Drivers of change

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rather than predicting or forecasting anything, these ten drivers of change are meant to spark discussion on accelerating trends that have the potential to redefine the role of marketing communication practitioners in 2012 and beyond.

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Drivers of change

  1. 1. Ten Drivers of Change in 2012 NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  2. 2. #1. The line between industries continues to blur NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  3. 3. “The automotive user experience is being redefined.”Dr. K. Venkatesh Prasad, group and technical leader with Ford’s Infotronics Research and Advanced Engineering NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  4. 4. #2. People’s expectations are now industry-neutral NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  5. 5. User reviews, social connectivity,multiple access and input points,smart search, real time datasynchronization...People continue to carry theirexpectations across industries. Iffamous e-retailers offer productreviews, then people expect that alldirect to consumer e-commerce sitesoffer than option (yet only few do),anything less is disappointing. Inother words, the very best in theirrespective fields are setting the barhigher to all in what in the past wereseemingly unrelated areas. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  6. 6. #3. “The Creator’s Economy” Paul Saffo NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  7. 7. The age of “design-your-own-and-then-buy-it” is giving way to the age of “design your own and sell it.” Brands create real connections with people through working with everyones’ creative side which not only leads to a richer understanding of people but also to better ways to bring them along in building the brand story. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  8. 8. #4. Digital and physical converging (old field, new tools, exciting possibilities) NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  9. 9. Karma Tech: Hyper Island studentproject for WESC.This is not just cool but also amazinglyuseful and a bit scary.Details here: http://www.youtube.com/watch?v=1NvWfcWmkCU NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  10. 10. #5. Social sharing grows exponentially (ok, maybe not exponentially but fast and furiously) NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  11. 11. Zuckerberg’s (controversial) Law of Social Sharing: X is time, Y is what you will be sharing and C is a constant NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  12. 12. #6. Feedback loops grow faster and richer NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  13. 13. Just a few years ago it took a ton of time and money toget a simple read on the effect of communication objectsand new products and services in a specific market.Today there seems to be a startup in the socialanalytics space being born every day. Our ability tounderstand and optimize communication and evenproducts/services will seriously impact (better andworse) the things we create to persuade, entertain, andadd value to people.Important players to watch in 2012:http://bluefinlabs.com/http://www.crimsonhexagon.com/http://www.visibletechnologies.com/http://collectiveintellect.com/ image via bluefin labshttp://topsy.com/http://www.generalsentiment.com/https://www.recordedfuture.com/http://gnip.com/http://datasift.com/http://www.socialflow.com/ NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  14. 14. #7. “From value chain to value cycle” Umair Haque NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  15. 15. see Nike Reuse for a glimpse at what value cycles can look like in the near future as people become more and more allergic to waste. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  16. 16. #8. Our visibility into the future is declining (perhaps even our visibility into the present) NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  17. 17. Facebook Users eBay Market Value Mobile Sales of Netflix 2006 2009 10 M 600 M July 13, 2011 16.4 Bn 2011 2011 5 Bn Dec 13, 2011 800 M 3.8 Bnsource: FastCompany NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  18. 18. #9. Gaming continues to influence service design (and products without “activity systems” will increasingly be handicapped) NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  19. 19. image via The Next Web What used to be a simple pair of soccer cleats is now a functional ecosystem that includes sensors, apps, intelligent systems,monitors, and more importantly, game dynamics baked into the core of the system. This is already a mainstream paradigm yet only a fraction of products/services are really designed to exist in a rich activity system. Expect tons of change. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  20. 20. #10. Real purpose is no longer optional (the age of smoking mirrors is over) NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  21. 21. Projects like The Sound of Football (part of Pepsi Refresh) will continue to inspire us to keep blurring the line between corporate social responsibility and marketing. In 2012 we have the chance to consolidate marketing frameworks rooted in purpose, vision, and imagination with the goal of taking brands into a credible space that aligns the interest of people and business in ways not needed or possible in the recent past. In the digital age purpose means business.image via Sound of Football NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  22. 22. Thank YouNYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
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