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Hwz som16 trend_vortrag_160413

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the digital impact on expectations and behaviour: 3 trends and their impact on marketing & communication

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Hwz som16 trend_vortrag_160413

  1. 1. CAS MULTICHANNEL MANAGEMENT Marion Marxer marxerevolution April 2016
  2. 2. Auszug aus erstem Modul „Insights“
  3. 3. « THE DIGTAL IMPACT ON EXPECTATIONS & BEHAVIOUR! ! DREI GESELLSCHAFTSTRENDS UND IHR EINFLUSS AUFS MARKETING
  4. 4. 80% Second Screening TOP 3 APPS Gaming 40% Social 40% Entertaint 30% 82% active 1/2 research products and brands, ¼ share branded content 93% are on social media, 80% active 80% members fastest growing 1/3 as fb messanger TP Nr. 1: 35% visit brand sites 2/3 pc/mobile gamer 3 TOP ON ENTERTAIN: video 70%, games 50%, film 47% Nr. 1 20%, 2/3 share Nr. 1 10% , 82% don‘t share most trusted: (90%) friends recommendations 75% in online reviews, vs. 45% in TV Ads
  5. 5. « WARUM SIND DAS NICHT DIE EINZIGEN INSIGHTS DIE ZÄHLEN?
  6. 6. WEIL TOUCHPOINTS NICHTS KAUFEN, SONDERN MENSCHEN...
  7. 7. Bedürfnisse Verwirk- lichung- Aner- kennungs- Zugehörigkeits- Sicherheits- Grund- Identitäts-Design SM Content Community Privatsphäre Zugang Berufs-Wahl Mofa auf Dorfplatz Quartier/Dorf Gesundheitssystem Nahrung gestern heute gleich & doch nicht
  8. 8. « 5 mega trends YOUNIVERSE CONTEXTED HUMAN BRANDS BETTERMENT REMAPPING
  9. 9. YOUNIVERSE HUMAN BRANDS BETTERMENT CONTEXTED REMAPPING 1 5 3 4 2 STATUS SEEKERS EGO/ FUZZY NOMICS HELPFUL JOYNING BETTER BUSINESS BRAND- SHIP LOCAL LOVE NOWISM PLAYFUL ROUTINE UBITECH THE NEW NORMAL MADE FOR BRIC RE-THINK MEDIA entrepreneuria peer armies status deniers brand fanatics big brand redemption bitter truth lasting spaces guilt free consumption master2c intimate info instant encounters end of waiting sweat equity digital brad- crumbing FSTR transients post stereotypes intimate info status deniers currencies of change internet of better things post demographics prize pandenam heritage hersey BENCH- MARKED LIFE CROWD FACTOR self central instant makers guilt free status symbols honest flexibility branded government video vallets deal filters
  10. 10. 1YOUNIVERSE
  11. 11. « YOUNIVERSE STATUS SEEKERS CROWD FACTOR EGO- NOMICS 60% impact on brands & crowd 45% c-discovery of new brands 75% crowd based decision i‘m the center of the crowd, the world , the universe
  12. 12. ALS ASSOCIATION Do good and make sure others see it: USD 115 million and millions of video selfies
  13. 13. Y O U N I V E R S E SELF CENTRAL
  14. 14. Apple iPhone 5s: propelling fingerprint recognition technology SELF CENTRAL
  15. 15. SELF CENTRAL Nymi Wristband uses heartbeat for automatic identity authentication
  16. 16. Y O U N I V E R S E INSTANT MAKERS
  17. 17. INSTANT MAKERS Lip Lab Beauty brand creates customized lipsticks in under ten minutes
  18. 18. Pensar Shoe design concept creates perfect fit with 3D printings INSTANT MAKERS
  19. 19. INSTANT MAKERS FabCafe Digital workshop launches 3D self- portrait service
  20. 20. Y O U N I V E R S E PEER ARMIES
  21. 21. CNA Language School Language program connects Brazilian students with retired Americans
  22. 22. Airbnb P2P platform connects users with locals for advice and shared meals
  23. 23. Made Etailer showcases furniture products in real homes
  24. 24. 2HUMAN BRANDS
  25. 25. « HUMAN BRANDS. BETTER BUSINESS LOCAL LOVE BRANDSHIP 93% want more eco/soc responsability 60% want more local engagement 90% ask for more transparency what i choose is how the world will be tomorrow boomerang shopping guilt-free consumption
  26. 26. BRANDED GOVERNMENT Coca-Cola Indian and Pakistani citizens connected
  27. 27. H U M A N B R A N D S GUILT-FREE CONSUMPTION
  28. 28. GUILT-FREE CONSUMPTION Locals Espresso bar trades coffee for food donations
  29. 29. GUILT-FREE CONSUMPTION Zady Ethical etailer sells fully traceable products
  30. 30. GUILT-FREE CONSUMPTION Rub Og Stub Restaurant serves meals made from supermarket’s wasted food
  31. 31. H U M A N B R A N D S GUILT-FREE STATUS SYMBOLS
  32. 32. GUILT-FREE STATUS SYMBOLS Tesla Model S World’s best selling luxury electric car, going global in 2014
  33. 33. H U M A N B R A N D S LASTING SPACES
  34. 34. SHELL Soccer pitch floodlights powered by players' movement
  35. 35. SOUTHWEST AIRLINES US airline revitalizes public spaces
  36. 36. MEDIBANK Australian health insurer opens kids play space
  37. 37. H U M A N B R A N D S BIG BRAND REDEMPTION
  38. 38. BRANDED GOVERNMENT Samsung Solar-powered trucks bring free healthcare to Cape Town
  39. 39. M S L G R O U P, S e p t e m b e r 2 0 1 5 of millennials don’t believe government can solve today’s issues alone, and 89% want business to get more involved. 77
  40. 40. P a u l P o l m a n , U n i l e v e r C E O , A u g u s t 2 0 1 4 “Unilever is the largest NGO in the world. We have helped 303 million improve their health with hand washing campaigns. Our goal is 1 billion.”
  41. 41. H a v a s , P r o g n o s e 2 0 1 5 of consumers worldwide chose one brand over another because it was more socially or environmentally responsible. 67
  42. 42. 3BETTERMENT
  43. 43. HELPFUL life manage ment BENCHMARKED LIFE & ego stalking JOYNING deeper meaning & benefits « BETTERMENT 45% more intelligent 70% help re. life mana- gement 90% value help in reaching goals more, more, more, better, faster, easier, more successful, more desirable, more attractive,
  44. 44. HELPFUL IBM Billboard ads are also urban utilities
  45. 45. HELPFUL Hellmann’s In-store recipe suggestions via touchscreen tablet
  46. 46. BREAKING BAD Honda App deactivates smartphone keyboard during driving
  47. 47. BREAKING BAD Break Your Facebook App temporarily locks users out of Facebook
  48. 48. BREAKING BAD Kitchen Safe Time-locked container helps overcome temptation
  49. 49. BREAKING BAD Zouk Singapore Nightclub obstructs drunk drivers via RFID tagging and alcohol detection urinals
  50. 50. H E L P F U L L CURRENCIES OF CHANGE
  51. 51. CURRENCIES OF CHANGE airBaltic App rewards frequent fliers who burn the same calories as miles flown
  52. 52. CURRENCIES OF CHANGE Mango Health App rewards users who take vitamins and medication on time
  53. 53. CURRENCIES OF CHANGE Biomat Pop-up restaurant gives discounts for bio-waste donations BETTER BUSINESS
  54. 54. H E L P F U L END OF WAITING
  55. 55. END OF WAITING Starbucks pilots in-app 'order ahead' feature
  56. 56. Pizza Hut Panamá Delivery service cooks pizzas on- the-go
  57. 57. END OF WAITING ME ATENDE App users schedule calls to brands and avoid wait times
  58. 58. H E L P F U L L VIDEO VALETS
  59. 59. 54% of UK consumers say the most important customer service factor when contacting a brand is being able to interact with a real person. Mitel, October 2013
  60. 60. VIDEO VALETS Amazon Live 24/7 video customer support
  61. 61. VIDEO VALETS mBank Live video chat with bank representatives
  62. 62. VIDEO VALETS Bank of America Live video chat via ATMs
  63. 63. VIDEO VALETS HealthSpot Kiosks offer video conferencing with health professionals
  64. 64. Subway ticket machine accepts squats as payment Russian Olympic Commitee
  65. 65. ?Konsequenzen
  66. 66. ignite enable ★ creativity ★ apprecitated public chat ★ process ★ long-term one story ★ relevance ★ sense learn ★ understand interrupt ★ satisfy n noticed ★ volume . . . . ★ private dialogue . short-term ★ task . . ★ one message . . . fun ★ dominance . . . . . know ★ research MY FAVOURITE BRAND! inspires me & helps me to evolve yesterday today PARADIGMA WECHSEL
  67. 67. zugang welt / story episode « PARADIGMA WECHSEL SET UP
  68. 68. 1. value: don‘t talk, do it! tangable benefits, that are relevant, create value wrapped in a nice story. No simple advertising. 2. content: the new gold! in any form: info, entertainment, tools and services. for oneself and social status lift. 3. context: me, here&now! the world turns around me and this exact moment. so should messages & offers. « KEY SUCCESS FACTORS
  69. 69. !Umsetzung
  70. 70. tv print cine ad event game pop up shop ad lb/tb servic game app/ tool/ serv shop page ad game con- tent shop page ad event game group shop page brand space purpose: for the heart, the brain, the pocket impact: level of personal engagement dynamic: potential for virality crowd sourcing potential other street social mobile online « TOUCHPOINT EVALUATION
  71. 71. CLASSIC & PUSH MEDIA communication infrastructure « MARCOM STRUCTURE
  72. 72. « MARCOM BACKBONE social network as infrastructure for spreading brand ideas & content. a connection once made serves for future activities mobile as primary channel content directly to the people in the right situation (including store), providing real-time value and become part of daily life content is the key for success relevance and quality are key success factors, value is the only driver for sharing
  73. 73. closed group MARCOM ARCHITEKTUR street social mobile online ads signs pop up events & perfor- mances branded spaces gamification lb services sponsored content ads m-page mit shop website mit shop m-page
  74. 74. sources: theglobalwebindex.com, trendwatching.com, emarketer.com, media-interface.ch
  75. 75. marion marxer / the new ART of INTELLIGENT marketing & communication marxerevolution.ch  / marion@marxerevolution.ch  /  +41 79 213 06 53 / hellmutstrasse 6, 8004 zürich

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