What: Networx Marketers Meeting
Topic: 2013 Marketing Trends
Where: Fringe Bar, Sydney
When: 27 November 2012
With the year almost over, now is a good time to review what’s happened in 2012 and make plans for the next year. What trends will be leading the charge in 2013? What platforms should we be using? What can we really expect? Solange Francois went along to Networx to find out.
The panel at the final Networx event for the year was a energetic one: Carl Moggridge, Communications Director at Naked Communications; John Batistich, Director of Marketing at Westfield Group; Shani Langi, MD at Play Communications and Alex Hayes, Editor of B&T.
They discussed insights around marketing, experiential, digital and advertising in front of an audience who were scrambling to take notes during the session, and ask questions at the end.
How can we source information on new marketing trends?
- Look to what’s happening in Tokyo, Europe, Silicon Valley and other parts of the US for insights and trends that can be developed in Australia.
- Keep an eye on what’s going on but also remember to not just chase trends. Ensure that you really look at who your customer and how they can be reached.
- Look at industries and markets outside of your own to gain new perspectives and the ability to innovate.
Where is digital and social media heading?
- Mobile is crucial. Ensure that every customer experience is optimised for mobile.
- Social will become more embedded in businesses rather than just in campaigns. It’s growing up!
- The biggest populations of the world are: 1) China 2) India 3) Facebook 4) USA. Social isn’t going anywhere – it’s enormous.
- MySpace has been doing a lot behind the scenes. It has the potential to become a big player in 2013.
- Nike is a good example of a company that has created a digitally enabled community. It has essentially become a technology company that sells products.
- Retail is going social, vibrant and engaging. A good example is www.thefancy.com
How is traditional marketing changing?
- Influencers are now advertisers, too. Bloggers, mums, dads and regular people have influence on how your product and service is seen. Consumers trust their peers.
- Marketing is not just about inspiring or conveying a message, but also about providing tools and ways to do things to make lives easier.
- Consumer-generated content like Instagram is becoming more relevant.
- We can look to successful campaigns of 2012, such as Virgin Mobile’s ‘Fair Go Bro’, Coke’s ‘Share a Coke’ and Metro Trains ‘Dumb Ways to Die’ to see that brands that entertain are memorable.
- We need to personalise messages and add value – too many emails are sent to customers and they’re opening them less.
How do we build a long-term strategy and adapt?
- Look beyond your target market and see who is actually making purchasing decisions. For example, women influence two-thirds of shopping for men’s’ apparel.
- Understand that digital natives use technology differently, for example, while older users search with keyword terms, natives often search in whole sentences.
- We need to create profiles about our customers and use big data to gain insights.
- Know how to measure effectively. Views and likes don’t mean that the message reached the consumer.
- Spend time with your customers outside of a focus group. Experience living like them in order to truly understand them.
Alex Hayes summed it up for me with one of his comments: “We can talk about knowing what will happen in 2013, but who really knows?” It’s true. With the environment changing as fast as it is, we can be sure of one trend: it’ll continue to evolve. We must be adaptable in order to achieve our marketing goals and stay ahead.
About our Ambassador // This article was contributed by Community Ambassador Solange Francois. She is a marketer and lover of travel with a passion for psychology and lifelong learning. You can connect with Solange through her blog or on Twitter @solangefrancois