Digital technology is constantly changing. So are our ways of communicating with each other and brands. This is a look at the top trends to watch as we head into 2011.

1. ON THE CUTTING EDGE: January 3, 2011

3. Convergence of online and offline, often through multiple screens

4. Location-based content, tools and “games”

5. In this land, context is king.

6. For brands, this is the possibility of reaching the right consumer with the right message and in the right way.

7. If you’re thinking about Millennials, note the majority prefer personal one-on-one communication with brands, according to a recent BFG study.2

8. Consider Your Audience: Social Media and Mobile Around the World

9. Top Social Networks Around The World 4

11. Nasza-Klasa (Poland)

12. Hi5 (Mongolia)

13. Orkut (Paraguay, India) – still on top in BrazilTwitter has takenthe number two spot in Canada, Australia and the U.K. LinkedIn is also on the rise in those countries. Mixi is still tops in Japan. 5

15. At 250 million units sold, the Nokia 1100 is the world’s most popular phone in terms of volume shipped.

16. In the U.S., 28% of mobile phone owners use a smartphone. The most popular device for the under 45 crowd is iPhone. For the over 45 crowd it’s Blackberry.6

18. By 2015, an estimated $119 billion will be spent via mobile phones.

19. M-payments account for 12% of Kenya’s GDP.

20. This is the equivalent of a bank account or credit card in many of the world’s poorest countries.

21. Earthquake survivors in Haiti are turning to cell phone payment systems to buy necessities like rice, flour and cooking oil.7

23. 2010’s Cyber Monday saw a 146% increase in eBay sales via mobile.

24. eBay’s mobile top product categories: cars/trucks, cell phone accessories, women’s clothing8

25. Cutting Through Clutter: Reaching Consumers In Ways That Matter

27. This generation is the first to be hyper connected. We’re not only bombarded with messages but also constantly distracted.

28. According to a recent study, about 1 in 100 students were able to turn their cell phones off for 72 hours.

29. 5-10% of Internet users are “dependent” according to Harvard’s McLean Hospital.10

31. The key is being relevant not just in the message but also in the way the message is delivered.11

33. Email is now less effective than social media.

34. Even where brands embrace social media, they need to do it in the right way and not contribute to the noise.

35. The bottom line: putting up a Facebook page isn’t enough.12

37. Those that are succeeding are winning in one or more of the following ways:

38. Demonstrate Relevance

39. Provide A Voice For Consumers

40. Content Is Entertaining

41. Show Understanding Of Consumers13

43. Digital billboards are outfitted with a camera that can in turn tell the age and gender of someone walking by to provide targeted, more relevant advertisements.14

45. Fans could submit a 57-character message through Facebook, Twitter, QQ (China), or Mxit (South Africa).

46. Nike chose 100 messages each night for display, giving fans from around the world a chance to be present. 15

48. Minis were placed in 8 cities with a photo area where participants could make a video that would instantly roll inside the vehicle.

49. A 30-second walk-by became a 7-minute engagement.

50. The campaign reached 1.5 million people and the car sold out before it was even officially available.16

52. To take part all consumers needed was an Internet connection and to sign up on the Outlander Sport website.

53. A user’s computer actions correlated to actual vehicle movements from a test track in California. 17

55. They’ve teamed up with Buick, Delta, Diageo and T-Mobile to bring interactive features to traditional ads.

56. Snap a photo of the Goggles enabled ads to click through to a mobile site or interactive ad for the company.

57. Think of this like an amped up QR code.18

59. It funds amateur content creators and screenwriters, giving $1 million to the best movie and $100,000 to the best script.

60. Users can also make revisions to any uploaded movie out there.19

62. “Hunter Shoots A Bear” gives decision making to the viewer, allowing users to decide what the hunter should do to the bear by typing it in their search bar.20

64. Capture shots of the sneakers with the app and unlock a code for the actual goods.21

66. OK Go spent the day parading around L.A. in the shape of their name.

67. Fans could follow along by downloading the Pulse of the City app for iPhone which creates a picture based on GPS coordinates. 22

69. 6 months before the vehicle was available in the U.S., Ford provided 100 people with the car. All they had to do was complete challenges and tell the world about it using blogs, social media and/or videos.

70. Aside from generating a lot of buzz, the approach also meant a more personal approach than commercials teasing the launch of a new car.23

72. Each additional “Like” added more Skittles to the room.

73. A live stream of the “event” appeared on Facebook.24

75. GPS to a fan who complained about directions

76. Football tickets to a sold out game

77. Starbucks gift card to someone tired at work

78. Lead to conversations between the brand and consumers, a distinct brand personality and buzz.25

79. Gamification

81. Just like a frequent flier program or credit card points, these applications make everything from run-of-the-mill grocery store visits to a stop for a burger a little more fun. 27

83. Many also include virtual or physical rewards, which can help drive loyalty.28

85. All participants had to do was follow Jimmy Choo on Foursquare and race to the location where the brand was checked in. If they made it in time, a free pair of shoes was up for grabs.

86. Insight: A high-value prize drove buzz and interest.29

88. Muppet pirates posed as if they lost their gold and maintained Twitter and Facebook pages related to the treasure hunt.

89. While it’s drawn lots of interest, no one has found the treasure as of yet.30

91. Merging the offline and online worlds, the app effectively created an interactive tour for students and allowed them to create their own shareable content along the way. 31

93. Users scan the barcodes on barriers to see a video about the construction, taking them on a discovery tour of what’s to come at the airport.

94. Insight: Make lemons out of lemonade and get more out of unutilized space.32

96. As the blimp traveled the U.S., Foursquare users could check-in to the blimp, earning a special Conan Blimp badge in return.

97. Insight: The silly stunt resonated with Conan’s passionate audience, allowing lucky badge-earners to brag about the hard-to-get badge to their friends and followers, effectively spreading the word about the show.33

99. 35% of social gamers have never played a traditional video game.

100. 53% are female with an average age of 43.

101. Virtual goods typically play a role in these games and it’s no small change. An estimated $7.3 billion was spent in 2010 on virtual goods.

102. 70% of those sales come from Asia and Pacific countries.Source: Study By NPD Group, September 2010 34

104. Gamers could unlock special codes with purchases at 7/11, a huge bonus to players trying to collect special items their friends don’t have.35