Getting In Sync - 10 Trends in the Consumer Marketing Landscape

8/14/2019 Getting In Sync - 10 Trends in the Consumer Marketing Landscape

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8Wm fobimqm tbis hy dmsig`i`g j}st akx lm hxf`d ~xk~ksitik`s

f`d wmfqm tbksm ~xk~ksitik`s i`tk tbm ciqms ka ok`s}lmxs i`

axmsb f`d oxmftiqm wfys# tk dmqmck~ cfsti`g o}stklmx

xmcftik`sbi~s f`d fdqkofoy.


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IQ


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8/29

8

Tbm lkxm yk} smm tbm cmss yk} e`kw

Tbm cmss yk} ai`d k}t fs yk} gxkw

I e`mw l}ob lkxm tbm` tbf` I dk `kw

]8


9/29

?

...~mk~cm fxm xmfcisi`g tbft wmh 8.> is fot}fccy f

b}gm tilm siè. Afomhkke# Twittmx# Acioex f`d ^cfrklfy bfqm bmc~md akstmx okll}ìty f`d okll},

ìoftik`# h}t tbmyqm fcsk fddmd illm`smcy tk tbm

ackw ka katm`,i`tmxx}~tiqm lmssfgms tbft tbmix

}smxs xmomiqm# cmfdi`g tk iàkxlftik` kqmxckfd f`d

~kssihcy f `fsty i`tmx`mt fddiotik`.

Hmtsy _obiaalf`# Wixmd Lfgfzi`m# F~xic 8>>2


10/29

4

F}tbm tio xmcftik`sbi~s fxm i`tmgxfc tk k}x bf~~i`mss f`d

s}oomss.

Bkwmqmx# tbm v}ioe,aixm ok``motik`s wm smme k` f dfy,tk,dfy

hfsis tk bmc~ dmfc witb tbm stxmss# }xgmòy f`d iàkxlftik`

kqmxi`d}cgmòm i` k}x ciqms cfoe f}tbm tioity.

CFOEI@G TBFT MLKTIK@FC _]_TM@F@OM# OK@_]LMX_ FXM OK@TI@]FCCY _MFXOBI@G AKX

TBM LMF@I@G F@D F]TBM@TIOITY TBFT _]^^KXT_ TBML.


11/29

=

Tbm cfoe ka tx}st i` okl~fìms f`d i`stit}tik`s bfs

lktiqftmd ~mk~cm tk tx}st tbmix ~mmxs kx ~mk~cm silicfx tk

tbml fs tbm hmst sk}xoms ka iàkxlftik`.

Fookxdi`g tk tbm Mdmclf` Tx}st

Hfxklmtmx# i` lkst lfxemts:

6. 2>- wk}cd xma}sm tk h}y gkkds

kx smxqioms axkl f okl~f`y tbmy

dk `kt tx}st5

8. Lkxm tbf` 7>- wicc oxitiv}m

okl~fìms tk tbm ~mk~cm tbmy

e`kw5 f`d

?. K`m,tbixd sbfxm tbmix k~iìk`s

f`d mr~mximòms ka f distx}stmd

okl~f`y k` tbm Wmh.

Ocmfxcy# f dmm~ qkid ka tx}st

mrists hmtwmm` ok`s}lmxs#

h}si`mssms# f`d i`stit}tik`s.


12/29

1

^MXOM^TIK@ s2>- KA OMK_HMCIMQM TBMIX

HXF@D^XKQIDM_ F_]^MXIKXO]_TKLMX

MR^MXIM@OM

2- KA TBMIXO]_TKLMX_FGXMM

Hfi` ! Okl~f`y Xmsmfxob

XMFCITY s


13/29

7

_fqqy o}stklmxs qfc}m kqmcty f`d`mw mr~mximòms. Kqmxsmfs txfqmc#

fck`g witb qiofxik}s mr~mximòms

afoicitftmd hy tbm I`tmx`mt# bfs xfismd

tbm hfx. Tbmsm dfys# tbm

mr~motftik`s ka qfc}m fxm l}ob

bigbmx akx fcc hxf`ds.

O}stklmxs witb iàiìtm obkiom fxm`kt ckkei`g akx lkxm ~xkd}ots tbmy

fxm ckkei`g akx mr~mximòms tbft oftmx

tk tbmix dmm~,smftmd `mmds ft mqmxy

~ki`t ka ok`tfot.

WM L]_T XMLMLHMX TBFT FCC

MR^MXIM@OM_ OKL^MTM FGFI@_T MFOB

KTBMX AKX TBM FTTM@TIK@ KA TBM

OK@_]LMX.

Okl~fìms i`tm`di`g tk hm xmcmqf`t tkdfy l}st cmfx` tbm

fxt ka oxmfti`g mr~mximòms tbft gm`}i`mcy m`gfgm tbmix

o}stklmxs. Obkiom aftig}md ok`s}lmxs fxm `kt ckkei`g akxf`ktbmx ~xkd}ot tbft bfs`t tfem` tbmix tx}m `mmds f`d

dmsixms i`tk ok`sidmxftik`.

_kbxfh Qkssk}gbi# Its Fcc Fhk}t Mr~mximòm# H}si`mssWmme# F~xic 66# 8>>2


14/29

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15/29

9

Wmh 8.> is maamotiqmcy tbm

dmlkoxftisftik` ka tbm I`tmx`mt.

Tbm ~fxfdigl sbiat tkwfxds f` I`tmx`mt

tbft afoicitftms oxmftiqity# iàkxlftik`

sbfxi`g# f`d okccfhkxftik` flk`g }smxs

bfs hmoklm lfi`stxmfl.

Wmh 8.> hfsmd okll}ìtims f`d bkstmd

smxqioms axkl skoifc,`mtwkxei`g# wieis#

hckgs# f`d akcesk`klims "oftmgkxisi`g

ok`tm`t tbxk}gb tfgs) bfqm xmfobmd tbm

oxitiofc ~ki`t wbmxm ok`s}lmx fdk~tik`

is afx lkxm sigìaiof`t tbf` f`yk`m mqmx

f`tioi~ftmd.

Bklm~fgm o}stklisftik`# X__ ammds#

sbfxmd hkkelfxes# ok`tm`t sbfxi`g#

okllm`ti`g# xfti`g# dmsetk~ widgmts#

f`d Afomhkke fxm kw okllk`~cfom

foxkss o}stklmx digitfc mr~mximòms.

Widms~xmfd foom~tfòm f`d axmv}m`t

ok`s}lmx }sfgm ka Wmh 8.>

tmob`kckgims i`dioftms tbft

distxih}tik` ka ok`tm`t f`d smxqioms is

obfccm`gi`g I`tmx`mt dmsti`ftik`s akx

ok`s}lmx fttm`tik`.


16/29

6>

B}lf` hmi`gs fxm skoifc fìlfcs f`d wm bfqm f hfsio `mmd tk

i`tmxfot witb k`m f`ktbmx tk a}caic k}x mlktik`fc f`d lftmxifc

gkfcs. Akx ok`s}lmxs# skoifc is `kt f tmob`kckgy afd kx f

dmsti`ftik` akx lfxemti`g lmssfgms# it is f dilm`sik` ka k}x

b}lfìty.

Tbm diaamxmòm tkdfy is tbft tmob`kckgy is bmc~i`g xm~cioftm

skoifc stx}ot}xms hktb k`ci`m f`d kaa. Ok`sidmx tbm o}stklmx tbft

ok`s}lms tbm hmst# tbm okkcmst# kx tbm lkst mr~m`siqm tbmy

wicc gfi` tbm lkst stft}s.

Xfti`gs# hkkelfxes# ok``motmd axim`ds# f`d ktbmx tkkcs bmc~

xm~cioftm f`d màkxom tbft stft}s i` f digitfc mok`kly.


17/29

66

Tbm lkst sigìaiof`t obf`gm i` I`tmx`mt hmbfqik}x is tbm lfssfoom~tfòm ka tbm Wmh fs f skoifc lmdi}l. Axkl tkkcs tbft

bmc~ ~mk~cm okll}ìoftm dixmotcy "s}ob fs i`stf`t lmssfgi`g#

m,lfic# f`d twittmx) tk tbksm tbft fcckw ~mk~cm tk ok``mot

qif `k`,txfditik`fc lmf`s "s}ob fs ~bktk f`d qidmk sbfxi`g#

hckggi`g# okllm`ti`g# xmqimwi`g# f`d xfti`g)# tbm m`tixm wmh

is hmokli`g skoifc.

I`stmfd ka sil~cy oxmfti`g skoifc `mtwkxei`g sitms# tbm okòm~t

ka skoifc okl~}ti`g is mqkcqi`g tkwfxds lfei`g tbm m`tixm

I`tmx`mt skoifc.

Wbicm lkst ok`s}lmxs }sm skoifc mtwkxei`g tk ok``mot witb

ktbmxs# tbis dkms `kt s}ggmst tbft tbft tbmxm is `k xkcm akx

fdqmxtismxs5 it j}st bfs tk hm fookl~cisbmd k` tbm }smxs tmxls.

Witb tbm skoifcisftik` ka tbm I`tmx`mt# ok`s}lmxs fxm iòxmfs,

i`gcy xmcyi`g k` ~mmxs akx xmokllm`dftik`s f`d k` smfxob tk

ckoftm ~xkd}ots.TBM XMFC QFC]M AKX FDQMXTI_MX_ I_ TBM XKCM KA _KOIFC

I@AC]M@OM I@ ^MX_]FDI@G OK@_]LMX_ TK ^]XOBF_M.


18/29

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19/29

6? _lfxt~bk`ms i` gm`mxfc# s~moiaiofccy tbm i^bk`m# bfqm xfdiofccy foomcmxftmd Wmh }sfgm k` lkhicm dmqioms.Gxkwtb is foomcmxfti`g fs ofxximxs ~}sb acft dftf xftm ~cf`s f`d tbis lkqm is fcxmfdy cmfdi`g ok`tm`t

~xkd}omxs tk foomcmxftm i`qmstlm`ts i` h}icdi`g xkh}st lkhicm kaamxi`gs.

Tbis lmf`s tbft tbm iàkxlftik` f`d txf`s~fxmòy tbm Wmh hxi`gs tk tbm h}yi`g ~xkomss# ciem ~xiom f`d

v}fcity# is axmm axkl tbm dmsetk~. Ok`ti`}md fdqfòmlm`ts i` dmqiom of~fhicitims fxm lfei`g ok`s}lmxs

lkxm iàkxlmd f`d hmttmx ok``motmd fs tbmy sbk~.

Tbm ~bk`m is j}st tbm hmgi`ì`g# tkk. Mqmxytbi`g is gmtti`g ok``motmd: axkl i`,stkxm eikses# stkxmaxk`t

wi`dkws f`d sbk~~i`g ofxts# tk xmaxigmxftkxs# ofxs f`d sk k`.

Tbm lfxob tkwfxd }hiv}itk}s okl~}ti`g is k` f`d wm fxm j}st hmgi`ì`g tk smm tbm il~cioftik`s ka bkw

wm i`tmxfot witb digitfc tmob`kckgims f`d qiom qmxsf.


20/29

64

?1- ka Flmxiof` ~fxm`ts sfy tbmy ~cfy okl~}tmx f`d qidmk gflms.

2>- ka gflmx ~fxm`ts sfy tbmy ~cfy qidmk gflms witb tbmix eids.

11- ammc tbft ~cfyi`g gflms bfs hxk}gbt tbmix aflicims ocksmx tkgmtbmx.


21/29

6=

Tbm xf~id fdk~tik` ka hxkfdhf`d f`d tmob`kckgy bfs akstmxmd tbm xism ka tbm ok``motmd

o}stklmx. Tbmsm o}stklmxs ok`ti`}m tk hm mr~ksmd tk txfditik`fc lfss lmdif h}t

sil}ctf`mk}scy foomss iàkxlftik` dixmotcy "f`ywbmxm# f`ytilm) tk lfem iàkxlmd obkioms

wbm` m`gfgi`g hxf`ds# lfxemtmxs f`d s~moifc,i`tmxmst gxk}~s k` f k`m,tk,k`m hfsis._k}xom: Lfxemti`g _oimòm I`stit}tm

Ok``motmd o}stklmxs dk`t j}st s}xa tbm digitfc wkxcd# tbmy sbf~m it& Tbmy fxm lkxm i`tm`sm fhk}t tbmix digitfc okll}ìoftik`s

f`d lmdif }sm. Lkxmkqmx# tbmsm ok``motmd ok`s}lmxs fxm fotiqmcy sbf~i`g tbmix m`gfgmlm`t witb hxf`ds f`d xmtficmxs# f`d

iàc}mòi`g mfob ktbmxs ~mxom~tik`s f`d h}yi`g hmbfqik}x. Ok``motmd o}stklmxs fxm k ck`gmx okài`md tk omxtfi` smglm`ts

, tbmy xk}gbcy lixxkx tbm m`tixm F}stxfcif` ~k~}cftik`. Akx tbmsm o}stklmxs# tbm `mw mr~mximòm ligbt hm f ok`qmxsftik` kx it

ligbt hm f` i`tmxfotiqm stkxytmcci`g smssik`.

K@M TBI@G I_ AKX _]XM , IT I_ DMAI@ITMCY @KT FHK]T TBM _TFT]_ V]K&


22/29

61

... hktb tml~msts hmgf` witb of`didftms lfei`g f oxitiofc

listfem i` tbm i`tmx`mt fgm: ckwmxi`g tbmix g}fxd ft ~xiqftm

mqm`ts# }`dmx tbm afcsm hmcima tbft tbmxm fxm sticc ~xiqftm mqm`ts.

Tbm i`oidm`ts dmlk`stxftm bkw tbm `mt bfs acfttm`md tbmcf`dsof~m akx ~kcitiofc of`didftms# wbk of` `k ck`gmx ~f`dmx

tk f okl~fxtlm`tfcizmd f}dim`om witbk}t amfx ka it cmfei`g k}t

tk cmss,xmom~tiqm qktmxs.Wixmd "F~xic 8>>2) , Oci`tk` f`d Khflf wmxm of}gbt lfei`g oxitiofc okllm`ts hy hckggmxs ft ~xiqftm mqm`ts.


23/29

67

OK@_]LMX_ FXM TBM @MW LMDIF

F@D TBMY E@KW IT.Mcizfhmtb Xkss# Txihfc DDH# FdFgm# 2 F~xic# 8>>2


24/29

62

Lmdif lmsbi`g is f hmbfqik}xfc ~bm`kl,

m`k` tbft koo}xs wbm` ~mk~cm hmgi`

f` mr~mximòm i` k`m lmdi}l# s}ob fs

wftobi`g tmcmqisik`5 tbm` sbiat tk f`ktbmx#s}ob fs s}xai`g tbm I`tmx`mt5 f`d lfyhm

mqm` f tbixd# s}ob fs cistmì`g tk l}sio.

Tbm mr~cf`ftik` akx tbis hmbfqik}x is tbm

ok`stf`t smfxob akx okl~cmlm`tfxy

iàkxlftik`# diaamxm`t ~mxs~motiqms# f`d

mqm` mlktik`fc a}caiclm`t.

Lkxm tbf` f tbixd ka fcc fgms sfy tbft tbmy

bfqm s}xamd tbm `mt wbicm wftobi`g tmcmqi,

sik` f`d fclkst bfca sfy tbmy bfqm cistm`md

tk tbm xfdik kx wftobmd TQ wbicm k`ci`m.Kaokl Tilms K`ci`m


25/29

69

Witb iàkxlftik` kqmxckfd# ~mxlf`m`t k` sit}ftik`s# f`d lmdif ~xkciamxftik` ok`s}lmxs fxm

lkqi`g tkwfxd sbkxtmx lioxk,i`tmxfotik`s ciem _L_# Twittmx# f`d Afomhkke. Ok`s}lmxs ~xmamxlioxk,i`tmxfotik`s tbxk}gb wbiob stxk`g# dmaiìtiqm k~iìk`s of` hm fxtio}cftmd.

Tbmsm k~iìk`s ofxxy f cfxgmx tbf` ciam iàc}mòm tbft lfem it mfsimx# v}ioemx# f`d lkxm

lmfì`ga}c akx ok`s}lmxs tk skoifccy iàc}mòm mfob ktbmx fs tbmy lfem ~xkd}ot ~}xobfsm f`d

hxf`d faaiìty dmoisik`s.

TKKC_ I@ TBM LIOXK,I@TMXFOTIK@_ XMFCL FCCKW AKX _KOIFC I@AC]M@OM HMOF]_M TBMY

DMLF@D _K CITTCM KA TBM _M@DMX F@D MQM@ CM__ KA TBM XMOIÎM@T.


26/29

8>

Txfditik`fc lfxemti`g is h}ict fxk}`d f ci`mfx ~}xobfsm a}``mc# stfxti`g witb fwfxm`mss f`d

m`di`g witb tbm sfcm. Tbm ~xkciamxftik` ka `mw digitfc tk}ob,~ki`ts bfs lfdm tbis okòm~t

khskcmtm fs wm afom f okl~cmr digitfc moksystml tbft iòc}dms qidmk# widgmts# k`ci`m

fdqmxtisi`g# ~kdofsti`g# smfxob# qixt}fc wkxcds# hckgs# lkhicm# gfli`g# dmsetk~ f~~cioftik`s#

~kdofsti`g Fcc ka tbis is i`tm`siaimd hy tbm xism ka skoifc okl~}ti`g f`d }smx ~fxtioi~ftik`.

O}stklmxs s`foe k` digitfc ok`tm`t f`d sbfxm idmfs fhk}t ~xkd}ots f`d hxf`ds qif f` fxxfy ka

dmqioms hxf`d fwfxm`mss f`d ~}xobfsm ok`sidmxftik` is akxlmd j}st fs l}ob hy ok`s}lmxs fs

hy hxf`di`g maakxts.

Tbmy xmsmfxob k`ci`m f`d h}y i` stkxms5 tbmy sbk~ i` stkxms f`d h}y k`ci`m. Tbm I`tmx`mt bfs

sbfttmxmd tbm m`tixm okòm~t ka f ci`mfx ~}xobfsm a}``mc.


27/29

86

@mw lfxemti`g `mmds tk

i`okx~kxftm `mw idmfs.

H}t

Tbm diaaio}cty cims# `kt i` tbm`mw idmfs# h}t I@ M_OF^I@G

AXKL TBM KCD K@M_.Jkb` Lfy`fxd Emy`ms


28/29

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Getting In Sync - 10 Trends in the Consumer Marketing Landscape