Predictions? No. Trends? Uhhh, not really, but mainly because I refuse to be called trendy. What the PTS Watchlistapalooza represents are ideas that make sense for the next five or more years.
All of these points are especially important for the creative professional since we are the tip of the spear.
- Look for goods that can’t be sucked into the cloud* – i.e. Google getting into the hardware business
- The “Democratized Renaissance” (via David Burney ) a.k.a. cooperative organizing of creativity, has brought us to chaos. Watch as the professional class scrambles for shelter – this goes double for my native profession of commercial photography.
- Marketing messages become more toxic. The smarter among us will steer their marketing further away from propaganda. Keep it real by phasing out the ad push of the last century and phase in the pull by providing valuable but authentic content.
- The return of web ROI. Information wants to be free but let’s get real folks – and we will – we just haven’t discovered appropriate pay for play models.
- Content is king; watch for it to return to its rightful place as old institutions transform (or fail) into new organizations.
- The emerging Renaissance Specialist will find his niche. Simply having a high skill in a narrow specialty will no longer cut it. Go ahead, establish a brand based on a specialty but you’d better be prepared to add value across a broader range of skills than you did in prior decades. Watch for the return of Liberal Studies.
- Privacy gets more consideration from marketers. The younger generation may have a lesser expectation of privacy but don’t fool yourself, invade it at your peril – social media marketing is a risky proposition for those interested in broadcasting a message.
- Watch as institutions to get into trouble when the old guard tries new social media tricks. Remember that rogue employees representing a company on Twitter can communicate messages out of reach of the board room – enter Risk Management.
- Integration is no longer just an 11 letter word. The new tools are awesome but like every new toy we eventually return to our real pleasures and passions. Integrate your product into culture or change culture otherwise no one is going to listen to your message.
- Not going away: matching of buyers to sellers and “you get what you pay for”.
- Pay attention to generative values – read Kevin Kelly’s thoughts (Better Than Free) on uncloneable assets around which we can build economic scarcity: immediacy, personalization, interpretation, authenticity, accessibility, embodiment, patronage and findability.
- Social Media will remain – uhhh well – social. While there may be a deluge of fan pages, click through advertising and contests, social media participants will never have patience for intrusions into the space where they keep relationships. Your message might be sitting on someone’s lap, be careful what you put there.
- Phase out direct marketing mentality, create internet advertising that is magnetically experiential; add value and then make the turn, but rather than asking for the sale like Ron Popeil, ask for a relationship.
- There’s no longer 10,000 hours (a la Gladwell’s Outliers) to be an expert at any small thing and the small things are getting bigger.
- Innovation will move from “perceived” to “real” or the perceived will need to become real by adding value to the experience – see Kevin Kelly’s generative values.
*Also Check out John Hagel’s Edge Perspective