Emerging trend: Mobile health technologies are poised to be one of the fastest growing markets in the world, projected to be worth $11.8 billion by 2018.
(Source: The Atlantic, MIT Technology Review)
Implication: While US marketers may be limited in engaging broad publics through mobile technologies, high penetration of mobile Internet access in emerging markets present opportunities to connect urban and rural populations with health centers.
Action: Healthcare providers can change attitudes and behaviors in emerging markets with socially beneficial and simple to use mobile apps and information systems.
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Emerging trend: Niche and custom products created in limited editions by 3D printers will be preferred to cheaper, mass-produced items. “Maker” communities of artisans are offering consumers alternatives to mall shopping aisles.
Implication: Small businesses offering unique items and solutions will see a surge in their e-commerce activities.
Action: ‘Makers’ can invest in search advertising to break through the online clutter to connect with customers who are seeking customized products.
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Emerging trend: North American women are pairing down their social media usage, focusing on fewer networks. According to the latest research from Weber Shandwick, conducted by KRC Research, four in 10 (38 percent) of North American women have decreased or stopped usage of one or more social networks in the past six months, due to loss of interest (59 percent) or lack of time (35 percent).
Implication: The medium is less important than content, when it comes to attracting and sustaining women’s attention in social media.
Action: When creating social engagement activities for North American women, offer practical solutions that fit into their lifestyle. Do not add to their ‘to-do’ list.
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