Four thought leaders in the marketing, media and advertising industries share their insights into trends for 2013. Thanks to BCAMA for holding this great marketing and advertising panel event.
- Marketing world is more liquid.
- Be more inclusive in every way you operate.
- Listen to new interns.
- Brands need more full frontal nudity.
- Need more transparency and to have more honest conversations.
- Use big data as a force for good, not evil.
- Help each other, rather than be intrusive.
- Everything has changed (social media, etc). But, values haven’t.
- Understand the need you are fulfilling.
- While we have less control on many things these days, we can still control our brands.
- Find meaning and purpose that end audience is after.
- Think “Why” and not just “What” and “How”.
- Key considerations: Brand Purpose / Retail is Everywhere / Emerging Markets / P2P / Transparency / Private in Public / Alpha Boomers / Big Data / Hyper Predictive.
- More people reaching out to good things in life to escape stress and compression.
- Average life of CMO’s increasing to 43 months from 23 months back in 2006.
- Key qualities needed: Strategist / Analyst / Brand Guru / Communications / Culture Curator and Change Agent / Mathlete / Media Owner / Technologist / Journalist / Creative / Scientist / Loyalty / Engagement = RESULTS.
- Need to own media buying rather than outsource it.
- New trend formula: Brand(x) + Data(x) = Conversion.
- 5 Imperatives: 1) Have focus on foundations 2) Define brand essence and brand voice 3) Content is king 4) Data is marketing opportunity of our generation 5) Modernize your organizational structure.
- Visuals rule and outdo everything else.
- Everyone wants to be treated as special.
- The key pieces: Insights / Business Context / Intelligence / Connections / Measurements.
- Storytelling = Storyselling.
- We always remember characters. There is a growth in use of characters in media.
- Taking something familiar and adding a twist.
- Online and Offline Marketing has merged.