DCA 4 Trends That Will Drive Marketing Growth In 2013


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Hundreds of the world’s leading brands, from UNICEF to Coca-Cola to Twitter, have created an environment in which consumers can compete to get what they want. With the advent of hybrid media intertwining mobile technology with social media and cloud-based content, four growing consumer trends have emerged that change how brands, in turn, compete:

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DCA 4 Trends That Will Drive Marketing Growth In 2013

  1. 1. Four  Trends  That  Will  Drive  Marke5ng   Growth  in  2013   Dean  Crutchfield  Associates  
  2. 2. Intensely illuminating Hundreds of the world’s leading brands, from UNICEF to Coca-Cola to Twitter, have created an environment in which consumers can compete to get what they want. With the advent of hybrid media intertwining mobile technology with social media and cloud-based content, four growing consumer trends have emerged that change how brands, in turn, compete:Dean Crutchfield Associates
  3. 3. Home Bound Recession has forced billions to retreat to home, causing an increase in time spent with brands – think entertainment and food, for example. This builds consumer participation beyond just TV viewing. Appointment dynamics remain awesomely powerful – interactions can be organized to inspire collaboration and challenge viewers to work toward a common objective.Dean Crutchfield Associates
  4. 4. Home Bound Marketers have new anticipation engines at their disposal and more power to build the conversation prior to an event, from hash tags and trending through to New York Magazine’s Anticipation Index, which mines Twitter to present movies, music, and TV releases that people are looking forward to. Nike’s site for “Unlock the Black Mamba” would serve new content only when a certain rate of TPS (Twitter per second) was reached.Dean Crutchfield Associates
  5. 5. Back To Basics From farm to truck to fork, consumers are demanding greater accountability and transparency. From the meteoric rise of organic to the recent spat over ingredients via Prop 37, consumers are used to overpaying to get those things – see mail, milk, money and medicine – but we just want to be included. It’s not just food, but all product materials, country of origin, labor conditions, philanthropy and leadership that’s forcing the trend.Dean Crutchfield Associates
  6. 6. Back to Basics The world over believes in beneficence, justice and prudence. That’s a triple for hybrid media that can simultaneously enable the experience of millions of consumers to participate. Such a new dynamic enhances the communal experience with TV, and real-time information converges to reinforce the experience.Dean Crutchfield Associates
  7. 7. Back To BasicsWhile TV remains the most powerful window to an event these handheldinterfaces enable multiple pathways to share narrative and interaction withcontent.Today’s affordable and reliable technology means we can see, hear, taste,touch and smell all sorts of tools for pre-event anticipation, preparation, andexperience. The actual shopping, interactions, and flow as well as rewardsand post-purchase recall all supported with orchestrated media providingthe stories that people can gather around.
  8. 8. Product MeChanges in consumption patterns hasten the trend for dosingand personalized medicine and will impact the entire marketingprocess from insight, education and the purchase pathway.Gaming dynamics will play a greater role in "Product Me" inhealth (health and gaming are mobile’s top five drivers) ascomplimentary gaming aims to work simultaneously with thecontent being viewed. Dean Crutchfield Associates
  9. 9. Product Me By harnessing the energy of people and creating innovative partnerships like Johnson & Johnsons recent initiative finding innovators, orchestrated media can "include" consumers and immerse them with interaction, synchronizing collaboration programs and companion content across screens. Whether it’s a sponsored show, YouTube or a live event, the second screen adds a layer over the content. This adds a new dimension to learning where inclusion is king and it works across drama, education and non-fiction. This creates opportunities for "conversational choreography" with ideas that, for instance, acknowledge a cause as an attitude, not just a health need, that previously could not have been leveraged.Dean Crutchfield Associates
  10. 10. Smartphone Junta Today’s consumer is hardwired to participate from anywhere at any time. As Black Friday’s thumping sales demonstrated, everything’s going mobile. This includes people able to move to different places creating many opportunities for localization of brand messaging. With mobile technology and hybrid media there is plenty of upside, but the genie needs to be quantified. If you’re counting on tired,The  Opposite  Of  Emo5on  Is  Not  Irra5onal   advertising-led strategies and expecting target consumers to "lean back," you’ll be playing left back. Dean Crutchfield Associates
  11. 11. Smartphone JuntaPervasive connectivity with social networks like Twitter and Pheed hascreated lightning fast word-of-mouth and emergent behavior.To tap increased connectivity, major brands are looking to spur thewater-cooler effect creating universalback channels similar to Nike’ssoccer world cup, “Write TheFuture” campaign or‘Chalkbot’ that welcomed fans tosubmit text messages it thensprayed on the Tour de France circuitenabling thousands of disparate fans to get involved.Evidence that brands can becomea social object in time that people can swarm around. Dean Crutchfield Associates
  12. 12. Smartphone Junta Designers are the world’s R&D departments and entrepreneurs the world’s business revolutionaries; the brands created are the connective tissue of societies and social networks. With the amplified role of connected consumers, there are implications for competing to get what we want, negotiating, collaborating and understanding others needs, caring for the common good and getting involved – all from our handhelds. Orchestrated media can enable brands to be differentAble To Compete To Get What We Want and heroic, sharing principles that can make them known for being remarkable and fresh and followed by millions.
  13. 13. Smartphone Junta Half the world holds a smartphone: we can join the world in an event, see through the walls of a mall, around the corner for a taxi and into the future to see time, but the brief hasn’t changed: What problem do you solve? What do you understand about the behaviors of the target audience? When did the target audience begin participating in these trends? Why are you special? Where should the orchestrated media‘Why Should I Care?’   focus: new customers, more customers, new uses? How do you answer the customer’s real question, ‘Why should I care?’ Dean Crutchfield Associates
  14. 14. DCA Help Clients Sell More Services Sales Training Presentation Skills Ambition Activation Seize More Opportunity Strategy & Narrative Personal Branding Brand Building Win More Business New Business 101 Pitch Boot Camp Growing Clients Pitch DoctoringDean Crutchfield Associates
  15. 15. Our Mission Achieving growth For ambitious leaders who are driven to grow fast Creating new business Orchestrating and activating accelerated outreach programs Building efficiencies Rapidly sourcing the best talent for the business   Improving margins Rallying teams behind the brand and go-to-market strategy Boosting win rates Delivering your best case and winning face forward    Dean Crutchfield Associates
  16. 16. Working with DCA Catalyzing top line growth for clients is what we thrive on: delivering your best case and winning face, encourage your people to move the needle north and sharpen the product offering. DCA (Dean Crutchfield Associates) achieve growth for clients by tailoring brand-led techniques that are uniquely participant centered. We guarantee results. Whether it’s a better pitch, winning new mandates, a better team or more fees, you will find our fee in your business within weeks. DCA programs have been thoroughly tested and proven with start-ups and the world’s greatest brands, uniquely adding immediate value. When you hire DCA, you get results. If you have the right people attend the sessions and complete all of your committed decisions and pilot initiatives and are still not satisfied or seeing results by the agreed time frame, we will coach and advise you free until you do!Dean Crutchfield Associates
  17. 17. Global Client Experience Aviva* McKinsey BP Metsä Serla* BT* Nomura* BSkyB* PepsiCo Camper & Nicholson PG&E Carter’s Pitney Bowes Cellcom* RBS* CITI Scanfinest* Comcast Shell“Dean always cuts to the core of what needs General Electric Smirnoffto be done and said. He helps bring clarity and Kraft Staplesprovides value by being an outsider with noagenda, so he can help you stand back and see Fila Sunglass Hutthings from different perspectives. Frito-Lay Target Littlewood’s* Tower of London*Dean helped us think through solutions andthen form the best way to present those McDonald’s Warburg Pincussolutions in a persuasive and compelling way.” M50 WGM*References upon request Dean Crutchfield Associates * Overseas Project  
  18. 18. LET’SGROW Dean Crutchfield Associates
  19. 19. Contact: Dean@deancrutchfield.com +1 917 239 3303333 East 34th Street, Ste 15A/B, New York, NY 10016 Dean Crutchfield Associates
  20. 20. Dean Crutchfield Associates Sell More, Seize More, Win More Growth Advisors Dean Crutchfield Associates