Secret Marketer: Don’t you hate new-year predictions? No? Good, here are mine

It’s that time of year again. No, I’m not referring to the endless discussions of the John Lewis Christmas campaign, or, for that matter, having a tad too many refreshments at the office party and regretting it the next morning. No, none of that. I mean the flood of posts, articles, blogs and LinkedIn updates giving you predictions on what will happen next year. The internet is awash with headlines about what you should look out, whether it is marketing trends, stock prices or even oil price forecasts. Of course, the beauty of such forecasts is this: not one person will ever phone the authors of such clickbait content a year from now and point out where they were wrong to prognosticate that the machines were going to take over the world, or that ‘this year is the year when (insert failed technology or media platform of the last 10 years) finally goes mainstream’.