2011 Trends

2011 TRENDS

NOW THAT IT’S 2011CEOS ARE BREATHING EASIER THANTHEY HAVE IN A LONG WHILE. SO CMOSCAN GO BACK TO OLD, PRE-RECESSIONWAYS, RIGHT? FORTUNATELY, NO.POST-RECESSION NEW NORMAL FORCUSTOMERS AND CONSUMERS ISVALUE-SEEKING AND EXPERIENCE-SEEKING. COMBINED WITH PERPETUALINNOVATION IN NEW MEDIA, THATMAKES FOR INTRIGUING NEW TRENDSIN 2011. HERE ARE A FEW OF OUR TOPPICKS FROM JACK MORTON.

BRAND TO PEOPLE NOT B2B OR B2C“There will be a continuing, healthy blurring of distinctionsbetween B2B and B2C and a recognition that what reallymatters is connecting brands to people. The best B2Bcampaigns have more of the marketing savvy formerlyassociated with consumer. The best B2C is more concernedwith engaging smaller, more defined communities, often asinfluencers—traditional B2B territory. What matters most: thepeople we‟re trying to reach don‟t think of themselves as„consumers‟ or „businesspeople‟: they just think of themselvesas people. That‟s how we should engage them.” [Matt Jones]

PROACTIVE CUSTOMER SERVICE“Customer service experiences used to be reactive. Nowforward-thinking brands are proactively providing customerservice experiences even before the call. Think Best Buy‟sTwelpforce, or Edge‟s team responding to Tweets tagged#soirritating. Concur‟s Breezer campaign rewards smallbusiness owners and simultaneously showcases their expensereporting product. For now, these proactive customer serviceexperiences are relatively small, and often digital. But 2011will see more brands proactively reaching out.” [Tom Michael]

INVISIBLE TECHNOLOGY“We‟ve reached a tipping point where functionalitiesconsidered novel just last year are common or even „practical‟in 2011. Augmented reality, QR codes, controller-freeinteraction—these are increasingly „invisible‟ technologyexperiences that help define how people interact with brandedcontent. People are becoming sufficiently conditioned so thatmarketers can use them in ways that seem non-intrusive. As aresult, these technologies are much likelier to be successfullyintegrated as parts of brand experiences that engagecustomers, capture leads or showcase products.” [Liz Bigham]

GET YOUR HEAD INTO THE GAME“Gaming is old news that‟s here to stay. What‟s new in 2011:„gaming philosophy‟ will permeate brand experiences. Everyexperience can reflect the basic principles of what makes agame successful: make it fun, simple to understand, and(please) leave users with a sense of achievement. Foursquare,NIKE Grid and Pepsi Refresh are prime examples ofexperiences with a gaming philosophy. And this philosophyisn‟t just for teenage boys (both my husband and 3-year oldlove Angry Birds) so it‟s an essential tool for brands to engageand attract all types of communities.” [Leesa Wytock]

ACTIVATION BEST PRACTICES“It‟s an attention economy, and brands are increasinglyfocused on branded entertainment. But despite all we can do inthe digital space, without the right activation strategy in place,the danger is that people either don‟t find your content or don‟tknow what to do with it when they do. This year there needs tobe real attention put on activating branded entertainment andarriving at the right balance of great idea and great strategy tobring it into people‟s lives. Coupled with the upcoming 2012Olympics in London, this year there will be a lot of work andinvesting in sponsorship activation.” [Tim Leighton]

CONTENT MARKETING IS KING“It‟s not about the article, ad, presentation or viral video. It‟s notabout syndication. It‟s about making sure content „works‟.Understanding how audiences create, absorb, and propagatecontent is the science. Creating truly compelling multimodalcampaigns is the art. „Will it play in Peoria‟ now refers to bothavailability across channels as well as true real timeengagement. The tools available to us as marketers are moreplentiful than ever—and we must use our experience lenswhen assessing how we deploy them.” [Ian McGonnigal]

ROCK THE [BRAND] BOAT“2011 will see a healthy return to originality. At worst, it‟ll beunbridled „for the sake of it‟ originality. At best, „Let‟s dosomething only our brand could do.‟ The latter bodes well foreverything from stronger experience brands to unusualcampaigns, venues and truly memorable experiences. Theremay have been some recessionary caution and cookie cutter,one-size-fits-all thinking before, but marketers have seen thesuccess of brands that dared to be different and (ironically ofcourse) they want to get in on that game.” [Ben Taylor]

RIP BRAND AWARENESS CAMPAIGN“Unless money is no object, in 2011 you should not bespending on pure „brand awareness‟ campaigns. Rather, buildcampaigns that generate awareness through earned media.Create owned media experiences that get people‟s attention.Make sure everything has built-in engagement and actionableexperiences for customers to take a next step. Nowadaysawareness is built through these smaller interactions, throughengagement—and that‟s ultimately the most memorable way tocr eate awar eness that will endur e .” [Tom Michael]

SOCIAL = ENGAGEMENT“Social is at its best when it‟s about engagement. Instead ofsimply pushing out content via channels like Facebook,companies should truly engage. Instead of simply having ablog, companies should facilitate the blogging conversationwith their communities. And they should use location-basedservices to engage people at the local and transactional level.Used right, social is a powerful tool to sell products and ideas,service customers, and build the brand organically andauthentically. Social amplifies the experience to drive deeperrelationships between brands and people.” [Ian McGonnigal]

PROJECTION INJECTION“There‟s an explosive growth in projection in the live space—from 3D projection mapping across public spaces and media-generating consumer installations, to terrific uses of musioneyeliner and 3D projection to launch products withextraordinary visual and live impact. Yes, there‟s a big risk ofme-too-ism, and it‟s a significant investment for most budgets.But it‟s the kind of application that viscerally enhances theexperience, and is absolutely valid assuming you‟re using it fora real brand reason (more than „it‟s cool‟).” [Liz Bigham]

FOR MORE INFORMATIONCONTACT LIZ BIGHAM ATLIZ_BIGHAM@JACKMORTON.COMFOLLOW US ON TWITTER @JACKMORTONVISIT US ONLINE AT JACKMORTON.COMREAD OUR BLOG ATBLOG.JACKMORTON.COM

JACK MORTON WORLDWIDE IS A GLOBALBRAND EXPERIENCE AGENCY. WE CREATEE X P E R I E N C E S T H AT S T R E N G T H E NRELATIONSHIPS BETWEEN BRANDS AND THEPEOPLE WHO MATTER MOST TO THEM —THEREBY HELPING OUR CLIENTS BECOMETALKED-ABOUT EXPERIENCE BRANDS. RATEDA M O N G T H E TO P M A R K E T I N G S E RV I C EAGENCIES WORLDWIDE, WE INTEGRATE LIVEAND ONLINE EXPERIENCES, DIGITAL ANDSOCIAL MEDIA, AND BRANDED 3DENVIRONMENTS THAT ENGAGE AND INSPIRECONSUMERS, BUSINESS PARTNERS ANDEMPLOYEES. OUR STAFF WORK ACROSS THEUS, EUROPE AND ASIA-PACIFIC AS PART OF ANIDEAS -LED AGENCY CULTURE .© J A C K M O R T O N W O R L D W I D E 2 0 1 1

2011 Trends

by Jack Morton Worldwide on Feb 15, 2011

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