Trends Identified
The End of Typing
ComScore says that 50% of searches will be done by voice by 2020. Gartner believes that by 2020, 30% of searches won’t involve a screen at all. At present, Google says that 20% of searches in the U.S. on Android devices are done by voice. In the UK, Deloitte found that 36% of smartphone owners are aware of voice search and 11% use it regularly. 60% of people using voice have started in the last year, according to Mindmeld. Voice searches are three times more likely to focus on a local topic than a text search. And people are shifting to voice for the obvious reason: It’s easier and more efficient than typing.
2018
Key digital trends for 2018
Ogilvy
The Tragedy of the Commons in Influencer Marketing
Influencer marketing only works when the communications are authentic – from the perspective of the audience. When influencers are offered a load of cash to pimp the latest product or service, the audience is usually tolerant for a while. But when an influencer veers towards shill too often, credibility loss and audience erosion are sure to follow. We know this because we’ve seen it before – with celebrities. Will.i.am isn’t a particularly valuable partner for brands these days (in our opinion), because everyone knows he’s for sale. And yet, some agencies and lots of brands are happy to stump up to established and emerging digital influencers and expect that the influencer will become a spokesperson for the brand. Over time, this threatens to disrupt the opportunity for everyone as audiences question the credibility not just of individual influencers, but of the whole medium.
2018
Key digital trends for 2018
Ogilvy
The Amazon Awakening
Amazon will be the most important emerging platform for digital advertising in 2018. This is not about product pages. It’s about thinking of Amazon as a useful platform for advertising in every part of the sales funnel. And they’ve got the product suite to match.
2018
Key digital trends for 2018
Ogilvy
Seriously Serious
Digital marketing has grown up. So has the Web as a whole. Both the grown up practice and the grown up medium are facing serious challenges which will and must be addressed in 2018. GDPR represents a positive step. There is also an array of initiatives to address problems with fraud in digital display and confront client concerns about programmatic buying. Platforms are working to make measurement more transparent and deliver a clearer link between marketing activity and business outcomes. A lot of progress will be made in 2018, but not enough. Governments will have to make progress on state-sponsored hacking. The security industry will have to make big progress to protect us from the ever-increasing volume of madness. These are needs well beyond the purview of marketers and probably unrealistic for much progress in 2018.
2018
Key digital trends for 2018
Ogilvy
Financial Markets and New Economics
We are on the cusp of a new industrial revolution; one that addresses the triple challenge of global economic recovery, energy security and climate change. We stand, perhaps somewhat portentously, at a turning point in the history of humanity. What is missing, however, is an economic vision or financial game plan that can bring the myriad issues and foremost priorities together with the common goal of creating a new political economy and monetary infrastructure fit for the 21st century.
2011
Just imagine - RICS strategic foresight 2030
Royal Institution of Chartered Surveyors (RICS)
Global Governance and Economic Disparity
The great 21st century paradox is that as the world grows together, it also grows apart. Improved global governance is advanced to meet the challenge of increasing economic disparity. But this, in turn, leads to a further paradox: the conditions that make improved global governance so crucial – divergent interests, conflicting incentives and differing norms and values – are also the ones that make its realisation so difficult, complex and messy.
2011
Just imagine - RICS strategic foresight 2030
Royal Institution of Chartered Surveyors (RICS)
Planetary Stewardship in an Age of Scarcity
We are experiencing a confluence of powerful trends. Huge, extraordinary, universal trends, any one of which could impact upon our present way of life are coming together. The scale is planetary; the scope is centuries; the stakes are civilisation; and the speed headlong. At times the problems seem intractable, and all tax the capacity and competency of bureaucracies to tackle them. There is the interplay of three potent forces – growing demand, constrained supply and increased regulation. As one participant put it: “We are like the sorcerer’s apprentice – having started something we can no longer control”. Nevertheless, understanding an organisation’s full exposure to resource risk, especially energy and the environment, will be a defining factor determining long‐term viability.
2011
Just imagine - RICS strategic foresight 2030
Royal Institution of Chartered Surveyors (RICS)
Creative Cities with Connected Communities
City building has become the ultimate expression of mankind’s ingenuity. The 21st century, moreover, is set to be the century of cities, for cities are moving centrestage, with both the commercial and cultural world increasingly being characterised by cities rather than by countries. Though the world’s cities differ significantly, they should all espouse one particular key ambition – to pursue a path of sustainable urban development – enhancing their quality of life and economic competitiveness while reducing both social exclusion and environmental degradation.
2011
Just imagine - RICS strategic foresight 2030
Royal Institution of Chartered Surveyors (RICS)
Productivity, Partnership and People
Sometimes the world seems to be upside‐down, inside‐out, counter‐intuitive and confusing. Who would have imagined, a decade ago, a freely available service such as Google having such a profound impact on almost everything; social networks like Facebook and LinkedIn potentially connecting everyone; distributors in the mould of Amazon selling everywhere; sites such as eBay selling almost anything; financial intermediaries like PayPal setting‐up all over; or sources such as Wikipedia expanding our knowledge for ever and evermore. Customers increasingly are in charge. The mass market is dead. Middlemen are doomed. The niche is nice. Clients collaborate. Interactive communities open‐source and invent. We have shifted from scarcity to abundance. Openness, not ownership, is the key to success. It is all a never‐ending conversation.
2011
Just imagine - RICS strategic foresight 2030
Royal Institution of Chartered Surveyors (RICS)
Advanced materials
Materials with significantly improved functionality, including lighter- weight, stronger, more conductive materials, e.g. nano-materials.
2017
Innovation for the Earth - Harnessing technological breakthroughs for people and the planet
PWC