2008 marketing & media megatrends030609
DESCRIPTION
Overview of key mega marketing and media trends for 2007 and 2008TRANSCRIPT
2009 Megatrends: A Client PerspectiveBreakfast for the Brain
March 6, 2009
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Contents
• Demographic & Lifestyle Prognostications
• Marketing Megatrends in the US & Globally
• Pulse of the Advertiser
• Advertiser Feedback
• 21st Century Media Challenges
Demographic & Lifestyle Prognostications from 2007
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2007 Prognostications
• Dual-Class Mass Consumption
• Personalized per Capita Consumption
• Role Blurring for Self Sufficiency
• Time-Place Universality
• Dominance of Wants over Needs
• Pluralistic Special Markets
• One-Stop Hassle-Free Shopping
MarketingMegatrends
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Megatrends1) Online advertising evolution: progressing from the first 3 eras into search (1/3 cost per order vs. banners) and social.
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Megatrends2) Google Open Social: building bridges with a common API for social applications across multiple websites.
# 4
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Megatrends3) Handphone: becoming Swiss-army knife of communication and marketing via NFC (near-field communication) enabling geometric expansion of communication and commerce.
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Megatrends4) Crowdsourcing: using your consumers and prospects to design products, enhance value propositions and service suggestions.
How the power of the crowd is driving the future of business.
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Megatrends5) Widgetization: turns your logo into a brand portal in front of your customer at work, home or even the ubiquitous handphone.
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Megatrends6) Out-of-Home (OOH): old medium with a major facelift.
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Megatrends7) Islamic Brands: the new affluent; Sharia-compliant business; the Burj Dubai as tallest building in the world.
Pulse of the Advertiser
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Pulse of the Advertiser
0
10
20Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important are newspapers & magazines in your marketing now?
Source: Bridge Global Strategies New Media Survey
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Pulse of the Advertiser
0%
20%
40%Percent of Responses
1 2 3 4 5
1=not; 5=extremely
How important will be traditional newspapers and magazines for the next 5 years?
3%24%
0
10
20Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important are newspapers & magazines in your marketing now?
Source: Bridge Global Strategies New Media Survey
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Pulse of the Advertiser
0
10
20Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important are online newspapers & websites in your marketing now?
Source: Bridge Global Strategies New Media Survey
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Pulse of the Advertiser
0
10
20Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important are online newspapers & websites in your marketing now?
0102030
Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important will be online newspapers & magazine web sites for the next 5 years?
Source: Bridge Global Strategies New Media Survey
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Pulse of the Advertiser
0102030
Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important are blogs, vlogs & viral videos in your marketing now?
Source: Bridge Global Strategies New Media Survey
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Pulse of the Advertiser
0102030
Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important are blogs, vlogs & viral videos in your marketing now?
0
20
40Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important w ill be blogs, vlogs & viral videos for the next five years?
Source: Bridge Global Strategies New Media Survey
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Pulse of the Advertiser
05
1015
Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important are emailed newsletters in your marketing now?
0102030
Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important will emailed newsletters be in the next 5 years?
0102030
Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important are RSS feeds in your marketing programs now?
05
101520
Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important will RSS feeds be in the next 5 years?
0102030
Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important are podcasts in your marketing now?
05
10152025
Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important will podcasts in the next 5 years?
Source: Bridge Global Strategies New Media Survey
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Pulse of the Advertiser
0102030
Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important are mobile marketing/videos in your marketing now?
05
101520
Percent of answers
1 2 3 4 5
1=not; 5=extremely
How important will mobile marketing/videos be in the next 5 years?
0102030
Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important is social networking in your marketing now?
0102030
Percent of
1 2 3 4 5
1=not; 5=extremely
How important will social networking be in your marketing in the next 5 years?
0
10
20Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important is word-of-mouth marketing in your marketing now?
0102030
Percent of responses
1 2 3 4 5
1=not; 5=very
How important will word-of-mouth marketing be in the next 5 years?
Source: Bridge Global Strategies New Media Survey
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Pulse of the Advertiser
0
10
20
1 2 3 4 5
How important are broadcast media (tv & radio) in your marketing now?
1=not; 5=extremely
Percent of responses
0
10
20
30
Percent of responses
1 2 3 4 5
1=not; 5=extremely
How important will broadcast media be in the next 5 years?
Series2
Series1
Source: Bridge Global Strategies New Media Survey
Advertiser Feedback
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Advertiser FeedbackAre you more likely to use new media technologies in your marketing programs than traditional media during the next five years?
traditional
new
equal mix
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Advertiser FeedbackDo you see "citizen journalism" such as blogging, and the viral technology online which enables people to share opinions easily and quickly with many others, to be:
marketing opportunity
marketing threat & opportunity both
too soon to tell
no response
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Advertiser FeedbackNewsrooms across the country are laying off large numbers of people and losing financial viability due to their failure to find profitable new business models online. This is:
darkfuture
a transition
not a bad thing
other
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Advertiser FeedbackCommentary from CMOs, agency executives and consultants:
• Technology cannot replace human intelligence, insight and analysis. I am not keen at all on untrained people bringing me my news.
• Journalists are here to stay. They are important to our social & comm fabric. Finding new business models is key to sustainability of print.
• We don't use these communication channels now, but may experiment with buzz marketing approaches for a research project later this year.
• Could it all be "fad" that will fade when its "uniqueness" has worn off?
• There will probably be new technologies in 5 years we can't dream of now.
• My firm works in the B2B space. At this time, we've seen very little evidence that Blogging is a successful marketing tool.
21st Century Media Challenges
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21st Century ChallengesMuch of the media environment has changed in the last 20 years:
Changes
• Marketplace diversity
• Fragmented media
• Form factor explosion
• Information
• ROI
• Message Overload
Impact on Media
• Less monopolies; many players
• Segmentation
• 24/7 anywhere & anyplace
• Tracking & MIS
• Media optimization
• Pressure on creativity:
– ad
– medium