2013 Trend Season Has Begun

What's on the horizon?

'Tis the season to start publishing trends for next year.

The first set is from trendwatching, a global trend spotting organization.  Three of note:

• Data Myning: the reversal of data ownership from businesses to the individual consumer.  The challenge for marketers will be to find the right balance between anticipating needs and watching. 
• Full Frontal: changing the mind set from saying 'we have nothing to hide' to proving it.  The discussion needs to move toward permitted use and governance and away from privacy.
• MobileMoments: using digital snacks to maximize experiences.  Apps like 'snapchat' allow images to be shared for seconds before self destructing.  The half-life of interest just got shorter.

And those macro trends seem to be wrapped up in content trends from D Custom, an agency out of Dallas.  Summarizing, content will be...

• Tailored to the Consumer - I want what I want, not what you want to send all of us.
• Placed above the Channel - I am a cyborg, my life is more social and rich because of seamless mobile interactions.
• About the Experience, not the Word - I can dedicate all my senses for a brief moment of time, so please stimulate them

Other sources reflect the same theme of experimentation to get it right; some with examples of technology rather than exploring the trend itself, others focused on key marketing disciplines.

• EBrkiks Infotech's slideshare on digital trends.
• From a brand marketing perspective, Brand Strategy offers this view. 
• It's back to basics; less tricks as control continues to shift toward consumer.