2017

All business, marketing and tech trends in one place.

tech
innovations

Smart security devices

Connected lights

Voice-activated assistant

Smart thermostat

Fitness wearable

36
trends reports for 2017 are now available.
data
social
media
big
tech
more
reality
content
marketing
next
virtual
video
mobile
becomes
analytics
advertising
artificial
your
technology

Emphasize situational awareness before strategy

Simplify all aspects of your business

Prepare for Common Industrial Data Platforms

Increase the granularity of your processes and transactions

Maximize Automation

Flatten your organization and enable new (transformational) leadership to emerge

Break internal siloes

Put the customer in a central place even if you are a B2B company

Multi-speed IT is not a magical solution

Counterbalance the digerati

Disruptive vs incremental innovation

Invest in data collection, stewardship and analytics

A Turning Point for Immersive Content

Paid Media Will Drive a New World of Efficiency & Accountability

Influencer Marketing Will Drive Business Impact

A Renaissance in Search

The OTT Entertainment Revolution

Bots and the Evolution of Conversational Experiences

Effective B2B Will Force Internal Alignment

Blockchain Evolves from “Fintech” to “Storytech”

social
marketing

Social catches up with search for discovery.

Social commerce shows new promise.

Dark social rising.

Video ignites social advertising.

Organizations turn to connected workforces.

‘Open’ data. Data exchanges improving planning

Relevancy: From the few to the many. The rise of scalable content

Blending real and virtual experiences. Technology is changing your media plan

Contextual content clicks in Are traditional demographics dead?

Advertising with utility. Not just advertising, advertising for good

Programmatic is here

Emphasis on the content

The end of flat design

Geometric shapes, lines, and patterns

Imaginative heading styles

Duotone gradient imagery

Increased use of animations and GIFs

Navigation diets

Microinteractions

Increased use of hand-drawn elements

More emphasis on landing pages, less on a home page

Marketing opportunities include analysing insights, creative assets, media strategy and CRM

Global CMOs are already planning their AI strategies

Chatbots are the ‘next step’ and will become key touchpoints for service brands

Marketers need to consider the tone of voice of ‘branded conversations’

Virtual assistants will enable ‘programmatic consumption’ changing the path-to-purchase

Machine learning is being applied to automated trading

Reimagine business in a mobile world

Greater success with Human Centric Design

Solve problems with Data

Fast analytics using Big Data

Smartphone and Gadget Leaders

Wearables that solve problems

Winners in the cloud

Hybrids & Progressive Web Apps

Innovation Labs are failing

Blockchain outside of fintech

AI everywhere

setting the pace for internet of things

pedestrians drive autonomous cars

merged reality

bodies out of sync

the smart device safety paradox

social silos

augmented personal reality

the privacy divide

big tech for all

Live Video

Sport Rights

Web TV

Branded Content

Virtual & Augmented reality

Chatbots

Identity & Verification

Speed

Proximity

Software To Hardware

The Chatbot Gold Rush

The Abdication Of Ethical Decision Making

A Video First World

Twitter Retrench

Facebook’s Proprietary Metric Problem

Consumers redefine purchase boundaries; mobile marketing, brand partnerships deepen

Department stores, mobile marketing partners tackle the 'Amazon Effect'

Programmatic accelerates: brands, tech, marketing continue to invest

Technology drives measurement, verification advances

Next-generation creative, video redefine mobile engagements

No.7
the position by number of mentions in 2017 of "content" term, the leader of 2016.

The ultimate user interface will be the human body

The "why" of marketing hasn't changed, but the medium will drive the experience

Authenticity is a function of "diversity"

Turning data into art

Trust – not algorithms – must be the power source behind everything marketers do

Blockchain technology used for green energy

Driverless car insurance protects against hacking

Wearable ring trains users to sleep better by waking them up

In Japan, an artificial intelligence has been appointed creative director

Online ratings turned into one reputation score

Training people with disabilities to become drone pilots

Software uses big data to predict court decisions

Could VR representations of news stories replace traditional forms of news media?

Energy efficient street lamps are also mosquito traps

The Springwise take on Amazon Go

Super-serve the Super-users and Chase the Attention Unicorns

Subscriptions will Feed the World (or at least Internet and Media Businesses)

Learn to Live with the Discovery Oligopoly

The Bot Battles are about Winning the Great Messaging War

eSports is the Next Tech Phenomenon

You Already Know the New Winners in Pay TV

Video Streaming: The Bundle is the Future

Audio: Smart Speakers, Gray Music

Post-Household America: A New Era of Users

Artificial Intelligence (AI), Advanced Machine Learning and Cognitive Computin

Adaptive and Predictive Cybersecurity Systems

Big Data and the use of High Speed Data Analytics

Mobile Banking and Payments

Blockchains

Wearables and Applications

The Internet of Things (IoT) Becomes Increasingly Intelligent

3D Printing (Additive Manufacturing) of Finished Goods

Virtualization of Processes and Services (On-Demand Services)

Virtualization of Storage, Desktops, Applications and Networking

Geopolitic Disruption

Intersectional Futurism

On-Demand Work

Dislocation

The Next Big Thing

Life Sustainable

Privacy And Security

Superhero-Performance In Autonomous Vehicles

Precision Medicine And Big Data Will Drive Health Results

Our Spaces Become Participants

Next Year's Best New Artist

Synthetic Food And Cellular Agriculture Goes Mainstream

Business Bots Will Thrive

Tricking The Brain To Do The Impossible

Farming The Sea Is The Ultimate “Blue Ocean” Strategy

Interface In Our Ears

Drones For Good

Scalable Automatic Data Processing Is The New Last Mile

Buildings Work Smarter, Not Harder

VR-On-Demand

The Rise Of Soft Robotics

Learning From Machine Learning

Tech brands as car brands

Health meets mobility

2017: The year of voice

New vision for marketing

“Merged reality” and beyond

Experiential wearable tech

Maternal tech

Tech for tinkering

Disability tech

Purity tech

On-demand expertise

Conversational interfaces

Be other

Open organisation

Transparent information

Mindful content

Replacement brands

Controlled consumption

Data authenticity

Bittersweet honesty

Beta products

Origins of value

Consumer facing pricing

Resilient products


In 2016, Online ad fraud left brands a hefty $7.2 billion poorer.
Association of National Advertisers & White Ops

Writing will improve

More emphasis on content strategy

Going mobile. Finally?

Return to email marketing

Closing word

We’re getting better at content marketing

Mobile

Facebook

Visual content

Video content

User-generated content

Promotion matters

Personalization

New consumer personas

Subordinate surroundings

Self-reliant resources

Idealized delivery

Convergence

Artificial Intelligence

Crossover trends

New ecosystems

R&D moves from universities to corporation

Government policy

More trends than ever

Ephemeral stories

Shiny API people

Blurred reality

World on wheels

Homes without boundaries

Hourglass brands

Me, myself and AI

Unintended consequences

Do you know more?
Recommend to us. Insert a link to the trend report you would like to suggest.

Applied AI & Advanced Machine Learning

Intelligent Apps

Intelligent Things

Virtual & Augmented Reality

Digital Twins

Blockchains and Distributed Ledgers

Conversational Systems

Mesh App and Service Architecture

Digital Technology Platforms

Adaptive Security Architecture

seamless spending

talking shop

right here, right now

cultural social responsibility

the sweet hereafter

ascending Africa

airpocalypse now

Modern BI becomes the new normal.

Collaborative analytics goes from the fringe to the core.

All data becomes equal.

Self-service analytics extends to data prep.

analytics are everywhere, thanks to embedded BI.

IT becomes the data hero.

The transition to the cloud accelerates.

Advanced analytics becomes more accessible.

Data literacy becomes a fundamental skill of the future.

Social media will play a continued role in the disintermediation of established industries.

Social media will continue to disrupt traditional marketing and advertising.

Social media influencer workforce will continue to see a drastic rise.

A.I. Morality

Inclusive Economy

Tech Drugs

Major Minorstones

Plant Power

Facebook is very, very quickly becoming a video-centric platform.

Instagram continues to be the most effective platform for brands.

GIFs and emojis bring more personality to how customers express themselves.

Social storytelling is becoming more informal.

Artificial intelligence is coming to social in a big way.

Users are gaining control of their own social user experience.

Niche social platforms will rise in relevancy.

Sharing isn’t being “shared” with the public as much.

Virtual and augmented reality are about to arrive.

Finding zen amid the social noise.

Fine Art

Disability

Live Ads

Transparency

Deception

Politics

Square and Vertical Video

Artificial Intelligence

360 and Virtual Reality

Hacking Photoshop

Diversity

Ultra-Long Ads

Divorce

Clever Packaging

Animals

Return of the Prank

Female Strength

Championship Ads

Post-its

Goodbyes

VR, meet B2B

Say “hey” to chatbots

Let’s get phygital, phygital

Nature is nurture

Getting customers in the mood

#Kidulting

Let them eat cake!

Minimal to the max

Let go to gain control

Machine learning: moving AI into the mainstream

Keeping it real: boosting creativity with artificially enhanced environments

Less social, more media: tech companies make a splash in the media world

Humanised computing: intelligent tech is enabling personalised and natural online experiences

Sparkle and fade: cockroaches vs unicorns, success snapshots

Emerging trends: redefining masculinity and computational creativity

The latest meat substitute is jackfruit (yes, a fruit)

Indoor vines are taking over

Health goth is the dark side of athleisure

Adventure travel is getting more love than romantic escapes

You just have to go to Kyoto

Story prompts spark kids’ imaginations

Mixology takes your cocktail game to the next level

Rapid application innovation

Big data for improved insight

Enabling the next generation workplace

Security at the speed of business

Attention Economy

Brexterity

Gamevertising

Ganjapreneurs

Healthtopias

Kidults

Nootropics

Polycultural

Silicon Shop

Vagina-nomics

Sewage-sampling robots

Wearable devices with augmented reality

Ultra-lifelike virtual reality

Office 3.0

Hyperloop

Passenger-carrying drones

Large groups of small robots working together

Solar roof tiles

Autonomy of driverless cars

virtuality

color surge

unfiltered

gritty woman

global neighborhood

new naivety

open philosophies

automation

software-defined everything

big data

internet of everything

webscale IT

mobility

bimodal IT

business value dashboards

organizational disruption

responsive operations

empowered frontline

performance technology

Open composition

Asymmetry

Greater diversity

The apparent chaos

Richer background and patterns

Decorative Details

Rich typography

Geometric typefaces

Serif typefaces

Monospaced typefaces ("typewriter")

Contrasting pairing of typefaces

Large typography as part of the key visual

Additional effects imposed on typography

Larger letter sizes in paragraphs

Embrace the dark side

2016
content
marketing
data
analytics
marketers
big
social
more
time
virtual
mobile
tech
rise
media
digital
marketing
vs
be
content

The quintessential self

V.I.D.

Premium redeemed

The extravagance economy

Post-demographic luxury

Autonomous mobility

Collaborative systems

Cognitive robotics

Infinite screens

Mixed reality: virtual & augmented

Diagnostic wearables

Responsive homes

Retro tech

Bots

Algorithmes

Deep learning

Cognitive computing

Quantum computing

Personality Analytics

Holograms

One-to-Few publishing

Deep linking

Internet of X

Real-Time fact checking

Synthetic data sets

Outsider In

Extended Human

Divine Living

Messthetics

Silence vs. Noise

Surreality

Brands will flock to messaging platforms

This year's killer app will be your notification screen

Virtual reality arrives but is let down by the content

Beacons will guide consumers lives

Esports will move mainstream

Escape from... everything

Little leaders

Are you talking to me?

Radical transparency

Social, e-commerce and mobile will blend seamlessly

The big 4 as we know them will cease to exist

How about some me time in 2016?

Big Data will make a big input

Virtual reality will enter the mainstream

Sponsors as catalysts for change

Strategy. Moment marketing

Consumers. Generation "swipe"

Digital. The digital backlash

Content. The video revolution

Data. Data-driven creativity

ROI. New thinking in attribution

Watch... it listens

Service with manners

B2WE

Disappearing apps

The flattening of privilege

For the people

Healthy is the new wealthy

VR's dreams come true

Taking things off the thinking list

Design from within

New work mindsets for Gen Y

A media and advertising reunion

Real action to rebalance the gender diversity issue

Digital transformation for both agencies and clients

Retail as an API

The rise of real-time, personalised conversations

The Internet Of Things is the new DIY

Death of authenticity

Innovation does not equal usefulness

All brands are global and local

Made for the medium

Digital empathy

CIO/CMO harmony

The continuing rise of shadow IT

Virtual reality gets real

Retail embraces location awareness

Cashless society moves a step closer as consumers embrace mobile and contactless payments

Cognitive computing will increasingly be used to extract value from Big Data

The Internet of Things (IoT) gets personal

Security and privacy awareness takes center stage

Drones become practical

Online influencers become the new celebrities

The personalized experience

Cognitive technology subsumes automated analytics

Analytical microservices embedded into processes

Data science, predictive and prescriptive analytics merge

The analytics talent crunch eases

Analytics now curates, manages data

Power Play

Demographic Shakeup

Last Habitat For Humanity

Equity

Privacy and Security

Tech Transformation

Reemergence of the Tribe

Prime Time AI

Culture Shock

Marketers begin adopting beacon proximity signals

Mobile audience modeling and prospecting get more sophisticated

Advertisers dig into physical and emotional signals from wearables

Creative agencies turn to data science to optimize campaigns

Cross-device marketing becomes even more prevalent

Messaging platforms will trump broadcast social networks

Marketers will realize that Snapchat isn't social — it's TV

Ad blocking turns all eyes to social

The Hotel California effect will change the game

Social video will get more crowded and complicated

Blockchain beyond Bitcoin

Data-driven design takes center stage

Microbiome makes health personal

AI saves financial services

VR medical therapy

FDA-approved video games

Human-centered design is automated

VR breaks down borders

Film reviews, written by your heartbeat

AI in special education

Sensors start to combine&disappear

Haptic feedback gets real

Alternative credit scoring

The open enterprise

Friendship as a service

The average American spends more time on tech&media than work or sleep

Messaging will blow past social networks as the dominant media activity

The next big winners in streaming audio are already (quietly) here

The long-awaited cord cutting moment is still far off

The is a "cable killer" coming, but it won't look like you expect

E-sports&wagering will change the game in gaming

Good luck getting rich in the App Store!

These companies are grabbing all the money in consumer tech&media

One simple way to predict what tech&media players will do next to compete

Movements

The rise of virtual reality

AI: Friend of foe

Talking pictures

The era of mobile video

In the name of equality

Startup scene

Platform focus: Snapchat

3-D printing will disrupt retail

Offline is the new online

Audio branding will make waves

The rebirth of print

The battle for the home will overtake the battle for the living room

Packaging will tell a story

Phone technology will drive car purchases

Branding goes multisensory

Packaged food producers will respond to pressure

Rightsizing will reshape financial services

Life in the very fast lane

Hospitality brands will entice Asian travelers

The dawn of telecom without borders

Employees as the new marketing campaign

Powerful women

LGBT mainstreaming

Gender identity

Anti-endorsers

Saving the planet

Saving ourselves

Livestreaming

Emojis

Trolling

Robots

Outdoor tech

Bloodvertising

The new singularity: inclusive beauty, mutable fashion, distilled expression, radical transparency

Touch enabled world: immersive computing, fabricated performance, multi-sensory storytelling

Life partnering: corrective centering, intimate AI, life editors, digital daycare

Closed-loop community: self-supporting cities, product as retail, fan matchmaking, nomadic living

Algorithmic personality detection

Bots

Glitches

Backdoors

Blockchain

Drone lanes

Quantum computing

Augmented knowledge

The end of owning stuff

Agile culture

Work and life: Integrate or separate

Health tech goes mainstream

From blended to virtual reality

Artificial intelligence and the efficiency movement

Talent on Tap

Hybrid Knowledge

Collaboration as a core competence

Co-creation: a social desire

Online relationships

Globalized culture: The end of nations

Governance and self-service analytics become best friends

Visual analytics become common language

The data product chain become democratized

Data integration gets exciting

Advanced analytics is no longer just for analysts

Cloud data&cloud analytics take off

The analytics center of excellence (COE) become excellent

Mobile analytics stands on its own

People begin to dig into IOT data

New technologies rise to fill the gaps

2016 will be the year for content marketing M&A

All signs point to video

More Participation in Marketing Content

Podcasting tech will explode

A Backlash against content marketing

More resistance to content marketing

Content Marketing will finally hit the mainstream

Content-driven experiences

Content Marketers focus on sales funnel building and optimization

Synergy between content marketing and customer lifecycle management

Content marketing breaks free of silos

Personalization leads to better results

Aggregated content will put content marketing in the hands of users

Algorithms will threaten freelancers everywhere

Google’s Knowledge Graph and instant answers will necessitate a shift toward long-form content

Social media will offer new publishing options

Content will demand more visual mediums

Interactive content will emerge

Competition will skyrocket

The rise of the algorithms

Data-lake-as-a-service solutions

Blockchain will become accepted in different industries

People analytics to keep talent engaged

Smart governments improving societies and citizen’s experience

Increased big data security and data breaches

Fog analytics takes off due to smart machines

37% marketers have a documented content marketing strategy vs. 27% last year

48% of B2C marketers meet with their teams either daily or weekly to discuss their content marketing program

62% marketers are using infographics this year vs. 45% last year

B2C marketers are getting better results with Facebook. This year, 66% rated it effective (vs. 58% last year)

There’s been a shift in the paid methods that B2C marketers use to promote/distribute content

B2C marketers are putting 32% of their total marketing budget to content (vs 25% last year)

The increasing complexity of the purchase decision

Increasing mobile usage

The rise of the Chief Marketing Technologist

The challenge of integrating digital and traditional marketing

Shopping is social

Millennials are setting the tone

In-app functionality will diversify and spread

New publication options will be available

User privacy concerns will hit an all-time high

Competition for organic visibility will increase

Fewer small platforms will emerge

Balance or bust

The big brand theory

Eye get it

Pride & persona

On the waterfront

Space-time continuum

My mind’s eye

Pond filter

Archbeacons

New buzzword: empathy

Online universities

Sportspitality

Neuromarketing

Natural junk

Celebrity retail havens

Sound healing

DNA personalization

Metabolism boosters

Extreme dining

Use a lightbox to grow your email list

Personalization will grow

Detailed and consistent tracking

Relationship marketing

Marketing automation

Location-based marketing technology

Virtual reality

Ephemeral marketing

Search past search engines

The Internet of things (IoT)

A “trough of disillusionment” will plague content effectiveness

Ad blocking will continue to shift companies from “me” marketing to “you” marketing

Distribution will skyrocket in value

Publishers and social media will intersect

The era of the “informed customer” will dawn

Visual complements to content: video will continue to move upward

SEO budgets will center on creating valuable content

Content will no longer be a marketing-only initiative

Facebook instant articles will empower publishers

Mobile will continue to grow

The device mesh

Ambient user experience

3D printing materials

Information of everything

Advanced machine learning

Autonomous agents and things

Adaptive security architecture

Advanced system architecture

Mesh app and service architecture

Internet of things platforms

New exchanges

Data v. creativity

Gen Z platforms

Neuroscience

Big picture altruism

Women in focus

Status seekers

Betterment

Human brands

Better business

Youniverse

Local love

Ubitech

Infolust

Paysumers

Ephemeral

Fuzzynomics

Pricing pandemonium

Helpfull

Joyning

Post-demographic

Remapped

Status test

Contextual omnipresence

Insider trading

Beneficial intelligence

Perspective shifts