Marketers Must Learn to Anticipate Content Trends

Every company, regardless of size, knows they must advertise if they are to grow. Yet with all the money that is being spent, it is increasingly difficult to get your message to the right audience. This is where it pays to be anticipatory. Using the systemic method outlined in my Anticipatory Organization Model, you can ready your organization for the disruptive transformations ahead.

Do you remember when MTV was the best way to get in front of the teen and young adult audience? Once mobile technology became popular, it didn’t take long for that age group to be on the move.

In no time, videos were streaming on iTunes. Though teens continued to watch, viewership dropped. Then came instant messaging, followed by social media. For a time, Facebook gave advertisers their niche audience of young consumers congregated in one place.

That is until Snapchat and Instagram came along.

To add to the challenges of the last couple of decades, smart speakers are now in about one-quarter of U.S. homes, and podcasts are gaining popularity. In fact, about 50 percent of households now say they listen to podcasts, with a majority of them joining the trend in just the last three years.

According to whypodcasts.org, 38 percent of listeners are age 18-34, and 64 percent listen on their smartphones.

What’s Next in Target Marketing?

As technology-driven change changes direction, it is easier, and far more profitable, to change direction with it. “It’s easier to ride a horse in the direction it is going.” That’s what my grandfather told me as a little boy working with him on his farm in Texas.

Every company, regardless of size, knows they must advertise if they are to grow. Yet with all the money that is being spent, it is increasingly difficult to get your message to the right audience.

This is where it pays to be anticipatory. Using the systemic method outlined in my Anticipatory Organization Model, you can ready your organization for the disruptive transformations ahead.

Three Hard Trends and Two Tech Trends to Watch

In my work as a technology and business futurist, I have found the most effective way to approach becoming an AO is to focus on demographics, government regulations, and technology. In addition, it is always good to know which consumer technology trends will stick around. I call these Hard Trends (as opposed to Soft Trends, which may come and go).

  • Demographics drive opportunity. There are nearly 80 billion baby boomers in the United States. Not a single one is getting any younger—a definite Hard Trend.

  • Government regulation is a constant. As a general rule, will there be more or less government regulation in the future? Of course, there will be more, and that’s true regardless of the industry or organization. That’s also a Hard Trend.

  • Technology will continue to grow. From the ever-increasing functional capabilities of our smartphones to the growing use of 3D printing, technology is inevitably going to become more functional, more sophisticated, and more widespread. That’s another definite Hard Trend.

  • Multi-layered media is here to stay. According to research, our attention spans are shorter than ever, and consumers demand instant gratification and quick fixes—not a litany of product features and benefits.

Today, content channels such as social media, Apple Watch, and Google Home provide the perfect vehicles for interactivity at any time, in any place, and with any person.

  • Consumer attention is likely to stay at a premium. At least for the foreseeable future, multi-layered media is here to stay. Consumer attention remains at a premium.

Advertisers know the harsh reality: Running an ad on a major television network and supplementing it with web banner ads is no longer a guarantee of reaching the audience.

If you use my Hard Trends Methodology to look ahead to the future of marketing, you’ll be able to anticipate the fast-moving innovations to come. New devices are likely to be developed, and their connectivity doesn’t show signs of slowing any time soon.

Learn to be anticipatory—start with my book, the Anticipatory Organization, available on Amazon.com.

Augmented Reality Defined with Opportunities

Now that the Three Digital Accelerators have improved enough to enhance smart glasses, consumer use will increase. Imagine walking down a busy street in New York City searching for the perfect slice of pizza. It would benefit you to be wearing AR glasses that can quickly scan the area for a highly recommended restaurant per consumer reviews. Wearing the technology rather than having your eyes divert to your phone is faster and safer.

Several years ago, I started using an augmented reality (AR) app for my smartphone whenever I ventured into the mountains. It was quite useful; I could point my device at any mountain to see information overlaid on the image. When I moved my device around, the information changed to correspond with what I saw.

Google Glass was an early example of AR glasses. However, the Three Digital Accelerators(computing power, digital storage and bandwidth) I first identified in 1983 as the drivers of predictable exponential change were not advanced enough when this product emerged, and miniaturization of components had not reached the level needed to make the glasses look like regular glasses.

While few consumers tried them, Google Glass opened the eyes of entrepreneurs to see future possibilities. Surgeons used Google Glass to watch a patient’s vitals without taking their eyes off the surgical area, warehouse workers used them to locate products needing boxing, and universities used them to enhance student engagement in science lab classes.

The Future of AR

Now that the Three Digital Accelerators have improved enough to enhance smart glasses, consumer use will increase. Imagine walking down a busy street in New York City searching for the perfect slice of pizza. It would benefit you to be wearing AR glasses that can quickly scan the area for a highly recommended restaurant per consumer reviews. Wearing the technology rather than having your eyes divert to your phone is faster and safer.

I envision that the earpiece of your AR glasses will act as a rheostat, allowing you to fade the information in or out. As a keynote speaker, wearing a pair of AR glasses that allow me to see the names of audience members would be helpful, and by adjusting the fade control, turning off the information as needed will be helpful. This does not exist – yet. One of the principles I teach is “If it can be done, it will be done, and if you don’t do it, someone else will.”

It’s clear that practical uses for AR are ripe with opportunity. After acquiring smart glasses lens manufacturer Akonia Holographics in August 2018, Apple has been working on AR products. This positions the company to positively disrupt the industry, along with Microsoft and Facebook, which are working on AR glasses of their own.

Outside the US, Chinese technology giant Huawei is creating its own version of smart glasses. Its latest device, the Mate 20 Pro smartphone, already utilizes augmented reality apps predominately, but the company suggest that AR glasses are definitely in the works.

The company will bring more AR experiences to the Mate 20 Pro so its customers can use AR more widely before releasing its smart glasses. By better perfecting the user experience, they are pre-solving predictable problems, following one of my core principles.

Outside of AR, Huawei is a serious player in consumer electronics. It recently displaced Apple as being the world’s second-largest smartphone maker, expanded its digital products and even ventured into the world of smart speakers.

In comparison with virtual reality (VR), AR is developing faster for several reasons.

1)   VR requires the user to be cut off from the real world in order to be fully immersed in a virtual world,while AR allows the user to see the real world simultaneously.

2)   VR requires time-intensive graphic programming in order to create a photo-realistic 3D world, limiting the ability to attract the talent needed to grow as fast as AR.

3)   VR headsets are cumbersome compared to AR glasses.

Augmented reality represents a new platform for launching game-changing products and services. If you want to profit from this fast-growing industry, focus on being anticipatory by identifying the Hard Trends that are shaping the future and their related opportunities to lead change.

If you would like to learn how to become more anticipatory in the new world of augmented reality, be sure to pick up my latest book The Anticipatory Organization today!

Facebook Marketing Tips for Beginners

Photo by Tim Bennett on Unsplash

It will not be wrong to say that Facebook is one of the most powerful marketing platforms these days! Thanks to more than 1 million new users joining the Facebook community every day, it is one of the fastest growing online portals in the world.

The current market scenario is that if you want your business to have maximum customer outreach, you have to promote your business on Facebook! Therefore it becomes crucial for every budding entrepreneur who wants to do marketing on Facebook to learn these marketing tips that make a significant impact on their promotional strategies.

Create the “business page” for your venture:


When you are promoting a business, you need to create a “page” and the personal profile for your brand. The Facebook pages have specialized tools for various themes as per your business type for example- art and craft and construction.

One can use these unique tools clubbed with specific images to enhance the online presence and state the one of a kind marketing prowess of their business. People can like your page to get updates from you in their news feed which is not possible when you form a personal profile.

Get a perfect profile picture and cover photo:

“The first impression is the last impression”- keeping this quote in mind we suggest you create a lasting yet subtle impression on the users.


Your profile picture and the cover photo will give you the basic idea of what your followers or fans should see at first glance. Therefore, choose them wisely. You can use the brand logo as your profile picture or something that reflects your business standpoint.

Use a profile picture with high resolution so that your message can be passed loud and clear. Do not add readymade templates or frames on your profile picture as that diminishes the actual context of it.

For cover photo, you can try variants such as a brand slogan, brand pictures, latest developments in the business. The newest trend introduced by Facebook in cover photos is to upload cover videos as promotional content for your page.

Be very responsive to the messages


When you respond earnestly to the words of your fans and users, you can earn the badge of “very responsive to messages” or “responds early within 1 hour”. When people see that badge, they want to get connected with you as that creates the sense of “being attended to”! All you have to do is to reply to every message you receive in your inbox within a limited time frame and as fast as possible.

If you are quick at responding to messages, the frequency of your page’s latest updates and development in the news feed of the fans and followers of your page increases.

Do not post only the links


If you are a beginner, you must know that posting the links to your website or blog is not the only advisable content for Facebook promotions. To gain more followers for your Facebook business page, you need to experiment with your content. You can choose from a lot of free content, pictures, quotes of wisdom, quizzes that are available to engage the audience on your facebook page. It will draw more attention towards your work, and you will get an increased number of likes and follows.

Time your posts


Some of the Facebook algorithms are based on the timing of your posts, i.e., “when and how often” do you post the content!

When you have a schedule for your posts, for example, “every Saturday”- people look forward to your content. You will also have a strategy in place to deal with queries that come up regarding your new post. Choose that time post when your followers are most active on social media.

Keep an eye at the analytics


If you keep a regular check at the Facebook analytics, you will get a fair idea of following facts:
– which content is most liked and clicked upon
– which material has maximum viewers returning to it
– which content engages users for maximum time. 
The analytics give you an insight of customer demands and expectations. You can create repetitive content or strategy to promote if it works in favor of your blog.

Conclusion

Facebook is based on specific algorithms, if you get them right; your online market presence gets empowered. Therefore, keep following our Facebook Marketing tips and make a remarkable difference to your Facebook presence.