15 digital trends for 2015

Bell Pottinger have identified 15 digital trends that they believe will influence the way brands communicate in 2015. Their list is based on the most talked about trends in 2014, which have been ranked in order of percentage increase throughout the year.

James Thomlinson, Partner and MD of Bell Pottinger Digital, says: “While technology will be one of the biggest drivers of marketing change in the New Year, the key focus for brands will be on delivering truly integrated strategies. Every year new hardware and software appears, but the most successful brands in 2015 will be those that harness new technology to deliver a single experience to consumers wherever they are in their journey.”

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Getting to grips with BYOD

Interesting chart and article from Raconteur about the challenges and opportunities of enabling staff to access company sites and platforms using their own smartphones, tablets and laptops.

As with many aspects of the emerging, connected, cloud-based, digital landscape, the best approach is not one of futile, Canute like prevention but, instead, one of positive engagement with the possibilities. Successful organizations are developing simple, clear, easily understood policies and processes that limit the chances of important company data being the inadvertently lost or leaked whilst enabling their staff and their business to realise the full benefits of a fast moving, joined up world.

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How to Write – Elmore Leonard

Elmore Leonard

Everyone approaches writing differently. Some revel in the use of language, whilst others take a more stripped back approach, trying to get out of the way of the world they’re creating and the story they’re telling.

Elmore Leonard was a brilliant and stylish writer; his stated aim was to make himself invisible, but, in doing so, he developed an elegant, apparently simple, style that was unmistakeable his own.

In 2001 Elmore wrote a piece for the New York Times in which he laid out his ten rules for good writing.

‘These are rules I’ve picked up along the way to help me remain invisible when I’m writing a book, to help me show rather than tell what’s taking place in the story. If you have a facility for language and imagery and the sound of your voice pleases you, invisibility is not what you are after, and you can skip the rules. Still, you might look them over.’ Elmore Leonard

You can read the rules in full here, but, for now, here are the basic principles. Use them wisely.

  1.  Never open a book with weather.
  2.  Avoid prologues.
  3.  Never use a verb other than “said” to carry dialogue.
  4.  Never use an adverb to modify the verb “said”.
  5.  Keep your exclamation points under control. You are allowed no more than two or three per 100,000 words of prose.
  6.  Never use the words “suddenly” or “all hell broke loose.”
  7.  Use regional dialect, patois, sparingly.
  8.  Avoid detailed descriptions of characters.
  9.  Don’t go into great detail describing places and things.
  10.  Try to leave out the part that readers tend to skip.

Elmore’s most important rule is one that sums up the 10.

“If it sounds like writing, I rewrite it.”