Marketing trends 2011

Trends of 2011

• Engagement

• Emotional Baggage

• Take Responsibility

• Great Expectations

• Consideration

• Projection

• Mobile Madness

• Social Media Maturation

• Integration station

• E- Everything

• Nowism to planned spontaneity

• Online status symbols

• Social Media merchandising

• Web terms and verbs

• Simply social

• Location, location, location

• Commercial Tweeting

Sources

• Trend analysis from various websites, bloggers, trendhunters and authors

1. Acceleration Media - Digital Marketing Trends 2011

2. Bradley Maseko - 2011 trends: Social media's impact on youth marketing, media

3. Brand Strategy Insider -11 Branding And Marketing Trends For 2011

4. Dion Chang - Fluxtrends: 10 marketing trends for 2011

5. Dreamgrow social media marketing - Social Media Marketing Trends

6. B2C Marketing Insider – Brand and Marketing Trends for 2011

7. Geoff Ramsey - 2011 Trends: Content Marketing Is Critical

8. Gini Dietrich - Communication and Marketing Trends for 2011

9. Jason Fall - Three Marketing Trends

10. Kaleel Sakakeeny - Five Top Social and Marketing Trends for 2011

11. Mike Abel - 2011 trends: Growth of real meaning, real-time value Trendwatching

12. Rob Stokes - 2011 trends: Turning digital interest, momentum into action, ROI

13. Susan Gunelius - Ten Marketing Trends for 2011

14. Yoray Narainpersad - 2011 trends: SEO more challenging in 2011

“ ”

Engagement

Will see more more

personalised &

meaningful communication

e.g‘Random acts of kindness’:

Push vs Pull?

Having 10‟s of thousands of

„followers‟ and „fans‟ is no longer

important, its quality of

conversations, not quantity

Emotional baggage

Differentiation will come from emotional connections

More and more are

people wanting to

understand the story

behind a product,

rather than its

functional use.

Consumers demand irresistible

experiences to attract them

2011 will have marketers recognise that connecting with their

consumer lies in the way they are emotionally moved rather than the

list of product benefits and information.

Take Responsibility

Generation G (enerosity).

We will see higher expectations for brands to give,

donate, care and sympathise rather than just sell and

take. People are more aware of eco-issues, and savvy to

„greenwashing‟. Brands can no longer just stand for something,

they need to have some form of higher purpose meaning.

Urbanisation has resulted in people becoming more and more savvy and up-

to-date. Urbanites are addicted to change, and to keeping up with

the trends. They‟re becoming more daring to try out new products and

services. So 2011 will see brands attempt to meet the high

expectations for newer, better and faster, especially for the next

generation parents and tech savvy kids.

Great expectations

“In all categories, consumers are in pursuit of the next best

alternative and on-going aesthetics” Trendhunter 2011

Children interacting with Kindle Translation glasses for the deafConvenient & aesthetic interior design

Consideration

breather.

People are „considering‟ more:

Consequences ; each other; and consumption

People rebel

against our

inability to

switch off

2011 will see

‘smart’

celebs taking

the limelight

Need vs Want

Consumers will ask:

Where is this from?

Who makes it? Were

workers treated

fairly? Will it last?

Will I still like it

next year?

Lohan vs Zuckerberg

Projection

Brands are using projective display techniques more and more for

adverts/ interactive gaming/ visuals - breaks through the

clutter

Johnnie Walker Green Tesco

World Cup

Social media trends

Mobile madness

Culture of mobile dependency = importance of mobile marketing

We will see more mobile tools (SMS, mobile display ads, applications, in-

game ads, search and location-based services) used to engage, gain and keep

customers.

It‟s no surprise our phones are

becoming

like third hands. We‟re beginning

to catch on and move toward

abandoning laptops for

phones

Social Media Maturation

As marketers and consumers become more techno

savvy, 2011 will see social media will evolvefrom experimental campaigns to social tactics

that are focused, engaging and integrated

Brands will be faster out the social

media starting blocks as they better

understand the process, monitor

and prepare. They have learnt now

that there is nowhere to hide, and

transparency is key.

ResearchPlanningMeasurement

“Nike Basketball’s web teaser features a social twist: Fans who tweet #mambamoment can trigger exclusive content & be entered into a draw”

Integration Station

Marketers biggest challenge in 2011 will be to effectively

integrate social media and all other channels, while

ensuring the content still adds value to consumers

lives.

The Old Spice commercial

was first a YouTube success,

followed by a TV ad,

followed by a massive social

media response campaign

that got the whole world

talking.

Many channels used to compliment each other, but

still build ONE brand message.

E-everything

Etailing is going

to continue to grow in

leaps and bounds, and

online retailers who

offer unique

experiences will

inspire passionate

users

„Etailing, Ebooks and Emags‟ are on the up, and as products like the

Kindle and iPad make their way into the hearts of the South African market,

so too will everything „e‟. Paper based communication is being made

redundant, and although consumers go in-store to engage with product, they

are choosing to buy online which is often at a reduced price.

The number of South Africans with access to the Internet grew by 15% between 2009 and the beginning of 2010 from

4.6m users to 5.3m users

51% of South Africans who have access to the Internet are shopping online and 75% of those have done so in

the past three months

Innovative apps let consumers bypass the web

for transaction and leisure

September 2009: 2 billion

January 2010: 3 billion

January 2011…

Nowism to planned spontaneity

MXIT BBM APP

Expect to see consumers rushing to sign

up to services that allow for endless and

almost effortless mass sharing

and mingling with friends, family,

colleagues or strangers-who-may-

become-friends-or-dates (the

SPONTANEITY part)

Brands that make it hard to buy on the

small screen will suffer.

Instant gratification is fuelled by more real-time

services

Online status symbols

Reface.me is your guide to

standing out from the crowd on

Facebook with funny status

updates, upside down statuses,

cool profile pictures. Reface.me

is the second site you have to

visit to get your daily Facebook

fix

Online culture still is the culture, so in 2011 we'll see a rise in online status.

New status symbols that straddle the 'real' and 'online' worlds -

any kind of symbol, virtual or 'real world„ – will be used to show online

persona and brand

BRAND ‘ME’

Social media merchandise

Social media merchandise refers to actual, physical

objects following a social media theme. The rise of Twitter

gifts and physical Facebook finds has increased in

popularity within the passed year, signifying the true power

of social media

Web terms are verbs

• This is an industry where acronyms and jargon rule.

– We're way past "Google me"; now people say "Facebook me".

– People on Twitter "tweet" and "DM" each other.

– Blackberry users "BBM" each other.

– Social bookmarkers "Stumble" their favourite sites.

In 2011, social networking jargon is as sure to grow and evolve as Apples and

Blackberries once grew on trees...

Information overload is leading consumers to seek simplification in

their lives and they will support products that help them achieve it

Simply social

Location, location, location

Consumers broadcast their

locations, offering geotargeted

marketing opportunities

2011 could be the year that location-based services really take off and

start to deliver some interesting options for marketers and advertisers.

Location-based social media services like FourSquare and Google Latitude

will plot our social interactions in real-time. People are likely to become

less worried about revealing their location in 2011.

With 6 million registered users, it

grew 3,400% last year for some 381,576,305

check-ins

Commercial tweeting

It is no longer how many followers but

who you follow that matters. Those with

influence who Tweet about you or drop

brand name, is priceless.

Kim Kardashian with five and a half million

followers, is paid to promote a variety of

products. She is frank about this exchange, and

claims she only tweets about products she

believes in.

Hiring celebrities to tweet about products is

similar to brands trying to commercialise blogs.

This is the coveted space, which brands want to

infiltrate; there is immense value in being part

of a consumer conversation.

OIL Presentation // 10

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