This post was written by Joe Geoghan.
What will our day to day lives look like six years from now? What will be the emerging trends in business, education, and dating? How will we consume media differently?
These questions formed the basis of 20/20 Vision: Your Life Just Six Years from Now, a conversation between industry visionaries Marc Landsberg and Jeff Dachis moderated by Teressa Iezzi. The discussion covered topics from what it means to be a maker to the extent of future privacy concerns as we redefine how we understand our mediated world. The conversation ranged from seemingly natural evolutions of current emerging trends — like a hyper-focus on content creation — to the occasional realization of a long time sci-fi dream like the personal robotic assistant.
At the core of the conversation was the undeniable reality that the media space of 2020 will be one of universal personalization in every element of daily life. Addressing rising concerns about Internet privacy and digital rights, Marc conjured the idea of value exchanges on social networks between consumers and brands, in which we voluntarily provide marketers with information in exchange for something we perceive to have personal value. I sat down with Marc after the discussion to get some more insight into his expectations of life in 2020.
I was curious about Marc’s thoughts on consumer privacy and movements to encourage personal regulation of data. “Privacy gets complicated when people have multiple created personalities across networks. You have different tones, different personas.”
So for marketers, seemingly true personal data that users voluntarily share may not exactly correspond with reality. “You’re willing to share as long as you know what you’re sharing and you feel like you get something out of it,” Marc added.
As for when previously private networks are fundamentally changed by a supported advertising platform, Marc pointed out that users do not hesitate to migrate elsewhere. “The word monetization, the infiltration of platforms by brands, is for one purpose only. They never think about the people that are already there. Users will always find something better and move on.”
The solution? “Just be transparent. When brands behave with pure intent and authenticity, we give them credit for that.”
Marc envisions a 2020 social network landscape that does not attempt to subversively implement monetization methods, but is instead completely upfront about them and relies on consumer trust in a brand’s authenticity to provide value.
As CEO and founder of socialdeviant, Marc constantly works to build consumer trust in his clients’ brands. He does so by being entirely honest and directly engaging with consumers to understand what they value most. “We started socialdeviant with the specific premise of putting value into social media for the individual. We always anchor our ideas in fundamental human truths, it anchors the brand content and how you should engage with your customers. The brands that really embrace value exchange are going to win.”
I asked Marc for one last bold prediction about our media experience in 2020. “One of my big forecasted trends is audio is coming back in a big way. Sound is a mnemonic, you associate phases of your life with certain songs and sounds. They resonate significantly.”
Joe Geoghan is a senior at NYU, an associate producer with the Shorty Awards, and the Director of Marketing of the Student Net Alliance. Find his thoughts in 140 characters or less @joegeoghan. Joe is one of our SMW Press Corps members, managed by OpenCommunications. Learn more here.