A simple way to understand digital trends and not go broke

Even if you consider yourself a geek and regularly read technology news, to keep track of everything, and especially to try all becomes almost impossible. A year ago, all of a sudden began periscopic, five months, all began to put a "Prism", four months ago, everyone rushed to hunt for pokemon — noticed, incidentally, that it was a year of trends to the letter "P"? It is, of course, is not over yet, but if you want to be on the wave of popularity following — create startups with the letter Q (or create).


— again, Mr. bond, Megatrends what is this?

For those who work as advertiser or starting your own project is to understand what is now fashionable among mobile and Internet users, it is a nightmare: if you are not targeting that is gaining popularity, it is unlikely to have time to collect all the "cream" of "Periscopes", "Prism" and "Pokemon".

For professional work you need professional approach, whereas all attempts of analyzing trends are extremely far from the actual analysis: trend-digests advertising agencies, and articles like "10 trends 2016, which should not be missed" collected quite haphazard to the eye, because they are not based on any methodology. Without a systematic approach it's just a set of good intentions, of which it is difficult to squeeze the practical use.

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Why the article about the useless trends

Let us consider for example one such article trends Adindex, devoted to trends 2016 from leading strategists and brand managers of the Russian market. It lists:

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• Customizing ads
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• get help
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• CRM
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• Mobility
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• the Active use of "power point"
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• videokatrina in mobile
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• death mobile
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• monetization of audience of social networks and instant messengers
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• big data
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• flexibility to react to market changes
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• focus on Russian domestic
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• it's fast now
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• Internet of things
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• multi-channel

It is easy to see that it was different according to the nature of the phenomenon: suppose a real, but old trend to mobility and videokatrina blended with the CRM, which are simply a specialized type of software, and Big Data, meaning just the data arrays. Imagine that your principal has read this article and came to the office in the morning spiritual: we need to apply Big Data in our business! A familiar picture, right? And so on. In fact, the trend here is only multi-channel (omnichannel) — i.e., the Union of all communication channels of communication with the client in one big bunch.

In prezentacii advertising Agency Grape 2014 you can meet the following set of trends:

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• Purchase with mobile devices
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• Messengers
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• Cryptography
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• Internet of things
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• Biometrics
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• Digitalizacija

Cutting Occam's razor all too much, stays with the only real trend in the list: "Digitalizace". The rest, again, simply pointing out the spread of technology.

Author's project "Trends in Pocket" the offers that same methodology, expanding the work to the trends in the simple mental technique in the form of a set of cards populaa to decompose recent trends and apply them as current business and when searching for ideas for your own project.

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Strength of the methodology: "Trends in the pocket"

"Trends in the pocket" Vyacheslav Shashkova is 58 cards, divided by color 13 Megatrends of phenomena, stretched for dozens of years, which are determined by pronounced behavioral characteristics of consumers:

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1. megatrend: Love local (Local Love)
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2. megatrend: Human brands (Human Brands)
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3. megatrend: In pursuit of status (the Status Seekers)
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4. megatrend: Gamified (Playsumers)
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5. megatrend: the Post-demographics (Post Demographic)
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6. megatrend: the Universe around you (Youniverse)
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7. megatrend: Assistant (Helpfull)
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8. megatrend: Price Pandemonium (Pricing Pandemonium)
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9. megatrend: a New map of the world (Remapped)
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10. megatrend: dependence on information (Infolust)
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11. megatrend: Self-development (Betterment)
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12. megatrend: Confluence (Joyning)

Inside of each megatrend — from two to seven cards that looks like the following:



Back to the article from "Adindex", and look at it with the help of our cards, for example, the eyes of the owner insurance company

the Active use of "power point" is to integrate brand messages in the context of the situation and the environment in which the representative of the classroom segment when communication to him the most logical and will not cause irritation.

We are talking about the megatrend Infolust ("dependency information"), including the trend of "Through the lens". The Key points on the card indicates that the essence of trend is to obtain information in real time through the tools Periscope, Twitch, and Snapchat, etc. For QR-link, you can go for more information with case studies on remote evaluation or live product presentation.

Acquainted with them, the owner of the insurance company may decide to start the service remote assessment of damage from the accident. Negotiate on the spot or contact the insurance? For you decide your personal Manager in "the Periscope".

AdIndex: the Next important communication tool – CRM.

CRM is a tool for solving a wide range of business tasks. But the trend of Insider Trading from the megatrend "Self-development" (Betterment) contributes to the development of CRM solutions aimed at the training, motivation and PR employees. And this trend really spread out in 2016.

While Uber and Yandex are fighting with the striking taxi drivers, the app for South-East Asia, GrabTaxi has expanded the social security program for drivers. With each trip Fund driver updated with cashback from the company for life insurance, income protection and crisis support. Further benefits include English language lessons and educational scholarships.

AdIndex: Omnichannel as another trend involves the development of an ecosystem of brands so that the user easily in the absence of verzani was able to find and get information about the product and the brand at the stages of selection, purchase and after consumption. We are talking about the availability of a properly filed information, the ability to make a purchase not only in offline but also online, and opportunities in the desire to share the experience of using both with the brand and with friends and loved ones. In other words, "it's a game by the rules of the buyer."

It correctly identified the trend, but that it just gives those who want to apply it in practice? Referring also to cards, we'll find one of the characteristics: "the possibility of ordering in all channels". And here is an example from pizza, Domino anyware.dominos.com becomes significant. Now you can order room telling Siri, tweet, sending emoticons, through smart watches or Smart TV. Startups can implement an idea into a business.

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Create ideas for startups

"Trends in the pocket" is applicable not only for working, but to search for ideas for new projects. Below — three new ideas for business, as an example, created on the basis of Trends in pocket:

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1. Taking the trend of "Ubersetze", apply it to the beauty industry. The term "ubersetze" refers to the use of computer platforms, such as mobile apps, to conduct peer-to-peer transactions between clients and service providers, often excluding from the traditional routine of the Corporation. For example, if young mothers, providing services haircuts, manicures, braiding and consumers, will meet with the trend of "ubersetze" — you can find the specialist you need in the next house.
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2. Use the mentioned above trend, "Omnichannel", and develop an application that will finally combine notifications from all messengers in one (telegram, viber, facebook, email) with the ability to sort. It is impossible to ride constantly among all the messengers, killing the RAM of the phone!

And so on — using the "Trends in pocket" as the Navigator of known trends, you may not create a new "Google", but still occupied a niche around you and open new opportunities for development of existing business this methodology it will help.

Of course, Trends do not solve all the problems created or growing business, but they offer a systematic approach will help to filter the information in the media and wrap the new trends to their advantage.

Article based on information from habrahabr.ru