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Warc's Tookit 2013, published in association with Deloitte, distils the smartest new thinking and best practice in marketing into a guide for the year ahead. ...

Warc's Tookit 2013, published in association with Deloitte, distils the smartest new thinking and best practice in marketing into a guide for the year ahead.

The aim of the report is to look at the biggest challenges facing marketers in 2013, then examine the latest ideas and case studies to suggest ways to meet them.

Find out more about Trends for 2013 and watch exclusive video interviews at www.warc.com/Toolkit2013

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  • WARC TRENDS TOOLKIT 2013 (SAMPLE VERSION) >> How to respond to marketing’s biggest challenges In association with© Copyright Warc 2013. All rights reserved.
  • Warc Trends >> Toolkit 2013 Viewpoint The challenges of 2013 During a time of constant change, they also bring with them their ownThis is a and tight purse-strings in both challenges – the need to be trans-sample corporate and consumer spending, parent, trustworthy, sustainable and Companiesversion of the battle for share of wallet has generally useful to society. Compa- need toWarc’s never been more intense. Faced with nies need to change the way they constrained marketing budgets, busi- operate so that they are structured to change theToolkit 2013 nesses are looking to improve their adapt to these trends. They should way theyTrend Report bottom line by ‘doing more for less’ also recognise that getting the basics operate so Nick Turner and increasing their focus on the right with customers remains at theSubscribers Partner, Deloitte customer. heart of this change. that they areto Warc can Marketing & However, this isn’t one-way traffic structureddownload the Insight Practice – there have been several paradigm The opportunities ahead to adapt tofull report at shifts in the last decade that have Together with Warc, we are very given rise to the empowered custom- pleased to be able to explore the key these trendswarc.com/ er. The nature and affordability marketing trends for 2013. Throughtoolkit2013 of mobile technology, data acces- our own research and breadth of cli- sibility and computing power, social ent experience we have contributed media and multiscreen digital inter- insights to underpin the trends dis- actions, to name but a few. Custom- cussed in this report, and given De- ers have consequently never been loitte’s perspective on how marketers more connected to businesses and can start to address the challenges their offerings. and opportunities that lie ahead. While these macro trends afford a One thing is for certain: it will be golden opportunity to create sustain- another exciting year for marketing. able competitive advantage through We hope you find this paper thought- enhanced customer engagement, provoking and empowering in 2013.© Copyright Warc 2013. All rights reserved. www.warc.com
  • Warc Trends >> Toolkit 2013 Executive summary S everal factors are combining to screens, combined with access toThis is a disrupt the marketing industry. data and content via the cloud, willsample Economic volatility, plus the throw up several challenges in 2013.version of revolution in consumer technology, Mobile technology is having a majorWarc’s is changing consumer expectations impact on the path to purchase: oneToolkit 2013 of brands. The same tech develop- particular trend is ‘showrooming’, ments, plus the data they generate, whereby shoppers compare pricesTrend Report are creating both opportunities and or check reviews while they are in challenges for marketers. While stores. This kind of behaviour under-Subscribers these pressures are not new to 2013, mines traditional in-store marketing,to Warc can they are developing fast, and brands and suggests the in-store approachdownload the are finding new ways to respond. should be aligned with areas such asfull report at The squeeze on living standards search and social media. will be a major theme this year.warc.com/ Confidence in the economic outlook The multiscreen challengetoolkit2013 dipped sharply across 2012, and Media consumption is also chang- that is reflected in expectations for ing. Multiscreening – or using a marketing budgets in 2013. connected device while watching There are signs that consumers TV – is now a common activity. One are running out of patience. Data response is to join TV campaigns up from The Futures Company reveals thinking’, whereby brands look to The Nike+ to areas such as search and online a sharp increase in anger among embed products or services into FuelBand is content. Brands such as Coca-Cola consumers, and a corresponding everyday life, helping consumers set an example of have taken multiscreen strategies drop in trust of big business. Brands goals and achieve tasks. The Nike+ ‘small thinking’ further by using companion apps to need to be clear about the value they FuelBand is one of the best-known turn TV ads into a promotional game. offer for the price; but more than that, examples. The goal is to give brands This is still an emerging area, and it they need to show consumers they a role outside of a normal campaign may be worthwhile to take a test- are trying to help solve the issues cycle. One way of achieving this is and-learn approach. society faces. for marketing and product teams to The disruption to the path to One response is for brands to do work more closely. purchase is also making content something useful, and the concept of 2012 saw smartphones and tablets marketing a bigger issue for market- ‘branded utility’ is well established. really go mainstream in markets all ers. Research suggests 2013 will see There is now a lot of talk of ‘small over the world. This proliferation of a lot of brands developing formal© Copyright Warc 2013. All rights reserved. www.warc.com
  • Warc Trends >> Toolkit 2013 Executive summary (continued) content strategies for the first time. case from China, a pack innovation. insight to develop relevant marketingThis is a With its ‘Stratos’ skydiving stunt in The challenge for brands in 2013 will programmes.sample 2012, Red Bull proved the value of a be to understand how word-of-mouth The data deluge allows marketersversion of long-term approach to content. Other works in their categories and to to personalise ads and offers. But ad-Warc’s advertisers such as L’Oréal have respond accordingly. vertisers should recognise consumerToolkit 2013 recognised the importance of provid- One of the buzz phrases of 2012 concern about the way data is used. ing persuasive content (particularly was ‘big data’. In 2013, one of the top It is clear consumers are most openTrend Report video) at the ‘point of need’. priorities for brands is using all the to personalised offers when they are new data sources to produce action- in ‘shopper mode’. Another approachSubscribers A new approach to social able insight. An interesting approach is to give consumers control over theto Warc can Making the most of social media is to use data to look for big patterns, process, for example by allowing adownload the remains a core challenge, but there rather than granular segmentation. brand to access their social mediafull report at was real progress in 2012. Several Unilever combined data sources to profile; they are more likely to give studies questioned the wisdom of pinpoint the moments consumers dis- their consent if brands promise towarc.com/ using fan engagement programmes cussed meal options, and used that use that data creatively.toolkit2013 as a means to drive sales. Social media, they argue, is more likely to AT&T used Face- have an impact on sales if it is used book profiles to to maximise reach (though fanbases create personal- may still have an important role in ised content areas such as product innovation and testing). For its part, Facebook is keen for advertisers to focus on reach, as this looks set to become a key paid-for service. The thinking around word-of- mouth strategies is also becoming more sophisticated. As a subject, word-of-mouth has been conflated with social media. But studies show most advocacy takes place offline, and can be sparked by a wide range of stimuli – including, in a Dettol© Copyright Warc 2013. All rights reserved. www.warc.com
  • Warc Trends >> Toolkit 2013 Four ideas to take from this report 1 CHANGING EXPECTATIONS OF BRANDSThis is asample Hard-pressed consumers are taking out their anger on companies. Brands needversion of to show how they are making a difference in difficult times. That may mean aWarc’s greater focus on corporate ethics and authenticity. It may also mean makingToolkit 2013 consumers’ lives easier, and creating a useful presence in everyday life.Trend Report 2 THE DISRUPTED PATH TO PURCHASESubscribers Trends such as ‘showrooming’ and ‘multiscreening’ make the path-to-purchaseto Warc can more complex. It is important to review the ways shoppers now interact withdownload the brands. This may mean greater alignment of messaging – for example, in-storefull report at with mobile search, or TV with social media and e-commerce.warc.com/ 3toolkit2013 FRESH THINKING ON SOCIAL MEDIA There is a lot of new thinking about the role of social media within marketing communications, and the way influence works. The upshot is that ‘social’ is a much broader topic than ‘social media’. Research suggests it is worth reviewing the impact of engagement strategies on social media, and looking offline as well as online for potential advocates. 4 FIRST STEPS IN ‘BIG DATA’ The opportunities of ‘big data’ are huge, but brands must tread carefully if they are to avoid being overwhelmed by numbers or alienating consumers through poorly executed personalisation. An interesting first step may be to select a small number of data sources and then to ask ‘big’ questions of how a category works – for example, how consumers discuss the category, and where the right moments to influence them might be.© Copyright Warc 2013. All rights reserved. www.warc.com
  • This is asample SAMPLE CHAPTER THE SMALL IDEAversion ofWarc’sToolkit 2013Trend ReportSubscribers >> How can a brand embed itself into everyday life?to Warc candownload thefull report atwarc.com/toolkit2013© Copyright Warc 2013. All rights reserved.
  • Warc Trends >> Toolkit 2013 At a glance Small thinking KEY INSIGHTSThis is a 1sample S  mall thinking is an alternative to ‘big [The Nike+version of idea’-led campaigns. Its focus is on FuelBandWarc’s products or services that blend into a creates] aToolkit 2013 consumer’s everyday life, rather than link so muchTrend Report disrupting it. The Nike+ initiative is one strongerSubscribers of the best examples. than any-to Warc can thing youdownload thefull report at 2 T  he ‘fail fast’ culture of Silicon Valley is an influence on this way of thinking. Advertisers including PepsiCo have in- could ever say in com-warc.com/ municationtoolkit2013 vested in small-scale tech innovations Stefan Olander, in an attempt to evolve their offering. VP Digital Sport, Nike 3 O  ne way to think small is to focus on the product or packaging, rather than the communications. In many compa- nies this means aligning the marketing function more closely with the product innovation team. 4 A Tiger Beer initiative shows how con-  tent can be used to embed a brand into everyday life. It released a quirky travel guide for tourists in Thailand, a target that was otherwise hard to reach.© Copyright Warc 2013. All rights reserved. www.warc.com
  • Warc Trends >> Toolkit 2013 An alternative to the ‘big idea’ Brands are looking for products brands). And it reflects a desire to A guiding principle in small think-This is a or services that fit seamlessly into build ‘participation brands’, which ing is for products and services tosample consumers’ lives. have consumer participation built evolve incrementally, rather than Ideas todayversion of into their DNA. being launched fully formed. Airline seem toWarc’s One of the most talked-about launch- Despite all the theory, putting small easyJet evolves its digital service via es of 2012 was the Nike+ FuelBand. ideas into practice is tough. Never- “little and often” changes that over ‘work’ bestToolkit 2013 The initiative, which won multiple theless, some brands have taken in- time cut costs and drive revenue. when they’reTrend Report Golds at the Jay Chiat Awards, teresting steps in this direction. One The Nike+ FuelBand shows the small and involves a wristband that tracks a trend is for companies to borrow from power of reconnecting product inno-Subscribers user’s physical activity, turns it into Silicon Valley’s playbook: PepsiCo, vation with marketing. Other brands inconspicu-to Warc can points, then allows users to track for example, runs a PepsiCo10 tech take a ‘small’ approach via content ous, ratherdownload the progress and compare scores. incubation project that works with – useful pieces of content that help than big andfull report at Nike describes the Nike+ pro- start-ups to develop new technology consumers achieve goals. A nice ex- ject as ‘functional integration’: the around its brands. UK supermarket ample from Honda involved helping interruptivewarc.com/ Gareth Kay, embedding into society and culture Tesco even ran a ‘hackathon’. The consumers make ‘leap lists’ – lists oftoolkit2013 Chief Strategy of products and services that live goal is to experiment with lots of little things they wanted to do before the Officer, Goodby outside a traditional campaign. ideas, some of which may catch on. next major milestone in their lives. Silverstein & It is one of the most advanced Partners examples of what some have called ‘small thinking’. This is an alterna- tive to ‘big idea’-led campaigns. The focus is on small ideas (even if they involve major technology innovation) that evolve over time and can blend into a consumer’s life. These ideas work because they fit into consumers’ lives, rather than interrupting them. Small thinking reflects a dis- satisfaction with a campaign-led approach, and a shift towards an always-on relationship with consum- ers. It is an extension of branded utility (see also the creation of servile The Nike+ FuelBand is a wristband that turns the wearer’s activity into points© Copyright Warc 2013. All rights reserved. www.warc.com
  • Warc Trends >> Toolkit 2013 Four trends driving ‘small thinking’ 1 BEHAVIOURAL INSIGHTThis is asample Ideas such as behavioural economics and gamification point to newversion of ways to encourage behavioural change. Among other things, these sug-Warc’s gest that small changes can have big impacts, and that big, disruptiveToolkit 2013 ideas may not be the key to encouraging consumer participation.Trend Report 2 TECH INNOVATIONSubscribersto Warc can Rapid innovation in consumer technology makes small thinking moredownload the viable. Apps, for example, provide a way to produce a branded servicefull report at that lives outside a traditional marketing campaign, and can ‘blend in’ towarc.com/ everyday life. Nike+ is an example of a brand realising the potential oftoolkit2013 technology to embed a brand in a consumer’s routine. 3 VALLEY CULTURE The ‘fail fast’ mentality of Silicon Valley has become influential in mar- keting thinking. This encourages multiple experiments with small ideas, and prioritises a test-and-learn approach. 4 NETWORK EFFECTS Advertisers now talk a lot about ‘earned media’, whereby networked con- sumers share content and services that they like. The power of the net- work helps level the playing field; big-budget campaigns are no longer the only way to make an impact. Networked consumers can help brands test ideas, and spread news of new content and services.© Copyright Warc 2013. All rights reserved. www.warc.com
  • Warc Trends >> Toolkit 2013 Case study Tiger Beer CampaignThis is a Fifty Must-Dosample Things in Asiaversion ofWarc’s AdvertiserToolkit 2013 Asia Pacifc BreweriesTrend Report AgencySubscribers JWT Bangkokto Warc candownload the Marketfull report at Thailandwarc.com/ Sourcetoolkit2013 Warc Prize for Tiger Beer created an offbeat was likely to be ineffective given the to post pictures of themselves in Asian Strategy guidebook for visitors to Thailand, transient nature of the audience. The action on Facebook. Anyone upload- 2012 providing useful content that tour- brand needed a new and cheap way ing pictures of more than ten things ists would take with them. to reach its audience. could claim prizes at a Tiger Beer roaming booth. Postcards and an CHALLENGE SOLUTION iPad guidebook extended the reach In the Thai beer market, Tiger is a Tiger avoided boring its target with of the brand. niche, imported player whose core more messaging and instead came drinkers are tourists and backpack- up with a useful item that the typical RESULTS ers. But sales to them had been traveller would be happy to put in Within two weeks, all 25,000 guide- falling as local beers took over many their limited backpack space and books were picked up and 1,000 Other examples: of the outlets in which Tiger had refer to frequently: a guidebook people registered online, with most Dove, ‘Ad Make- previously been able to communicate extolling the real Asia. uploading pictures. over’, US at the point of purchase. This guidebook listed 50 offbeat Sales of Tiger in outlets associated American Traditional alcohol advertising things they could do, such as eating with the campaign rose 160% when Express Open, is hedged around with restrictions deep-fried insects or chatting up the brand’s roaming booth arrived. ‘Small Business in these markets, and in any case girls called Porn, and invited people View full case study Saturday’, US© Copyright Warc 2013. All rights reserved. www.warc.com
  • Warc Trends >> Toolkit 2013 Viewpoint Brands go back to products Aligning the marketing function on promotion, according to a 2011 environments, redesigning process-This is a with product innovation can make study from Haygarth. es, increasing functional interactions,sample ‘small thinking’ a reality. Technological change. The rise of creating cross-functional teams and Involving theversion of social media and digital channels building up insights capability. marketingWarc’s Several trends are conspiring to give any product or service an imme- There are many examples of the return branding to its roots – as a diate global platform. Price com- results. Starbucks collects customer function inToolkit 2013 signifier of product origin and qual- parison sites and the internet make feedback on its products and ser- productTrend Report ity. Times are changing: from brand brand information more accessible vices on mystarbucksidea.com for develop- being the differentiator of product, and transparent. consumers to vote on, implementingSubscribers to product being the differentiator Ethical concerns. Food miles, popular ideas. Nike is building a ment is ato Warc can of brand. Marketers need to foster a locally-sourced ingredients, ethical functionally integrated ecosystem of significantdownload the greater alignment with the product sourcing and a focus on health are products and services, such as the shift forfull report at function to ensure more competitively all feeding into more product-focused Nike+ FuelBand, to engage its con- differentiated products, services and strategies. sumers. John West’s ‘Story in a can’ manywarc.com/ communications. Increased regulation. Regulation invites customers to enter a unique traditionaltoolkit2013 WHY IS THIS HAPPENING? is increasingly restricting communi- code found on each tin of tuna on its product-led cations in industries from tobacco to website to identify which of its boats Growth of own-label. The propor- confectionery to pharmaceuticals to caught the fish and where. businesses. tion of own-label and retailer brands drinks, and is set to limit further what Involving the marketing function in But it is vital is growing, and no sector is immune. brands can say and to whom. product development is a significant to meet the Change in consumer attitudes. shift for many traditionally product- Consumers are falling out of love BREAKING THE SILOS led businesses. However, it is a vital consumer’s with brands. A 2011 study by Havas Forward-looking companies are mov- shift, needed to meet the consumer’s evolving Media found most people would not ing from product innovation operat- evolving needs. needs care if 70% of brands disappeared. ing in a silo to greater integration Economic change. Price is in- with the business, and, in particular, Will Grobel creasingly the motivation for pur- marketing. They are achieving this Manager, Deloitte Marketing & chase, with 44% of purchases made by creating collaborative working Insight Practice© Copyright Warc 2013. All rights reserved. www.warc.com
  • Warc Trends >> Toolkit 2013 Implications Delivering small ideas 1 PLACE SMALL BETSThis is asample Projects such as PepsiCo10 show a desire by big brands to identify newversion of applications of technology, and experiment with small initiatives thatWarc’s may point to a way forward. It may be worthwhile reserving a portion ofToolkit 2013 the marketing budget for this kind of experimentation.Trend Report 2 BALANCE BIG AND SMALLSubscribersto Warc can Small thinking does not mean the end of big campaigns. However, initia-download the tives such as the Nike+ FuelBand show that a brand can play a role infull report at everyday life beyond the ‘big’ moments. Brands should investigate howwarc.com/ to strike a balance between an ‘always on’ relationship with consumers,toolkit2013 and the short-term spikes in activity around major campaigns. 3 ENCOURAGE COLLABORATION On both the agency and the client side, a range of skillsets are required to deliver small thinking. Brands should ask how to facilitate collabora- tion between classic marketing strategists and experts in areas such as product innovation and creative technology. 4 PLAY WITH ‘OWNED’ FORMATS Some of the best examples of small thinking come from developing in- novative products, services around those products, or (as in the case of Tiger Beer) useful pieces of content. The common theme is that these are formats ‘owned’ by the brand. When looking for ‘small ideas’, it may make sense to start with items that are already under the brand’s control.© Copyright Warc 2013. All rights reserved. www.warc.com
  • Warc Trends >> Toolkit 2013 Read more in the full Toolkit 2013 FEATURED CASE STUDIESThis is a Contentssample 1 James Ready, Warc’s Toolkit 2013 features tenversion of 1 ‘Help Us, Help 5 chapters, focusing on the keyWarc’s You’, Canada challenges facing brands in theToolkit 2013 year ahead. 2 Tiger Beer, ‘FiftyTrend Report Must-Do Things in 1 Consumers Asia’, Thailand Engaging the enragedSubscribers 2 Strategy 3 Rimi, ‘Rimi Pluss’,to Warc can Norway 6 The small ideadownload the 3 Mobilefull report at 2 4 Coca-Cola, The mobile shopper ‘Chok! Chok!warc.com/ 4 Media Chok!’, Hong Kongtoolkit2013 Generation screen 5 Procter & 5 Content Gamble, ‘Mission Control by Super- 7 8 Strategic content savvyme’, UK 6 Social media The role of reach 6 Rom, ‘American Rom’, Romania 7 Word-of-mouth 3 4 Creating advocates 7 Dettol, ‘Messages 8 Insight Interrupt, Utility Making sense of data Delights’, China 9 Targeting 8 Unilever, The personal touch ‘CybrTrak’, US 9 10 Adspend 9 Coca-Cola, The 2013 outlook ‘Share a Coke’, Australia Download the full report© Copyright Warc 2013. All rights reserved. www.warc.com
  • About Warc’s Toolkit 2013 report This report features 10 chapters offering the latest thinking on the biggest challenges facing brands. Each chapter includes case studies, data, and implications for marketers. Highlights include:  ase studies from advertisers including C Unilever, Coca-Cola and Procter & Gamble.  nsight into the role of smartphones and I tablets in customer journeys.  ew ideas for effective use of social media N and word-of-mouth.  atest adspend forecasts and media L channel analysis for 2013. The full report is available only to subscribers of www.warc.com. Not a subscriber? You can purchase this report, contact emma.kingham@warc.com© Copyright Warc 2013. All rights reserved. www.warc.com
  • More from Warc… IN THE WARC TRENDS SERIES CONTACT US SERIOUSLY SOCIAL LONDON (HEAD OFFICE) Warc’s casebook of effective- 85 Newman Street ness trends in social media London campaigns. Includes analy- W1T 3EX sis of how social is used in United Kingdom the world’s best effective- +44 (0) 20 7467 8100 ness cases. Available in Full enquiries@warc.com and Summary versions. SINGAPORE Coming soon 20A Teck Lim Road 088391 Singapore SHOPPER MARKETING +65 3157 6200 Warc’s report on new asiapacific@warc.com approaches to Shopper Marketing. Includes analysis WASHINGTON DC of the new path-to-purchase, 2233 Wisconsin Ave NW plus data and case studies. Suite 535 Available in Full and Sum- Washington, DC 20007 mary versions. United States +1 202 778 0680 Download the report americas@warc.com CASE FINDER FOLLOW US Pinpoint the exact case study you need by searching Warc’s unri- valled database of award-winning cases, organised by campaign objective, country, industry sector, audience, media channels, budget and campaign. Find a case.© Copyright Warc 2013. All rights reserved. www.warc.com
  • Deloitte Marketing & Insight Team ABOUT DELOITTE KEY CONTACTS Deloitte provides audit, tax, consulting, and financial advisory services to Nick Turner public and private clients in multiple industries. With a globally connected Partner network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the Nick is a partner in Deloitte’s UK Market- insights they need to address their most complex business challenges. ing & Insight practice. He has led global Deloitte has 200,000 professionals worldwide, all committed to becoming operating model transformations for some of the world’s largest brand and marketing the standard of excellence. functions, working on integrated business processes, governance and technology enablement. In 2011 he Deloitte LLP offers professional services to the UK and European market. was voted Marketing Consultant of the Year by his peers in the With over 13,500 exceptional people in 28 offices in the UK and Switzer- Management Consultancies Association. land, Deloitte has the broadest and deepest range of skills of any business advisory organisation. Our Marketing & Insight team is the leading prac- +44 7957 483543 tice of its kind in the UK and comprises experienced professionals from a nickturner@deloitte.co.uk range of backgrounds, including marketing agencies, research and ana- lytics, CRM technologists, industry marketing management and manage- ment consultants. Our capabilities span the marketing value chain, from Alex Thom Marketing Planning and Strategy through to Marketing Operating Models Manager and the latest Marketing analytics techniques and technologies. Alex is a manager in Deloitte’s UK Market- ing & Insight practice. He has gained cross-industry experience in consulting, defining and delivering customer-related strategies, with a particular focus on marketing. Alex leads the brand management proposition at Disclaimer: This report (the “Report”) has been prepared by Warc and Deloitte LLP (“Deloitte”) on the basis of the limita- tions set out below. The Report has been prepared solely for general information and should not be used for any other pur- Deloitte, and his work has included specialist support designing pose or in any other context. No representation or warranty, express or implied, is given and no responsibility or liability is marketing processes, analysing marketing spend, designing or will be accepted by or on behalf of Warc or Deloitte as to the accuracy, completeness or correctness of this Report and any such liability is expressly disclaimed. All copyright and other proprietary rights in the Report remain the property of marketing operating models and evaluating agency models. Warc and Deloitte. This Report and its contents do not constitute financial or other professional advice, and specific advice should be sought about your specific circumstances. In particular, the Report does not constitute a recommendation or endorsement by Deloitte to invest or participate in, exit, or otherwise use any of the markets or companies referred to in it. +44 7900 405103 To the fullest extent possible, both Warc and Deloitte disclaim any liability arising out of the use (or non-use) of the Report athom@deloitte.co.uk and its contents, including any action or decision taken as a result of such use (or non-use). Deloitte LLP is the UK member firm of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity.© Copyright Warc 2013. All rights reserved. www.warc.com