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5 wichtigsten digitalen Trends für 2013",{"__typename":83,"timestamp":84,"timezone":85,"offset":86,"time":87},"DateTime",1355902853,"UTC","+00:00","2012-12-19T07:40:53+00:00",{"__typename":83,"timestamp":84,"timezone":85,"offset":86,"time":87},{"__typename":16,"id":17,"name":18,"direction":19},"/blog/die-5-wichtigsten-digitalen-trends-fur-2013",[92,99,106],{"__typename":93,"tag":94,"attributes":95},"MetaTagValue","meta",{"__typename":96,"name":97,"content":98},"MetaTagValueAttributes","title","Die 5 wichtigsten digitalen Trends für 2013 | Liechtenecker UX Design 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    \u003Cdiv>    \u003Cpicture>\n                  \u003Csource srcset=\"/sites/default/files/styles/image_width_medium/public/wp-migration/wordpress-media-image/2012/12/digitrends201231-1.png.webp?itok=uCosXTo1 1x, /sites/default/files/styles/image_width_medium_x2/public/wp-migration/wordpress-media-image/2012/12/digitrends201231-1.png.webp?itok=l_Hk61KM 2x\" media=\"all and (min-width: 1024px) and (max-width: 1439px)\" type=\"image/webp\" width=\"400\" height=\"300\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_small/public/wp-migration/wordpress-media-image/2012/12/digitrends201231-1.png.webp?itok=z8IpcYlF 1x, /sites/default/files/styles/image_width_small_x2/public/wp-migration/wordpress-media-image/2012/12/digitrends201231-1.png.webp?itok=4yg2UiCs 2x\" media=\"all and (min-width: 745px) and (max-width: 1023px)\" type=\"image/webp\" width=\"400\" height=\"300\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xsmall/public/wp-migration/wordpress-media-image/2012/12/digitrends201231-1.png.webp?itok=QaX6E_d2 1x, /sites/default/files/styles/image_width_xsmall_x2/public/wp-migration/wordpress-media-image/2012/12/digitrends201231-1.png.webp?itok=1fbWcGbs 2x\" media=\"all and (min-width: 480px) and (max-width: 744px)\" type=\"image/webp\" width=\"400\" height=\"300\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xxsmall/public/wp-migration/wordpress-media-image/2012/12/digitrends201231-1.png.webp?itok=hlwNA8_D 1x, /sites/default/files/styles/image_width_xxsmall_x2/public/wp-migration/wordpress-media-image/2012/12/digitrends201231-1.png.webp?itok=jceBvYkL 2x\" media=\"all and (max-width: 479px)\" type=\"image/webp\" width=\"400\" height=\"300\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_large/public/wp-migration/wordpress-media-image/2012/12/digitrends201231-1.png.webp?itok=SLLnnC8h 1x, /sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2012/12/digitrends201231-1.png.webp?itok=HQ9GZfaC 2x\" type=\"image/webp\" width=\"400\" height=\"300\">\n                  \u003Cimg loading=\"lazy\" width=\"400\" height=\"300\" src=\"/sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2012/12/digitrends201231-1.png.jpg?itok=HQ9GZfaC\" alt title=\"digitrends2013\">\n\n  \u003C/picture>\n\n\u003C/div>\n          \u003C/div>\n\n\u003C/div>\n\u003C/div>\n\u003C/a>\u003Cp>Alle Jahre wieder heißt es in die Glaskugel schauen und die Trends fürs nächste Jahr vorhersagen. Garantien gibt es keine, aber sich darüber Gedanken zu machen, macht erstens Spaß und zweitens immer Sinn. Nachdem Jürgen bereits die \u003Ca title=\"Webdesigntrends 2013\" href=\"/webdesigntrends-2013/#blog-article\">Webdesigntrends 2013\u003C/a> zu virtuellem Papier gebracht hat, gibt es von mir allgemeine digitale Trends für das neue Jahr. Und nein, es sind nicht die Social Media Trends 2013. Social Media wird immer selbstverständlicher, sodass es darum geht größere Zusammenhänge zu beachten.\u003Cbr>\nAlso. Los geht’s. Das sind meine Trends für das Jahr 2013.\u003Cbr>\n\u003C/p>\n\u003Ch3>1.) Verstärkter strategischer Ansatz\u003C/h3>\n\u003Cp>2013 sind viele Unternehmen bereits in Social Media Kanälen aktiv, haben die 5. bis 10. Generation ihrer Website erlebt und diese eventuell sogar mobil optimiert, haben einen Newsletter, vielleicht sogar schon die eine oder andere Erfahrung mit mobilen Apps oder Kampagnen, und vieles mehr. Die digitale Klaviatur hat sich über die Jahre erweitert und der eine oder andere Ton wurde damit gespielt. Aber ergaben die Töne auch eine harmonische Melodie? Wusste man welches Lied man überhaupt spielen möchte? Ich denke, dass im neuen Jahr Unternehmen genau hier ansetzen werden und müssen. Schluss mit der digitalen Pubertät, rein ins reife Erwachsenenleben. Dazu gehört, dass man an Agenturen nicht das Briefing gibt „Wir möchten jetzt auch auf Facebook.“ oder „Wie können wir mehr Fans gewinnen.“ sondern „Wir möchten unsere Kontaktpunkte mit bestehenden und neuen Zielgruppen strategisch bestmöglich erweitern. Wie können wir das angehen?“.\u003C/p>\n\u003Ch3>2.) Professionalisierung im Content Marketing\u003C/h3>\n\u003Cp>Die Frage nach dem richtigen Content und dessen Verbreitung wird wieder zentraler, denn man muss sich nicht mehr um ein Basis-Setup und Grundüberzeugungsleistung intern kümmern. Inhalte müssen vermehrt überall funktionieren also – wie \u003Ca title=\"Coca Cola Content Marketing 2020\" href=\"/coca-cola-content-marketing-strategie/#blog-article\">Coca Cola\u003C/a> es so schön nennt – fluid sein. Das beginnt bei Responsive Webdesign, das nicht nur für unterschiedliche mobile Geräte wie Tablets oder Smartphones angewendet werden sollte, sondern auch weitergedacht die Darstellung für völlig neue Screens ermöglicht – wie am Touchpad des Controllers der neuen Wii U, dem Smart TV, dem Kühlschrank, im Auto, immer größer werdenden Monitoren, etc. Betrifft aber auch Video- und Bildcontent der möglichst leicht verbreitbar ist oder vereinfachte Datenübertragung oder Contentabruf via NFC oder QR Codes. Der Content muss zum User und zum Kontext in dem dieser sich befindet passen. Der Inhalt soll sich dabei wie Wasser verhalten und sich der jeweiligen Form anpassen. So wie das Zitat von Bruce Lee, das wir letztes Jahr auf der \u003Ca title=\"Future of Webdesign Konferenz\" href=\"/future-of-webdesign-fowd-new-york-tag-1/#blog-article\">Future of Webdesign Konferenz\u003C/a> gehört haben:\u003Cbr>\n• Put water in a cup and it becomes a cup.\u003Cbr>\n• Put water in a bottle and it becomes a bottle.\u003Cbr>\n• Put water in a teapot and it becomes a teapot.\u003Cbr>\nDas selbe muss für Content gelten.\u003C/p>\n\u003Ch3>3.) Datenvisualisierung – Infografiken\u003C/h3>\n\u003Cp>Infografiken gibt es schon seit langer Zeit um komplexe Inhalte vereinfacht darzustellen. In den letzten beiden Jahren haben sie an Kreativität und Wichtigkeit dazu gewonnen. Auch 2013 wird dieser Trend bestehen bleiben. Der Grund dafür liegt in der immer größeren Datenmenge die jeder von sich selbst produziert und Unternehmen in immer größeren Ausmaß sammeln – Stichwort \u003Ca title=\"Big Data\" href=\"http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/big_data_the_next_frontier_for_innovation\" target=\"_blank\" rel=\"noopener noreferrer\">Big Data\u003C/a>. Es wird immer wichtiger werden diese Daten runterzubrechen und entsprechend aussagekräftig zu visualisieren – für Mitarbeiter und für Kunden. Komplexität muss verringert werden, um Entscheidungen treffen zu können. Infografiken spielen auch eine wichtige Rolle im Content Marketing.\u003C/p>\n\u003Ch3>4.) Gamification\u003C/h3>\n\u003Cp>Ja, Gamification ist so ein Bullshit Bingo Buzz-Wort, dass man es eigentlich gar nicht mehr hören kann. Vor allem da es immer wieder gerne in den Mund genommen wird, die spannenden und erfolgreichen Umsetzungen dahinter – besonders in Österreich – sich aber an einer Hand abzählen lassen. Ich gebe aber nicht auf. Denn ich weiß, Gamification wird kommen und kann einen wertvollen Beitrag in der Unternehmenskommunikation leisten. Dazu braucht es einerseits mehr Mut von Unternehmen, andererseits bessere Ideen. An beides glaube ich 2013. Dann können auch so schöne \u003Ca href=\"http://www.enterprise-gamification.com/index.php/en/social-media/119-danish-state-railways-gets-gamified-with-echoit\" target=\"_blank\" rel=\"noopener noreferrer\">Erfolgsbeispiele entstehen wie von der dänischen Bahn\u003C/a>, die Dank Gamification ihre Mitarbeiter Zufriedenheit und Effizienz steigern konnte mit einer Plattform auf der sich vom Schaffner bis zum Marketing Mitarbeiter einbringen und Belohnungen und Feedback sammeln können.\u003C/p>\n\u003Ch3>5.) Digitale Interaktion in der offline Welt und Social Mobile\u003C/h3>\n\u003Cp>Die Smartphone Durchdringung wird immer höher und ich möchte nicht wissen, wie viele der mobilen Alleskönner heuer unter den Christbäumen liegen werden. Das digitale Leben ist immer mit uns unterwegs und in unserer Hosentasche. Gut so, sag ich nur. Damit lassen sich neue Interaktionspunkte schaffen, die zuvor nur eindimensional waren. Via NFC aktuelle Rabatte gleich auf das Handy bekommen, wenn man den Laden betritt. Mit Tabletts ausgestattete Verkaufsberater, vor allem in beratungsintensiven Branchen, auf denen die Produkte innovativer, interaktiver und individueller an den Kunden angepasst dargestellt werden. NFC Plakate im Modebereich, die das Outfit gleich auf das Handy übertragen und man es so zum weiterschmökern mitnehmen bzw. gleich online shoppen kann. Virtuelle Wegweiser in Baumärkten, die einem zum gewünschten Produkt führen (das würde ich mir sehr wünschen). Kundenkarten, die gleichzeitig erlauben Punkte zu sammeln indem man in Orte eincheckt. Viele dieser Dinge sind noch Zukunftsmusik. Wahrscheinlich auch für 2013. Aber der Weg geht dorthin. Das zeigen schon alleine so manche erfolgreiche QR-Code Kampagnen – auch wenn man über deren Sinnhaftigkeit und Akzeptanz diskutieren kann.\u003Cbr>\nInsgesamt freue ich mich auf ein spannendes neues Jahr und darauf auch selbst etwas zu den Trends beizutragen.\u003Cbr>\nSo viel vom Susanne-Orakel. Was meint ihr? Was sind eure Trends für 2013?\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n","\u003C!-- This site is optimized with the Yoast SEO plugin v15.7 - https://yoast.com/wordpress/plugins/seo/ -->\n\u003Cmeta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" />\n\u003Clink rel=\"canonical\" href=\"https://legacy.liechtenecker.dev/blog/die-5-wichtigsten-digitalen-trends-fur-2013/\" />\n\u003Cmeta property=\"og:locale\" content=\"de_DE\" />\n\u003Cmeta property=\"og:type\" content=\"article\" />\n\u003Cmeta property=\"og:title\" content=\"Die 5 wichtigsten digitalen Trends für 2013 - Liechtenecker\" />\n\u003Cmeta property=\"og:description\" content=\"Alle Jahre wieder heißt es in die Glaskugel schauen und die Trends fürs nächste Jahr vorhersagen. Garantien gibt es keine, aber sich darüber Gedanken zu machen, macht erstens Spaß und zweitens immer Sinn. Nachdem Jürgen bereits die Webdesigntrends 2013 zu virtuellem Papier gebracht hat, gibt es von mir allgemeine digitale Trends für das neue Jahr. 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