It’s not the trend that you need to watch for. It’s the trend inside the trend.
Here’s a partial list of the hidden consequences inside some of the biggest trends in 2017.
It’s like when you stand against the waves at the beach.
You’re prepared for the really big ones, and you can spot them a mile away. They grow, arrive, you’re ready, and they crash through you.
And then you get sucker-punched by the hidden, smaller waves that come right after.
It’s that way with trends in marketing and ad tech. There are many big, obvious ones that continued to roll in during 2017 — AI, personalization, the criticality of good data, conversational engines, VR/AR and so on.
But it’s the secondary, hidden ones that can hit the hardest because they didn’t telegraph their arrivals.
Here, then, are seven of those secondary trends, hidden in the big 2017 waves and just itching to knock you over: