Three key trends are emerging for the 2020s:
1. Transactions will become about more than just money as new sharing platforms change how value is created.
2. Customers will demand personalized products and services, forcing manufacturers to provide customization options.
3. Streaming services will break free of constraints and become interactive and social, changing how we view branded content.
Carat has been producing trend reports for several years, to focus our minds on themes for the year ahead.
This year sees a big convergence between content and commerce, messaging and gaming, and ever more creative uses of data, all driven by the speed of connectivity.
More than ever, meeting the new demands of the user necessitates a clear and decisive rejection of well-established marketing routines. This in turn requires a company culture that is oriented towards the needs and interests of the user in every way – with leadership that is actively shaping the digital change. A major task here is to conceive for the future, constantly developing and refining digital user experiences.
In NEXT Year experts like NEXT programme director Peter Bihr, etailment editor-in-chief Olaf Kolbrück and NEXT chairman Matthias Schrader (CEO of SinnerSchrader) shed a light on innovations and developments that marketing decision makers can deploy to their brand and business strategy.
https://sinnerschrader.com/en/next-year/
Carat has been producing trend reports for several years, to focus our minds on themes for the year ahead.
This year sees a big convergence between content and commerce, messaging and gaming, and ever more creative uses of data, all driven by the speed of connectivity.
More than ever, meeting the new demands of the user necessitates a clear and decisive rejection of well-established marketing routines. This in turn requires a company culture that is oriented towards the needs and interests of the user in every way – with leadership that is actively shaping the digital change. A major task here is to conceive for the future, constantly developing and refining digital user experiences.
In NEXT Year experts like NEXT programme director Peter Bihr, etailment editor-in-chief Olaf Kolbrück and NEXT chairman Matthias Schrader (CEO of SinnerSchrader) shed a light on innovations and developments that marketing decision makers can deploy to their brand and business strategy.
https://sinnerschrader.com/en/next-year/
Today, the word "innovation" is often overused to describe a number of lackluster things and has really become meaningless in a lot of senses. However, we were really floored when we heard that Cannes was hosting its first ever "Innovation Conference" during the 2015 Cannes Lions festival in France. We sent the Labstore team to check out the conference first-hand, and brought back 5 key takeaways we believe represent innovation, framed through the lens of retail. From robots in the retail space, to the rise of RFID technology, we saw some, what we'd call, innovative showcases.
The Flux Paradox - Branding at the Speed of ChangeYoung & Rubicam
Insights on how brands can build loyalty at the speed of change - By Matt Godfrey, President of Y&R Asia.
The erosion of consumer loyalty, or 'The Flux Paradox', is being driven by rapid product innovation. This dwindling brand loyalty, in Asia at least, is borne out by Y&R’s own proprietary research ‘Generation Asia’; a survey conducted by Y&R Advertising and VML, of 34,000 people across 10 countries.
MTM - 2021 Seminar - Bright Side of Technology - Feb 2021SamuelWarner9
With lockdown shaping much of our experience in 2020 - and having a continued impact into 2021, the role of digital tools and platforms has never been more prominent. As a result, our relationship with technology - how we use it, and how we feel about it (or perhaps more importantly, how it makes us feel) is undergoing a transformation. The same digital platforms and devices we have told ourselves to detox from have become the only means of keeping in touch with others, providing us with endless entertainment and offering us community.
As we kick into 2021, we ask how brands can adapt to these changes, reaching out to displaced, remote consumers and meeting their expectation of a more positive role of tech.
Overture 2.0 - Connect the Dots of the Premium Economy Jordan Yates
Overture 2.0 is a Louis Holdings annual perspective detailing brand insights, technology talk, business opportunities, and market predictions. The document is designed to provide partners, customers, and peers an inside perspective on what Louis Holdings sees and thinks.
The Future of Advertising: How brands can embrace miraculous new technologies...Leo Burnett
Leo Burnett Worldwide and Contagious Magazine present Wildfire, a look 60 months into the future to offer a head-start on the most significant technological innovations that they believe will redefine how brands connect with people.
Wildfire explores how technology might be empathetically applied to the natural cadence of our daily lives in order to make routine activities and behaviors more streamlined, meaningful or entertaining. This is a future where brands are ideally positioned to create the kinds of small and vital wonders that we soon won't imagine being able to live without.
Information's role in disruption cycles and the exploitation of tipping pointsMark Albala
“The Tipping Point”, written in 2000 prior to the digital economy, described a means for forging disruptions through the exploitation of information. Having a keen understanding of the information you have at your disposal and a keen awareness of the attempted disruptions through viral social media and other means is critical for survival in the digital economy. This writing will go over what the tipping point is, how information aligns to the tipping point in the digital economy and what organizations must do now to survive disruptive attempts to dethrone their products and services in the digital economy.
Fjord is the one of the world's leading digital design firms, with clients including the BBC, Nokia, and Yahoo!
I work with Fjord to help turn their designs for mobile products and services into reality.
These are their mobile predictions for 2009.
Our industry has talked about autonomous driving for years now. But that concept expands to what I think is the most fascinating part of this year’s Consumer Electronics Show: autonomous living.
It’s the idea that technology can tell us what we need—and help us get it—before we even realize it. Amazon’s Alexa has served as the ultimate gateway, with millions in sales this year.
Ultimately, the world of autonomous living is getting here faster than a lot of people predicted. And that means marketers need to get to work.
When all is said and done, as marketers our goal for connecting with consumers starts with identifying and creating the right value exchange, and then ensuring that we adapt our interactions around right time, right place. Autonomous living can and will take
that to the next level. And perhaps the most exciting thing about it is this: with all the advancements we’ve already seen, this is still just the beginning.
Cindy Gustafson, NA Chief Strategy Officer, Mindshare via MediaPost
Today, the word "innovation" is often overused to describe a number of lackluster things and has really become meaningless in a lot of senses. However, we were really floored when we heard that Cannes was hosting its first ever "Innovation Conference" during the 2015 Cannes Lions festival in France. We sent the Labstore team to check out the conference first-hand, and brought back 5 key takeaways we believe represent innovation, framed through the lens of retail. From robots in the retail space, to the rise of RFID technology, we saw some, what we'd call, innovative showcases.
The Flux Paradox - Branding at the Speed of ChangeYoung & Rubicam
Insights on how brands can build loyalty at the speed of change - By Matt Godfrey, President of Y&R Asia.
The erosion of consumer loyalty, or 'The Flux Paradox', is being driven by rapid product innovation. This dwindling brand loyalty, in Asia at least, is borne out by Y&R’s own proprietary research ‘Generation Asia’; a survey conducted by Y&R Advertising and VML, of 34,000 people across 10 countries.
MTM - 2021 Seminar - Bright Side of Technology - Feb 2021SamuelWarner9
With lockdown shaping much of our experience in 2020 - and having a continued impact into 2021, the role of digital tools and platforms has never been more prominent. As a result, our relationship with technology - how we use it, and how we feel about it (or perhaps more importantly, how it makes us feel) is undergoing a transformation. The same digital platforms and devices we have told ourselves to detox from have become the only means of keeping in touch with others, providing us with endless entertainment and offering us community.
As we kick into 2021, we ask how brands can adapt to these changes, reaching out to displaced, remote consumers and meeting their expectation of a more positive role of tech.
Overture 2.0 - Connect the Dots of the Premium Economy Jordan Yates
Overture 2.0 is a Louis Holdings annual perspective detailing brand insights, technology talk, business opportunities, and market predictions. The document is designed to provide partners, customers, and peers an inside perspective on what Louis Holdings sees and thinks.
The Future of Advertising: How brands can embrace miraculous new technologies...Leo Burnett
Leo Burnett Worldwide and Contagious Magazine present Wildfire, a look 60 months into the future to offer a head-start on the most significant technological innovations that they believe will redefine how brands connect with people.
Wildfire explores how technology might be empathetically applied to the natural cadence of our daily lives in order to make routine activities and behaviors more streamlined, meaningful or entertaining. This is a future where brands are ideally positioned to create the kinds of small and vital wonders that we soon won't imagine being able to live without.
Information's role in disruption cycles and the exploitation of tipping pointsMark Albala
“The Tipping Point”, written in 2000 prior to the digital economy, described a means for forging disruptions through the exploitation of information. Having a keen understanding of the information you have at your disposal and a keen awareness of the attempted disruptions through viral social media and other means is critical for survival in the digital economy. This writing will go over what the tipping point is, how information aligns to the tipping point in the digital economy and what organizations must do now to survive disruptive attempts to dethrone their products and services in the digital economy.
Fjord is the one of the world's leading digital design firms, with clients including the BBC, Nokia, and Yahoo!
I work with Fjord to help turn their designs for mobile products and services into reality.
These are their mobile predictions for 2009.
Our industry has talked about autonomous driving for years now. But that concept expands to what I think is the most fascinating part of this year’s Consumer Electronics Show: autonomous living.
It’s the idea that technology can tell us what we need—and help us get it—before we even realize it. Amazon’s Alexa has served as the ultimate gateway, with millions in sales this year.
Ultimately, the world of autonomous living is getting here faster than a lot of people predicted. And that means marketers need to get to work.
When all is said and done, as marketers our goal for connecting with consumers starts with identifying and creating the right value exchange, and then ensuring that we adapt our interactions around right time, right place. Autonomous living can and will take
that to the next level. And perhaps the most exciting thing about it is this: with all the advancements we’ve already seen, this is still just the beginning.
Cindy Gustafson, NA Chief Strategy Officer, Mindshare via MediaPost
2014 Trends Digest Deck for Digital LeadersIan Crocombe
I summarized all the marketing trends so you didn’t have to!
- Frog Design tech trends 2014
- Most Contagious 2013
- LeWeb Paris December 2013 “The Next 10 Years”
- Journalism, Media and Technology predictions 2014
- eMarketer Key Digital Trends for 2014
- CES 2014 roundup
The last few weeks of 2013 saw a huge number of predictions, trends and lists of priorities for marketing in 2014.
I wanted to understand the digital shifts that are happening, so I digested all these 2014 marketing trends so you didn’t have to!
The big theme I’ve identified for 2014 is going to be “Marketing for a Connected World”, let me know what you think or if you’ve got any comments or questions.
Connected Technology: Trending the Future | space150 v28space150
Every 150 days space150 reinvents itself. As a part of that exercise we look at what's trending in the last 150 days, so that we can more clearly see what's coming in the future.
We are seeing technology permeate our lives in ways it never had before, and are taking a deeper look at 3 trends: Connected TV, Economies of Sharing, and the digital catalysts that are the newest generation.
Iot & Digital Signage: The invisible Elephant in the roomviewneo
White Paper: Contents
1. We are undergoing a significant transformation
1.1. Online and offline worlds are growing closer together
1.2. An insight into the consumers of the future: Millennials
2. What happens when IoT meets Digital Signage?
2.1. Digital signage meets Big Data
2.1. Event Driven Content & Content Driven Events
3. Digital Signage: smarter through IFTTT
4. How the Internet of Things will change Digital Signage
Wunderman Singapore's guide on handling digital communications for FMCG brands.
Don’t be intimidated into replacing logical thinking with buzzwords— Marketers too often come under pressure to make decisions based on the technology of the moment, rather than strategy.
In this paper, Wunderman takes a step back to think about rationale the old-fashioned way. After all, communication channels change, but marketing fundamentals do not.
Inside the Driving Forces of Disruptive InnovationMSL
In this short publication, we touch upon, among others, some of our clients’ stories and our perspective on how disruption plays out as a force within markets: the creative process, technology and communications. And to the marketing communications industry, we lay down the gauntlet: disruptive innovation offers us all an opening to embrace the polar shift towards a greater integration combining dissimilar currents into explosive ideas, the chance to help create ever-more meaningful partnerships for our clients, and the prospect of delivering insight-fueled foresight to help companies predict what’s over the horizon.
If you would like to talk to MSLGROUP about how we can support you in your business transformation, please contact Trudi Harris, Chief Communications Officer, trudi.harris@mslgroup.com
An excerpt from a presentation I have been giving to various Digitas teams and clients, these slides walk through 6 emerging media trends that marketers need to be aware of and think about today. There are of course more than 6 trends to watch, but these 6 give marketers some food for thought. Other portions of this presentation (not shared) lay out the social media landscape, the current state of mobile, gaming and personalization, brand content creation and distribution, etc.
Relationships and experiences are no longer virtual but due to the Social World they have become Real. Circles of Relationship (ask google +) have become tighter and one’s manifestation in the Social World is no longer a login ID but it is the portrayal of oneself. In fact, we stand at a turning point where the virtual world is no longer an extension of the brick and mortar world, but entities from the virtual world will soon be occupying physical space of the real world.
We have identified eight major trends that comms and marketing professionals need to be thinking about for 2016. For more details, visit www.grayling.com/global/insights
4. NEW
TRANSACTION
DEFINITION
Through new platforms and the
growing popularity of peer-to-peer
sharing, people are realizing their
ability to create new value, where
“transactions” are becoming about
more than just money.
?
TODAY
DHL My Ways mobile app uses the
public to deliver the last mile.
Link
BY 2020
Where your Power Seller status in eBay
can act as currency for payment or access
to another product or platform.
It took four years for Airbnb to serve its first 4
million guests — a number which has grown to
9 million in the nine months since the end of 2012.
DISRUPTION
As the global financial crisis forces people
and businesses to rethink their future, the
challenge and opportunity comes from
understanding how you can create new
economies or platforms from the ashes of
your old business model.
5. REMIX
REVOLUTION
DEFINITION
Customers are getting used to
personalized products and services
and finding like-minded people
to create the perfect product
(Kickstarter). Remixing existing
products to give exclusive editions
is getting easier as low volume
manufacturing becomes cheaper.
Acknowledging this niche is
growing, means manufacturers
of mass produced items need to
provide similar capability.
TODAY
Motorola provide mass
customization where multiple
options are available for your
phone on-demand.
Link
3D
3D printing was recently named by Goldman
Sachs as one of eight technologies that are
going to creatively destroy how we do business.
BY 2020
As you order a shirt to be made in
a colour inspired by tropical holiday
snaps, the 3D sensors (such as those
designed by Apple’s recent purchase
Kinect-maker Primesense) in your
device will help analyse your body
shape and skin tone to give advice on
whether it will look good on you or not.
DISRUPTION
Pretailing through crowdfunding and
manufacturing through 3D printing centres
or artisanal manufacturers appealing to
Green or Patriotic sensibilities will find
growth. How will you compete?
6. TV
REBORN
DEFINITION
As streaming services become
“normal” the way we interact with
video content is at a tipping point:
set free from usual tech constraints
becoming real-time, interactive
and social.
VIDEO IS THE NEW TV –
IS A CHANNEL RELEVANT
ANYMORE?
IS BRANDED
ACCESS THE
ANSWER?
TODAY
By knowing their customer data,
Netflix confidently funded and
made available a whole series
(House of Cards) at once satisfying
customer desires.
More people in the U.S. now pay to stream movies
each month on Netflix than pay for HBO. 29.93
million people in the U.S. pay $7.99 each month
to stream movies, documentaries and TV shows.
BY 2020
Crowd-funded premium video content
means funders getting parts and profit.
Networks and brands as crowd-funders
next to individuals.
DISRUPTION
People will pay for content they love.
A global audience allows niche content
to be created profitably but where is the
advertising opportunity?
If your brand still wants to message next
to great content, you need to be next to
Premium Video. Is Branded
Access the answer?
7. INVISIBLE
INTERFACES
DEFINITION
Wearable computing devices are
breaking out beyond sports and
wellness wristbands to devices that
can now be integrated into
all things. This suggests a future
where actions and tasks can be
performed without having to hold
your mobile phone and our bodies
becoming the interface.
TODAY
Wristbands such as Jawbone Up
Nike+ FuelBand, etc., which track
the user’s sleep, movement, exercise
and lifestyle.The smartphone
display here is still the main “hub”
for interaction.
64 million wearable technology
devices by 2017.
BY 2020
Small sensor devices in clothes, cars, contact
lenses, food, mirrors, shops, food and our
houses able to communicate with each other
and provide tailored information including
health related data and allow augmented user
interaction by voice, facial expression or
by thought. Hospitals will be able to provide
a diagnosis based on vital stats
tracking undershirts.
Eg Apples iBeacon devices, Sony intelligent
wigs, Microsoft mood sensing bras,
Hexoskin T-Shirt.
Link
DISRUPTION
The need for actively accessing the internet
will decrease. New devices will do this for
us. Devices as we know them today will
start to disappear. We will move from a
visual “display” brand world to an invisible
data world with new ways of interaction.
What true values can brands provide in
this new setting?
8. WHAT
NEXT?
“I am not advocating communism or
trying to turn the world into a kibbutz.
Some people sometimes accuse me of
being a socialist but I am a capitalist at
heart. But what I want is a sustainable
and equitable capitalism. Why can’t
we have that as a model?”
Paul Polman, CEO of Unilever
Technology is empowering people
in new and exciting ways and, in
turn, this is disrupting industries
business models. As we move to a
more connected future, it is important
in order to realize its potential that you
understand your own 2020 plan.
WHAT
N
WILL YOU
W
E
S
DO
NEXT?
WHAT’S
YOUR 5
YEAR PLAN?
9. McCANN WORLDGROUP
W
ANT TO KNOW MORE?
CONTACT US AT
CTC@mccann.com
GEEK OUT
Smartdust is a system of many tiny microelectromechanical
systems (MEMS) such as sensors, robots, or other devices,
that can detect, light, temperature, vibration, magnetism,
or chemicals. They are usually operated on a computer
network wirelessly and are distributed over some area
to perform tasks.
Sources:
Created By:
Blogs:
mccannmwc14.tumblr.com
truthcentral.mccann.com/blog
Mark Jackson
Greg Armshaw
Marco Koeder
Marcus Sigurdsson
Isabel Castens