Five marketing trends in 2012


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Five transformative shift in marketing

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Five marketing trends in 2012

  1. 1. Transformative shift in Marketing Overestimate the short term and underestimate the long term3/6/2012
  2. 2. 5 Transformative shifts in Marketing3/6/2012
  3. 3. Scarcity to Abundance3/6/2012
  4. 4. Information3/6/2012
  5. 5. Notion of search It took 300 million websites for search to become relevant3/6/2012
  6. 6. 280 exabyte’s of information created in2010, which is 50 times more informationthat was created in the history ofmankindEstimated 667 Exabytes of information tobe created per day by 2013 3/6/2012
  7. 7. Information To Knowledge3/6/2012
  8. 8. In future , we will move from Informationseeking to knowledge seeking society42 gm. of fat in a burger is informationThis is 65% of your daily fat intake - isknowledge 3/6/2012
  9. 9. Bandwidth3/6/2012
  10. 10. Click on the link generation Always connected impacting E-commerce & Entertainment3/6/2012
  11. 11. Data is the new oil of the future3/6/2012
  12. 12. Consumer behaviour will be information based enabled by technology Visualization of information IMPACT Filtering information will be important as we move to digital society Move from Information society to knowledge society3/6/2012
  13. 13. Unconnected to Connected3/6/2012
  14. 14. Network to NetworkedMajority of software is designed forthe unconnected world.Every aspect of human behavior thatwas spent in offline world will shiftto online world. 3/6/2012
  15. 15. Notion of portability In 1965 Sony came out with Tummy Television with different Sizes depending upon the size of Your tummy. 5 inch Sony for waist sizes 38 to 46 For smaller tummy buy 4 inch set. With personal ear plugs, the beauty of television so small that you can hide it under your pillow Reminds us of iPad3/6/2012
  16. 16. People of screenInternet is simply a mechanism to take our offline behaviorand make it relevant in online world 3/6/2012
  17. 17. Leveraging Technology to Connect Opened‐up learning to multiple delivery methods - in‐campus, distance learning ,e‐Learning andm-learning 3/6/2012
  18. 18. Leveraging Technology to Connect Perfected online fundraising by using social media Embedded hardware & service solutions in thetools finance sectorU.S. President: Barak Obama Mayor : Michael Bloomberg 3/6/2012
  19. 19. Leveraging Technology to Connect3/6/2012
  20. 20. Leveraging Technology to Connect An estimated 70 million viewers watched the first debate. People who watched the debate on television overwhelmingly believed Kennedy had won, while radio listeners (a smaller audience) believed Nixon had won Barack Obama gets the Internet and social media the way that Kennedy got TV. Kennedy was built for TV and Obama is built for the Internet age. He had 3 million online donors during the election and 2 million people were passionate enough to create profiles on
  21. 21. Leveraging Technology to ConnectSalvaged the music business from declining CD’s sales Delivered platform to connect and expand friend/biz contactsApple CEO Steve Jobs Facebook: Mark Zuckerberg 3/6/2012
  22. 22. Leveraging Technology to ConnectRevolutionized the video‐ sharing business Turned 1 followed by 100 zeros into cash cow (Googol)YouTube: Chad Hurley, Steve Chen & Jawed Karim Google: Sergey Brin and Larry Page 3/6/2012
  23. 23. Seamless user experiences Natural user interaction IMPACT Content will be platform agnostic Mobile will increasingly drive real-time social media usage i.e. uploading photos, video, updates, etc. on the go3/6/2012
  24. 24. Control to Empowerment3/6/2012
  25. 25. Notion of consumer control A flash of magic light from across the room ( no wires, no cords) turns set on, off or change channels and you remain in your chairAd for first remote control ( 1969) was first social network website that lasted from 1997 to 2001 Allowed users to list friends, family members and acquaintances 3/6/2012
  26. 26. Interruption to Engagement3/6/2012
  27. 27. Notion of InteractivityPunch Magazine cartoon print In 1969 Interactivity with telephone conversation while watching TVIn 1879 Edison’s Telephonoscopetransmits light as well as soundMulti-Media or Multiple Media Interactivity between various mediums 3/6/2012
  28. 28. Top Down Relationships to Tribal3/6/2012 Relationship
  29. 29. Me to We Us to You3/6/2012
  30. 30. Interaction with Media We like to Know  We Like to Connect We Like to See  We Like to Tweet  We Like to Play  We Like to Buy  We Like to Collaborate3/6/2012
  31. 31. Interaction with Brands O.P.E.N  On –Demand –accessible, self- directed & Instantly gratifying experiences Personal –meaningful interactions Engaging –relevant emotional experiences Networked –the exponential potential of consumers & communities3/6/2012
  32. 32. Packaged-goods mentality to a service and experience mentality3/6/2012
  33. 33. Increasingly future of brands will beshaped by consumer emotionand experience3/6/2012 Starbuck sells experience and not coffee
  34. 34. Content is King Content, Context & Relevance is King 3/6/2012
  35. 35. Future of brands will be shaped by consumer emotion and experience Quality of engagement and not reach is important IMPACT Content will be as good as context it creates Brands will focus on context as relationships are valued and limited by nature3/6/2012
  36. 36. Ownership to Access3/6/2012
  37. 37. Less about ownership and more about access3/6/2012
  38. 38. Access points to Web Moving from controlled to open system3/6/2012
  39. 39. Eco System to Ego System3/6/2012
  40. 40. Servers to Clouds3/6/2012
  41. 41. Connect cloud and crowd3/6/2012
  42. 42. Moving from buying copies to getting access3/6/2012
  43. 43. ImmediacyPersonalization Authenticity AttentionInterpretation Copy economy to Accessibility access economy Embodiment Findability 3/6/2012
  44. 44. It is about up-selling3/6/2012
  45. 45. Pervasive display and universal connectivity Mutuality not Monopoly IMPACT Creating value at a very low cost Closed to open system3/6/2012
  46. 46. Like to Love3/6/2012
  47. 47. Connect to enable Collaboration3/6/2012
  48. 48. Create tools that connect not campaigns that isolate3/6/2012
  49. 49. Tools that connect Engagement Idea Product Advertising Distribution Feedback3/6/2012
  50. 50. Tools to Connect Marketer wants consumers to engage with the brand to connect3/6/2012
  51. 51. Engagement Tools My Coca- Cola3/6/2012
  52. 52. Engagement Tools Ford Fiesta moments Volkswagen3/6/2012
  53. 53. Idea ToolsNokia’s concept lounge Dell 3/6/2012
  54. 54. Product Tools Cadbury Collaboration Threadless Factory3/6/2012
  55. 55. Product Tools Tesco Lays3/6/2012
  56. 56. Advertising Tools I Pod touch Coca-Cola Pepsi Unilever3/6/2012
  57. 57. Distribution Tools Southwest airlines3/6/2012
  58. 58. Feedback Tools3/6/2012
  59. 59. Advertising will come closer to information both in terms of content & context Brands will become experience creators IMPACT Value will not be what brand delivers to customers. It will be what brands co-create with customers Successful brands will solve consumer problems3/6/2012
  60. 60. Good- Bye Broadcast. HelloConversation3/6/2012
  61. 61. What has not changed3/6/2012
  62. 62. Trust3/6/2012
  63. 63. 3/6/2012