I’ve read through more prediction articles and blogs than I care to count. So I’ve condensed all reading about this new long-tail search, virtual-reality, predictive-analytic, programmatic world into three big buckets:
Bucket 1: Connect. Video is the preferred way to communicate ideas and concepts on the Internet. Live streaming will continue to grow with apps such as Periscope, Blab and Instagram. Can’t get everyone to attend your groundbreaking? Broadcast (stream) it live on your website. Watch for video outlets, apps and new video uses. Video allows you to add an emotional edge to your messaging.
Bucket 2: Motivate. Customer journey mapping. Most of us want to find the “one thing” that will work for marketing. As we dig into more data, we are finding that an integrated communications model works best. You must map from the first touch to the final sale and make sure every node is a relevant step forward on the success map. Journey mapping is not new, but big and little data are making it easier to pinpoint the steps. Experience will be key to the journey — we will all need to think more human in this programmatic world to make sure meaningful, personal connections are still achieved.
Bucket 3: Measure. Absolutes will continue to draw attention, but will be mostly wrong. Things are changing, but the “changing” is even happening to the new things (Yahoo! is finding that out). Absolutes should be replaced with agility: Constant testing and measuring should lead your thinking and win the day, not declarations that the sky is falling. The car replaced the horse, but there is still a very large horse industry out there.
Connect, motivate and measure.