Marketing Trends 2011 by Kerry Ellis Byrne

Marketing Trends from Outside the Cultural Sector

Kerry Ellis ByrneResearch & Audience Development ManagerAudiences North East

1. Big DataSegmenting and targeting consumers

1. Big DataSegmenting and targeting consumers

• Accessing data from public, proprietary, and purchased sources

• Using data to test new products, business models, and innovations in consumer experience

• Early leaders were web-based companies but now it’s in the mainstream

2. Co-marketingTaking the weight collaboratively

2. Co-marketingTaking the weight collaboratively

• Partnering with complementary organisations to develop co-marketing campaigns

•Results in reduced costs and exposure to new audiences

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3. CrowdsourcingCo-creation moves into the mainstream

3. CrowdsourcingCo-creation moves into the mainstream

• Asking your consumers to contribute to product development or collaborate on creative endeavors

•Crowdsourced research quickly feedbacks on an idea, concept, or experience before it’s released to the public

•“Today there is no choice. It’s either collaborate with your consumers using co-creative and crowdsourcing tools or perish… there will be collateral damage for those who don’t want to play.” John Winsor, founder of Victors & Spoils

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4. Friendtelligence

Creating brand ambassadors

4. Friendtelligence

Creating brand ambassadors • Consumers have the power to get the true story on products from friends and even total strangers

• Monitor reputation with dashboards and social media aggregators like Hootsuite and Spredfast

5. Cloud Purchasing Pay-as-you-go

5. Cloud Purchasing Pay-as-you-go

• Cloud computing - access to resources through networks rather than the software

• Consumers avoid large expenditures, hassles of maintaining a product and allows them to ‘taste’ products

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6. Emotionally Involved Creating an experience

6. Emotionally Involved Creating an experience

• Attract and maintain the attention of consumers by stimulating all their senses

•Drive consumers to experience the products, which in turn motivates them to buy

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7. Magnetic Content Pull don’t push

7. Magnetic Content Pull don’t push

• Content that will naturally attract consumers, rather than the interruption model of advertising

• To break through the noise it needs to entertain, amuse, inform or serve as a function

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8. ChannelIntegration Silo marketing is dead

8. ChannelIntegration Silo marketing is dead

• An integration campaign must be consistent in tone – Single Minded Message

• Consumers will pick and choose how they want to interact

• Multi-platform approach uses each channel to feed into an overarching story

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9. Geotargeting

Localised marketing on the move

You Are Here

You Are Here

9. Geotargeting

Localised marketing on the move• Evolution of smartphones, GPS tracking and IP intelligence

• Consumers want to instantly find information, reviews and deals where they are

•Examples – location check-in, mobile couponing and classified advertising

You Are Here

You Are Here

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10. Ethonomics

Social responsibility

10. Ethonomics

Social responsibility • Growing perception that organisations have an inherent responsibility to be more socially responsible

• Efforts will need to be believable, sustained and engaging

• Does not automatically translate into increased revenue but could pay dividends in the form of increased customer loyalty

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Marketing Trend Ideas for your organisation

1. Big Data

2. Co-marketing

3. Crowdsourcing

4. Friendtelligence

5. Cloud Purchasing

6. Emotionally Involved

7. Magnetic Content

8. Channel Integration

9. Geotargeting

10. Ethonomics

What does this mean for your organisation?

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