Personalisation will be a big feature in 2014 - not the conventional input/output system response model, but a more dynamic and contextual form of personalised content delivery. In retail we are already seeing many initiatives in which technology and services combine to offer you content based on your immediate location, via the device in your pocket or display and advertising space around you.
Digital product design will be a big trend for 2014 - and I think there may well be a content dimension to this. We've already had little explorative ideas like Little Printer and the Instagram vehicle Projecteo. It seems reasonable to anticipate that 2014 will see further, bigger experiments with physical products that capitalise on digital content.
Another big theme (I fervently hope) will be the emergence of some quality frameworks. The savvier brands already recognise that the "we're all publishers now" meme is causing a lot of dross to be pushed out by marketers the world over. All too often Content Marketing initiatives generate little more than noise. Smart operators will invest time and creativity into a set of standards by which they can be sure their efforts actually have a positive impact. Subsequent 'Me Too' adoption of such structures can only be a good thing.
With regard to things that will continue, rather than emerge, in 2014, I'd wager that we'll see plenty more of the blending of editorial and transactional content that is typifying more and more eCommerce experiences. It's a given that platform proliferation will continue, smart TVs, games consoles and the like are all very powerful content delivery platforms. The best content strategies will recognise and exploit this.
By Matt Clark, Head of User Experience at Amaze.
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