2015 FORESIGHT

[19.04.23 - 1] [Fredag Reklamebyrå]

6 “glimpses” into the future, as projected by Fredag, Norway

1-6: The macro trends

We’re in 2015… We have had some good years 2012-2014 A new recession is emerging

Kondratef’s 7-year cycle theory proves right again The SmartPhone is our main communication tool

We use it for everything, and we carry it at all times Computers and I-pads are out ”Dumb” screens are connected to the Smartphone – even

the TV Advertising is even less reputed amongst sceptic

consumers

19.04.23 [Fredag Reklamebyrå]

2-6: The marketing trends

PR and publicity is first choice – “no-media-cost marketing” Goes along with the “see me!” and “15 minutes of fame”

reality tsunami Social media never succeeded as a business marketing

tool/arena Most marketing is electronic and digital

TV commercials are replaced by “direct TV” relevant 1:1 communication via SmartPhones.

Product placement and “click-on” links to apps and offers are dominating

Communities, friends and involvement is everything

19.04.23 [Fredag Reklamebyrå]

3-6: The agency market players

The advertisers are in power, controlling the market field – it is the buyer’s market. The advertiser’s skills and strategic competence

increase He hires creative staff and use in-house resources He does not acknowledge traditional agency added

values

PR agencies gain reputation and shares of volume, as do digital agencies.

19.04.23 [Fredag Reklamebyrå]

4-6: The below-the-line advertising

All is digital/electronic. It is all about understanding the SmartPhone technology and

possibilities. It’s much about apps Communication activities are automated, effectiveness is king Budgets are minimal for ”human interference” Data mining and analysis is automated Great ideas and layout/design are no longer appreciated Content and message is struggling – copy is boring and straight,

product and price/offer rules. Relevance prevails to the best of advertiser’s ability.

19.04.23 [Fredag Reklamebyrå]

5-6: The name of the game

Direct Marketing is no longer a valid term ”Traditional” segmentation and CRM fails to deliver Return

On Market Investment (ROMI) Customer Communication is the new buzz word for Customer Communication is the new buzz word for

loyalty/maintenance of customer preference and saleloyalty/maintenance of customer preference and sale Referral Marketing is Referral Marketing is the other new buzz word, vital for

marketing development/attracting new customers.

19.04.23 [Fredag Reklamebyrå]

6-6: The successful CC/RM agency

Are strong on digital insight and competence and particularly good at creative use of SmartPhone technology, trends and applications.

No longer sells communication strategy as a whole, but rather “smart ideas” for single activities

No longer sells Art Direction and/or big creative communication ideas

Deliveries high volumes of digital implementation and production of apps and “non-creative” messages to digital customer communication programs

19.04.23 [Fredag Reklamebyrå]

WWW.FREDAG.AS

Thanks!

[19.04.23 - 8] [Fredag Reklamebyrå]