An expert explains what elements you must develop to predict the future of marketing and how to consume.
The opinions expressed by employees are personal.
You do not need to consult a fortune teller who reads you coffee or letters to know the future. The key to predicting some of the coming events is closer to you than you think – and yes, it is possible to do so. Actually, it is about developing a detailed observation of the present and of curing ideas logically. That is what Rohit Bhargava, founder of Influential Marketing Group and author of the bestseller.
During a presentation at IAB Conecta 2015 – an event organized by IAB Mexico that brings together great figures in digital matters – Bhargava explained, in a summary way, what his methodology consists of (The needle in the haystack) to hunt down trends. For the expert, all the clues are around us, so a good marketer (or entrepreneur) can discover them to anticipate the facts and develop innovative products, services or strategies that conquer the audiences of the future.
So if you want to become a trend hunter , take note of the skills you must cultivate or enhance:
1. Observation ability
Society and its changes constantly give us clues as to what future consumer trends will be. That is why it is important that you become a true observer of everything around you. For a moment, stop looking at the cell phone screen and look at details that most would pass by. How do people act towards certain stimuli? What are the difficulties you face in your daily life? How do they behave when making a purchase or choosing a brand?
A true curious does not keep what he receives, but is willing to go much further to discover what's behind. A trend hunter is a curious natural: he is eager for learning and wants to understand why people act in a certain way or why – and how – societies are transformed. Research everything you can; Go to websites from different parts of the world and periodically browse magazines that talk about other topics that you are commonly interested in.
Bhargava states that he has a habit of reading dissimilar things all the time. For example, take advantage of trips to buy women's magazines, aimed at teenagers or hunting to learn what kind of brands are advertised and how they speak to each audience. This has allowed him to expand his horizons and discover trends.
This is probably one of the less “traditional” tips that Bhargava shared. For him, it is essential to develop the ability to change mentality and let things go. Thus, if one idea does not work, you can move on to another without going a long and painful way. Being volatile allows you to see from other angles and empathize with different types of people . It also helps you stay dynamic and never get stuck in a thought. A trend hunter must be willing to change all the time and not hold on to a state or strategy.
4. Ability to think
Modern life is ironic: every day we are forced to learn more, but we have less time to really think and reflect. We receive hundreds of messages – from the media, from the people around us and even from the streets we walk through – so we are used to letting them pass without reasoning. If you really want to predict the trends that will mark consumption and the way of selling you should give yourself minutes to think. Not only will you find good ideas, but you can also process all the information you received on the day, cure it (give order and meaning) and discover what path you should follow.
Do not take it as the way you dress or speak, but in the way you execute. Elegance requires using fewer elements, which are chosen with great care. When observing your surroundings, investigating new things, changing ideas and analyzing the information you received (that is, the previous steps) it is essential that you take only what serves to innovate and anticipate the wishes of consumers.
(Extra note: if you analyze the method that Bhargava proposes, you will notice that it is similar to that used by Sherlock Holmes to find those guilty of the crimes he investigates. The secret is to learn to observe, deduce, think and get rid of irrelevant details.)