This document discusses three societal trends and their influence on marketing: 1) Second screening and social media usage is ubiquitous, with people researching brands and sharing content online. 2) Crowdsourcing and social proof heavily influence decisions. 3) People want brands to be more socially and environmentally responsible. It then outlines five mega trends shaped by these forces: Youniverse focuses on personalization and status; Contexted emphasizes relevance to people's locations and moments; Human Brands demands transparency and social impact; Betterment provides self-improvement and goal support; and Remapping rethinks media through content and communities. Success requires implementing value-driven, engaging, and shareable brand experiences across online and mobile channels.

1. CAS MULTICHANNEL MANAGEMENT
Marion Marxer
marxerevolution
April 2016

2. Auszug aus erstem Modul „Insights“

3. « THE DIGTAL IMPACT ON
EXPECTATIONS & BEHAVIOUR!
!
DREI GESELLSCHAFTSTRENDS
UND IHR EINFLUSS AUFS
MARKETING

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. « WARUM SIND DAS NICHT DIE
EINZIGEN INSIGHTS DIE
ZÄHLEN?

6. WEIL TOUCHPOINTS NICHTS KAUFEN, SONDERN MENSCHEN...

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. « 5 mega trends
YOUNIVERSE
CONTEXTED
HUMAN BRANDS
BETTERMENT
REMAPPING

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. 1YOUNIVERSE

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. ALS ASSOCIATION Do good and make sure others
see it: USD 115 million and
millions of video selfies

13. Y O U N I V E R S E
SELF CENTRAL

14. Apple
iPhone 5s: propelling fingerprint
recognition technology
SELF
CENTRAL

15. SELF
CENTRAL
Nymi
Wristband uses heartbeat for
automatic identity authentication

16. Y O U N I V E R S E
INSTANT MAKERS

17. INSTANT
MAKERS
Lip Lab
Beauty brand creates customized
lipsticks in under ten minutes

18. Pensar
Shoe design concept creates perfect
fit with 3D printings
INSTANT
MAKERS

19. INSTANT
MAKERS
FabCafe
Digital workshop launches 3D self-
portrait service

20. Y O U N I V E R S E
PEER ARMIES

21. CNA Language
School
Language program connects
Brazilian students with retired
Americans

22. Airbnb
P2P platform connects users with
locals for advice and shared meals

23. Made
Etailer showcases furniture
products in real homes

24. 2HUMAN BRANDS

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. BRANDED
GOVERNMENT
Coca-Cola
Indian and Pakistani citizens
connected

27. H U M A N B R A N D S
GUILT-FREE
CONSUMPTION

28. GUILT-FREE
CONSUMPTION
Locals
Espresso bar trades coffee for food
donations

29. GUILT-FREE
CONSUMPTION
Zady
Ethical etailer sells fully traceable
products

30. GUILT-FREE
CONSUMPTION
Rub Og Stub
Restaurant serves meals made
from supermarket’s wasted food

31. H U M A N B R A N D S
GUILT-FREE STATUS
SYMBOLS

32. GUILT-FREE
STATUS
SYMBOLS
Tesla Model S
World’s best selling luxury electric
car, going global in 2014

33. H U M A N
B R A N D S
LASTING SPACES

34. SHELL
Soccer pitch
floodlights powered
by players' movement

35. SOUTHWEST
AIRLINES
US airline revitalizes public spaces

36. MEDIBANK
Australian health insurer opens
kids play space

37. H U M A N
B R A N D S
BIG BRAND
REDEMPTION

38. BRANDED
GOVERNMENT
Samsung
Solar-powered trucks bring free
healthcare to Cape Town

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. 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. 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. 3BETTERMENT

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. HELPFUL IBM
Billboard ads are also urban
utilities

45. HELPFUL Hellmann’s
In-store recipe suggestions via
touchscreen tablet

46. BREAKING
BAD
Honda
App deactivates smartphone
keyboard during driving

47. BREAKING
BAD
Break Your Facebook
App temporarily locks users out of
Facebook

48. BREAKING
BAD
Kitchen Safe
Time-locked container helps
overcome temptation

49. BREAKING
BAD
Zouk Singapore
Nightclub obstructs drunk drivers
via RFID tagging and alcohol
detection urinals

50. H E L P F U L L
CURRENCIES OF
CHANGE

51. CURRENCIES
OF CHANGE
airBaltic
App rewards frequent fliers who
burn the same calories as miles
flown

52. CURRENCIES
OF CHANGE
Mango Health
App rewards users who take
vitamins and medication on time

53. CURRENCIES
OF CHANGE
Biomat
Pop-up restaurant gives discounts
for bio-waste donations
BETTER BUSINESS

54. H E L P F U L
END OF WAITING

55. END OF
WAITING
Starbucks pilots in-app
'order ahead' feature

56. Pizza Hut
Panamá
Delivery service cooks pizzas on-
the-go

57. END OF
WAITING
ME ATENDE
App users schedule calls to brands
and avoid wait times

58. H E L P F U L L
VIDEO VALETS

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. VIDEO
VALETS
Amazon
Live 24/7 video customer support

61. VIDEO
VALETS
mBank
Live video chat with bank
representatives

62. VIDEO
VALETS
Bank of America
Live video chat via ATMs

63. VIDEO
VALETS
HealthSpot
Kiosks offer video conferencing
with health professionals

64. Subway ticket machine
accepts squats as payment
Russian Olympic
Commitee

65. ?Konsequenzen

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. zugang
welt / story
episode
« PARADIGMA WECHSEL SET UP

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. !Umsetzung

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. CLASSIC & PUSH MEDIA
communication infrastructure
« MARCOM STRUCTURE

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. 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. sources: theglobalwebindex.com, trendwatching.com, emarketer.com, media-interface.ch

75. marion marxer / the new ART of INTELLIGENT marketing & communication
marxerevolution.ch / marion@marxerevolution.ch / +41 79 213 06 53 / hellmutstrasse 6, 8004 zürich