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I love predictions. A prediction, at best, is like spinning the roulette wheel. It’s a gamble. No one actually knows what’s going to happen. Well, marketing, at its best, operates on a need-to-know basis with the future, so you can’t fault us poor hacks for trying.

And since modesty shouldn’t trump full-disclosure, I’ll share that over the past three years my intuition has been nearly spot-on. Predictions for 2014 had an 80% success rate, while 2013 predictions logged 60% thumbs up. Going back to 2012, 90% right. Which translates to a 3-year “Lipper Average” above 85%. (And if you look thru my 2014 predictions, you’ll see I didn’t opt for softballs.)

So what does all of this mean? Nothing. As the pace of change increases at a more rapid rate, it’s more challenging to predict what’s going to happen.

That said, let me offer 5 quick predictions and then 5 meaty ones.

  1. Apple Will Launch A Music Streaming Service: It Will Rival Spotify, Crush Small Players, But It Will Not Be A Universal Success: See #2, but I don’t think an Apple streaming service is going to push out Pandora. I actually think Pandora is going to thrive. Apple’s streaming service, because it will be pre-populated on every iPhone, iPad, etc. will have massive scale, but will struggle to convert users from rival services. It will pave the way for 2016 though, when I think Apple’s streaming model will take off.
  2. We Will See A Resurgence In Radio: Similar to vinyl’s growth and comeback, I think the shift toward a streaming and on-demand world is going to propel radio forward. Additionally, people’s desire for local information and knowledge will keep them coming back. We might see some consolidation in radio stations or a consolidation in large network holding companies, but, the overall health of radio will be much better than it has been the past few years.
  3. Google+ And Google Glass Will Be Retired: Google may evolve these products and then call them something else, but you will not see Google+ and Google Glass as platforms or products, come the close of 2015.
  4. A Governing Body, Most Likely The FDA, Will Crack Down On The Wearables Market: Forcing Many To Fold. Ultimately, these products are edging closer and closer to medical devices. But, manufacturers aren’t treating them as such. They’re instead treating them like casual gadgets, when they are obviously more than that. This is going to cause a problem for these who didn’t take the time to work with governing bodies to ensure they’re products were legit, honest and legally factual.
  5. Star Wars: The Force Awakens Will Become The Highest Grossing Movie Of All Time: Technically, this won’t happen until 2016, but the movie launches in 2015. The total worldwide sales will make Frozen look pedestrian.

A good list for sure, but you might argue that some of these were a bit too easy. That’s fair. So without further adieu, here’s 5 more controversial and meatier predictions.

  1. Google’s Search Business Will Have A Down Year: Yes, I’m serious. Their dominant core product is going to run just a tick above flat. I want to make sure I’m clear here when I say “core product.” At the end of the day, Google’s core product is making money of off search results. The majority of those results take place in the traditional Google.com experience. It will retain it’s overall dominance on broad searches, but as people continue to browse and discover, we’re going to see search volume shift to places and platforms like Facebook, Pinterest, Spotify, Flickr, fourSquare and YouTube. Yes, YouTube. Instead of going to Google and typing in “Star Wars Trailer”, people are going to start going directly to YouTube to perform those searches. Net-net, we’re going to see a big shift from “search” to browse and discover.
  2. The Apple Watch Will Be A Success For Apple, But Will Fail To Propel The Smart Watch Category: You might be saying huh? Ok, let me explain. Apple has a problem. Specifically, they have a problem with the iPad. The core iPhone business is great, but the iPad is so good, it doesn’t require people to upgrade often. The Apple Watch will fill the void of the slumping iPad sales, but it won’t be a big enough to make smart watches a must have accessory for the broader consumer market.
  3. There Will Be A Major Cloud Services Hack That Will Take Down A Number Of Major Platforms: I don’t know which service is going to hacked. What I know is that something is going to get hacked and it’s going to have a major impact. For example, imagine Pandora getting hacked and having that hack impact all the cars that have Pandora installed. It’s going to be something like that.
  4. The C-Suite Will See A Major Overhaul: Two things are going to happen. One, we’re going to see a premium on digital experience and background. For example, instead of seeing the traditional CMO model (brand management + MBA), we’ll see someone that comes from a tech background. Additionally, we’ll see a premium on ethics and “clean” backgrounds. You can’t pull another Gurbaksh Chahal and stay employed. It just can’t happen. To be bold, I think we’ll see 3 C-Suite execs, from startup/tech organizations, eliminated because of public / negative PR. Additionally, I think we’ll see a major organization, like Target, follow the Walgreens playbook and elevate a digital leader into a CMO role.
  5. Publicis Or Another Large Agency Holding Company, Will Take A Run At A Major Merger: Following the failed Publicis-Omnicom merger, we’re going to see pride, ego and financial pressure force an attempt at another mega merger. I could see IPG and MDC combining forces, or WPP and IPG. This will happen, if for no other reason than the world isn’t big enough for 5+ holding companies.

So that’s what I think. What do you think? Where am I wrong? Where am I right? Time always tells the truth. A year from now we’ll do the reflection needed to see if I was right or wrong. Accountability, I’m a fan.

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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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