Today we launch our 2017 OPR Futures report.
In this year’s report we capture 15 trends and insights that we think will fundamentally impact marketing communications now and into the future.
We’ve called the report the March of the Machines (which is highlighted in the report by trends #1 – #5). We touched on this in last year’s Futures report, but this year we are seeing more and more impact and traction on how algorithms, machine learning, robots, virtual personal assistants, artificial learning and new digital mediums such as virtual reality are profoundly changing our industry.
In fact it is more than a change, it is a revolution, and it is going to be more impactful than the internet and social media upheavals of the last twenty years. Artificial intelligence (AI) in all its forms will be just as big if not bigger than social media has been to our industry – and as Kevin Kelly (Co-Founder of Wired) coined it in his talk at Cannes this year – we are now witnessing the Second Industrial Revolution (trend #3).
But whilst there is this monumental change happening, there is also then an unexpected and just as profound unforeseen and very un-artificial result, which we are calling The New Human Empathy (trends #6 – #10). This is essentially how the rise of social media and technology is forging a new sense of global human connectedness and emotional bonding through story-telling. In what sometimes seems like the darkest of days in 2016, there is also a new optimism and is bringing people and cultures together.
We finish with a collection of trends (trends #11 – #15) which we are calling the New Adventures in Marketing, which cover a variety of important trends, including a new era in brand marketing that we are calling Brand Activism (trend #14).
If you’d like a copy of the report then please email Sigourney Dean on Sigourney.Dean@ogilvy.com.au