Five marketing trends in 2012

Transformative shift in Marketing

Overestimate the
short term and
underestimate
the long term
3/6/2012 VinishJoshi@yahoo.com

5
Transformative
shifts in Marketing

3/6/2012

Scarcity
to
Abundance

Information


Notion of search

It took 300 million websites for
search to become relevant

280 exabyte’s of information created in
2010, which is 50 times more information
that was created in the history of
mankind

Estimated 667 Exabyte's of information to
be created per day by 2013


Information
To
Knowledge


In future , we will move from Information
seeking to knowledge seeking society

42 gm. of fat in a burger is information

This is 65% of your daily fat intake - is
knowledge

Bandwidth


Click on the link generation

Always connected impacting
E-commerce & Entertainment

Data is the
new oil of
the future


Consumer behaviour will be information based
enabled by technology

Visualization of information

IMPACT

Filtering information will be important as we move to
digital society

Move from Information society to knowledge society


Unconnected
to
Connected


Network to Networked

Majority of software is designed for
the unconnected world.

Every aspect of human behavior that
was spent in offline world will shift
to online world.


Notion of portability

In 1965 Sony came out with
Tummy Television with different
Sizes depending upon the size of
Your tummy.

5 inch Sony for waist sizes 38 to 46

For smaller tummy buy 4 inch set.

With personal ear plugs, the beauty
of television so small that you can
hide it under your pillow

Reminds us of iPad

People of screen

Internet is simply a mechanism to take our offline behavior
and make it relevant in online world

Leveraging Technology to Connect

 Opened‐up learning to multiple delivery methods - in‐campus, distance learning ,e‐Learning and
m-learning



 Perfected online fundraising by using social media Embedded hardware & service solutions in the
tools finance sector

U.S. President: Barak Obama Mayor : Michael Bloomberg



An estimated 70 million viewers watched the first debate. People who
watched the debate on television overwhelmingly believed Kennedy had won,
while radio listeners (a smaller audience) believed Nixon had won

Barack Obama gets the Internet and social media the way that Kennedy got
TV. Kennedy was built for TV and Obama is built for the Internet age.

He had 3 million online donors during the election and 2 million people were
passionate enough to create profiles on my.barackobama.com.



Salvaged the music business from declining CD’s sales Delivered platform to connect and expand
friend/biz contacts

Apple CEO Steve Jobs Facebook: Mark Zuckerberg



Revolutionized the video‐ sharing business Turned 1 followed by 100 zeros into cash cow
(Googol)

YouTube: Chad Hurley, Steve Chen & Jawed Karim Google: Sergey Brin and Larry Page

Seamless user experiences

Natural user interaction

IMPACT

Content will be platform agnostic

Mobile will increasingly drive real-time social media
usage i.e. uploading photos, video, updates, etc. on
the go


Control
to
Empowerment

Notion of consumer control

A flash of magic light from across the room
( no wires, no cords) turns set on, off or
change channels and you remain in your
chair

Ad for first remote control ( 1969)

SixDegrees.com was first social network
website that lasted from 1997 to 2001

Allowed users to list friends, family members
and acquaintances

Interruption

to

Engagement

Notion of Interactivity

Punch Magazine cartoon print In 1969 Interactivity with telephone
conversation while watching TV
In 1879 Edison’s Telephonoscope
transmits light as well as sound

Multi-Media or Multiple Media Interactivity between various mediums


Top Down
Relationships

to

Tribal
3/6/2012
Relationship
VinishJoshi@yahoo.com

Me to We

Us to You

Interaction with Media

 We like to Know  We Like to Connect

 We Like to See  We Like to Tweet

 We Like to Play  We Like to Buy  We Like to Collaborate


Interaction with Brands
O.P.E.N

 On –Demand –accessible, self-
directed & Instantly gratifying
experiences

Personal –meaningful interactions

Engaging –relevant emotional
experiences

Networked –the exponential potential
of consumers & communities

Packaged-goods
mentality to a
service and
experience
mentality

Increasingly future of brands will be
shaped by consumer emotion
and experience

Starbuck sells experience and not coffee

Content is King Content, Context
& Relevance is
King


Future of brands will be shaped by consumer
emotion and experience

Quality of engagement and not reach is important

IMPACT

Content will be as good as context it creates

Brands will focus on context as relationships are
valued and limited by nature


Ownership
to
Access

Less about
ownership
and more
about access

Access points to Web

Moving from controlled to open
system

Eco System
to
Ego System

Servers

to

Clouds

Connect
cloud
and crowd

Moving from
buying copies
to getting
access

Immediacy
Personalization
Authenticity
Attention
Interpretation
Copy economy to
Accessibility access economy
Embodiment
Findability


It is about
up-selling


Pervasive display and universal connectivity

Mutuality not Monopoly

IMPACT

Creating value at a very low cost

Closed to open system


Like
to
Love

Connect
to enable
Collaboration

Create tools that connect not
campaigns that isolate


Tools that connect

Engagement
Idea
Product
Advertising
Distribution
Feedback

Tools to Connect

Marketer wants
consumers to
engage with the
brand to connect


Engagement Tools

My starbuckidea.com Coca- Cola


Engagement Tools

Ford Fiesta moments Volkswagen


Idea Tools

Nokia’s concept lounge Dell ideastorm.com


Product Tools

Cadbury Collaboration
Threadless
Factory


Product Tools

Tesco Lays


Advertising Tools

I Pod touch Coca-Cola

Pepsi Unilever

Distribution Tools

Southwest airlines


Feedback Tools


Advertising will come closer to information both in
terms of content & context

Brands will become experience creators

IMPACT
Value will not be what brand delivers to customers.
It will be what brands co-create with customers

Successful brands will solve consumer problems


Good- Bye
Broadcast.

Hello
Conversation


What has
not changed


Trust

Five marketing trends in 2012

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