I have been reading a lot of prediction for 2010 ( everyone has there own) and the ones that get my attention are not about growth and adoption rather those that address strategic shifts that will change the marketplace. After all when the marketplace changes that means all the suppliers to the marketplace have to change. The irony is that the trends that are changing the marketplace are behavioral changes by the buyers. When buyers change suppliers have to catch up.
The behavioral changes from buyers are being fueled by the influence of all things social. All this social stuff is empowering buyers to have greater influence over the marketplace. Fundamentally the influence is the result of communications, one to one to a million, open and transparent to the marketplace.
Suppliers are having difficulty keeping up with these changes. In 2009 many adopted social media as an extension of their advertising and marketing schemes only to find that it didn’t work. In 2010 suppliers appear to be shifting their intent to be more “social” however most will find that being social is a lot different than using social.
Now Suppliers Will Chase the “Influences of 2010”
From my perspective some of the best predictions that reflect the strategic changes in the marketplace include the following:
- Twitter becoming the leading NEWS system
- Advertising avalanche
- LinkedIn’s break through
- The Social Business
- IT Department conquer the Social Web
- The end of Social Media Marketing
- Social Mobility Evolution
- Social media denial
- Listening 2.0 & Monitoring
- Social convergence
- Tools and gadgets: which examines 10
Then there is the segment predictions for AdWeek which I found relevant and useful. These predictions are segmented into the following categories:
- Automotive Ad Category
- Cable TV
- Consumer Packaged Goods
- Local Broadcast
- Media Agencies
- Media Regulation
- Network TV
- Print Media
- Pharmaceutical Ad Category
- Studios/Entertainment Ad Category
- Telecom Ad Category
Last but not least all of the above will be influenced by those that create a mind map and road map that will again change everything and every supplier will have to start over at zero. From my perspective that will be when Doc Searls releases his new book “The Intention Economy“. Doc’s first book, The Cluetrain Manifesto” changed how we think and this new book will change how markets behave.
All of the above seem logical and rational, at least from my perspective. What is your perspective?