What’s on the horizon for 2014? We surveyed DigitasLBi leaders across the globe to get their predictions for brands and agencies everywhere. From worldwide trends to local market-level predictions, see the insights that every global marketer needs to know: the social networks that will win (or fail), how mobile will continue to change our lives, exactly how marketers will design for consumers, the technology that they’ll use, and what’s next for big data.
The Internet of Me: 2013 was about the “Internet of Things,” and how everything around us can be identified and connected. Now, with everyday appliances and devices getting smarter, smaller, and cheaper, we’ll see the reality of a connected experience truly driven by behavior. Simple predictive technologies, not unlike Google Now, will become readily available across a myriad of touch points providing personalized and adaptive experiences in every part of our lives. We’ll start to see our cars, kitchens, televisions, and phones think ahead of us and anticipate our individual intentions.
Agile Marketing goes prime time. While some agencies adopted it in 2013, 2014 is the year that we’ll see more and more marketing organizations take on tenets of the Agile Methodology, which includes rapid iterations, closer collaboration (consumers included), and the heavy use of testing and data. This will be driven by the need of companies to act faster, adapt when necessary, and become more predictive in their marketing and advertising efforts. Agile over traditional conventions will ultimately allow marketers to speak directly to a consumer rather than a market segment.
- Paolo Yuvienco, Global Chief Technology Officer, DigitasLBi
Touch-less experiences that you can feel. In 2013, we saw a shift for a lot of technology from the mouse to the touchpad. In 2014, more brands will move from the touchpad to touch-less experiences, experimenting with new technologies like gesture-based MYO and sensor-based Fundawear. There are opportunities here for brands and people to meet beyond screen-based interactions; now, moving forward, we’ll see (and create) more digital experiences where people control things using voice, gesture, and eye movement.
- Marcus Mustafa, Global Head of User Experience, DigitasLBi
The marriage of Chinese money and U.S. tech companies. In 2014, we’ll see China become a big investor in the tech companies of Silicon Valley, particularly those looking for their second round of funding. Following Tencent’s investment in Snapchat, U.S. tech companies will court Chinese investors for large amounts of capital, while Chinese companies will see this as a rapid path to global revenue streams.
- Justin Peyton, Strategy Director MENA & Asia Pacific at DigitasLBi (Singapore)
Print-your-own <BLANK/> 2014 will bring about a widespread proliferation of 3D printers—not just at tech companies and ad agencies, but in the home of everyday consumers. This will mean two things: as well as seeing the potentially sinister side of this technology (3D printed guns, anyone?) we’ll also see the amazing creative possibilities of this technology. 3D printing will go to space, fabricating replacement parts, and to the developing world as a way to help provide clean water. In 2014, 3D printing on site, and at times in hostile sites, will allow us to achieve things that were once just pipe dreams.
Cyborgs for all. Next year we’ll continue to see constant and at times terrifying advances in robot technology. We are now starting to see the beginnings of what this may mean to consumers in the field of home automation, with ever more effective applications of robot technology in the form of lawnmowers, vacuums, and self-driving cars. In 2014 these technologies will become more commonplace in the home, helping with chores, completing tasks you never had to before, and hopefully ironing your clothes.
- Mark Agar, Head of Technology, DigitasLBi U.K.
Image recognition: technology that wins at mobile—and commerce. Next year when you want to look up a product on your phone, you may not need to type in—you’ll simply snap a photo. While mobile image recognition has been around for a few years now (like Google Goggles in 2010), 2014 will be the year it really takes off. We’ll see much deeper investment and more executions from retailers—like Macy’s with their Star Gifts app, or eBay with their Motors app. And the technology itself is becoming more prevalent too—CamFind passed one million downloads in October, and thousands of developers are working on apps for Google Glass.
- Nicolas Dubost, Strategic Planner, DigitasLBi France