Influence, predict, and capitalize on what is next

Marketing is a complicated web of meeting current needs, offering value, service, etc. and anticipating future needs. Marketers are only successful if they can anticipate future consumer needs. But how can you influence, predict, and capitalize on the future? Consider the following:

1. Do your research- One of the most important things a marketer can do is their research. If you are not paying attention to the trends and movements of your market, how can you anticipate changes, and meet your consumer's future needs? This means spending the time and money to set up systems for analyzing your market, and changes that may impact that market.

2. Pay attention to your customers- Social media is a great way to stay on top of what your customers think, their concerns, their wants, needs, etc. It is a powerful tool if you use it the right way to engage your customers, and get a conversation going. It is not just a promotion tool, but a way to really hear and consider what your customers think, want, and need from you. If you stop meeting those needs, they will stop being your customers. Social media is not the only way to pay attention to customer needs, but it is an effective method. However, employ other methods as well. Consumer surveys, observant sales people, and the like can all go a long way in helping you to understand and anticipate the needs of your consumers.

3. How do your current consumers relate to your brand? How will future consumers relate? If you do not have a clear understanding of your current situation, it will be difficult to have an accurate prediction for the future, and impossible to capitalize on it. What are today's consumers interested in? How do they relate to what you offer? How are their needs changing? And what will that mean in terms of how they relate to your brand? How can you use this knowledge to your benefit?

4. Stay flexible and constantly evolve. Last but not least, as you look to influence, predict, and capitalize on what is next it is important to remember that no one knows the future, thus there is some risk involved. This risk is necessary, as you grow and evolve with your ever changing market and consumers. However, take calculated risks, not haphazard ones. Remember to be open to new ideas, and to be flexible as you seek to meet the demands of your consumers, but also stay true to your brand, and do not stray so far from your ideals that you get lost in the changes.
As you consider your consumers now, and how they may change, evolve, and adapt, be sure that not only your marketing approach, but your product or service is also evolving and adapting as well. This will help you to better capitalize on the future.