[Continues that posted about at http://www.william-garrity.com/blog/2013/1/11/marketing-in-2013.html --"CREATIVE FORECAST: HOW MARKETING WILL CHANGE IN 2013" ]
Fast Company's Co.Create -- covering ". . . the converging worlds of branding, entertainment, and tech" -- captures marketers' visions for how marketing will change in 2013.
HOW MARKETING WILL CHANGE IN 2013: THE STRATEGIC FORECAST
BY: CO.CREATE STAFF
www.bing.com, April 2Part two of a two-part series: Brand strategists weigh in on the social, cultural, and media factors that will change marketing this year and beyond.
In Part One of our 2013 marketing forecast, we asked a number of high-level creative types for their educated predictions on how their jobs and the marketing landscape would change in 2013.
Now, we’re passing the mic to the strategists. These are the people who are said to represent the consumer in the marketing process--they’re the masters of research, the experts in media and culturethat are responsible for generating brand insights and opportunities. As they’re steeped in knowledge of consumer behavior, we wanted to add their big-picture perspective to our look at what the near future of advertising may hold.We asked them what were the big shifts in consumer and media trends that would impact marketing and the wider cultural trends feeding these changes. They’ve got a lot on their minds, apparently, so settle in for a long and enlightening read.
Folks interviewed include --
- Lee Maicon, 369i -- we're all data nerds, big data will rule marketing, collective intelligence (search and recommendation algorithms)
- Jim Stengel, P&G -- people/consumers will want "coherence, impact, joy"
- Zach Foster, Droga5 -- people want "social validation," to be liked, to share recommendations, to be rewarded for improving themselves and the world around them
- Tom Naughton, Droga 5 -- consumers will punish companies that don't respect people's privacy
- Jonah Bloom, Kirshenbaum Bond Senecal + Partners -- brands have the opportunity to be the major force for progress in improving our society and environment
- Lindsey Allison, CP+B -- it's a user-centered world, not a media-centered world; users are in control, not the media
- John Roberts, Partners + Napier -- we are "sprinting to a paralysis of too much choice"
- Flora Proverbio/Regina Campanin, Del Campo Nazca Saatchi & Saatchi Buenos Aires -- mobility!
-- and a dozen more.