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Havas Horizon 2018 Trends Outlook

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The annual Havas Horizon publication, in conjunction with the National University of Singapore’s Institute of System Sciences (NUS-ISS), has selected five relevant trends for marketers in the region to take note of. Trends arose from interviews with subject matter experts and Havas Horizon experts share some of the implications to marketing strategies.

The publication also identifies some of the executive education courses at NUS-ISS available to working professionals who wish to level up their skills to be future-ready.

Other than a brief description of the trends, readers can also find out what are some of the implications to marketing strategies through our perspective.

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Havas Horizon 2018 Trends Outlook

  1. 1. Everyyear,Ivisitmyoldneighbourwhoisinhisninees.HecoulduseSkypeandYouTubeonhis tabletandholdconversaonsoncurrentaffairs,despitehavingonly6yearsofformaleducaon.He neverfailstosurpriseandinspiremeeach mewithlilenuggetsofwisdomorsomethinghelearnt onhisown.Thisyear,ourconversaonturnsto学海无涯 (XueHaiWuYa)whichembodieshis learningspirit.Literallytranslated,itmeans,“theseaofknowledgeandlearningknowsno boundaries”. Indeed,onlywithconstantthirstforlearningcanwethriveamidstchanges.Excing mesareaheadIndeed,onlywithconstantthirstforlearningcanwethriveamidstchanges.Excing mesareahead formarketers.Theconvergenceofdata,contentandtechnologydrivesinnovaon,redefines customerexperiencesandprovidesnewopportuniesformarketerstoshape.Aswelookacrossthe horizonsfornewtrendsandtechnologiesin2018,takesome metoembrace,experimentandplay! ForewordbyLimWeeKhee, Chief,DigitalInnovaonandDesignPracceatNUS-ISS FOREWORD 2018TRENDSOUTLOOK HAVAS HORIZON Bigdatacreatesneedformoreintelligence Markengandmediaimplicaons Consumersandproducersareproducingbillionsofgbofdataeveryday.Tocopeandcompete, marketerswillhavetousearficialintelligence(AI),machinelearningandautomateddata visualisaon.Beyondunderstandingdata,self-learningAIcanalsohelpthempredicttrendsand pa ernsalongeverystageoftheconsumerjourney. TREND 1 CASESTUDY Voicesearchwillbecomemorepopular Markengandmediaimplicaons TREND 2 CASESTUDY Demandforself-serveanalycsandunderstanding a ribu on Markengandmediaimplicaons TREND 3 NEWS Respondingtocontext Markengandmediaimplicaons TREND 4 CASESTUDY Shi from“touchpoints”to“trustpoints” Markengandmediaimplicaons TREND 5 CASESTUDY INCONCLUSION It'saworldwheretechnologyandinnovaonbecometwinengines,fuelledbytheunderstandingof dataandtheuseofcontent.Formarketerswhoareabletoharnessthepoweroftheconcept,theywill bewell-poisedtoblastoffintothefuturewithgreatsuccess. CREDITS Alookbackat2017… In2017wetalkedaboutthese5themes.Beforewegettothe2018mediaandmarkengtrends,let’sreviewhowthe2017 themesfared(rated1to5with1beingthemostinaccurate). Machinelearningandmarkengintertwine 3/5.Thetrendwasaboutintelligentrecommendaonsdeliveredthroughvarioustouchpoints.Whatwefoundwasthatmachine3/5.Thetrendwasaboutintelligentrecommendaonsdeliveredthroughvarioustouchpoints.Whatwefoundwasthatmachine learningtookabackseatinSingaporein2017andchatbotsreallystoodout,withmajorbanksandtelcosinvesnginthem.They aremostlyaimedatenhancingcustomerserviceandreducingmanpower. Messengersasecosystem 2/5.Sadly,itseemedthatthemobilemessagingappspaceremainsasfragmentedasever.Eventhoughsomeappshavecomeup withownpaymentmethod(GrabPay,NETSQR,evenoBikecryptocurrency),eachremainsasilos. Videoscreaonandconsump onwillchange 3/5.Forconsumersandinfluencers,videocreaonhasbecomemorevariedandprofessionalduetobe erequipmentandapps.3/5.Forconsumersandinfluencers,videocreaonhasbecomemorevariedandprofessionalduetobe erequipmentandapps. Thesamegoesforvideoconsump on,whichshiedtowardslong-formvideostreaming.Yet,videoremainsthemost under-u lisedformatamongmarketers.TheyprefertosckwithtradionalTVCsoroptoutofitcompletely.Thatislikelydueto theprohibivecostandeffortrequired,despitebeingagreatmediumforstorytelling. On-demandOTTTV 4/5.Ithasbeenabumperyearforon-demandTV,withthelaunchofAmazonPrimeinSingaporeandthebundlingofNe lixwith4/5.Ithasbeenabumperyearforon-demandTV,withthelaunchofAmazonPrimeinSingaporeandthebundlingofNe lixwith aLiveUpsubscrip on.Numbersforsubscrip onstoTogglePrimeandViuarealsoontherise.“WiththeemergenceofOTTTV servicesandentryofNe lixin2016,nearly89,000subscribershavewithdrawnfrompayTVservicesinSingapore,”saidDBS analystSachinMial.However,localmarketersseemtohavefailedtojumponthisbandwagonwithfewproduct placements/sponsorshipdeals.(That'stheonlywayto“adverse”). Meaningfulmarkengwillresonateevenmore 2/5.Intensecompe ondrovebrandstoprovidevalue-drivendealsinsteadofinvesnginpurpose,whichcouldpartlybedueto2/5.Intensecompe ondrovebrandstoprovidevalue-drivendealsinsteadofinvesnginpurpose,whichcouldpartlybedueto Singaporeans’demand.Havas’MeaningfulBrandsIndex,abarometerformeaningfulness,registereda4%declinein2017over thepastyear.WedoseeagrowingdesireamongclientstounderstandMillennialsonadeeperlevel,asevidencedbyour MillennialCodeEthnographyPresentaoninNovember2017.Pointtonote:demandformeaningfulbrandsisthehighestamong Millennials,whocouldmakeadifferenceintheshareofwallet. VineetKumar Research&InsightsManager AlexisCheong Strategist MoritzFischer AssociateTechnologyandProject Director BenjaminChua HeadofMobext JoyceChua RegionalInsightsandAnalycs Manager DeansonLee AssociateDigitalMediaDirector

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