Crystal balls rarely work in marketing. None of us can truly forecast what’s going to happen 10 days from now. But there are eight percolating trends that are worth noting. And all indications are that they’re here to stay.
Tangible Brands
Brands that deliver tangible experiences will break away from the pack. It’s about providing a tactile connection at every touch point. And companies are already investing big dollars into this strategy of “being approachable.” Delta’s mobile app for e-ticketing. Target’s seamless integration between the online/offline experience. USAA’s iPad app for mobile deposits.
Utility Over Content
Content continues to be important. Native content (advertising wearing the uniform of journalism) will continue to be VERY important. But more and more, we need to create objects of utility — things that consumers would seek out on their own accord because they add extreme value to their lives. Case in point: when diehard surfers need a surf report, they don’t check their local news. They tap on the Oakley Surf Report app on their smart phone.
Value Alignment
Millennials already account for an annual $1.3 trillion of consumer spending, or 21% of the total. But they don’t just spend their money on anything. They invest in “Idea Brands” like Warby Parker, Trader Joe’s and Toms Shoes: brands that offer social value. Companies without a built-in social story (ExxonMobil, Wal-Mart, Toyota) will capitalize on this new reality by investing more and more of their advertising spend into corporate responsibility and social good. The lesson? The brands that stop creating advertising and start creating purpose will win.
Marketing at the Core of R&D
Agencies will find ways to help companies create what they’re going to be selling next. They’ll do this by providing a deeper level of research and development regarding product development and effective implementation. Which leads to…
Data Dexterity
Any agency can collect data; few can interpret it and apply it. The best agencies will uncover new ways to distill data and apply it in ways we never dreamed possible.
Accountable Creative
Creative and data are not mutually exclusive. A great idea is easier to champion when it’s backed by deep and precise audience data. This approach is already table stakes in our industry, but those who can continue to deliver “quantifiable quality” will win the day.
Real-Time Digital Connectedness
There’s no such thing as “set it and forget it” in a digitally connected world. Brands must always be present and always be available to respond. Carving out dedicated agency fees for being at-the-ready needs to be part of every marketing plan. Case in point: Oreo’s “dunk in the dark” tweet during Super Bowl XLVII’s power outage. It’s been a few years now and marketers are still referencing this.
Many Big Ideas
It used to be all about the big idea – that one singular idea that can play out across all mediums and have a 12-month shelf life. Thing is, we now live in a world of segmentation in which consumers have a huge appetite for personalization. So instead of one big idea, agencies will be challenged to create several big ideas — mini campaigns with various objectives across multiple platforms.
Despite all the change in our industry, there is one thing that will forever remain invaluable: Ideas. A good idea is revolutionary. And for clients, there’s no such thing as overpaying for something that will forever change the future of their company.
Posted by Prentice Howe, Door Number 3
www.dn3austin.com
