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Inkling Trends 2013

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  • 1. TRENDS 2013 : Inkling 1
  • 2. TRENDS 2013 ...in order to stand out... in 2013, marketing must be nothing less than “awesome” Jono Marcus Partner & Digital DirectorTRENDS 2013 : Inkling 2
  • 3. TRENDS Jono Marcus, Partner & Digital Director @jonomarcusIntroductionSo many of the trends for 2013 in this report revolve the R&D on them. This way brands will be able toaround digital innovation, as it has so quickly become innovate rapidly without employing huge teams, simplythe major frontier for the creation of new marketing by stimulating and liberating the knowledge and skillstechniques and opportunities. of the “crowd”. For example, eBay has APIs that allow developers to access their database so they can createThere has never been a more exciting time for new and innovative ways to buy and sell merchandise.marketing. Brands can interact with audiences moreimmediately and on a deeper level than ever before. With coding entering the mainstream, brands areYou will read about all types of marketing innovation and will be offering up APIs that in a few years evenin this report from the very showy, like 3D printing and kids who have been brought up using coding trainingreal-time data visualisation, to the more subtle, such as resources such as gethopscotch.com, will be able to use.mining big data. In reference just to big data, explored What this creates is a marketing environment wherein this report, McKinsey Global has said: “we estimate fans work with brands and for brands all across thethat a retailer using [it] to the full has the potential to world because of the joy and utility of being grantedincrease its operating margin by more than 60 percent”. open access to their digital content.What has liberated so much of the potential innovation That is the future of digital marketing, beginning inmade real in 2013 discussed in this report, is the 2013. And remember, at a time when technology isaccessibility provided by open API’s, which is when impacting media like never before, Moore’s Law tells ussoftware can be accessed, used and changed by anyone. that we are “touching infinity” in terms of the increasingFor example, instead of playing with a Barclays media bandwidth technology offers. So in order toFootball app on your mobile, you could actually change stand out in that landscape in 2013, marketing mustand develop the app with Barclays’ blessing. In 2013, be nothing less than “awesome” to succeed – meaningbrands will start to let developers get their hands on sharable, engaging and accessible.*brand properties more and more; and effectively do Enjoy! * Spreadable Media: Creating Value and Meaning in a Networked Culture, Henry Jenkins & various blog posts byFaris YakobTRENDS 2013 : Inkling 3
  • 4. MOBILEMobile Me2013 marks a huge milestone in the history of mobile.Why? Because mobile internet access will surpassdesktop and laptop access for the first time. Look nofurther for evidence of the new world order than the The Big Numberslaunch of Microsoft’s Windows 8 platform in 2012, not asingle desktop insight.Accelerating this trend will be the national roll-out • 20 percent of consumers will replace their mobileof ‘4th Generation’ (4G) mobile networks; providing phone next year to catch up with 4Ga significantly more consistent and crucially faster • £5.5bns direct investment in UKconnection to the web. Think broadband vs dial-up and • 125,000 number of jobs 4G will create or safeguardthe profound impact seen on our behaviour. The impact • 37 million 4 hours per year saved by UK workersof 4G could be just as far-reaching as we all become • 1.2 billion people accessing the web from theirmore reliant on mobile in all aspects of our lives. mobiles globally • 2.5 billion mobile ad revenue earned annually byJust like Facebook and Google, brands must now start Googleinvesting in and planning for a very different future, onethat is mobile first not ‘nice to have’. Our Advice? Workout how your brands current and future online assetssuit the 4g mobile web browsing future and worry lessabout launching the next great app. For me the biggest trends remain around mobile and our consumption of content via smartphones. With the roll out of 4G and more, faster Here in the UK, the large scale and better smarpthones, we’re rollout of 4G is all set to make already seeing huge shifts in big waves in the tech industry. what people are happy to do via It will change the way we use their phone. our phones and other mobile devices, allowing us to do much Kieran Alger, Editor, T3 more while on the move. Ed Chester, Deputy Editor, Trusted ReviewsTRENDS 2013 : Inkling 4
  • 5. SECOND SCREENSecond ScreenSecond screen refers to the device that people areinteracting with alongside their television, mostcommonly a smartphone or tablet. This “companiondevice” is allowing users to synchronize and interact The Bigmore extensively with the content on the screen. Thiscan vary from viewers simply connecting with otherviewers on social media to the actual content extending Numbersfrom one screen to the other. 2013 will see this trend • 80% of smartphone and tablet owners use thesetake on a whole new life as we see the boundaries devices while watching TVpushed as brands and media companies jump aboard to • 51% of those who post on social media whileinvest and experiment. watching TV do so to connect with others who might also be watching the same thingAmerica have been leading the way in this with • 24% of Facebook users report posting about thetargeted content surrounding live events, the Coca Cola movie they’re watching (in the cinema!)Polar Bears at Superbowl or Sean Combs dancing forCirco during the Grammys. These brands have beenleading the way in this movement which is set to enrichcustomers viewing experiences and entertain moredynamically. “In the future, no television advertisements will be just self-This means marketers can engage viewers through contained narratives. They willtelevision whilst also sending them in real-time to be trailers into deeper brandedchosen landing pages for more information and to digital experiences.”prompt deeper actions, such as downloading an app orentering a competition. Shiv Singh, global head of digital, PepsiCo. What hasn’t happened so far is stepping back and asking, ‘How can we use this second screen to make the show better? You’re going to see a lot of innovation happening that answers that question. Somrat Niyogi, CEO of MisoTRENDS 2013 : Inkling 5
  • 6. BIG DATA OverviewBig Data [Click]The growth of mobile, an ever-increasing number ofsensors in our daily lives and our ‘always connected’ Infographicculture means that we are constantly generating absurd [Click]levels of data. 2013 promises to be the year companiesstart using it as we creep ever closer to a MinorityReport style future through a mixture of targeted Animatedinformation, more insightful predictions, deep data dives You Tubethat blow apart accepted wisdom, tailored products, new [Click]product innovations based on data-driven feedback anda host of new specialist data professionals.Big Data’s break through moment came in the 2012US Presidential Election as Obama, supported by ananalytics team five times larger than in 2008 crunchedtheir way over $1bn in campaign funds, bagging an We estimate that a retailerextra 1.25 million votes from 18-24 year-old second time using big data to the full hasround. Big Data, and in particular the Democrats data the potential to increase itsmachine Narwhal, were credited with the victory that is operating margin by more thanexpect to influence boardrooms around the globe. 60 percent.Some of the most exciting applications of Big Data at McKinsey Globala consumer level centre around a ‘gamification’ of ourlives. Brands are using classic video game techniquesto influence or even change our behavior including use I would invest in people...of goals, feedback and rewards. Our favourite being who understand where theinsurance broker Motaquote who offer cheaper policies technology is going and whatto ‘good’ drivers based on GPS data. Get ready for your the potential will be by 2016own personal scoreboard in the game of life. for communications, for targeting, for mining data, to make precision possible in terms of both persuasion and mobilisation. David Axelrod, Chief Strategist for Barack ObamaTRENDS 2013 : Inkling 6
  • 7. SECOND SCREENVisual Economy By visualizing information, we turn it into a landscape thatWith an influx of data hitting us from all directions in you can explore with your eyes,2013 we are inevitably going to suffer from information a sort of information map. Andoverload. The result will see a premium placed on when you’re lost in information,converting data into manageable and digestible displays an information map is kind ofthat navigate us through our personal ecosystem of usefulmultiple sensors, devices and platforms. David McCandless,Dubbed the ‘battle of the wrist’ 2013 will see an Information Designerexplosion of visual devices that will transformthe complex nature of data and bring it into themainstream. Nike is leading the way with Fuelbandwhich is re-positioning Nike as a technology company.The black wristband measures steps taken, calories andtime spent exercising via a three axis accelerometers all Ted – Thecalculating a daily score against a set target. BeautyThe real winners in big data analysis in 2013 will be the of Dataorganisations who provide services and products which Visualisationconvert this data into simple, clear and beautiful visual [Click]resources. Think personalized infographics for every Keiichiaspect of your life mean the visual economy is here to Matsuda’ssay, after all a picture says a thousand words or data Prism at thepoints. Tate [Click] Advanced analytics tools require specialized skills. Interactive data visualization tools like Tableau’s, on the other hand, enable almost any business user to become an analyst and identify trends on the fly Andrew Lampitt, Co-Founder, VP of Marketing Business Development, InfoWorldTRENDS 2013 : Inkling 7
  • 8. ACCESSIBILITYAccessibility We have an ownership society now, but we’re moving toward an access society, where you’reA fundamental shift has been bubbling away over the not defined by the things youlast couple of years that is redefining the traditional own but by the experiences youmodel of consumerism by challenging its central pillar, haveownership. What does it now mean to ‘own’ somethingin the digital world? Do you really own a music Brian Chesky,collection? Or do you access digital files via iTunes or Co-founder and CEO, AirbnbSpotify? Bruce Willis is currently fighting Apple in thecourts for the right to leave his iTunes library to hischildren when he dies, something currently against Forbes:Apple TCs. Or see the outcry at Instagram’s plans to Goodbyesell pictures taken by users. Ownership,But it is not just in the digital domain that access Hello Accessis supplanting ownership as real-world products [Click]and services are springing up at an increasing rate The Bruceof knots that tap into our digitally fuelled desire forless commitment, cheaper entry points and greater Willisflexibility in terms of usage. Zipcar means we don’t need Dilemmathe car parked in the drive, Air Bnb have cut out the [Click]travel agent and Le Tote will send the latest fashions to The Rise your door every month. Rise of Air BnbSo far the accessibility trend has been from the [Click]ground up by a new wave of entrepreneurs and socialinnovators, but in 2013 we think established brandswill start to tap into this new consumer behavior byre-packaging elements of their offering enabling theiraudience to live richer experiences and build brand If access trumps ownership,loyalty before upselling into a ‘owned’ sale later. when should we own things? I’d say when they’re manifestly important, and only in the best format we can afford. The important books, albums, and movies are a little piece of you, and they deserve to be treated as such Frank Chimero, Designer, Blogger, Author LecturerTRENDS 2013 : Inkling 8
  • 9. SCARCITYScarcity Another statistical piece of information from a journal of consumer psychologiesWith a world of unlimited content and information reported this year that 50%just a click away, real world experiences have become of respondants said that anincreasingly valuable. This led to an explosion in the experience that they hadlive sector and then evolved into the almost inescapable purchased gave them moretrend of ‘immersive’ events as people demanded a happiness than a product.more personalized and unique experiences. We areincreasingly projecting our status via these experiences Caroline Tilland they dominate our social interactions both onand offline. It is all about being there and having theInstagram account to prove it. The Value of2013 will be about taking it to the next level by creating Scarcity‘only for me’ experiences using scarcity as a high value [Click]asset. Early examples include photography app OneMomento, which is turning digital photography on its Interviewshead by limited users to a single shot and Swedish with peoplerapper Adam Tensta who released a track that could after You Meonly be listened by one person at a time. Bum Bum TrainThis requires brands to differently about how theyplan and measure their campaigns both on and offline [Click]with less focus on ‘likes’ and footfall, instead placing Scarcitygreater focus on quality of experience whilst arming and Marketingempowering consumers to share these moments. [Click] Scarcity drives your product to the true believers, the ones most likely to spread the word and ignite the ideavirus. Because they expended effort to acquire your product or service, they’re not only more likely to talk about it, but they’ve self- selected as the sort of person likely to talk about it. Seth GodinTRENDS 2013 : Inkling 9
  • 10. RETAIL EXPERIENTIALRetailExperiential The Big2013 is set to see the start of a revolution on the highstreet. Consumers are placing less and less value onthe physical bricks-and-mortar environment as theyseek out the perfect marriage of on and offline shopping. Numbers‘Showrooming’ sees people visit the physical store to look • 28% of people use smartphones to compare pricesat and touch the products only to complete the purchase will in a shoponline via their mobile phone, often running a price • 10% higher than a year agocomparison in-store. • 9% went on to buy elsewhere after comparing • 25% of people use three or more technologies to shopThis is forcing brands to work harder and to adapt • 50% of respondents said that an experience thattheir offering to this new behavior. 2012 saw a brilliant they had purchased gave them more happiness thanexample with the new Burberry store on Regent Street a productwhich, like Apple, is a manifestation of their onlineexperience including extensions of current campaignssuch as the Art of the Trench, live fashion shows, “Brands are really startingsatellite live broadcasts from around the globe, concerts, to engage with this idea ofRFID tags in garments that trigger relevant mobile sensorial design to connectcontent and staff with iPads. with customers in new and surprising ways through theConsumers are calling for a more ‘in-line’ shoppingexperience, as they no longer see the boundaries brand experience and retailbetween on and offline shopping. The challenge for theatre.brands is to bring retail into the overall communicationsmix to enable them to turn this new phenomenon Caroline Till, Franklin Tillto their advantage by offering greater depth,personalization, guidance and above all else, enhancetheir key advantage, real-world sensory experiences. Innovation is designed to delight, surprise and entertain. It is a reflection of how we approach everything at Burberry - revealing the different layers of the brand’s heritage within a modern context, and forever celebrating design and expert craftsmanship. Christopher Bailey, Chief Creative Officer, BurberryTRENDS 2013 : Inkling 10
  • 11. 3D PRINTING3D PrintingIt has been described as the 3rd industrialrevolution and nothing is predicted to redefine globalmanufacturing and business more than the 3D printer. The Big Numbers2012 witnessed some great strides forward in terms ofquality from art exhibitions to a 3D photo booth allowingusers to print their own heads and not forgetting therecent Bond film, Skyfall where a 3D Printer was usedto produce an Aston Martin stunt double. • The cost of a 3D printer started at $400,000 and today you can get one for around $2,199 (via2013 marks a real step change for 3D technology due to Makerbot)tumbling hardware costs that are finally democratising • Currently market value $1.3 billion and expectedthis long heralded technology and placing it firmly in to grow to $3.1billion in 2016 and up $5.2 billion bythe mainstream. Expect 3D printers to be the must 2020have gadget of Christmas 2013 as well as a raft ofbrand executions. However, if you think a little biggerthe potential impact is truly mind-blowing, with thepotential to change just about everything. Three-dimensional printing makes it as cheap to create single items as it is to produceWe predict that the entire retail experience will be thousands and thus undermines economies oftransformed, moving from browsing and shopping for scale. It may have as profound an impact onphysical products to a second, Information Age, with the world as the coming of the factory did.design specifications being purchased before printingoff your products at home, from clocks to a prosthetic Andrew Lampitt, Co-Founder, VP of Marketinglegs. This opens a whole can of worms for organizations Business Development, InfoWorldas they fight to protect their intellectual property frompiracy on a mass level. Just ask the music, film andvideo game industries. Now might be the time to beinvesting in that 3D department or qualification. 3D printing is spreading fast as the technology improves and costs fall. A Basic 3D printer, also known as a fabricator or “fabber”, now costs less than a laser printer did in 1985’ The Economist Forbes Ask Some Big Questions [Click] -:TRENDS 2013 : Inkling 11
  • 12. About InklingInkling is a creative marketing agency that specialisesin idea generation, research and brand strategy, socialmedia, digital production, PR, experiential, eventproduction and content creation.If you would like to talk to us about how we can help youplease call Nicola, Jono, Will or David on 020 7609 0562or email partners@thisisinkling.comwww.thisisinkling.com