Recently I was asked what I thought the top digital trend for 2010 would be.  It was for an article that we are putting together for a possible joint venture with David Josephs Communications – a client of ours, an involvement which we are very pleased with. And I have to say it did make me think.

Trends come and go, and often things are re-cycled and made cool again. Now we are seeing something new that has been sought after by technology advocates for the last ten years. It’s convergence. The coming together of multi-user platforms and operating systems.  Instead of users thinking up a trend like centered CSS based websites, or a particular look - now, with the advancement of technology (powered by an army of newly empowered users) convergence is happening almost naturally.

Wii users are now downloading BBC iplayer content to the Wii and watching it on the TV before flicking back and carrying on playing their games. One more click and they are back to Sky Plus, then they are back online with their Wii Browser viewing more content. It’s a huge digital soup that will only have a positive effect and create more meeting of minds.

Instead of disparate operating platforms fighting for supremacy (even Mac’s and Pc’s are getting along better these days) devices are now allowing content to overlap more and making different content accessible to all. This will further drive consumers into Social Media channels. Social Media is no longer a fad – it is the voice of the people, and we need to start listening.