The future is…now?

What do you think the future of communications will be? I took a moment this week to reflect on all of the changes and nuances the whole digital realm are facing. Here are some of my thoughts—

I think the future of communication is going to be based around the concept of personalization. I think sooner rather than later, everything will be tailored to an individuals’ interests, hobbies, and circles. 

One way of looking at this is through advertising. Searches, sponsored ads, and even programmatic targeted ads are all designed around the “users’ profile”. This takes past history of searches and purchases, along with algorithms and past likes to tailor your profile into an audience bucket. This bucket will then get sent certain ads that pertain to your online identity. Although this may not seem as personalized as a text from a friend, this way of serving ads will only expand get more personalized as the technology and data grows. 

             Another way of looking at how personalization will be the future of communication is through news. There have become such stigmas and stereotypes around different news channels and the opinions from outsiders. I think this with the addition of social media will allow for journalists to have more of a name brand for themselves and will curate followers on a more influencer level than by aimlessly listening to cable news channels. Additionally, because social media is essentially overpowering cable news, these journalists can be more direct with individuals by using Twitter or Instagram to engage and form personalized connections with users. 

            The aspect of device-differences is also changing. More people are using mobile devices over computers or TVs, making the way a user interacts with anything more individualized. In the past, families would congregate around the one TV in the household and watch channels together, in the same room, at live time. But now, with the help of mobile devices, people have a more direct experience. These devices are also more trackable, since they are unique per user. 

            Overall, I think data will overpower everything and companies and advertisers alike will begin to focus on how to personally target a user. It blends a more unique relationship and if done correctly can even mask the advertisement. 

What do you think? Is the whole personalization concept taking over at too high of a pace? Is data not the answer, and only a mask for what really lies ahead? Drop me a line below at lisagoldsman15@gmail.com and let me know where my mind disagrees with yours.