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In 2016, we've seen mobile completely redefine how people interact with one another as well as with brands. And while social and mobile have had an indisputable impact on marketing, communications and business, in 2017, we're going to see old dogs with new tricks in areas such as content mixed with new dogs who want to change the game all together. Here are a few areas we've identified as part of Edelman Digital's annual trends predictions for 2017.
Futurist and business consultant Amy Webb says that by asking the right questions, just about anyone can do what she does: separate real trends from hype and glean the paths that technologies will take. In her recently released book, The Signals Are Talking: Why Today’s Fringe Is Tomorrow’s Mainstream, Webb shares some of her methods for analyzing the impact of innovations. She spoke to MIT Technology Review’s executive editor, Brian Bergstein, in an interview that Insider Premium subscribers can listen to here. Highlights condensed for clarity follow.
Like last year’s predictions deck, we’ve pulled together a select group of 70 top marketing minds who rock the digital trenches every day, to find out their vision for “What’s Next in 2017” in social media and content marketing. They live it, breathe it, and know what’s working today, so no doubt we’ll get a glimpse into the crystal ball and reveal key trends based on their insight and experience before they happen.It wouldn’t be the first time. Last year, 69 folks weighed in (you can check out the full piece here: http://bit.ly/2016ContentSocialPredictions and they overwhelmingly predicted that live streaming video would dominate 2016. They couldn’t have been more spot on, with the explosion of Facebook Live in April 2016 and Twitter’s Periscope surpassing the 200 million broadcast mark. So what will they say for 2017? Read through and see if you agree with their predictions, and compare word clouds to last year’s answers versus what they had to say for the coming year. ...
Graduations, Weddings, Births, Holidays, Star Wars … yawn. Let’s get to the good stuff for the coming year that’s going to shape your marketing strategy. Here are three major social media trends you absolutely shouldn't be overlooking in 2017....
In October 2016, Nigeria-based BalogunMarket.ng launched an app that allows users to buy products and services via chat. The online marketplace was developed to make the goods sold at Balogun Market in Lagos more accessible by allowing customers to avoid travel and high temperatures in the city. Users can browse products and complete sales through the app, along side interacting with sellers and haggling for products through BuyChat, the in-app chat function called. Shoppers can also book flights and hotels, order food, and connect with local brands.
This is the time of year people post their prognostications for the next year. The predictions will be … predictable: More video! More Snapchat! More podcasts!
Well, OK. It’s pretty easy to make a prediction based on what’s already happening. But there are less obvious tectonic forces rumbling through our marketplace. Here’s a view of some of the underlying shifts, the marketing mega trends, you need be considering in 2017....
More and more, those who look ahead will have an advantage in digital communications, in particular on social media. Anticipating future trends is not just fun, and incredibly difficult too, it’s also vital if you want to be able to allocate your resources properly and develop an integrated communications approach across online and offline channels.
So, after some #Brusselslockdown week-end reading (Forrester, Gartner, Social Media Today, Mashable and more), here’s my take on what the 10 most probable social media trends of 2016 look like, with a focus on government communicators and how they can adapt to or anticipate these trends. Would love to hear about other trends I missed out on.
Here’s a visual summarizing the 10 trends, in case you’re lazy – aren’t we all? Probably trend 11 :-)....
Your plan is to be the disruptor, not be disrupted. Futurist Ade McCormack share five ways to do business to help you move from the industrial era into the digital era.There are times in history when economic sensibility has headed out the window. Do you remember the dotcom bubble? Concepts such as value, supply and demand, and profitability were temporarily considered old fashioned....
Most people shopping for clothes will want to seek the approval of someone before making the purchase. Sales assistants are the easiest option for a second opinion, but they have a motive - which is to sell as many garments to as many customers as possible - and so for that objective, partisan and impartial opinion, consumers are turning to taking selfies in changing rooms, aka the chelfie, and asking their friends and acquaintances.
According to a recent survey, chelfie posts on Twitter have doubled in the last three months. The same survey also found that both men and women are adopting this new shopping habit. Shopping behaviour may have changed in the last decade, but impulse shopping is not one of them. Women need an average of at least three likes before they buy, while men wait for at least four....
Trends aren't really the point – opportunities are.
So, time to be transparent: yes, our list does feature the Internet of Things. But in the INTERNET OF SHARING THINGS you'll discover one exciting way to do something with these technologies, for consumers, in 2015.
The same goes for each of the 10 trends below: each one highlights a key, actionable innovation opportunity that could see YOU serve, delight, surprise or build stronger relationships with your customers. Indeed, you could (and should!) start putting at least one of these into action tomorrow, if not in the weeks and months ahead!
So all set? Read, be inspired, then get going!...
As 2015 begins, there are two cultural zeniths that will be peaking: privacy and turning off. This is a very small look at why these peaks matter. The meaning has to do with limits of human nature. How will we maintain a private life and peace of mind when everything is public, and nothing has an off switch?
Media business sectors went through the digital wringer in 2014: the reinventions of music, newspapers, and book publishing are not finished, though such change is certainly underway. And this past year we saw the first serious signs of disruption in the biggest sector of all as television began its heave and quake from cord-cutting, alternative platforms, advertising shifts, and audience fragmentation.
Some of the key trends we’ll be watching develop in 2015 include...
The digital marketing industry is experiencing a major transformation.
The current state of digital is directly tied to data. Data are everywhere, informing marketers about audience interests, consumer intent, and device activity.
As mobile use continues to increase and media is progressively being bought programmatically, consumers expect a seamless and entertaining online experience.
With marketers and their agencies well underway with planning for the year ahead, here are a few trends that likely will be top of mind in 2015...
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Good riddance, 2016. For many of us, it was 12 long months full of bad news, fake news and surreal news, the most controversial election anyone can remember, plus too many other highlights and lowlights to mention. This very December, we've seen the many shades of orange upstaged by Pantone's Greenery, and we all know the color of the year is not a nod to hope about the climate or to anyone's envy of the Western world. Luckily, I can find solace in an area where my company definitely isn't green: spotting trends for the year ahead. Here at Havas PR, we devote the end of each year to spotting trends on the rise, and it's always interesting to look both ahead and back at the predictions that have proven out recently—more stringent legislation around brain damage suffered by football players (forecast in 2010); the universal brain-health movement (2009); and "Local is the new global" (2007). Here are a few of the trends we believe will directly impact marketers and advertisers in 2017 taken from our more in-depth report, "Blowback to the Future: The Trends That Will Shape 2017":...
Watch for growth of AI personal assistants, connected living and global isolationism and more.
Via Marc Wachtfogel, Ph.D.
Trailing mobile among the most influential consumer trends are three others commonly discussed: the emergence of Millennials (see just how many there arehere); advanced marketing analytics; and demand for personalization. While not perceived to have quite the same impact as Millennials, the aging population also figures among the top 10 consumer trends, per respondents to the survey. Emerging technologies such as virtual reality, artificial intelligence and wearables lie outside of the top 10 consumer trends, outweighed by other shifts including a focus on shopping experience and direct-to-consumer models. To respond to these trends, marketers are taking a variety of actions, ranging from forming strategic partnerships (54%) to increasing technological capacity (51%) and engaging in dialogue with consumers (48%). That consumer dialogue is a critical focus for enterprise social business initiatives, and is also being increasingly used by CMOs to shape innovation....
"We understand that the environment is changing inextricably, but what do we do now to prepare for this new reality?”
I had become so accustomed to describing the changes in content consumption and its implications for marketers, media companies, and tech-enabled content platforms that I was taken aback.
The nods among her team made it abundantly clear that “what now?” was more than a theoretical question, and one that needed to be addressed ASAP.
Thus, herewith are five practical predictions on the future of digital advertising creativity and real-world recommendations on what to do now to prepare....
Below, you’ll find a collection of innovations which are (re)defining customer expectations. These innovations – and the 5 big consumer trends they represent – show you glimpses of what your customers will want next.Understanding these trends will help you stay ahead of accelerating expectations, and lead you to actionable innovation opportunities. Readers who are serious about understanding the direction of consumerism across multiple dimensions will have already spotted that these trends don’t sit in splendid isolation. They are a handful of near-future fragments of the Bigger Picture – more on that below. But each one is also a killer opportunity to take to your team right now.So: read, think, debate. Then get going with building brands that matter, products that delight and campaigns people can't stop talking about!...
Spoiler Alert: The odds are high that a robot/algorithm is going to be better at your job than you are.
The ascendency of the robotic workforce is a complicated issue. On the one hand, millions of human rely on driving to earn a crust. On the other hand, over a million humans die in car accidents every year. Autonomous cars are guaranteed to greatly reduce both of these numbers. It’s hard to know how to feel about that.
If you’re not convinced that self-driving cars would increase road safety all that much, we’ve got an infographic on The Car of the Future that is sure to convince you.
Speaking of autonomous vehicles, I can’t agree that airline pilots are unlikely to be replaced by machines because they practically have been! Autopilot does the majority of the flying already, and it’s a small step from there to obsolescence. I also think it’s much more likely that police patrols get replaced by robots than this graph does, but let’s not dwell on that dystopian possibility....
One of the most interesting studies I’ve read recently is Gartner’s Top Strategic Predictions for 2016 and Beyond: The Future Is a Digital Thing, a report published in October that delves into the evolving relationship between man and machine. The key takeaway? “Smart” and predictive technologies aren’t going anywhere anytime soon, and that applies to our business lives as much as it does to our personal ones.
- By 2018, 20% of all business content will be authored by machines. - By 2020, smart agents will facilitate 40% of mobile interactions, and the post-app era will begin to dominate. - By 2018, 6 billion connected things will be requesting support.
The implications of our increasingly smart world are both inspiring and frightening (as a copywriter, hearing that machines are making their way into the content realm is particularly scary!). As I started thinking about 2016 trends, it quickly became apparent that many of these same digital themes are making their way into the content marketing and social media spaces — and have been for some time.
Let’s take a look at some of the key trends we can expect to see over the next year. How will content and social — both already digital in so many ways — become increasingly digital in 2016?...
It’s clear the shopping scene is rapidly evolving with advents in technology and changing consumer behaviors, so it’s no surprise that new players in the retail game are aiming to spice things up. In PSFK Labs’ ongoing research, we’ve discovered startups that aren’t just doing something cool, but completely innovating the shopper experience and raising the bar for consumer expectation of service. Existing companies—from global retailers to growing brands—can aim to mimic these new offerings and practices.
Below is an excerpt from the Future of Retail 2016, where PSFK Labs has identified five key players redefining the retail landscape....
If you haven’t heard of Shop Jeen, that’s because you’re not a 19-year-old with pastel-pink hair and an iPhone plastered in emoji stickers. Crop tops are probably not your favorite separate, and four-inch platform sneakers are not your go-to footwear. The Generation Z–whispering web shop, founded three years ago by a New Yorker named Erin Yogasundram, now 23, from her George Washington University dorm room, should come with a seizure warning — and maybe even a trigger warning.
Type in shopjeen.com, and a Japanese music video for a band called Ladybaby might automatically start blasting, while the home page quivers with GIFs of LED-lit high-tops and tank tops that say ASK YOUR BOYFRIEND HOW MY ASS TASTE.
This is what cool looks like right now for a particular subset of 14-to-22-year-olds. It’s a visual language that’s basically early-internet clip art on crack — like the work of artists Cory Arcangel and Ryan Trecartin brought to the masses via Tumblr, co-opted by the storeVFiles, and now sold to young people in the form of $32 hats that say YES, DADDY?...
Now, Los Angeles-based advertising agency Ignited has considered 100 trend reports and identified 15 key trends for 2015 from the most relevant end-of-year predictions.
"Upon sifting through all of these trends, we narrowed it down to the ones that we think will have the biggest impact on our business in the near future," says Frank Striefler, SVP planning & strategy, Ignited....
In the future, you'll be able to stand in front of a bathroom mirror that tells you how terribly you slept, while holding a toothbrush that teaches you how to brush your teeth properly. You will send out messages about how self-righteous you think this toothbrush is to your friends and family — using your mind.
That's the future, at least according to participants in Ericsson ConsumerLab's 10 Hot Consumer Trends 2015 report, which is based on conclusions from the company's global research program that "statistically represent the views of 85 million frequent internet users."
The report gauged consumer interest, as well as expectations, in areas like connectivity, sharing property and domestic robots...
It’s a fact that predictions have always attracted people’s attention, otherwise all these fortune-tellers and mediums would have been unemployed instead of wearing golden rings and necklaces. Based on this, we decided to peer into our crystal balls (actually with the shape of a screen) and collect all the technology trends that we have this feeling that will be on the spotlight during 2015....
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Edelman shares it's digital trend predictions.