five marketing trends in 2012
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Five transformative shift in marketingTRANSCRIPT
3/6/2012
Overestimate the short term and underestimate the long term
Transformative shift in Marketing
5 Transformative shifts in Marketing
3/6/2012
Notion of search
It took 300 million websites for search to become relevant
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280 exabyte’s of information created in 2010, which is 50 times more information that was created in the history of mankind Estimated 667 Exabyte's of information to be created per day by 2013
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In future , we will move from Information seeking to knowledge seeking society 42 gm. of fat in a burger is information This is 65% of your daily fat intake - is knowledge
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Always connected impacting E-commerce & Entertainment
Click on the link generation
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Visualization of information
Consumer behaviour will be information based
enabled by technology
IMPACT
Move from Information society to knowledge society
Filtering information will be important as we move to
digital society
Majority of software is designed for the unconnected world.
Every aspect of human behavior that was spent in offline world will shift to online world.
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Network to Networked
In 1965 Sony came out with Tummy Television with different Sizes depending upon the size of Your tummy. 5 inch Sony for waist sizes 38 to 46 For smaller tummy buy 4 inch set. With personal ear plugs, the beauty of television so small that you can hide it under your pillow
Reminds us of iPad
Notion of portability
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People of screen
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Internet is simply a mechanism to take our offline behavior and make it relevant in online world
Leveraging Technology to Connect
Opened‐up learning to multiple delivery methods - in‐campus, distance learning ,e‐Learning and m-learning
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Perfected online fundraising by using social media tools U.S. President: Barak Obama
Embedded hardware & service solutions in the finance sector Mayor : Michael Bloomberg
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Leveraging Technology to Connect
An estimated 70 million viewers watched the first debate. People who watched the debate on television overwhelmingly believed Kennedy had won, while radio listeners (a smaller audience) believed Nixon had won
Barack Obama gets the Internet and social media the way that Kennedy got TV. Kennedy was built for TV and Obama is built for the Internet age. He had 3 million online donors during the election and 2 million people were passionate enough to create profiles on my.barackobama.com.
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Leveraging Technology to Connect
Salvaged the music business from declining CD’s sales Apple CEO Steve Jobs
Delivered platform to connect and expand friend/biz contacts
Facebook: Mark Zuckerberg
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Leveraging Technology to Connect
Revolutionized the video‐ sharing business YouTube: Chad Hurley, Steve Chen & Jawed Karim
Turned 1 followed by 100 zeros into cash cow (Googol) Google: Sergey Brin and Larry Page
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Leveraging Technology to Connect
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Seamless user experiences
Mobile will increasingly drive real-time social media
usage i.e. uploading photos, video, updates, etc. on
the go
IMPACT
Content will be platform agnostic
Natural user interaction
Ad for first remote control ( 1969)
A flash of magic light from across the room ( no wires, no cords) turns set on, off or change channels and you remain in your chair
Notion of consumer control
SixDegrees.com was first social network website that lasted from 1997 to 2001 Allowed users to list friends, family members and acquaintances
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Punch Magazine cartoon print In 1879 Edison’s Telephonoscope transmits light as well as sound Multi-Media or Multiple Media
In 1969 Interactivity with telephone conversation while watching TV Interactivity between various mediums
Notion of Interactivity
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Interaction with Media
We like to Know We Like to Connect
We Like to Tweet We Like to See
We Like to Play We Like to Buy We Like to Collaborate
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Interaction with Brands
O.P.E.N
On –Demand –accessible, self-
directed & Instantly gratifying experiences
Personal –meaningful interactions
Engaging –relevant emotional experiences
Networked –the exponential potential of consumers & communities
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Increasingly future of brands will be
shaped by consumer emotion and experience
Starbuck sells experience and not coffee 3/6/2012 [email protected]
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Future of brands will be shaped by consumer
emotion and experience
Content will be as good as context it creates
IMPACT
Brands will focus on context as relationships are
valued and limited by nature
Quality of engagement and not reach is important
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Immediacy Personalization
Authenticity Attention
Interpretation Accessibility Embodiment
Findability
Hello Conversation
Copy economy to access economy
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IMPACT
Mutuality not Monopoly
Pervasive display and universal connectivity
Creating value at a very low cost
Closed to open system
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Tools that connect
Engagement
Idea
Product
Advertising
Distribution
Feedback
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Tools to Connect
Marketer wants consumers to engage with the brand to connect
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Advertising will come closer to information both in
terms of content & context
Value will not be what brand delivers to customers.
It will be what brands co-create with customers
IMPACT
Successful brands will solve consumer problems
Brands will become experience creators
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