We’re in the home stretch of 2017. I don’t foresee anything dramatic happening between now and the 31st that would impact the assessment of my 2017 predictions. I’m using the same rules as I always do. Each prediction will be evaluated critically. An accurate prediction will garner 1 point. A miss, earns a fat 0. I try to avoid the middle, but if a situation should arise where a prediction could be considered accurate by some, it will generate 1/2 a point.
For a recap of my 2016 predictions, click here. The headline for 2016 was 8.5/15 or 56.7%. This was even worse than, my 2015 predictions where I scored a 6.5/10. I’ve been treading downward since the high of my 2012 predictions where 90% were right. The 2014 predictions had an 80% success rate, but that was better than my 2013 predictions, which scored 60%.
So, let’s get on with it! The original prediction from 2017 is listed first and in bold font. The analysis follows.
- “Voice” will be the new battleground and by the end of the year, we will see Amazon, via Alexa as the clear cut #1, in the category. As part of this, Apple will release a Siri home product, but it will not succeed in besting Amazon or Google. Ding, ding, ding! In June, Apple announced the HomePod. Originally scheduled to launch in 2017, it’s now been delayed til 2018. Apple has a long way to go to catchup with Amazon.
- The prevailing theory is that the iPhone 8 will be a revolutionary step forward for phones in the way the original iPhone was. It won’t be, as measured through new hardware and software features. Despite that, the iPhone 8 will outpace iPhone 7 sales, globally. This is the classic case of earning 1/2 a point. The iPhone 8 was not a revolutionary step forward, but it has not outpaced iPhone 7 sales. However, this comes with the caveat that I, nor did anyone else see the iPhone X coming.
- In a similar way to how vinyl is propping up music sales, we will see a renaissance in real books. Yes, books, the kind with actual paper, will see growth. Since this is supposed to be the “clear cut” section, I believe as a %, books will outpace the sales growth of digital/ebooks. This definitely happened. Per CNN, “The same trend is on display in the U.S., where e-book sales declined 18.7% over the first nine months of 2016, according to the Association of American Publishers. Paperback sales were up 7.5% over the same period, and hardback sales increased 4.1%.”
- The term “predictive analytics” will displace “big data” as the buzzword du jour for marketers. This will happen as companies realize they already have lots of data, but they need to start using it in a way that isn’t about looking back. We will measure this with Google Trends. This did not happen, was not even close. Epic fail. I actually do think this is happening at organizations, but it hasn’t become mainstream enough for Google Trends to pick up on it.
- The Verizon-Yahoo merger will continue as planned. It will be the 1st of 3 large such mergers that will be announced or close in 2017. Consolidation is the only path forward, when 99% of the digital ad growth is split between Facebook and Google. This happene. Verizon and Yahoo! became Oath. What were the other 2? Well the AT&T – Time Warner merger was announced, but hasn’t closed. The other? Well, that’s the hotly debated Sinclair – Tribune merger.
- We will see a significant decrease in social media sharing, but not necessarily usage. There will be more consuming of “content” than there will be in sharing that content. This drop in sharing will be fueled by 3 reasons. First, with the continued rise of “gotcha journalism” and social justice warriors, people will think before they tweet, so to speak. The fear of retribution for posting something, initially thought of as innocuous, will decrease the willingness to share. Second, the rise in the combination of “pay wall” type approaches to content with “fake news” will make people less inclined to want to share. Third and last, as Facebook and others becomes more and more of media/content creators, the walled garden approach to building networks will stunt cross platform and network sharing. 20%!!!! That’s how much sharing is down on Facebook. Dang! Yeah, I nailed this one.
- Facebook will see the wrath of the new administration. In a similar way to how Microsoft was seen as monopolistic and anti-competitive, Facebook will be targeted for the same reason, in addition to being targeted for their perceived control over how what media is consumed. The attempts by Facebook to curb “fake news” will backfire. Fiscally it was a good year for Facebook. But, reputation-wise, it was not a good year. My prediction accurately forecasted that Facebook would be targeted by the administration and the attempts to fix fake news, did not work.
- In 2016 we saw a handful “startups” get acquired by the legacy companies they compete against. For example, Dollar Shave Club’s purchase to Unilever and Jet.com’s purchase to Walmart. In 2017 we are not only going to see more of this, but we’re going to see it happen in unique and unexpected ways. For example Whole Foods acquiring Instacart or Target purchasing Refinery29. So, yeah, this happened A LOT this year. Take your pick. We have Amazon buying Whole Foods. Then we have Ikea buying TaskRabbit. I still expect Instacart to be purchased by a retailer at some point.
- Twitter will sell to an unlikely buyer. For example, Bezos (not Amazon) will buy it and then bolt it on to WaPo. Another unlikely buyer would be someone like Microsoft, who would then integrate it into things like LinkedIn and Yammer! An example of a likely buyer would be Google. Fail. Total swing and miss.
- I’m bringing forward a prediction from 2016. I think I was spot on, but a year early. Snapchat will IPO, but the IPO will flop. Did I say flop? I should have said crashed and burned. The IPO started at $17 and then rose to $24. It sits below $15 now and the future does not look bright at all.
So, how did I do? 7.5 out of 10. I missed on Twitter selling, predictive analytics over taking big data and the while the iPhone 8 was in fact not revolutionary, it did not outpace iPhone 7 sales. If we go back to 2012, my 5 year total to 71% (42.5/60). This was a good rebound year. Over the next few weeks I’ll be working on my 2018 predictions. There’s going to be a lot chew on for next year.