Media agency Mindshare's trends report for 2018, based on three months of intensive quantitative and qualitative research as well as social and search analysis, identifies five trends that will have an impact on a marketing industry that must look more laterally than ever, as communications evolve to dictate a brand's experience, convenience, safety, trust, and texture.

At its core, Mindshare's report is not interested in futurism. Each of the trends is affecting media and marketing now, and when it explores the implications of new technology, it's not talking about teleportation – these are changes that are taking place  within devices that we carry about in our pockets and install in our homes. Experts from across the industry gathered to discuss the findings at an event in London (January 2018).

1. The primacy of image

The inevitable result of mobile phones boasting cameras for well over a decade, it seems, is the primacy of the image. Sophie Harding, the agency's trends and insights director, noted the growth of visual search thanks, firstly, to the capabilities of third-party apps. Clothing brand Asos, for instance, has deployed a visual search function for clothes. Hardware companies are pursuing the trend too. Google's Pixel 2 phone has integrated Google Lens – an image search engine that jumps straight from the camera function.