2009-12-09 by  Brian Easter

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Since the beginning of the information age, through the dot-com bubble and the Web 2.0 explosion, and now entering 2010, technology has had an increasingly large impact on the way we work. As the internet becomes a ubiquitous part of our daily lives, and companies are forced to embrace a broader range of technologies to keep up with their customers, various forms of technology have become crucial for many businesses that may have previously been considered technology-free. With this trend in mind, here are ten emerging technologies that are having a dramatic impact on the way we work.

1.     The Evolution of Google AdWords

Ten years ago Google integrated a pay-per-click (PPC) model of advertising with their search results. The resulting success is now history. But, Google’s AdWords platform has come a long way since then. While Google did make significant improvements to AdWords early on, what will continue to drive its success and solidify its future hold on advertising dollars is Google’s tenacious appetite for innovation. Recognizing the threat that stagnancy poses to any valuable service, Google has been very busy lately renovating AdWords.

Within the past year Google has released a new interface, introduced new tools to glean search insights and retrieve more in depth keyword data, implemented a system for identifying keyword opportunities, and significantly enhanced conversion tracking. Not to mention that YouTube, which happens to be the second largest search engine on the Web, can now be targeted through an AdWords content campaign as well.

Google is quite aware of the importance of fundamentals, and while their far-reaching presence may be distracting to the outside observer, it’s clear after seeing Google’s recent surge of improvements that they are intent on seeing AdWords hold its position as the advertising platform of the future.

2.     Cloud Computing

While the cloud computing label is commonly misunderstood due to incorrect usage and vague definitions, there are very tangible services and products that have come out of the cloud. For example, Facebook, Salesforce, and Google apps are all cloud-reliant services. But, what exactly is the cloud?

The term’s origin as a metaphor to describe the internet doesn’t help cut through the haze. In reality, the cloud is a term that describes the commonly virtualized infrastructure increasingly powering every day internet services such as those described above. To call the cloud “the internet” is a dreadfully large generalization.

Even though the technology that makes up the cloud isn’t new to the 21st century, its large-scale adoption has pushed the internet to take on a completely new form. Ecommerce businesses, communication software, and social computing are all beneficiaries of the improved efficiency and increased availability that cloud computing has brought to internet users.

3.     Advancements in Web Analytics

Improvements to web analytics services like Google Analytics have been arriving in large numbers lately, giving marketers more tangible and meaningful data to sift through. These advancements are crucial if businesses are going to have a real means of measurement in their future advertising efforts.

Within the past year, Google has released a variety of new features that make their web analytics offering more robust including enhanced insights and filtering, alerts, mobile tracking, and the ability to use multiple custom variables. This attention from Google is a promising sign that the field of web analytics will continue to advance over the years, giving companies a better grip on their online performance than ever before.

Expect to see even more attention to web analytics in the coming years as businesses are in need of analyzing larger and more diverse streams of internet traffic.

4.     Managed File Transfer

As people begin to move more sensitive information onto the web, we find ourselves in need of better ways to secure that information. Managed File Transfer (MFT) has stepped in to bridge the security gap left by File Transfer Protocol (FTP) and even Secure FTP (SFTP). Every day, all around the world, corporations are sending and receiving sensitive information. It’s not only in their best interest to keep this information secure, but also in the best interest of their customers.

Thankfully, the past decade has seen an increase in federal regulations around internal and external security. In order to meet federal standards, many companies are no longer in a position to legally use less secure methods and are now turning to MFT. While some companies may perceive moving to MFT as a government imposed burden, there is a tangible cost benefit to decreasing security risks that could damage the brand’s reputation and financial strength. Ultimately, MFT works out as a win-win for corporations and consumers alike.

5.     3G and Higher

In recent years, few things have taken place that will have a larger impact on the way we use technology than the advances taking place in mobile internet coverage. The increasing quality and availability of wireless internet service is playing a large part in transforming us into always-on individuals.

Internally, businesses are working with more remote employees and communicating with employees beyond the office building and normal office hours. Externally, the battle for consumer attention is shifting towards the mobile arena, and advertising is becoming not only digital in nature, but predominantly mobile as well. Expect wireless coverage to follow after the high-bandwidth trend and continue to increase in coverage and affordability until all metro areas are saturated in the mobile web.

6.     Netbooks

Netbooks are one of the many trends in the technology world that are contributing to remote work and decentralized internet access. They fill the gap currently existing between laptops and mobile phones, and they are the tangible result of increased wireless access and cloud-computing.

Not only are netbooks a convenient size, they have a convenient price. With Dell netbooks starting out at $299, netbooks are much more affordable than most laptops and even some cell phones. Businesses and individuals looking to save money are increasingly looking to netbooks because of this low price point, and it could be the determining factor that keeps the netbook relevant throughout the coming years. As the work place continues to go mobile, expect netbooks to continue rising in popularity.

7.     Automated HR Systems

In order to keep up with the demands of policy management, many companies are moving towards increasingly automated HR systems. By using technologies that centralize company data and streamline policy management, HR departments across the nation have increased in efficiency, saving employees everywhere time and headaches that come from manually maintaining and implementing HR policies.

In addition to increasing internal efficiency, automating the HR process creates a structure that enables clear comprehension and communication to third parties, reducing and sometimes entirely eliminating the need for audits to be performed. As federal regulations become increasingly complex, expect to see automated HR technologies implemented at a higher rate.

8.     Identity Platforms

Facebook and the Open ID foundation are both pushing to change the landscape of the web as we know it by creating a widely adopted identity platform. Such a platform would enable internet users to browse the internet, accessing various websites all with the same login. For users, this presents an opportunity for a more seamless browsing experience. For businesses, this presents an opportunity to increase recognition, trust, and usability, all of which are important to creating conversions online.

Neither of these identity platforms has received major main stream attention, but don’t be fooled. These platforms are the beginning of a long-term trend that will play a part in shaping a more unified web. In the future, expect businesses that don’t allow for reputable third party logins to lose the credibility needed to be successful online.

9.     Hyperlocal

As individuals move towards an increasingly mobile and connected lifestyle, businesses are forced to adapt and reach customers on-the-go. Not only is the mobile web experience reaching maximum penetration in the US, but hyperlocal services and advertising are now opening up a new way for businesses to become relevant. By offering services, products, and advertisements that are location-based, companies are able to tap into the natural appeal of proximity and convenience.

Within the next few years, expect services that draw out the inherent value of people’s community and surroundings to thrive over more static forms of business and to see more advertisements custom-targeted based on your location at the very moment.

10.  Touch Screens

For many people, touch screens are the stuff of science fiction, but the truth is that touch screens are now a reality, and not just on the iPhone. Touch screens have actually been around for awhile, but we’re just now seeing touch screens show up on more laptops and other computing devices. As touch screens continue to break down the conventional mouse/keyboard barrier, expect more and more businesses, schools, and organizations to be using touch screens daily to brainstorm, plan, present, and even navigate the web.

Conclusion

Just as technologies before them, these technologies are revolutionizing the way we work for the better. They are enhancing current business platforms, opening up new business opportunities, and equipping businesses with more powerful solutions. Over the next few years they will play a major role in turning the work-place into an even further techno-centric environment, and their value in creating successful businesses will be fundamental.

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