Happy Listicle New Year!

January 4, 2016

In recent weeks, I’ve been thinking about the remarks that futurist Sheryl Connelly made at the PRSA 2015 International Conference in Atlanta on Nov. 9.

“As a futurist, it’s ironic that I spend most of my time trying to remind people that no one can predict the future,” said Connelly, who has led the Global Trends and Futuring department for Ford Motor Company for more than a decade.

People must realize that the past is not a good indicator of the future, she said, mentioning that examining trend lines and sales history “will give leaders a false sense of confidence.”

Her solution? Explore global trends and their possible repercussions on your market. And there hasn’t been any shortage of trends articles in the media either.

To that end, here are highlights from several trends-in-2016 articles.

eMarketer’s 6 Predictions for What Will Happen:

1. The voice of the consumer will be heard.
2. Marketers will join the conversation (in messaging apps).
3. Mobile payments will take off.
4. Mobile commerce will move down the funnel.
5. Millennials and centennials will be OK with releasing even more data.
6. Facebook will become nearly entirely mobile.

PRNewser’s 3 Social Media Trends to Look for in 2016:
1. Channel building
2. Live-streaming
3. Influencer marketing

AdAge’s 8 Things to Watch for in 2016:
1. The rise of virtual reality
2. Using content to compete with Amazon
3. Real-time rather than planned content
4. Lots of hyperlocal content
5. Marketing campaigns that provide a service
6. Continued focus on brands as activists
7. Marketers get a handle on digital video
8. The growth of third-party publishing channels

In closing, Connelly said that everyone has the influence, the scale and the access to bring about change. “But that will never happen effectively,” Connelly said, “unless you start thinking about the future… right now.”

So here’s to starting the New Year off right.

John Elsasser

John Elsasser is the editor-in-chief of Strategies & Tactics. He joined PRSA in 1994.



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