12 trends for 2012 - MediaCom Lithuania


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A blend of the key consumer trends for the nearest future

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12 trends for 2012 - MediaCom Lithuania

  1. 1. 2012 A blend of consumer trends, media trends, and general expectations for the nearest futurePicture retrieved from MediaCom image library
  2. 2. 2012 TrendsAgenda by MediaCom Lithuania, Jan 20121. Screen culture2. Cash-less3. Dealer-chic4. Beyond ownership5. Flawsome6. Eco-cycology7. DIY-health8. Point & know9. Idle-sourcing10. Democratization of everything11. Emerging maturialism12. Other global prospects13. Media in 2012
  3. 3. 2012 TrendsScreen culture by MediaCom Lithuania, Jan 2012Screen culture is not so much a trend as such, but more a platform throughwhich many trends will manifest themselves: • Such devices as QWERTY keyboard and mouse are not enough for the upcoming innovations • Screens will be mobile / cheap/ always on/ interactive/ intuitive • Online internet access available almost everywhere Picture retrieved from http://www.15min.lt/naujiena/miestas/vilnius/vilniuje-pirmajame-europoje- • Screens will be integrated in a variety viesojo-transporto-stotelese-irengti-lietimui-jautrus-ekranai-41-167035#axzz1ixvgqjB3 of places – museums, shops, subways, bus stops, restaurants, etc.
  4. 4. 2012 TrendsCash-less by MediaCom Lithuania, Jan 20122012 will be the year when not only the start-ups, but also major players willrelease their cashless initiatives.• Most of them are based on NFC (Near Field Communication) technology, which allows exchanging information between two devices when they are close to each other• Now it is easy to pay for goods & services by simply waving a smartphone near to the reader• Already rolled out by Google (Google Wallet), PayPal (PayPal widget for Android), German railroads (Touch&Travel)• Lithuanian pioneers: MokiPay system, Picture retrieved from http://www.eurovaistine.lt/lt/news/naujausios_zinios/mokipay_mobilieji_mokejimai_jau_priimami_euro already available in numerous restaurants, vaistinese/ bars, gas stations, post offices, etc.
  5. 5. 2012 TrendsDealer-chic by MediaCom Lithuania, Jan 2012Securing the best deals is becominga way of life; it is accepted and evenadmired by fellow consumers.• “Perceived smartness”• Consumers are getting used to using, reusing, and sharing special offers• Instant mobile or online access provide not only deals but reviews as well• Lots of popular deal-sites in Lithuania
  6. 6. 2012 TrendsBeyond ownership by MediaCom Lithuania, Jan 2012Consumers seek for more involvement,experiences, and personalization, theywant it anywhere, anytime, want it cheapand chic.• Consumer value chain is extended, and the stakeholders are not only the company and the customer, but also society, networks, communities, nature, etc.• Traditional profit approach is shifting from “not just for profit” to “not owned by you” (couchsurfing.com – one of the so-called “Benefit corporations”)• People no longer aspire to own as much things as before – more and more goods are borrowed, shared, swapped, or bartered (manodrabuziai.lt) Picture retrieved from MediaCom image library
  7. 7. 2012 TrendsFlawsome by MediaCom Lithuania, Jan 2012Consumers will not expect brands tobe flawless – they even embrace thosethat are flawsome, meaning that theyare honest and show at least somehuman character.• Domino (fast food retailer) hired out a huge billboard in Times Square and live-streamed all customer feedback given via Twitter• There have not been many such examples in Lithuania yet; Bitė‘s campaign could be a candidate (triple compensation for a mistake in a bill), but it still is derived from the confidence in their business rather than from the honesty Picture retrieved from MediaCom image library
  8. 8. 2012 TrendsEco-cycology by MediaCom Lithuania, Jan 2012 Brands helping consumers recycle by taking back all old items from customers, and then actually doing something constructive with them. • One of the strongest eco-trends • Sometimes even enforced (fully or partly) by law • Nike’s Reuse a shoe programme – old material reused for creating surfaces & new products • Any Patagonia (outdoor clothing brand) item can be returned for full recycling • Probably the most prominent Lithuanian example – EMP recyclingPicture retrieved from MediaCom image library
  9. 9. 2012 TrendsDo-it-yourself health by MediaCom Lithuania, Jan 2012Apps and devices will let consumerstrack and manage their health in aninnovational way.• ~9000 Apps in Apple App Store• Wristband tracking device of person’s moving, eating, and sleeping patterns• Interactive program for discovering info about the back pain and exercise solutions• App that records heart rate, pace, speed, and power• Blood pressure monitoring with iPad, iPhone, iPod Touch Picture retrieved from http://www.connector.com/2011/06/interesting- stats-on-medical-mobile-communications-devices-mcds/
  10. 10. 2012 TrendsPoint & know by MediaCom Lithuania, Jan 2012In 2012 instant visual information will be THEthingApps, Augmented Reality, and QR codes can andwill be used for loads of occasions:• Adding knowledge• Communicating stories• Comparing prices & reviews• Ecommerce• Fun• Such Apps as Aurasma and Google Goggles enable advanced visual browsing that recognizes images, symbols and objects and deliver various types of content in real time• Lithuanian example: TV3 new season opening communication through QR codes in print media with the links to short movies about the new projects Picture retrieved from: http://www.behindthespin.com/features/advantages-disadvantages-of-augmented-reality http://www.fantasticmatter.com/blog/?attachment_id=3187
  11. 11. 2012 TrendsIdle-sourcing by MediaCom Lithuania, Jan 2012Technology will allow consumers tocontribute for the causes and projectseasier than ever.• This trend is a derivative of the crowdsourcing trend, which by many people is found to be quite complicated• Idle-sourcing is about products/services/projects that make it basically effortless to contribute to something• Examples: real-time maps of road conditions, traffic jams, roads in need of repairs, fireplaces in the countryside (lauzavietes.lt), illegally parked cars (“Baudos kvitas” @delfi.lt, neigalieji.lt project) Picture retrieved from MediaCom image library
  12. 12. 2012 TrendsDemocratization of by MediaCom Lithuania, Jan 2012everything/polarization As a group of individuals who share an objective can influence almost anything, the force of democratization can result either in integration (positive outcome) or fragmentation (complicated outcome). • Information: Wikipedia is a rival for the Encyclopedia Britannica • Current events: News spread faster via social networks than via media • Commerce: social media is often a decision making channel • Healthcare: many medical sites are linking patients with similar treatments (patienslikeme.com) • Innovation: crowdsourcing for ideas, freelance jobs, funding (mystarbucksidea.force.com) • Institutions in question: social media helps people to unite and challenge the authorities (Arab unrest, Occupy Wall Street demonstrations) Picture retrieved from MediaCom image library
  13. 13. 2012 TrendsEmerging maturialism by MediaCom Lithuania, Jan 2012Consumers are becoming moreexperienced, open-minded, andappreciating products andcampaigns that are risky,opinionated, and uncensored.More and more campaigns tend to be:• Frank• Daring• Urban• Honest• Provocative
  14. 14. 2012 TrendsOther global prospects by MediaCom Lithuania, Jan 2012by Euromonitor• More consumers embracing non-monetary forms of status: altruism, connectivity, eco- credentials, acquired skills• Less will be more in 2012, and it will even be promoted by the companies, as consumers will continue searching for a more meaningful life• Unemployment (especially among the youth) and income inequality will be one of the most serious social problems in advanced economies• Grocery retailers are likely to enjoy faster growth than non-grocery ones• Retailers will gave to be increasingly aware of m-commerce (mobile)• Asia Pacific is likely to overtake Western Europe as the biggest regional packed food market by 2016 Picture retrieved from MediaCom image librarySource: blog.euromonitor.com
  15. 15. 2012 TrendsMedia in 2012: shortly by MediaCom Lithuania, Jan 2012 “Agencies which are technologically capable should flourish in 2012, Media agency divergence will grow between the haves and have-nots” “TV is a creative medium and its confidence is growing, and when it is Television executed well it leads millions of people to stop and think. No other medium does this quite on the scale or with such regularity.” “[…] the propositions are much clearer, the proof is there and the cost Radio advantages are there for advertisers and agencies.” “[…] envisage digital creativity and innovation being the key differentiators Outdoor in the marketplace for 2012”. “With economic doom and gloom showing no signs of abating in 2012, consumers will be looking for bursts of cheer wherever they can find and Online afford them.” “It will be the manifestations of “recession fatigue” that will drive the marketing agenda in 2012.” “[…] expect new areas such as m-commerce, rich media, video messaging Mobile and augmented reality to become the norm as brands increasingly use mobile’s agility in their communications plans.”Source: http://www.mediaweek.co.uk/
  16. 16. 2012 TrendsSources by MediaCom Lithuania, Jan 2012Please refer to the following websites for moredetailed insights and elaborations on the trends:• Trendwatching (www.trendwatching.com)• Global trends (www.globaltrends.com)• McKinsey (www.mckinsey.com/insights)• Brand Republic (http://www.brandrepublic.com/news/1110618/the-industry- speaks-will-2012-mean-media/)• Ross Dawson (http://www.slideshare.net/rossdawson/2012-12- themes-10454227)• Warc (http://www.warc.com/mostread2011/media-agencies.info)• Euromonitor (http://blog.euromonitor.com/2011/12/predictions- for-2012.html)
  17. 17. 2012 Trends by MediaCom Lithuania, Jan 2012Have a successful,innovative, and excitingyear!Prepared by Agnė PranulytėResearch developer at MediaComE-mail: agne@mediacom.ltOffice: +370-5-260-8463Fax: +370-5-260-8247UAB Trendmark,Islandijos g. 1/Vilniaus g. 31,LT-01401 Vilnius, Lithuania@Facebook: MediaCom Lithuaniawww.mediacom.com Photo by Justina Palinavičiūtė