Skip to main content

What’s Next DC 2013: Go To Where the Puck Is Going

“Go to where the puck is going.”

It was Sonny Ganguly (@sonnyg), one of the What’s Next DC speakers leading off day two and quoting hockey legend Wayne Gretzky. Sonny was extending the Great One's maxim to marketing technology in the all things digital era. Those who can best make sense of the rapid changes we’re seeing in technology and position themselves as early adopters and influencers will find themselves with the puck and a one-on-one opportunity to beat the goalie.

Fortunately, for those of us in attendance at What’s Next DC and the many following along on social media, nearly all of the conference speakers shared their insight about not only current trends in digital but what's on the horizon.

From Responsive Design to Responsive Content

Many of the speakers commented on the continued growth of mobile and responsive design. George Alafoginis () informed us that Facebook is now a “mobile-first” company, while Sami Hassanyeh () of AARP expressed how mobile web and mobile apps are now a consideration in everything his organization develops and how AARP is looking seriously at responsive design. Still, the proliferation of mobile and responsive design is where the puck is now. Where it's going, at least according to Katrina Klier () from Accenture, is toward responsive content, where truly appropriate content will be served depending on the device. Factor in reverse IP lookups that allow for visitor segmentation by industry, as presented by Cherilyn Stringer (), and you have even more content personalization.

Instant Consumption

Maturing mobile payment and one-click shopping continues to drive commerce on devices. This is the present, but Kate Watts () suggested that digital content will soon intersect with universal shopping carts that will allow users to peruse (responsive) content and impulse click to buy products or services mentioned or depicted in content. Big data and intense algorithms will fuel instant consumption via personalization, as Heidi Browning’s () Pandora case study suggests is very close to market.


Gadi Ben-Yehuda () of IBM noted that identity management and advanced sharing tools will become increasingly important as social search, constant connectivity, and revealing social location apps like SocialRadar () compel people to take privacy seriously. Demand for password tools, trust monitors, and reputation management services will be strong in the near-future.


One can argue that the puck has been on video for a while but all the trends and What's Next DC stories point to it remaining there for the foreseeable future. Rick Reilly and Stephen Curry joining forces to fight malaria, Mr. Rogers remixed, and the Goldman Sachs Titan International progress piece all demonstrated how effective the right video at the right time can be.


The puck always goes to the authentic, and it was reassuring at What's Next DC to see how organizations remained true to their brands, even when trying something new and creative. Goldman Sachs, Honest Tea, PBS, and the World Bank took some risks but remained genuine while showing stories of progress, conducting a social experiment, remixing Mr. Rogers, and doing data viz.

There were many future trends discussed at What's Next DC. The above are just a handful. Where do you think the puck is going?


  1. As we are going online and every business need to online for its grawth. We need a website to show our business and with best content you can attract your visiter towards your business. content personalization is good idea to make your content relevent to your business.


Post a Comment

Popular posts from this blog

The Business Model Innovation Factory by Saul Kaplan (Book Review)

As a culture, we strive for personal transformation. Whether it's eating better and getting fit, redefining our professional value proposition through training and education, or simply trying to be kinder and gentler, we're constantly reinventing who we are and what we can do. We may not be successful all the time, or achieve breakthroughs like those featured on The Biggest Loser or facilitated by Tony Robbins , but millions of people successfully transform and reinvent themselves every year. Unfortunately, the very organizations where we work generally do not do the same. As Saul Kaplan elaborates in The Business Model Innovation Factory , most organizations struggle to transform from their core, initial business models and tend to become stagnant and vulnerable to disruptive competitors. The example Kaplan leads with is Blockbuster, which for a time owned the brick and mortar video and DVD rental space, until they were "netflixed" by a disruptive competitor (

2014 IBM Digital Experience Conference

In July, I will be presenting at the 2014 IBM Digital Experience Conference, an event focused on the latest technologies, best practices, and the business benefits of delivering great digital experiences. Below is the description for my session: Session:  BUS-S20 Date/Time:   Monday, July 21, 10:30 AM - 11:30 AM Successfully Enabling Enterprise Content Management, Cloud, Mobile, and Social Business at Superior Group Superior Group focuses on the agile delivery of people, process and project outsourcing solutions. Our session will detail how this organization accelerated its content management and social business needs by implementing a combination of content management, cloud, mobile, and collaboration solutions. Attend this session and you will have an opportunity to learn from Frank Gullo, Director of Digital and Mobile Strategy at Superior Group and IBM Social Business Insights blog contributor, on how a mid-sized organization transformed its digital capabilities a

10 Suggestions for Reopening Gyms in NY State

It’s been over 90 days since gyms were closed in NY State to help slow the spread of COVID-19, and this past week Governor Andrew Cuomo addressed the issue with the following update: "We are still looking at the science and the data. There has been information that those situations have created issues in other states. If we have that information we don't want to then go ahead till we know what we're doing. Right? This is a road that no one has traveled on before. And logic suggests that if you see a problem in other states then you explore it before you move forward in your state." Cuomo also suggested the exercisers in gyms would likely not wear masks which could spread more of the virus. While we all can applaud anchoring policy to science and data, it’s questionable if this has been done here. Despite literally months to research and formulate a plan, NYS has not offered any definitive science backed information tied to re-opening gyms. More troubling, NY has