Blake Cahill: my five predictions for marketing in 2016

From wearable devices that interact with the internet of things to immersive video experiences, the global head of digital at Philips looks to marketing in 2016

Marketers look to the future. Every year, new players, products and consumer habits come to the fore, the industry evolves, adapts and what was once cutting edge best-practice becomes sub-standard. It looks like next year is shaping up to be full of surprises.

Seeds have been planted over the past 18 months that will start bearing fruit - from the rise and rise of wearable technology, to mobile payments and even virtual reality. There's no guarantee exactly which trends will develop during the year but the sooner you change your thinking, the longer you'll have to adjust and stay ahead of the game.