Technology helps empower all of us to achieve more. But technology alone can’t make business decisions for us — people still matter in strategic business management. Our behavior and our motivations, the changing dynamics of communications, technology evolution and the way these forces collide and intersect in our daily lives — all of this has an impact on the business decisions that lead to innovation. Why trend forecasting around media planning involves more than simply understanding technology Researched and written by the Microsoft Advertising Brand Studio, 2020 Vision: Trends to Define the Next Decade explores what trends will define the next 10 years of the century. We’re interested in the intersections of advertising technology and people’s behavior, and how these intersections impact your brand. For this report, we’ve defined five categories of influence: Culture, Marketing, Media, Technology and Economics. We’ll examine what media planners and marketers need to underst