Added Value Edits: Changing Marketing Landscape

27 Feb 2015|jhall

It’s a fair bet there’s no-one left in marketing today who isn’t constantly reminded how fast our industry landscape is changing – it’s a jungle out there. In the spirit of lending a hand to our fellow adventurers, here’s what Added Value has learnt over the course of our expeditions in this uncharted territory – and what this means for marketing thinking and behaviour. There are seven paradigm shifts; each has a clear implication for how brands need to change, and examples of brands that are getting it right.

A Picture tells a Thousand Words
The new wave of twenty-something (and younger) consumers demand good design. Having grown up with iPods and iPads, they have the tools and ability to create great design for themselves, and so can’t forgive poor design when it comes from brands.
Yet the poor visual experience many brands deliver, particularly when it comes to mobile and social media, is astounding. But today, brands which neglect to put the necessary resources into making their digital experiences look great, especially when pouring money into high-value TV production, act counter-intuitively. According to IBM, in the US alone, $83 billion is lost each year as a result of poor customer experiences. Click here to read more…

5 Ways Social Media Listening can Benefit your Brand
74% of online adults use social networking sites in the US , and this is no longer limited to the young as we see increased numbers of users aged 50+. The proliferation of smartphones means social media data is being captured in real-time as consumers post in the moment. As a result, brands are investing more of their marketing budget in social media (predicted to reach over 20% of budgets over the next five years) to engage with consumers and also manage the increase in customer service needs. Click here to read more…

Shift 1 – from products to experience ecosystems
Brands of the future don’t just sell products or services: enabled by technology, they create inspiring content and experiences that engage people in their brand world… and each interaction adds as much value as the product itself. Brands must stop thinking just about pushing communication – Red Bull has evolved from an energy drink into a media empire, creating deep experiences across channels that the audience truly values. Click here to read more…

Shift 2 – from saying to doing
Talk is cheap – it’s what you do that counts. Brands need to have an active purpose at their core that frames the conscious role they play in people’s lives, the value they will bring. This purpose will drive all forms of activation, and should be demonstrated through actions, not just words.
Dove has taken its purpose off the page and into action by establishing a fund to educate young people on a broader definition of beauty. Click here to read more…

Shift 3 – from linear to multiple
Today’s consumer has a T-shaped attention span – scanning broadly and quickly over content and diving deep when they find something of interest. Fragmenting touch-points and proliferating content render the notion of a linear customer journey irrelevant. Brands need to engage in two-way conversations that reflect the way people consume content: modular, multi-channel, accessible at any point. Chipotle communicates ‘Cultivating a Better World’ through short films, an online game – which in turn link back to restaurant rewards. Click here to read more…

Shift 4 – from single to multiple marketing roles
Brands are expanding the roles they play in people’s lives, developing multi-dimensional relationships with their audiences. Marketers must wear different hats and adapt: from brand manager to community manager, brand guardian to brand journalist, from content creator to curator, leader to listener. Gatorade set up a ‘Mission Control Center’, a war room to oversee the brand’s performance online. Marketers track social media, brand attributes and sports trends, keeping Gatorade on top of what’s important to fans. Click here to read more…

Shift 5 – from continuity to disruption
In the past, successful brand performance was about delivering the same reliable product time after time. Today, brands must be capable of reinvention, even disrupting their own model – before someone else does. New technologies have spawned new possibilities, causing category disruption impossible a few years ago. Brands must be entrepreneurial, developing cultural awareness in order to identify and harness opportunities to evolve. Nest created the smart home segment through its fresh application of technology to home climate solutions. Click here to read more…

Shift 6 – from uniform and impersonal to personalized and targeted
While prioritizing the commercial agenda and focusing on efficiency means consolidation and streamlining of consumer communications, the danger is communications become less specific and less relevant. Yet the more messages proliferate, the more important personalization becomes. Big Data enables brands to bring personalized, targeted experiences to their audiences – but these must start from consumer needs, not business efficiencies. Ebay created a deeply personalized shopping experience with a new homepage allowing users to create instantly shoppable visual collections. Click here to learn more…

Shift 7 – from static to mobilized
Mobile technology is a constant in our lives and it’s increasingly the way we choose to consume content, even when we’re not ‘mobile’. Yet many brands aren’t enabling us to engage how and when we want, and offer substandard mobile websites. Brands must develop a mobile-first mindset, reflecting the way people live today – providing rich, relevant content that adapts in real-time. United Airlines actually co-developed a free app with customers to optimize relevance to their mobile travel needs. Click here to learn more…

Future shifts – join the conversation
At Social Media Week in New York City on February 24th, we launched our Future Shifts initiative, inviting people to engage in a debate about how these 7 shifts will evolve – and what new shifts will emerge. Join the conversation by sharing your ideas at #avshifts.

For quick and easy access to more in-depth insight on these shifts, we’ve created an app that you can download onto your Smartphone. Click here to download.

Written by Jonathan Hall, President North America Consulting, Added Value

@HallCJonathan

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