At Isobar we've been working on predictions for digital media in the year ahead. This is one of the most interesting - that Amplification, by which we mean the tapping into of Word of Mouth marketing by brands and increasing the noise around the most interesting stories, will increase. This already happens, for example in a news context with the media coverage of the mobile phone video of the police Tazing a student in the US, but this will become a lot more comm0n in brand communication too.
See this slide and others, and the thinking behind them by clicking through to Lynette Webb's Predictions set in Flickr
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