Fascinating stuff. Scary stuff. Reassuring stuff. Our proclamation today is that it is time to stop fretting about the future. It is time to harken back to the past. Creativity will once again rule the land. Smart ideas and smart strategies about messages as well as mediums will take hold again. And traditional emphasis on user experiences and aesthetics will renew their places at the forefront of strong communications programs. How? Well, through the rise of mobile applications of course. The web and current patterns are going to be replaced in a fairly short period of time with older patterns. Audiences will only consume via apps in a few years for the most part and it will very much resemble a bygone era. You’ll only get so many magazines in your mailbox. You’ll only have so many catalogs from which to do your home shopping. You’ll have one or two sources for nightly/daily news and a few others for your entertainment and the era of overwhelming choice will be replaced by the era of choosing but a few satisfying selections.
This is not to say that anomaly based decisions aren’t made but these will be more about in the moment experiences versus behavioral patterns. Say you’re attending a concert that evening, then you may in fact actively search out a website or an application that will allow you to arrive more prepared with some back story. But for the most part our world is going to change once again. Surfing the web and being overwhelmed by choice will revert back to staying within the confines of what we love and all housed within a connected, mobile device.