10 trends 2007 in marketinginnovation
geschreven door Tony Bosma
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Stefan Kolle thought about the newest (euhh no, most important) factors marketers should care about in 2007. For the full story please visit Futurelab
02 Nov 2006 - 10:25, 1022x gelezen | 0 reacties | Communications
Here is his list of trends for 2007. Is is complete? What do you think?
1. Authenticity: ‘realness’ should have been at the top of this list for the past 10 years – but it seems as if it is actually breaking through now.
2. Net Promoter Scores: Sell your shares in market research agencies – their extensive research methods will go the way of the dinosaurs. Turns out, it all comes down to one question: "On a scale of 0 to 10, how likely are you to recommend brand/product X to someone else?"
3. Buzztracking: What’s being said about me? Why is nobody talking about me? These are becoming core issues for every company.
4. From segmentation to insights: Look at the insight info about your consumers not to the group of ageing they belong to.
5. Green: green awareness is the trend-du-jour.
6. Grey: Marketers the world over are waking up to the fact that the older demographic is a major opportunity – and needs to be addressed in a different way then the 18-34 year old.
7. Co-creation: let your customers come up with your products for you.
8. Experimentational budgets: Following the example of innovative companies like Unilever, P&G and Heineken. Their marketers realize that they will have to set a portion of their marketing budgets aside for well structured experiments. Developments in the digital domain are so fast and furious it’s not always possible to wait for full understanding.
9. The Return of the Soap: As the consumers aversion to traditional 30” spots product placement and branded entertainment are starting to take up a serious position in their portfolios.
10. More CGA: Consumer Generated Advertising. Let your customers not only be your Promoters, but actually make your advertising for you.
1. Authenticity: ‘realness’ should have been at the top of this list for the past 10 years – but it seems as if it is actually breaking through now.
2. Net Promoter Scores: Sell your shares in market research agencies – their extensive research methods will go the way of the dinosaurs. Turns out, it all comes down to one question: "On a scale of 0 to 10, how likely are you to recommend brand/product X to someone else?"
3. Buzztracking: What’s being said about me? Why is nobody talking about me? These are becoming core issues for every company.
4. From segmentation to insights: Look at the insight info about your consumers not to the group of ageing they belong to.
5. Green: green awareness is the trend-du-jour.
6. Grey: Marketers the world over are waking up to the fact that the older demographic is a major opportunity – and needs to be addressed in a different way then the 18-34 year old.
7. Co-creation: let your customers come up with your products for you.
8. Experimentational budgets: Following the example of innovative companies like Unilever, P&G and Heineken. Their marketers realize that they will have to set a portion of their marketing budgets aside for well structured experiments. Developments in the digital domain are so fast and furious it’s not always possible to wait for full understanding.
9. The Return of the Soap: As the consumers aversion to traditional 30” spots product placement and branded entertainment are starting to take up a serious position in their portfolios.
10. More CGA: Consumer Generated Advertising. Let your customers not only be your Promoters, but actually make your advertising for you.
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