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If all you have time for is one sentence, here it is… I was 8/10. If you have even more time, thanks. Before we start the analyzing, I want to provide a few pieces of context. A few years ago I started offering predictions in the marketing, advertising and technology space. These predictions would come out in December and would look ahead at the next 12 months. Because I believe accountability is important, towards the end of the year, I critique my own predictions to see how well I did.

kmiec-future-crystal-ballThis was the original post that analyzed what I thought would happen in 2014. Let’s see how I did. Text in italics is my commentary and analysis:

  1. Agencies will feel the squeeze from two ends of the spectrum. On one front companies like Accenture, IDEO and smaller boutiques take a chunk out of the strategy portion of budgets. On the other front clients will start transitioning functions like social media and insights in-house. This will cause a ripple effect that will lead to more large consolidations. These consolidations will be big, but not quite at the scale of the Omnicom/Publicis merger. Definitely nailed this one. We saw big acquisition/mergers like Publicis’ purchase of Sapient Nitro and small ones like VML acquiring Biggs Gilmore. More and more clients started bringing social in-house, including Apple, who hired Musa Tariq away from Nike. There were ripple effects, with Mass Relevance being acquired by Spredfast and Sprinklr acquiring The Dachis Group.
  2. SnapChat will implode. It will grow it’s user base, but won’t figure out how to monetize the platform. All the while, Facebook/Instagram, twitter and Google will come up with extensions to their platforms that will provide the basic utility of SnapChat, but for a mass audience. While we still haven’t seen a full on nuclear implosion, we’ve see Snapchat deal with everything from data breaches, privacy concerns and SnapChat’s CEO coming under fire for misogynist comments. Beyond that, they’ve continued to struggle to generate ad revenue, with most large brands still avoiding the platform. We saw Facebook acquire WhatsApp to boost their messaging game. They also spun of FB Messenger as a separate product. The big surprise here was Apple rolling out SnapChat like features as part of iOS 8. I’m giving myself a check mark in the yes column.
  3. Google Glass will come to the mass market, but will flop, UNLESS the consumer version has a built in cellular connection. Flop — well “flop” would be an understatement. I’ll let you enjoy the irony of this set of Google Search Results that call for Google Glass’ death.
  4. Amazon will purchase a grocery retailer to expedite the growth of their Amazon Fresh service. If I were betting, it would be Supervalu. I missed on this. While Amazon did NOT purchase a grocery store they did expand Fresh, significantly, including offering unique delivery services in New York City.
  5. Über will IPO. No IPO yet, but we still have 1.5 months to go.
  6. We will see a major movie studio release a semi-major movie available for stream/download before it comes to theaters. My money is on Netflix pulling this off from a distribution standpoint. I want to be fair. The real question is how you define “major.” For martial arts fans, Netflix announcing Crouching Tiger Hidden Dragon 2, as a Netflix exclusive and something that won’t launch in theaters, was BIG. I feel good about this prognostication. Netflix is disrupting like crazy, and that’s a good thing.
  7. Mobile payments will finally gain traction, making up for the poor launches from ISIS and Google Wallet over the past few years. Um, you might have heard about this thing called Apple Pay. Kind of a big deal. Win!
  8. Companies of all walks of life will start creating “products.” For example, we might see Nestle create a product similar to FitBit, that will integrate with their Lean Cuisine line. P&G might create a wearable technology type of device for babies. It’s coming. P&G didn’t create a wearable device for babies, but they did launch Swash. Also, apparel manufacturer Under Armour purchased Map My Fitness. We didn’t see as many as I thought we’d see, but we did see it. That’s a win.
  9. iBeacon and other proximity driven messaging/communication platforms, designed to sync and communicate with your phone, will struggle to take off. The problem won’t be interest or cost. The problem will be the continued relative poor battery life of phones and the privacy concerns of consumers. Got this one right. I think we’re going to see this change in 2015. Longer battery life for phones and better understanding of how to use Beacons (it’s more than offers) will see this go from 50% of retailers testing beacons to more than 50% using them in a meaningfully beneficial way.
  10. The next big mobile platform, won’t be a phone, it will be a car. Ford, BMW or another car manufacturer will bring a custom version of Android to their vehicles. Boom! Nailed this, in a BIG way. Apple launched Car Play and Google is bringing Android to manufacturers like Audi and GM.

If you were keeping score at home that’s 8 right (1, 2, 3, 6, 7, 8, 9 and 10) and 2 wrong (4 and 5). Not too shabby. I’ll take an 80% success rate. There’s also still time for Uber to announce an IPO or for Amazon to buy a grocery chain. Though, if I were a betting man, I’d say Uber announcing an IPO is much more likely.

Over the coming weeks I’ll be working on my 2015 predictions. Would love to hear your thoughts on how I did in 2014 and what you think is going to happen in 2015.

kmiec-adam_2014-08A thought-leader in the marketing community, Adam Kmiec is widely admired for his lively parries at the status quo. His challenges are grounded in solid experience at some of the most digitally forward-thinking organizations in the world, helping brands find success in the interactive and social space. In January he joined Walgreens as Senior Director, Social Media and Content. Prior to that, he held leadership positions at the Campbell Soup Company, where for the past two years he served as Director of Global Digital Marketing and Social Media. At Campbell, he developed global digital marketing and social media strategies across consumer-facing and corporate communications. Adam’s career spans the client and agency sides, including Fallon, Leo Burnett, and ConAgra Foods. His posts appear regularly at TheKmiecs.com, where this article originally appeared. Follow him @adamkmiec

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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