According to a recent Hubspot blog post, what's the #1 thing clients look for in their agency partners? It's not results, budget, strategy, or even great creative. According to the Society of Digital Agencies, it is expertise in emerging trends.
There are many tools that can help spot trends such as Google Trends for search, Trendsmap for Twitter, and YouTube Trending just to name a few. These tools use social media and search as their primary sources while other services like Trendwatching use crowdsource with feet-on-the-street to spot new consumer trends. Identifying trends and having the ability to pivot quickly to take advantage of these trends is an ongoing challenge.