I have provided a methodology for PR people to keep up-to-date with new things that are going to be important in the near future. I shall be adding content to it for the next couple of months.

1. Transformative
Technologies
Emergent technologies that introduce the next revolution

2. A decade of
change
“Essentials of Marketing” is a
standard text in marketing in
University of Bedford. It was
published in 2013 and had ten pages
(of 400) devoted to social media.
By 2015, e-commerce sales by
businesses with 10 or more
employees in the UK non-financial
sector were £533 billion,
representing 19.0% of business
turnover!
How big is the change

3. The Importance
of Online
Marketing is
dramatic
● In 2017, 90% of households in Great
Britain had internet access, an increase
from 89% in 2016 and 57% in 2006.
● In terms of purchases, 77% of adults
bought goods or services online, up from
53% in 2008.
● Online sales are 15% and growing at 3%
per month.
a. Office of National Statistics

4. What has been
transformative?
● Social media
● Mobile
● Apps
● Video
● Quantitative and qualitative
online research
● Data and open source API’s
● Artificial Intelligence
● Support services (many free)
● AR/VR
● Decline in popularity of
traditional communication
channels

5. The next Big
Thing
Mobile will change
Micro Marketing More important
AR/VR to be the next big new
communication channel
Product development will be faster
and more responsive the customer
ambition

6. Who predicts
innovation
Monitor and make lists, revise
them and then use imagination
and creativity to explore
potential marketing applications
● The process of innovations
http://bit.ly/2yXS8c3
● Universities http://bit.ly/2z0RWJ0
● Consultants http://bit.ly/2yXVagr,
http://bit.ly/2yYt3NS
● Journals http://bit.ly/2yXT3ci,
http://bit.ly/2yYTfI9
● Newspapers http://bit.ly/2yZHKk0
● Institutions http://bit.ly/2yXcORn,
http://bit.ly/2yY5btZ

7. An example
Gartner Hype-Cycle

8. Software defined
security
Not much impact for Marcoms
Ensures that the appropriate security controls
automatically remain in place, regardless of
where an application moves, whether on-
premises or to public clouds.

9. Enterprise taxonomy
and ontology
management
Important to know about for
management of evermore data
and its dynamic applications
In a general context, taxonomy and ontology are
often considered synonymous. However, they
are different concepts that require different tools
to manage them. A taxonomy and an ontology
are technically two ways of organizing
information.
A taxonomy is a knowledge tree, a logical
structure that uses hierarchies to classify
documents, concepts, etc.
An ontology is a representation of knowledge
that defines the meaning of concepts and the
relationships among different concepts (it can
include several taxonomies).

10. Cognitive Expert
Advisors
We have already explored this
concept (API’s and Artificial
Intelligence)
AI and cognitive computers can learn from
interactions, understand natural language,
build knowledge and generally interact more
like humans. This capability is being used to
develop expert advisors – systems that can
provide relevant recommendations of items,
information or services based on the context
of what the person is asking for.
Read more: https://www.insider-
trends.com/the-unknown-technologies-
shaping-our-future/#ixzz4x26YsnSB

11. Drones
http://read.bi/2yYEogT

12. Blockchain
Is a core technology on top of
which a lot will happen
By allowing digital information to be distributed
but not copied, blockchain technology created
the backbone of a new type of internet.
Originally devised for the digital currency,
Bitcoin, the tech community is now finding
other potential uses for the technology.
Blockchain Revolution by Don Tapscott
http://bit.ly/2hpSbTE

13. Cognitive
Computing
Getting close to singularity?
Cognitive computing is the simulation of
human thought processes in a computerized
model. Cognitive computing involves self-
learning systems that use data mining, pattern
recognition and natural language processing
to mimic the way the human brain works. The
goal of cognitive computing is to create
automated IT systems that are capable of
solving problems without requiring human
assistance. http://bit.ly/2hpqE4X
Forbes says http://bit.ly/2hqX9Q9
Who’s doing it? http://bit.ly/2hpzf7O

14. Carbon
Nanotubes
A technology that can change
communication devices
Scientists at the U.S. Department of Energy's
National Renewable Energy Laboratory (NREL)
reported significant advances in the
thermoelectric performance of organic
semiconductors based on carbon nanotube
thin films that could be integrated into fabrics
to convert waste heat into electricity or serve
as a small power source. Nanotubes can also
be used instead of copper wire and embedded
in wearables including AR glasses.
http://bit.ly/2hp1lQu, http://bit.ly/2hqYtCB,

15. Autonomous
Vehicles
Not just cars
And now they are at the trial stage:
http://tcrn.ch/2hrreiw
http://read.bi/2hprq20

16. Machine
Learning
Really useful for Marketing
Machine learning is a field of computer science
that gives computers the ability to learn
without being explicitly programmed.
http://bit.ly/2hq1t26
http://bit.ly/2hq7yM0
http://ubm.io/2hq82li
http://bit.ly/2hphJAw

17. Deep Learning
Deep learning (also known as deep structured
learning or hierarchical learning) is part of a
broader family of machine learning methods
based on learningdata representations, as
opposed to task-specific algorithms. Learning
can be supervised, partially supervised or
unsupervised. http://bit.ly/2A3m6su

18. Smart Home
Add your products to the smart
home
What if all the devices in your life could
connect to the Internet? Not just computers
and smartphones, but everything: clocks,
speakers, lights, door bells, cameras, windows,
window blinds, hot water heaters, appliances,
cooking utensils, you name it. And what if
those devices could all communicate, send
you information, and take your commands? It's
not science fiction; it's the Internet of Things
(IoT), and it's a key component of home
automation and smart homes.
http://bit.ly/2A3AVLS
http://bit.ly/2A3Bt4o

19. Virtual Assistants
You too can add to its capability
and knowledge
Adecade ago, the names Alexa and Cortana
were just names. These days, however, they're
synonymous with intelligent or virtual
assistants, which – along with the likes of
Samsung Bixby, Siri, IBM Watson and Google
Assistant – have redefined how we interact
with our devices and software.
http://bit.ly/2A2lOlV ,
https://assistant.google.com/

20. https://e2e.ti.com/tags/TechTrends

21. IoT and
Platforms
This is big for marketing
The Internet of Things presents an enormous
opportunity to transform the way we live and
do business. IoT will have an economic impact
of between $4 trillion and $11 trillion by 2025.
In order to get value from the Internet of
Things (IoT), it helps to have a platform on
which to create and manage applications, to
run analytics, and to store and secure your
data. Like an operating system for a laptop, a
platform does a lot of things in the background
that makes life easier and less expensive for
developers, managers, and users.
http://bit.ly/2A2MQcM, https://ibm.co/2A3DzBi,
http://bit.ly/2A3TaRw

22. What Next
The next slides are available and
extend the range of technologies
even further.
For more, please email me:
david.g.h.phillips@gmail.com