Five marketing trends in 2012

3/6/2012

Overestimate the short term and underestimate the long term

Transformative shift in Marketing

VinishJoshi@yahoo.com

5 Transformative shifts in Marketing

3/6/2012

Scarcity to

Abundance

3/6/2012 VinishJoshi@yahoo.com

Information

Notion of search

It took 300 million websites for search to become relevant

280 exabyte’s of information created in 2010, which is 50 times more information that was created in the history of mankind Estimated 667 Exabyte's of information to be created per day by 2013

3/6/2012

Information To

Knowledge

In future , we will move from Information seeking to knowledge seeking society 42 gm. of fat in a burger is information This is 65% of your daily fat intake - is knowledge

Bandwidth

3/6/2012

Always connected impacting E-commerce & Entertainment

Click on the link generation

3/6/2012

Data is the new oil of the future

3/6/2012

Visualization of information

Consumer behaviour will be information based

enabled by technology

IMPACT

Move from Information society to knowledge society

Filtering information will be important as we move to

digital society

Unconnected to Connected

Majority of software is designed for the unconnected world.

Every aspect of human behavior that was spent in offline world will shift to online world.

VinishJoshi@yahoo.com 3/6/2012

Network to Networked

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 iPad

Notion of portability

People of screen

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Internet is simply a mechanism to take our offline behavior and make it relevant in online world

Leveraging Technology to Connect

Opened‐up learning to multiple delivery methods - in‐campus, distance learning ,e‐Learning and m-learning

Perfected online fundraising by using social media tools U.S. President: Barak Obama

Embedded hardware & service solutions in the finance sector Mayor : Michael Bloomberg

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 my.barackobama.com.

Salvaged the music business from declining CD’s sales Apple CEO Steve Jobs

Delivered platform to connect and expand friend/biz contacts

Facebook: Mark Zuckerberg

Revolutionized the video‐ sharing business YouTube: Chad Hurley, Steve Chen & Jawed Karim

Turned 1 followed by 100 zeros into cash cow (Googol) Google: Sergey Brin and Larry Page

3/6/2012

Seamless user experiences

Mobile will increasingly drive real-time social media

usage i.e. uploading photos, video, updates, etc. on

the go

IMPACT

Content will be platform agnostic

Natural user interaction

Control to

Empowerment

Ad for first remote control ( 1969)

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 chair

Notion of consumer control

SixDegrees.com was first social network website that lasted from 1997 to 2001 Allowed users to list friends, family members and acquaintances

Interruption to Engagement

Punch Magazine cartoon print In 1879 Edison’s Telephonoscope transmits light as well as sound Multi-Media or Multiple Media

In 1969 Interactivity with telephone conversation while watching TV Interactivity between various mediums

Notion of Interactivity

Top Down Relationships to Tribal Relationship

Me to We Us to You

Interaction with Media

We like to Know We Like to Connect

We Like to Tweet We Like to See

We Like to Play We Like to Buy We Like to Collaborate

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 & communities

3/6/2012

Packaged-goods mentality to a

service and experience mentality

Increasingly future of brands will be

shaped by consumer emotion and experience

Starbuck sells experience and not coffee 3/6/2012 VinishJoshi@yahoo.com

Content is King Content, Context & Relevance is

3/6/2012

Future of brands will be shaped by consumer

emotion and experience

Content will be as good as context it creates

IMPACT

Brands will focus on context as relationships are

valued and limited by nature

Quality of engagement and not reach is important

Ownership to

Access

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Less about ownership and more

about access

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Access points to Web

Moving from controlled to open system

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Eco System to

Ego System

Servers to Clouds

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Connect cloud

and crowd

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Moving from buying copies

to getting access

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Immediacy Personalization

Authenticity Attention

Interpretation Accessibility Embodiment

Findability

Hello Conversation

Copy economy to access economy

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It is about up-selling

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IMPACT

Mutuality not Monopoly

Pervasive display and universal connectivity

Creating value at a very low cost

Closed to open system

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Like to

Connect to enable

Collaboration

Create tools that connect not campaigns that isolate

Tools that connect

Engagement

Product

Advertising

Distribution

Feedback

Tools to Connect

Marketer wants consumers to engage with the brand to connect

My starbuckidea.com Coca- Cola

Engagement Tools

Ford Fiesta moments

Engagement Tools

Volkswagen

Nokia’s concept lounge Dell ideastorm.com

Idea Tools

Cadbury Collaboration Factory

Threadless

Product Tools

3/6/2012

Lays Tesco

Product Tools

I Pod touch Coca-Cola

Advertising Tools

Pepsi Unilever

Distribution Tools

Southwest airlines

Feedback Tools

3/6/2012

Advertising will come closer to information both in

terms of content & context

Value will not be what brand delivers to customers.

It will be what brands co-create with customers

IMPACT

Successful brands will solve consumer problems

Brands will become experience creators

Good- Bye Broadcast.

Hello Conversation

What has not changed

3/6/2012

Five marketing trends in 2012

Education

Transcript of Five marketing trends in 2012

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