Uploaded byEkaterina Walter
5 Trends Marketers Should Not Ignore
The document discusses 5 trends that marketers should not ignore: (1) the power of the millennial generation, (2) the convergence of paid, owned, and earned media, (3) the importance of real-time marketing, (4) the rise of visual marketing, and (5) the dangers and opportunities of online influence. It emphasizes engaging millennials, integrating different types of media, responding quickly to trends, using visual content, and building brand advocacy through influencers.
5 Trends Marketers Should Not Ignore
- 1. 5 Trend Marketers Shouldn’t Ignore @Ekaterina
- 2. #1 The Power ofMillennial Generation @Ekaterina
- 3. 50% of worldpopulation is under 30 “Digital Natives” are: • Sophisticated • Educated • Connected • Global @Ekaterina
- 4. Estimated collective buyingpower of millennials alone in US is $200 billion annually. Not only millennials serving as leading indicators on media consumption, advocacy and social media usage habits among other generations, but also they are indirectly influencing buying decisions to the tune of an estimated $500 billion each year. @Ekaterina
- 5. 3 Truths AboutMillennials and Brands b Consumers prefer brands they grew up with Millennials are the chief technology officers in most households Marketers do not know how to market to millennials @Ekaterina
- 6. The good news:millennials do engage with brands on social networks (source: Barkley) @Ekaterina
- 7. Peer Influence. CauseMarketing. Participation Economy. • Peer influence is twice as important as advertising: 62% of decisions is influenced by social circle and family. (source: 2011 Mobile Youth Report) • Responsible brands that create safe environment on the planet and for people are respected. Cause marketing works. • Market with them, not to them. Youth believes that both product and marketing actions should be co-created, that the crowd will always outsmart the individual. GenY wants to actively participate and be included as partners in the brands they love. @Ekaterina
- 8. Self-Expression. Experiences. Emotional Stimuli. • Allow youth to express themselves and elevate their own brand, they will be more likely to like your. Offer personalization. • Facilitate life and deliver tailored experiences: they crave adventure and novelty; always looking for great stories and memories. • They are stimulation junkies: emotional stimuli creates word of mouth and drives advocacy. Evoke happiness, adrenaline-provoking thrills, positive surprise, offer challenges. Gamification works. @Ekaterina
- 9. Instant Gratification. Entrepreneurial. Global. Social. • They are looking for instant gratification. They are more impulsive shoppers than the former generations (55%); indulgence and luxury shopping is a way to relax for them (45%). (source: Barkley) • They are an entrepreneurial generation. Help them succeed. • They are international: in the global village local trends don’t exist. • They are highly social. Facilitate togetherness (online and offline) by bringing youngsters with shared passions together. @Ekaterina
- 10. Content Creation. Status.Mobile. • 60% are content creators (source: Barkley). Take advantage of that. • Image and status matter: 40% would pay extra for products that is consistent w/the image they want to convey (source: Barkley). Use me-marketing strategies. • Mobile device is an indispensable body part. Have a mobile strategy. @Ekaterina
- 11. #2 Convergence of POEM (paid * owned * earned media) @Ekaterina
- 12. Convergence of paidand social media shows significant brand and sales impact. Convergence of mindsets + Convergence of departments + Convergence of tools and analytics = Holistic brand story and comparable, improved results @Ekaterina
- 17. Earned media aloneis not enough; brands must leverage paid and owned to drive scale. @Ekaterina Source: Altimeter Group
- 18. #3 Real-Time Marketing @Ekaterina
- 19. To be effectivemarketers have to foster the environment of urgency • Brand strategies • Content marketing • Message and media optimization • Alignment with trending topics • Engaging audiences at online/offline events • Customer service • Product development @Ekaterina
- 20. Relevancy has adeadline @Ekaterina
- 21. Relevancy has adeadline @Ekaterina
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- 26. Real-time marketing is a way of thinking @Ekaterina
- 27. Smart Car. SmartMarketing. @Ekaterina
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- 32. Don’t insert yourselfinto conversations where you don’t add value or if you don’t fully understand the context of @Ekaterina
- 33. Real-time response takes a lot of planning • Listening (command centers) • Meaningful data, actionable insights • Stakeholder alignment • Employee and agency empowerment • Flexible strategies and editorial calendars • On-brand risk-taking (in alignment with long-term goals and objectives) @Ekaterina
- 34. #4 The Rise of Visual Marketing @Ekaterina
- 35. A picture isworth a thousand words @Ekaterina
- 36. Images speak tothe heart @Ekaterina
- 37. Images transcend culturesand languages @Ekaterina
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- 39. They speak louderthan words @Ekaterina
- 40. The rise ofvisual social media Generated more referral traffic for businesses than Google+, YouTube, and LinkedIn combined >90M monthly active users; 40M photos daily >300M photos uploaded daily >37M copies sold worldwide; >20M users created 3B drawings within first 7 weeks of launch @Ekaterina
- 41. Recalibrate your contentstrategy to include visuals • A 2012 study by ROI Research found that 44% of respondents are more likely to engage with brands if they post pictures than any other media. • Research by M Booth and Simply Measured found that on Facebook’s top 10 brand pages photos and video drive the most engagement, while videos are shared 12 times more than links and text posts combined, and photos are liked two times more than text updates. @Ekaterina
- 42. 2X engagement withvisuals on Facebook. 90% higher engagement with timely visuals. @Ekaterina
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- 46. #5 The Dangers ofthe Online Influence @Ekaterina
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- 48. Who are youradvocates? Die Hard Intel Fan - Damien Bayless @Ekaterina
- 49. Focus on EngagingYour 10% Scientists at Rensselaer Polytechnic Institute found that it only takes 10% of a population holding an unshakable belief in order to convince the majority to adopt the same belief. In fact, they found that this will always be the case. @Ekaterina
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- 51. And it shouldbe… @Ekaterina
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- 54. Bonus…#6… Social Engagement: From Dorm Rooms to Boardrooms @Ekaterina
- 55. Executives’ social engagementimproves brand image, deepens brand loyalty, & increases purchase intent 2012 study by BRANDfog: • 80.6% believe that social media is an important communication channel for CEOs to engage with customers and investors • 68.7% believe that C-suite social media engagement enhances the perception that a brand is honest and trustworthy • 83.9% believe that CEO social media engagement is an effective tool to increase brand loyalty @Ekaterina
- 56. 94% of employeesbelieve a social CEO will enhance their brand (IBM 2012 Global CEO Study) 2/3 of the organizations achieving the Companies that embrace social highest returns reported that the C-suite experience 4X greater business has active advocates of social engagement. impact. @Ekaterina Source: Pulse Point Economics of Socially Engaged Enterprise
- 57. Richard Branson, Virgin Group Founder “…like all other areas of business, CEOs have the opportunity to set the bar. By ignoring social networks, they are potentially missing an opportunity.” @Ekaterina
- 58. Oliver Bussman, SAP CIO “The greatest value of social media is gaining access to thought leaders in the industry. Frankly, you would otherwise pay a lot of money for that information.” “Social media gives the CIO a public voice on topics like innovation, business transformation and IT delivery. When we communicate value, IT stops being a black box.” @Ekaterina
- 59. Kim Stevenson, Intel CIO @Ekaterina
- 60. Conclusion 1. Engage GenY and Gen Z, allow them to shape your brand. 2. Integrate POEM for a bigger impact. 3. Cultivate the mindset of agility. 4. In shaping your content strategy, don’t forget visuals. 5. Don’t create campaigns, build movements 6. Work with your executives on helping them find their digital voice. @Ekaterina
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