Disruptive trends in digital
It’s often impossible to predict the future especially in a domain that’s disrupting at a faster pace than our sheer imagination. But it’s often easy to predict how far we may go over the next 10 years by looking at how far we have come in the last 10.
“This is a fantastic time to be entering the business world, because business is going to change more in the next 10 years than it has in the last 50.” – Bill Gates
Here are some of my thoughts on areas that will continue to trend and evolve over the next 12-18 months which by the way is a long time in the digital world.
1. CPG & Retail Innovation – Tremendous innovation across the retail and CPG world in response to the pace at which consumer is moving with full control and power; conscious investment in innovation through the start up community and internal corporate innovation labs. We will witness an increasing number of JBPs between retailers, brands, start ups and the big technology and media companies. The ultimate vision of a converged offline and online experience for the customer will soon be realized.
2. Predictive Commerce & One Click Life Time Purchase — Going beyond just personalization or mCommerce; using customer data across channels to predict needs even before the customer knows they need it and enabling one click life time purchase for repeatable products. Making the Amazon dream a reality and pushing for it to become a commodity at some point, the “one-click” life time purchase which is way beyond just subscribe and save since it deals with context, prediction and real time needs.
3. A shift from Big Data to Big Testing — Bursting the big data bubble; driving a strong push towards big or “bigger” testing and learning; adopting agile marketing methodologies. Even shifting away from traditional rudimentary customer research models like focused groups and moving towards understanding and learning customer behavior through ongoing testing across the board.
4. Brands Maturing from Multi-Channel to Omni Channel — Moving from channel obsession to customer obsession, enabling a seamless and frictionless experience with data across touch points and channels as the lynchpin
5. The Pi-Shaped Converged Marketer – We are about to get into an era where everyone is a marketer and everyone is a technologist, the separation will blur more than ever before and this transition will happen at the most fundamental levels starting with the educational systems. We have entered an era of converged skills that are no longer isolated by conventional boundaries of sales, marketing, IT or finance.