Trendsploding in 2012
Trendspotting is the mother's milk of digital marketing punditry. If I had a dime for every "top 10 tech trends of [insert year]" article I've ever read, well, I'd just have a large pile of dimes, and if I had a dime for every one I've written, I'd have at least 30 cents.
We marketers love us some top 10 trend lists for two highly scientific reasons: People love lists, and people hate to miss out on stuff. Also, we tend to think 10 is a good number, thanks to the ancient Hindus, who invented the 10-based numerical system. If the Babylonians had prevailed instead, with their 60-based numerical system, you'd be forced to read a lot of "Top 60 Tech Trends of 2012" articles, and you'd lose your job because you spent your marketing budget on too many failed experiments. On the other hand, iMedia would make a lot more ad revenue. So there are trade-offs in everything, which the ancient Hindus also knew.
But I feel we marketing pundits have had a free ride with our top 10 lists: Nobody holds us accountable for the predictions that didn't come true last year, because we're all too busy reading next year's top 10 lists. So in the spirit of restoring balance to the punditry universe, I propose the following rule: For every ounce of trendspotting we engage in, we have to provide an ounce of trendsploding -- a word I just made up that MS Word doesn't like any better than "trendspotting" -- the act of exploding the myth of trend predictions that are unlikely to come true.
Everybody agreed? OK, as long as we're passing around a plate of crow, I will take the first bite, by identifying the top 10 tech trends that you can ignore in 2012.