Our ability to see into the future well enough to make good predictions is more the product of diligent work than tea-leaf reading (with all respect to useful ways of doing that.) According to Philip Tetlock and Dan Gardner, “it involves gathering evidence from a variety of sources, thinking probabilistically, working in teams, keeping score, and being willing to admit error and change course.”
In Superforecasting: The Art and Science of Prediction, Tetlock and Gardner say open mindedness, flexibility and an ability to move quickly between different viewpoints is essential to good forecasting.
Other lessons include:
- striking a good balance between under and over confidence and between under and overreacting to the evidence
- breaking down problems into smaller chunks adopting a kind of Fermi approach to problem solving (Fermi problems typically involve making justified guesses about quantities and their variance or lower and upper bounds)
- recognizing the limits of one's prediction domain
- looking for clashing or contradictory causal factors
- dividing the evidence into more and less certain pieces
- being part of a good team and learning from each other can lead to better results
Superforecasters, say the authors, go above and beyond the average good predictions -- they beat other benchmarks, competitors, prediction markets, and even the collective judgment of intelligence analysts with access to classified information.
With that in mind, every year Joe Pulizzi and his team at Content Marketing Institute poll a fairly high number of marketers and practitioners to learn what they are forecasting will be the hot buttons for the following year.
Using my own past predictions as a benchmark, here's some direction on next year.
Time will Tell 
Brand marketers will look to keep costs under control, repurpose more content, and create efficiencies in critical processes. Based on the company’s people, process, and technology maturity level they will look to become more relevant and customer-centric.
The problem is the best results in the world are a function of time. To benefit from the effects of compounding, duration is important, along with a deep understanding of how success in a field actually works. This means systems over goals, keeping an eye on the emergence of patterns meaningful to the business, and managing energy.
How did we get here?
Content Value 
Why would we predict when we can know? Look for evidence, then help bring to life the expressed and/or latent desires people have. Content’s value: it gives brands the ability to gain a nuanced understanding of their audiences through a simultaneous process of examining alternative story lines and engaging the remix culture of the Web.
Embodying the Brand Story 
What will separate the long remembered from the quickly forgotten will be the ability to connect all brand activities into a positive-sum experience. Winner brands will be Secretaries of Understanding, Champions of Network Smarts, and Meaningful Actions Agents who master the ability to draw relationships between relationships.
Any Place, Any Time 
Tablets, smartphones, laptops make up the buyer’s multi-device ecosystem. Responsive Web design meets the challenge of not knowing which screen the user prefers by providing an optimal viewing experience: easy reading and navigation with minimum resizing, panning, scrolling across a wide range of devices.
Content needs to be structured in chunks that can be flowed into this architecture. Personalization addresses: 1) who I am – e.g., location, preferences; 2) what I’m doing – e.g., learning, buying.
Find the full list of predictions here.