RPM 2014 Marketing Trends

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Here at RPM the strategy team has compiled a report
highlighting 10 key trends for the year ahead.
They are compiled from working knowledge, desk
research and a range of other studies.
Trends do not sit in isolation. Key factors such as
hyper-connectivity, increased consumer assertion
and the need for more immersive and more credible
experiences are some of the most common themes
that weave throughout our trends.
Keep an eye on our blog this year for further
insight to this year’s trends.

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RPM 2014 Marketing Trends

  1. 1. 2014 TRENDS
  2. 2. Introduction Here at RPM the strategy team has compiled a report highlighting 10 key trends for the year ahead. They are compiled from working knowledge, desk research and a range of other studies. Trends do not sit in isolation. Key factors such as hyper-connectivity, increased consumer assertion and the need for more immersive and more credible experiences are some of the most common themes that weave throughout our trends. Keep an eye on our blog this year for further insight to this year’s trends.
  3. 3. 2014 TRENDS Contents Humanised Brands Real Not Big Real Connections Disconnecting Gen Z Can-do Me, Me, Me Our Data, Our Way Truly Connected Digital Holism Heightened Luxury Desire Contact Sources
  4. 4. Humanised Brands Humans ultimately communicate to connect to one another. These communications are not always positive or pleasant, and in fact human nature dictates it is hard to trust those who have no flaws or weakness. In an era of heightened expectations to build trusted connections, brands are therefore trying more than ever to behave like people. Examples: Domino’s acknowledge both good & bad feedback in a transparent way in their Pizza Turnaround live stream in Time Square, New York. Jet Blue gave back extra leg room and free unlimited snacks in economy in a campaign rallying people to ‘Air on The Side of Humanity’.
  5. 5. Real Not Big Greater value is being placed on the real, local & crafted in direct rejection of the artificial, global & mass-produced. Consumers are turning away from traditional displays of materialism. The result? Knowledge and story-telling are becoming increasingly vital to brands in creating meaningful connections with their customers. Example: Timberland’s “nutritional label” on box answers consumer desire for product life stories.
  6. 6. Real Connections Under increasingly busy working conditions people have to build a life in the evenings and on weekends – contributing to a lifestyle in which relaxed informal moments are valued more than ever before. People want to take advantage of their scarce free time, and ensure it is spent wisely. Examples: Pub Film Nights across the On Trade offer consumers richer experiences in outlet on drab weeknights. Puma also championed pub sports and After Hours Athletes through their Puma Social Clubs.
  7. 7. Disconnecting Despite the availability of everything-all-the-time in our hyper-connected world, we just can’t consume it all. The expression ‘digital vacation’ is entering the lexicon for a generation who recognise that hyper-connectivity is affecting the quality of human interactions, eroding attention spans, swallowing valuable time – even disrupting sleep. The notion of content ‘filters’ has always been crucial to a brand’s content strategy, but never more so than now. Expect a return to content ‘craft’, long form and high production values as well as brands playing on the need to disconnect. Example: ‘No Wi-Fi’ benches which block Wi-Fi signals within a five-metre radius were erected in central Amsterdam. Urging people to ‘take a break’, they were sponsored by KitKat.
  8. 8. Gen Z Can-do Whilst Gen Y were raised with a sense of optimism and told their future presented limitless (often unachievable) opportunities, for Gen Z born into a recession the gap between possibility and practicality has closed. The evolution of skills and technology means consumers can put themselves at the heart of their own consumption, forcing brands to step up their act on the promise of being consumer-centric. Example: Nissan Idx, a co-created concept car in line with the emerging discuss-design-buy model of consumption where Gen Z not only expect to have choices but to influence them also.
  9. 9. Me, Me, Me People are behaving like the CEOs of their own lives, demanding everything to be delivered as and when they want it. This hunger for tailored, personalised communications and flexibility in the consumption of information has created a new set of standards for consumer engagement. Examples: Asda are trialling an ultra convenient online top-up shop solution allowing shoppers to pick up their goods on the way home from work from their nominated tube station and on the same day of purchase. H&M allow viewers to seamlessly purchase items directly from their TV’s via Delivery Agent’s TV-commerce platform.
  10. 10. Our Data, Our Way In the midst of the debate surrounding big data, what has become clear is that people like to be in control of their own data in a way that suits them. People don’t want to feel like companies are holding their data and using it like Big Brother. Mark Zuckerberg has called Snapchat, the time limited content sharing site, “a super interesting privacy phenomenon.” It’s important to understand the value exchange of consumers’ privacy and earn trust through providing data-informed solutions of genuine value. Example: Pensar’s DNA 3D, where data based on consumer anatomy can be used to create shoe design.
  11. 11. Truly Connected Digital Human integration with digital technology has become ever more ingrained in daily life. We expect our understanding of multiscreen media consumption to break away from the sofa-bound TV analogy. Instead it will take in multi-screen and contextual interactions in which physical worlds are enhanced through digital content and the purchase cycle is resolutely ‘always-on’. From the way innovative technology like the much-hyped iBeacons bring real world digital interactions to life in-store, to primetime TV that has us all shouting into our apps as we watch, the lines are getting very blurred. Example: iBeacons technology is being taken into account for Coca-Cola in 2014 with eyes in-store and on-trade to create real world digital interactions.
  12. 12. Holism The appeal of a longer, healthier life has never been more pronounced. As consumers are increasingly aware that what they do and what they consume affects them both mentally and physically, it is becoming more and more important for brands to associate themselves with a healthy and ethical lifestyle. Example: Atlantic’s in flight audio guided meditation is designed to ease the stress and anxiety associated with air travel.
  13. 13. Heightened Luxury Desire The desire to feel like a one percenter remains despite economic upheaval. The luxury market continues to demonstrate that it is recession proof as the desire for special treatment and luxury products endures. The rich to poor gap continues to grow further, heightening the consumer desire and aspiration for luxury. As the luxury market continues to embrace accessibility we will see more innovation in the core principles of luxury. Example: Sailor Jerry and Jeffrey West ‘stewed, shoed and tattooed’ bespoke shoe creations at Selfridges push the boundaries for the unique and exclusive.
  14. 14. Produced by the RPM Strategy Team Click here to visit the RPM Blog and see more on these trends in 2014 For more information contact John Viccars – Head of Strategy john.viccars@rpmltd.com
  15. 15. Image Sources: Contents Page Humanised Brands - http://www.fastcompany.com/1768899/ Real Not Big - http://ecodesign.lboro.ac.uk/index.php?section=256 Real Connections - https://www.puma.com/social/events/puma-social-pool-party-april-14 Disconnecting - http://whatnext.bcm.com.au/2013/2013-159/kit-kat-wifi-free-zone/ Gen Z Can-do - http://www.autoblog.com/photos/nissan-idx-freeflow/ Our Data, Our Way - http://www.yankodesign.com/2013/06/03/3d-shoes-footloose/ Truly Connected Digital - http://www.youtube.com/watch?v=sUIqfjpInxY Holism - http://blog.esky.bg/wp-content/uploads/2012/05/Virgin-Atlantic2-500x365.jpg Heightened Luxury Desire - http://www.apetogentleman.com/apeish/sailor-jerry-x-jeffrey-west-limited-edition-shoes/ Content Humanised Brands - http://pilotpmr.com/is-social-media-affecting-brand-loyalty/ Real Connections - https://www.puma.com/social/events/puma-social-pool-party-april-14 Real Not Big - Image Left: http://ecodesign.lboro.ac.uk/index.php?section=256 Centre: http://twicsy.com/i/AgVzMc Right: http://community.timberland.com/earthkeeping/our-footprint Disconnecting - http://adsoftheworld.com/media/ambient/kit_kat_free_nowifi_zone?size=original Gen Z Can-do - http://www.autoblog.com/photos/nissan-idx-freeflow/ Our Data, Our Way - http://www.yankodesign.com/2013/06/03/3d-shoes-footloose/ Truly Connected Digital - http://www.youtube.com/watch?v=sUIqfjpInxY Holism - http://blog.esky.bg/wp-content/uploads/2012/05/Virgin-Atlantic2-500x365.jpg Heightened Luxury Desire - http://www.apetogentleman.com/apeish/sailor-jerry-x-jeffrey-west-limited-edition-shoes/ For more information contact John Viccars – Head of Strategy john.viccars@rpmltd.com

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