & Dorien Aerts @jeroenwils @ingegeerdens @hanssim & @theonehitwonder Karl Gilis Rosemie Callewaert Matthieu van den Bogaert @AGConsult @rcallewaert @marketingyudai Peter Van Hende Ianka Fleerackers William Visterin @fons_be @iankafleeracker @wvisterin Koen Verbrugge Alain Beerens Jan Van den Bergh @koen_verbrugge @AlainBeerens @Holaba Clo Willaerts Béate Vervaecke Thomas Joos @bnox @Beatever @thomasjoos 3 Omdat digitale communicatie ook gaat over het bouwen van dingen (websites, facebook apps, mobiele apps . .) Voorwoord moet die noodgedwongen altijd in de toekomst kijken. Je wil zaken bouwen die drie jaar ver meegaan, en dus niet iets wat drie jaar geleden bon ton was. Vandaar dat komende trends ons bij Wijs zo hard bezig houden. Maar er zijn twee principes waar we in ons digitaal bureau achter staan. Eén: we weten veel, maar niet Bart De Waele alles. En twee: open source zit in ons bloed. CEO Wijs.be Vandaar dit Trendrapport. Een vijftigtal experts uit @netlash verschillende disciplines geven evenveel meningen over digitaal in 2013. Uw waarheid zal u dus zelf moeten opbouwen uit deze caleidoscoop van inzichten. Dat collaboratieve eindresultaat delen we dan ook naar goede open source traditie met de wereld. Ik wens u veel plezier, inzichten en eigen mening voor 2013. 4 Trendrapport: metatrends Deze “woordenkaart” brengt alle teksten van alle auteurs van het volledige trendrapport met elkaar in verband en geeft je snel een grof overzicht van de individuele onderwerpen Dirk Sabbe in de artikels én de relaties tussen die onderwerpen. Om COO Wijs.be dieper te graven in de inhoud blijft het natuurlijk aangewezen @dirk_sabbe om de artikels zelf te ontleden. Veel leesplezier 5 Software zal de wereld opeten Bart De Waele CEO Wijs.be @netlash 6 l eeuwenlang leggen we als mensheid abstractielagen Ik voorspel dat we de komende paar jaar méér over onze werkelijkheid. Van ruilhandel, over geld naar zullen leren over communicatie dan we de A virtueel geld bij een bank tot aandelen en opties. voorbije eeuw gedaan hebben. In 2013 gaan we daar onverminderd mee verder. ‘Software will eat the world’, zegt Marc Andreessen, indertijd oprichter van Netscape en momenteel investeerder in internetbedrijven. Alles wordt digitaal, en bovenop de Wat deze digitalisering van interfaces vooral zal betekenen: fysieke realiteit wordt een softwarelaag gelegd. UX design (user experience design) wordt een zwaar gegeerde expertise. Al die schermen kunnen niet alleen vormgegeven Volgend jaar zullen we nog meer interfaces zien veranderen worden, ze moéten ook vormgegeven worden. Usability blijft in digitale interfaces. Bedieningspanelen die tot nu toe nog jaren een nagel waarop we moeten blijven kloppen. uit fysieke knoppen bestaan, worden vervangen door touchscreens met een virtueel toetsenbord. Zelfs de Digitalisering zal in 2013 voor heel veel sectoren ‘het nieuwe simpele lichtschakelaar is het slachtoffer: yankodesign. normaal’ worden. Ook in communicatie is dit zo. Traditionele com/2011/03/02/know-your-switches/ . Die digitale interfaces communicatiemiddelen blijven uiteraard bestaan, maar zijn er niet zomaar—ze zorgen dat dingen beter werken (op verschuiven van gewicht en niche. Meer en meer veranderen je lichtschakelaar zie je ook het vloerplan van je huis). ze in een trailer voor online, een ingang en trigger om in te stappen in een digitale ervaring. Logisch, ergens. Niet alleen Maar bovenal maken ze toegevoegde intelligentie mogelijk. voor de ontvanger is die digitale wereld de eerste realiteit met Nest (nest.com) is een thermostaat met allerlei sensoren, de meeste voordelen. Voor het eerst in de geschiedenis van die zichzelf programmeert op basis van het door hem massacommunicatie (“Half the money I spend on advertising gedetecteerde levensritme van je gezin en je huis. is wasted; the trouble is I don’t know which half.”) kunnen we de impact daarvan terug écht meten en toewijzen. 7 In dat communicatievak eet software ook alles op. Niet Voor wie wil, betekent deze korte feedback loop een middel alleen kunnen we alles meten, we krijgen ook de tools om zeer snel te leren hoe betere tweets te schrijven. om die zondvloed van data te verwerken, te interpreteren Communicatie digitaliseert, krijgt dus data én korte feedback en er intelligentie uit te halen. Communicatie krijgt loops. Ik voorspel dat we de komende paar jaar méér zullen leren dus eindelijk de korte feedback loops die een mens over communicatie dan we de voorbije eeuw gedaan hebben. nodig heeft om uit te leren en te evolueren. Maar hier zit ook een darwinesk effect aan. Vergelijk een boek met een tweet. Een boek moet eerst volledig Communicatieprofessionals die hierin mee evolueren, geschreven worden—het was eeuwenlang economisch niet zullen zeer grote sprongen maken. Degene die niét rendabel om kleinere eenheden van gedachten voor een mee evolueren, zullen onherroepelijk achterblijven. groot publiek te verspreiden. Het wordt geredigeerd, gezet en gedrukt. Daarna wordt het verspreid naar de kleinhandel; ‘Real time advertising’ wordt hét buzzword van 2013. Het en met een beetje geluk krijg je na drie maanden de zal aan marketing managers het gevoel geven dat ze verkoopcijfers te horen. Dat is een zeer lang proces, waarbij veel meer mogelijkheden hebben om hun doelgroepen we pas over jaren tijd slimmer worden en betere boeken op een goede manier te bereiken. Maar die ‘real time’ beginnen te maken (vandaar de noodzaak aan uitgeverijen— gaat niet enkel over de snelheid van uitzenden. Het gaat zij zijn het geheugen over boeken en schrijvers heen). vooral over de snelheid van terug inzichten krijgen—die korte feedback loop. De marketeers die zich toeleggen Een twitterbericht heeft geen enkele vertraging tussen op het tweede stuk, de toegenomen intelligentie, zullen schrijven, uitzenden en feedback. Op het moment van de komende jaren hun markt domineren; terwijl de rest schrijven verspreiden we het tegelijkertijd naar de hele verbijsterd toekijkt hoe ze resultaat na resultaat halen. wereld (wat uiteraard ook zijn uitdagingen meebrengt). En onmiddellijk, in real-time, krijgen we de feedback: hoeveel Dashboards, analytics, A/B-testen, CRM en data-analyse. mensen lezen, hoeveel doorklikken, hoeveel retweeten… Dat worden de tools van de marketeers van morgen. 8 Software dus. Maar niet zomaar. Een slimme marketing manager en een slimme CEO beseft dat data-driven marketing het verschil zal maken tussen competitieve bedrijven in crisistijd. Dus ondersteunen ze massaal de marketing afdeling met nieuwe IT-budgetten. In 2013 zien we dan ook nog meer budget verschuiven van de IT- afdeling naar de marketing afdeling—het blijft IT-budget, maar is onder controle van de marketing manager. Daardoor ontstaat er een grote nood aan profielen, consultants en bedrijven die de vertaalslag tussen marketing en IT kunnen verzorgen. Business-IT-alignment betekende de voorbije jaren vooral interne processen. De komende jaren zal dit over externe communicatie gaan, en Marketing-IT-alignment heten. De toekomst voor de marketeers ziet er dus zowel mooi als uitdagend uit. Nieuwe tools, nieuwe budgetten. Maar Software laat toe om marketing niet meer vanuit ook nieuwe vereisten en kwalificaties. Als je als marketing de buik te beoefenen, maar vanuit de data. manager plots moet beslissen over IT tools, systemen en vooral budgetten, wordt het hoog tijd om die te gaan begrijpen. Communicatie en marketing evolueren in 2013 Technologische kennis wordt onontbeerlijk voor de ‘geek dan ook van een ambacht naar een vak. marketeer’. Breid je team uit met data-analisten en statistici. Leer het verschil tussen een API en een CSV-bestand. 9 De beste soep van de wereld Vorig jaar sleurde ik nog een dikke 5,1 kg mee. Hoe digitaal #backpack Dit jaar 3,9 kg. Winst 1,2 kg. Voor mij is dit belangrijk. #Bromptonnomade Ik wil altijd en overal alles kunnen doen. Omdat ik iemand ben die nooit en altijd werkt. #myjobismyhobby Mailen, de wereld mijn sociale netwerken volgen en onderhouden, bankieren, radio luisteren, muziek afspelen (met speaker), fotograferen, krant lezen. #drukdrukdruk En dit thuis, op de trein, in station, op café, op verandert kantoor, bij mijn ma. #bestesoepvandewereld Totaal onafhankelijk. #bohemien Gewichtwinst heb ik dit jaar geboekt met een nieuwe en lichtere rugzak, mijn Tivoli speaker Jan Dejonghe ingeruild voor een Jambox #youshouldgetonetoo, Creative director VVL BBDO en mijn fotoapparaat is nu een Sony geworden @Dejeanzelf #NEX5. Onveranderd? Mac Air en de Iphone 4. Met de Iphone 5 zou ik nog wat grammetjes en plaats kunnen winnen. #HelloBBDOIT? Zonnecellen op de rugzak zou leuk zijn, want dan ben ik eindelijk van die laders af. #hate Moore’s law Dit om het te hebben over de bijzonder inspirerende Ben Hammersly. #editor #WiredUK #checkYoutube Die ik
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