Emerging
trend: Innovation
in technology, communication and other media-related fields will come from
abroad. Latest Nielsen research shows that 31 percent of the world’s innovation
(e.g., new product development) came from developing markets, up from 25 percent
in 2008.
Implication: Silicon Valley will continue to
push for increased quota on work visas to draw talent. Meanwhile,
multi-nationals will need smart and fast approaches to apply emerging ideas
from Asia, Latin America and Eastern Europe to additional markets.
Action: Stay abreast of emerging ideas from
around the world by following PSFK and Springwise’s global network of idea
curators. To answer ‘what’s next’, hold global brainstorms and invest in
technologies that connect employees from different regions.
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Emerging
trend: TV
cord-cutters are outpacing the number of TV subscribers. According to Convergence Consulting TV
cord-cutters surpassed 1 million people in 2012, while only 31,000 people
subscribed to TV in the US.
Implication: TV cord cutters will extend movies’
lifetime by increasing demand for DVDs and digital on-demand viewing.
Action:
Build creative,
engaging experiences online that accompany the movies and TV series viewers
watch on demand.
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Emerging
trend: Temporary
social media – posts that self-destruct after a designated time as in Snapchat -- provide relief to
those embarrassed by their past Facebook status updates.
Implication: Vanishing social media posts can
reduce the value of digital/mobile content and change content marketing
dynamics.
Action: Pay close attention to engagement
levels and content shared on temporary social media platforms. Do people post more frequently and
share more freely? What do people choose to post temporarily and what do they
save and index? The answers to these questions can provide tips for marketers
who need to drive participation in social media programs.
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