In the marketing world, getting in on the ground floor of the latest digital trend can pay huge dividends for users, particularly if they’re brands. But it’s difficult to know exactly which emerging site or app to dive into with both feet. Not every idea pans out, regardless of how much VC funding is acquired. True success depends on widespread adoption of the masses, or at least a dedicated community who simply can’t do without that service.
So for marketers planning for 2012 (maybe a bit late), where should they start?