+geniusNew Trends in Marketing 2013+Marketing is evolving faster than ever before. Not because of technology itself, butbecause markets and customers are changing in their structures and priorities,expectations and aspirations, faster than any time in history.Whilst digital technologies give us fantastic new platforms on which to reach andcollaborate with billions of people, fast and efficiently, marketing is still a humanchallenge. With more competitors, and more opportunities, we need to be focused butimaginative, evolving the fundamental basics of marketing, whilst also embracing thebest new ideas, to inspire and engage people, enable and do more for them.A new generation of brands are shaping markets right now. Rather than big westerncorporations, they tend to be smaller entrepreneurial businesses – often led bymarketers – from smaller and fast-developing markets. From Air Asia of Malaysia toBosco in Russia, China’s Wuxi PharmaTech or Kenya’s M-Pesa, these new brands areplaying a different game – new rules, new tools – and with more impact.There are big shifts and more radical disruptions, often in the margins, that shapeexpectations not just within, but across categories and markets. Fusion, as well asdiffusion, of ideas is often key. Estee Lauder succeeded in China only by “featuring LiuWen”, Smirnoff did a similar trick in India with its “Masala Marke”, a spicy vodka.What are the new trends in marketing?Trends come in the form of “fashions” that build on the rush for youth and social mediamarketing – more direct, more collaborative, more engaging. Every agency will bepushing them at you. But there are also enduring aspects of marketing that make thebigger difference eventually, for example, the slow shift from product-driven tocustomer-centric marketing, where ideas and brands, not patents and production, mattermost. These require new capabilities, new organisations, and new mindsets.
+genius1.Marketing fashions = New concepts + tactical impact Black marketing – bringing together a range of “below the radar” techniques including events, parties and sponsorship to target niche audiences, particularly useful where advertising is banned. Augmented reality – from Google’s futuristic glasses that can tell you everything from product ingredients to special offers, to digital-wall shopping which has been a huge hit for Adidas Neo in Germany, or Tesco in South Korea. Branded voices – building a personality behind your brand, either the founder or endorser. From Richard Branson to Cristina Carlino. Gary Vaynerchuk’s weekly wine-lovers show that has a huge following across the USA. Trusted at home – following the old but pioneering model of Avon, to go out and find customers, or better to incentivise customers to find other customers like them. More local, more personal, more trusted. Spreading happiness – brands around the world went happy crazy over the last year, partly as a feel-good response to global economic stagnation, but also following the trailblazing funkiness of Zappos shoes, and Coke too. Freemium pricing – from apps to games, customers are now familiar with the idea of getting the product free, and then paying for the addiction-driven updates and upgrades. Now its time to apply the model to every other market. Viral advocacy – word of mouth is free and believable, but digital gave it even more impact. Instead of one delighted customer telling 3 others, they now tell 300 or 30,000 others with their likes, tweets and reviews.2. Marketing breakthroughs = New concepts + strategic impact Horizon planning – forget trying to plan incrementally in fast and volatile markets. Start with a vision, then work backwards thinking about what you want to achieve by at each horizon with more flexibility within a set of principles and directions. Participation platforms – campaigns are out, platforms are in. Campaigns push short-term messages, quickly forgotten, platforms build enduring ideas built on ongoing participation. Think IBM’s “Smarter Planet” or Coke’s “Live Positively”. Solomo consumers – the biggest shift in consumer behaviour is guided by their smartphone, and everything it enables – to be social, and local, and mobile. Time and location-based marketing is now ready to absorb most marketing budgets.
+genius Zero moment of truth – in a search-driven, digitally enabled engagement process – there is a clear moment when potential customers will choose to love or hate you – we call it the ZMOT - the Tripadvisor rating, or carbon emission of cars. Upward innovation – the best ideas come the bottom upwards, not the top down – the poorest, most deprived markets; or the youngest, most open-minded consumer; or the freshest un-normalised employee. Diffusion brands – most brands recognise that one brand just can’t work for everyone, and to address the aggressive price strategies, they need a second brand. Hollister for Abercrombie, Skoda for Volkswagen. Subscription pricing – the biggest trend in pricing is not to sell products around transactions but to sell a subscription, like a magazine – from cloud computing to Zipcars, vegetable boxes to Regus serviced offices – with enduring revenues.3. Marketing enhancements = Evolving concepts + tactical impact Urban formats – now that most of us live in cities, marketers need to adapt to urban priorities, in particular space, time and convenience. From small format retailers like Carrefour Express to smaller format packs and vending machines. Brand storytelling – as people seek authenticity, and brands are seen as superficial, stories give them more depth, more enduring, and easier for people to tell others. From Marlboro Man to Red Bull adrenalin, what is your story? Predictive economics – data is a huge challenge and opportunity for every marketer. We can drown in it, or dive deep and find amazing insights. But its most powerful when it can predict future behaviour, and link it to commercial potential. Wellbeing themes – more enduring than the happiness wave, is health and wellbeing which goes well beyond healthcare and food. It was the insight that drove the WiiFit from Nintendo and Nike Fuelband. Guest designers – much more than celebrity endorsement, then is about using the skills, and image, of others to enhance your brand. H&M fashion by Kylie Minogue, school meals from Jamie Oliver, disposables by Philippe Starck. Brand gaming – “gamification” is not just a gimmick for kids, but more engaging ways to immerse your customers in your brand, before or after purchase. From Drench drinks, sold by playing a game, or Nike GRID on urban streets.