Some more Marketing Trends 2007

von | Dez 20, 2006 | Ad News, Blog, Digital Marketing, Marketing

Bob Liodice of ANA has posted his 10 trends of how marketing will be transformed in 2007:

  1. Consumer in control: brand marketers will radically reinvent their approaches, putting the consumer in the driver’s seat and unleashing a tsunami of interactive campaigns across all media forms.
  2. New agenda for agencies: Marketers will expect them to integrate strategic brand management, creativity and innovative media management – and to deliver big, game-changing ideas.
  3. Hail to Chief: The role of the CMO will increase and take over even more parts of the business.
  4. Unconventional Outreach: Marketing will become increasingly unconventional – tapping into social networking, word-of-mouth, local events and more – to break through media clutter, consumer multi-tasking and the growing cacophony of marketplace noise
  5. Media buying metamorphosis: The old, antiquated ways of doing business will give way to new, automated, highly transparent processes, as demonstrated by the growth of online media buying exchanges.
  6. Let the fighting end: Government policymakers, consumer advocacy groups and brand marketers will begin to find common ground, aligning business goals with public policy needs
  7. Organizational Overhaul: The marketing organization will undergo a top-to-bottom reinvention.
  8. Research Renewal: Marketers will insist that macro measurements (Nielsen, Arbitron, ABC), marketing mix modeling and brand performance research become far more relevant to and aligned with critical brand accountability goals.
  9. Blow up the Back Room: Archaic business systems and back office operations will be overhauled to lower costs, increase efficiencies and redeploy non-working dollars to hard-working, productive investments.
  10. Continuous Marketing Reinvention: Continuous marketing reinvention will become the mantra of marketing executives and the cornerstone philosophy for successful brand building, integrated marketing communications, marketing accountability and the marketing organization.

He will take each point and look at it in greater detail in his blog in the months to follow. Should be interesting.
(via jaffejuice)

PSFK is asking for 2007 Trends

von | Dez 11, 2006 | Ad News, Blog, Digital Culture, Digital News, Marketing Trends

It’s that time of the year again. Time to guess what will happen during the next year. My horoskope said it will be a brilliant year. But that’s just as precise and trustworthy as some of the predictions I posted about last year. Some of it became real, some didn’t. Well, PSFK is asking for 2007 Trends „You Tell Us What Will Be Big!“

People can upload videos to Youtube and find it through a PSFK tag that the video should be tagged with. Easy market research and publicity for PSFK, well done. I will looking into this quite frequently, I guess…

Seven Brand and Marketing Trends for 2007

von | Nov 25, 2006 | Ad News, Blog, Digital Marketing, Digital News, Mobile Marketing, Online Advertising

Robert Passikoff writes about seven brand and marketing trends for 2007

He starts of with a nice quote:

Nobel Prize winner Niels Bohr once noted that “prediction is very difficult, especially about the future,�

And then continues pitching his company USP:

but then he didn’t have access to predictive loyalty metrics. Happily, we at Brand Keys do.

The 7 trends are (*drumroll here*):

  1. An ongoing emphasis on “engagement.�
  2. More reliance on consumer-generated content.
  3. More, more branded entertainment.
  4. Media planning will become more “touch point� focused.
  5. Using technology and engagement to better communicate with consumer expectations.
  6. Expanding the potential of Websites, blogs, and the digital world.
  7. Innovation and loyalty will matter more.

Sounds good. But there is nothing really new in this. The only difference being, that these trends will probably now reach a certain visibility among marketers so that we’ll see a lot more campaigns, tactics, etc. around these 7 points. I am certainly looking forward to that.

Cool-hunting on the web becoming ever so popular.

von | Sep 23, 2006 | Blog, Digital Culture, Digital Marketing

We all know and like „cool hunting“ blogs like BoingBoing and coolhunting.com. But since recently, companies rely on these sources, as TheAge writes.

blog-watching and mining is big business and companies such as Nielsen BuzzMetrics and Cymfony have developed software to sift through and interpret the millions of voices talking in social network sites […] their software can help „process technology with expert analysis to identify the people, issues and trends impacting your business

A trend derived from true „streethunters“:

the concept of „cool-hunting“ evolved in the early 1990s and refers to a new breed of forecasters who spot trends and add their interpretation to developments in fashion and culture.

Only nowadays many trends are taken from (influential) bloggers:

innovation based on trend information is a hot topic. „We get virtually all of our ‚big spottings‘ – consumer behaviour-changing ideas, concepts, big-picture thinking – from blogs written by smart business thinkers such as Jeff Jarvis (http://buzzmachine.com) and Seth Godin (http://www.sethgodin.com),“ he says.

Which is smart, in a way. Why not tap into the vast network of people who aggregate information for you? You just have to decide which aggregators to listen to (because there are too many to listen to them all!). Further on it says:

Before the internet, a designer would have had to buy hundreds of magazines to keep in touch with what was happening in design around the world. Today they just take a look at 20 or so blogs each day and get the best information anyone can get

Combine that with an RSS tool, and your well set up…

Interestingly, many companies are starting software to even do the ground work:

A combination of technology and human analysis helps blog-watchers to spot a new trend or marketable product. At a cost of $US30,000 to $US100,000 ($A40,000 to $A133,000) a year, they use technologies known as „natural language processing“ and „unstructured data mining“ to unscramble the often ungrammatical writing and slang found in the estimated 100 million blogs worldwide.