It is no secret that marketing, simply by virtue of its purpose, seeks to please the buyer as much as possible – to guess, convince, push, and in this sense is an excellent indicator of people’s cultural (whatever they say) preferences. And everything turns out to be not so bad, according to forecasts for 2018 in the e-commerce industry, say, Criteo SA ( NASDAQ: CRTO), which deals with marketing technologies and services in the field of trade. Among the eight key trends of the future, there is contextual audio advertising, where personalized content and the possibility of recommendations take place – people have missed their voice. In addition, it turned out that potential buyers are ready to watch long videos on social networks before making a choice. In other words, the era of rabid kosyumerizm came to an end. In addition, the time has come to integrate offline and online sales – time to get off the couch and go out.

New sincerity and marketing:

           From the point of view of marketing, of course, everything gradually goes into digital. But if five years ago, there was still such a little naive belief that digital will completely absorb and destroy classical marketing, now more and more it is about integration and mutual use of both online tools and offline. For example, today I conducted a promotional campaign in one of the business centers. And despite the fact that our startup is a mobile application, anyway, the promotional campaign was conducted with the help of ordinary promotions. It is a girl with flyers and distributes a promotional code that you need to enter. This is a prime example of how an online product, which is promoted primarily through online tools, can be integrated into offline.

          Regarding the trends of the past year. The first is probably the victory of the HYIP economy, the HYIP economy. That is, now people are paying more attention to the shell, and not to the product itself, which is produced. Something hurts them, as a rule, with the help of social networks, and this is quickly unwound. After that, they make good money on it. All companies that are listed on different exchanges are dependent on the information background. Dozens of times the capitalization of a company fell after the negative news about these companies appeared.

          The second point is metamodernism. In place of the 2010s postmodern, metamodernism is breaking into our everyday life more and more. What he really is? I see it in the behavior of my friends in social networks, that the demand for a new sincerity is growing. People who make fun of everything around and say that there are no rules, that everything can be the object of ridicule, parodies, and so on, they are now fading into the background. More and more people want to see something purely sincere. As an example – Yury Dud with his program-interview, where he honestly and sincerely approaches himself and the colleagues who come to him. This is a very important trend at the very initial stage. Of course, I can argue that there is Burger King, that there are a number of companies that are quite aggressive on the brink of a foul marketing, and they get efficiency in the short run. Nevertheless, I believe that in 2018 there will be more companies that approach their communication from the point of view of honesty, sincerity, and transparency.

           By the way, one can definitely say that people began to trust each other more and more. For example, a person leaves an apartment for another person for a short period of time. He can not manage his apartment, he must completely entrust his home to another person. This is the first step. The second step is that people even began to leave the keys to the apartment for a fire hose, for the battery.

          The third is just video content. He is now becoming increasingly popular and multi-format. People experiment a lot with different formats. Now there are different types of content – for a different format of consumption. Accordingly, here, I think, there will be two main vectors: the first is the specific narrowing of the video format, the second is the extension. If we look at those video bloggers who collect several million views, these are long interviews, for example, like Yuri Dudi. If we look from the point of view of youth entrepreneurship, then these are the Transformer and Life of Life channels. They have a sufficiently large amount of content, but, nevertheless, they have to play with the format inside, dividing a large segment of video into small episodes. I think that in 2018 there will be a lot of experiments in this direction.

           Time to get used to that what is the most valuable thing that, from the point of view of retailers and brands, a person has – information about customers and their actions online and offline, personal data, “digital gold”. That is why today employers place high demands on the possession of digital skills for almost any candidate. This is the final study analysts write recruiting agency SuperJob. In addition, 2017 was the year of demand for specialists in the field of “new economy” – an active search began for employees in the field of blockchain, cryptocurrency, ICO. This is not surprising, given the international agiotage on cryptocurrency exchanges, although the Russian law legalizing digital currency, which was supposed to be adopted by the end of the year, following Putin’s admonition to the digital economy, was not accepted. Which, however,.

Democracy at the level of mathematics:

           “Although the blockchain technology has existed since 2008, its global application in various sectors of the economy and areas of society’s life has become obvious right now, and mainly due to the growth of the bitcoin cryptocurrency rate. This growth showed phenomenal results in Japan, where it was legalized, after which the digital currency began to spread in more conservative countries. Now the countries with developed economies will somehow begin to reconcile their legislative field with the existence of new currencies. But any digital cryptoactive assets are different in that they are assets that cannot be seized, since the blockchain allows for the creation of supra-state, independent, self-regulatory structures. Accordingly, all this will lead to the fact that the role of the state will fall, and decentralized societies will begin to appear.

          Now in Russia, the first version of the law has been brought up for discussion, where it is defined what cryptocurrency is, what digital assets are, what ICO is as a phenomenon. This is the first step towards building some kind of legislative base, because the state needs a blockchain. But the blockchain does not need a state. This is an important concept that needs to be understood and moved in step with this technology. Blockchain is the realization of democracy at the level of mathematics.

          And here it is important to correctly understand the blockchain technology. It provides an opportunity to decentralize information, and, therefore, eliminates the possibility of fraud. When Bitcoin is compared with the financial pyramid, for some reason they do not say that the Ponzi system must be present in the financial pyramid at least, otherwise the meaning is lost.

          In addition, Bitcoin is a new digital understanding, and it attracts the attention of financially weakly literate people. Those who lose, having bought expensively and selling cheap for correction, consider that it is a pyramid, not understanding its fundamental significance. But the fundamental significance lies in the fact that now people can keep their savings regardless of banks. Now we have a police financial system. And if you have large savings, and you want to somehow dispose of them, the bank will insert you, one way or another, a stick in the wheel.

          But we must be prepared for the fact that, when moving to a digital economy and to decentralization, a person who has his digital assets is completely in charge of them. There is no such thing that if he lost his bank card, he will come to the bank with a passport, and they will restore everything to him, or return the wrong transfer of funds. In the digital economy, you are fully responsible for your actions. There is a risk that cyber fraudsters steal your digital assets from you. But, accordingly, there is the so-called digital hygiene, there are ways to “cold” storage of assets, and no one ever gets to them.

           Blockchain is an economy where there is no need to trust. It seems to me that this technology will have a significant impact on how the world structure will continue to evolve. If before there was religion to control people, the state was to rule citizens by force and law, now decentralization, self-regulation, the realization of democracy at the level of mathematics will determine a new kind of human existence.