Written by Andrew Englisch, CEO & Tony Prysten, Creative Director, igloo for 29 January Adnews

Driving the next generation of brand engagement to getting the most from the new wave of cool touchscreen devices, here’s our hotlist for a great start to 2010 for marketers looking to supercharge their brand’s online activity for the year ahead.

The Top 10

1. Get in touch with a new era of interaction
The iPhone, our new best friend, is moving us away from mouse driven interfaces to touch-based computing. Progression in design frequently follows progression in technology. As we await a potential revolution in tablet computers from Apple and HP, fresh opportunities will be created to exploit with great digital design. Prepare to be amazed by how your digital assets look, move and interact. Multi-touch on screen gesturing and truly interactive interfaces will further evolve and change how your customers engage with your website, perhaps putting the mouse on the endangered species list.

2. Invest in quality content, It’s still King!
2010 will see a continuing increase in the accessibility and affordability of web based technologies like: media players; content management systems, cross platform integration and of course phone apps. But don’t get lost in the wizardry. Remember technology is simply an enabler for relevant content not a replacement. Keep investing in content and ideas to ensure that your digital is compelling, useful and used in your market. A recipe site detailing a 100 great ways to cook with tomato paste will still trump that amazing interactive site containing 360 degree rotations, video, galleries and a smartphone app.

3. Get smart with your online advertising
We are in a golden age for online advertising so make sure yours is smarter, more relevant and better targeted to gain your full share of the cut through.. Grab ad spaces on social media platforms like Facebook or advertising that serve ads based on your click behaviour for truly targeted opportunities. Smarter online advertising that dovetails with live data like current temperature, time, or site content are tangible ways in which ad spaces can be more relevant and appropriate. No need to see an ad for an air conditioner when it’s only 15 degrees outside!

4. Embrace social media
as customers place it centre stage In 2010, social media channels will become as important to your brand as your website is now. It’s no longer just an avenue to push one-way promotions or execute a campaign through fads or gimmicks. True commitment will involve using social media to monitor your brand, engage with and listen to your customers, identify issues and build committed communities. Transparent healthy brands will embrace what people say (good and bad) and not be afraid to show what people say about products or services. A progressive brand will use this vital feedback to change its behaviour and stay fresh, close and engaged. Encourage positive digital word-of-mouth. People tweet about great brand experiences!

5. Nurture your digital eco-system
Like any healthy natural eco-system, a digital eco-system is a series of interdependent systems like mobile, digital advertising and social media that should all work in harmony. Central to this ethos is an integrated content management system that can seamlessly publish content across multiple devices and websites. It will also enable you to measure performance, gauge brand perceptions, develop complex social networks and leverage your marketing in a highly automated and adaptive environment. Are yours working together in concert?

6. Serve up some great video
Recent developments in DIY video publishing products like ‘Brightcove’ and ‘Ooyala’ and faster streaming technologies mean you have no excuse for lacklustre video this year. Hook into one of the many ad-serving networks and you can even monetise your content. Simply upload your video, select where you want it published and sit back and watch your traffic and revenue grow. Sharing your content across multiple platforms and social media sites such as Twitter and Facebook is also a breeze. Video has never been easier.

7. Go mobile
Predictions that mobile will surpass computers as the primary tool for internet connectivity by 2020, make this the year to start planning how your customers can engage better with your brand on their iPhone. A ‘lite’ version of your main site will just not cut it. Customers expect mobile specific content that takes full advantage of the great technology that the latest generation of smartphones offer (see also augmented reality tip). Great features like real time directions to the nearest bank branch or car dealership, with twitter feeds from your customer service rep, combined with pocket sized rich content will ensure that your brand goes wherever your customers take their mobile. Pretty much everywhere!

8. Immerse your brand in augmented reality
Augmented reality is one of the most exciting new technologies to harness a smartphone’s GPS and internal compass to your location and layer ‘Augmented’ data over live images and video. What’s in it for advertisers? The future real streetscape may well be filled with your augmented advertising, promotions and 3D characters. People will interact with your products and services ‘Minority Report’ style as they stroll down the street. Definitely worth investigating if you wish to take your brand to the next level of immersive experience.

9. Get animated
Flash is back. Yep that’s right – better search indexing of flash sites means you can now bring back the sexy animation without sacrificing the all important search. As these technologies further develop and become available on the smartphone, consider adding rich flash interactivity as a way to stand out amongst your static competitors. Attract some true brand love with a deeper more memorable digital brand experience.

10. Differentiate your digital
As some brands struggle to differentiate themselves online it will be critical to offer customers a truly unique digital experience. To break the cycle of ‘me too’ user experience, try taking a different approach to your site by thinking beyond your obvious competitors or market segment. Draw inspiration from completely different areas. If you need to improve search, look at Google. If you want to ignite your e-commerce, check out Amazon. If you want a killer user experience, you can’t go past iTunes. By ‘cherry picking’ the best from the best, you can inject a unique approach to your digital presence and potentially engage a completely new generation of customers in 2010.