At the end of each year, we look behind us at the year that was and ahead to the year that will be. Now, I am not a huge fan of predictions – they are statements bravely made and rarely revisited. But I am ALWAYS interested in connecting the dots – in the broader trends that help us understand our behaviour a little better.
Crowdsourcing is an excellent way doing this.By focusing on the opinions of people with knowledge and expertise in a particular topic, you effectively create a prediction market. And prediction markets can be surprisingly accurate.
Each year, Joe Pulizzi and the Content Marketing Institute crowdsource ideas for content marketing in the year ahead. As a prediction market of ideas it can be a very useful way of generating ideas for your 2012 planning. Just make sure you cross-check with your own knowledge and business expertise. After all, the Future is a notoriously unpredictable place.
by Gavin Heaton
Gavin is the author of Servant of Chaos, one of Australia’s leading marketing blogs and is the co-publisher (with Drew McLellan) of the ground-breaking collaborative marketing book series, Age of Conversation. Gavin has worked in agencies (leading the global digital strategy for McDonald’s), but is currently holed up on the client side where he is the Director of Social Media for the SAP Premier Customer Network, North America. In what little spare time is left to him, he works with young people as president of local non-profit organisation, Vibewire.