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FUTURE EXPERIENCES THE SHIFT TO MODERN MARKETING 2016 MARKE TING THAT MO VE S Marketing will likely change more in the next 36 months traditional approaches to marketing while simultaneously than it has in the last 36 years. So what is going on? We are opening up unprecedented opportunities for progressive witnessing historical amounts of change and disruption. marketers. Massive shifts are underway, and, like everyone Technologies once relegated to the realm of science fiction else, we must evolve or become obsolete. But what exactly are now part of our everyday lives. Hundreds of millions of is driving all this change and — more importantly — how people have shifted their behaviors in an astonishingly short can we use this momentum to our advantage? In this report, period of time, and industries that for decades appeared we will explore these questions and identify the key areas unassailable have been upended in what feels like the blink of focus for 2016 and the actions that marketers can take to of an eye. And the marketing industry is not impervious future-enable themselves today and tomorrow. to this phenomenon. Emerging innovations are eroding 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. LINEAR THINKING EXPONENTIAL REALITY Most of us are hardwired to think linearly. For example, we reflect on the past 15 years and then project an equivalent amount of change onto the next 15. But as a review of history shows — and Ray Kurzweil’s “Law of Accelerating Returns” eloquently describes — technological advances are exponential. This is why so many people and businesses have been caught off guard by the rate of disruption around them. This has dramatically come to pass with the Fortune 500. Since 2000, 52 percent of the most profitable U.S. industrial corporations on this annual list have either gone bankrupt, been acquired or simply ceased to exist. This exponential reality is also why the next three years will be even more astounding. 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. THREE KEY MACRO TRENDS Before we move onto the specific areas that modern marketers should focus on in 2016, let’s explore a few of the macro trends being fueled by exponential technological advancement. Although by no means a complete list, these three macro trends help illustrate the extraordinary amount of change that lies just a few years ahead of us. 1. UNLIMITED ENERGY By directly applying the law of accelerating returns, it is forecasted that solar energy alone could supply the entire world’s energy needs in less than 13 years. Imagine the implications if energy becomes virtually unlimited and free. The cost of almost everything will dramatically decrease and the already-growing global middle-class will expand at an even more rapid rate. This rising population in combination with ubiquitous global connectivity will undoubtedly transform and accelerate the digital marketplace in breathtaking ways. 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. THREE KEY MACRO TRENDS (Continued) 2. LONGEVITY From the ability to 3D print human organs to the transformative impact of DNA editing, medical sciences are rapidly expanding human longevity. In fact, the first human being to live to be 150 years old has likely already been born. Expanded human lifespans will have a profound impact on our political, economic and social systems. They will also dramatically reframe how we think about demographics and life stages and will reshape the products and services that people need and desire. 3. MR. ROBOTO The combined advances in robotics and artificial intelligence (AI) have set the stage for the emergence of a new cultural disruption. The “Future of Work” report from the World Economic Forum estimates that over 5 million jobs will be lost in less than 5 years as a result of these COURTESY OF MAKERBOT technological advancements. Even more surprisingly, 75 percent of these jobs will be white-collar positions, like medical diagnostics and financial planning. In addition to dramatically affecting the future of work, domestic robots and AI agents may alter the way we shop. Imagine AI-enhanced robots that automatically buy the things we need before we need them and at the best possible price. By freeing up time and saving money, the offloading of our day-to-day purchase decisions to our new robot friends seems both attractive and likely. 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. THE FOUR CATALYSTS OF MODERN MARKETING So how do these innovations and trends translate into actionable insights for brands? As we look toward the future, we see four key catalysts that will drive modern marketing in 2016. By keeping these in mind when developing your strategy and practices, you can future-enable yourself for today and tomorrow. 1. BIG DATA IS BIGGER THAN EVER The collection of data continues to grow exponentially as the number of connected devices explodes. Soon our daily lives will be intertwined with “smart things” — from appliances and locks to cars and even our clothes. Almost everything will be more capable and convenient, which will simultaneously fuel the next phase of big data. Intel reports that the number of Internet-connected devices will reach approximately 200 billion by 2020. But the problem with gathering all of this data is that the more you have, the more difficult it becomes to manage. It can easily spiral out of control. The challenge for modern marketing is to turn all of this disparate data into actionable data. How? By leveraging decisioning systems that are powered by both human intelligence and AI. This system of proverbial checks and balances — humans applying intuitive thinking while AI identifies macro- and 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. COURTESY OF AMAZON THE FOUR CATALYSTS OF MODERN MARKETING (Continued) micro-patterns we would otherwise miss — produces truly actionable data. And truly actionable data leads to precise marketing, which leads to results. 2. CONTENT CONSUMPTION IS (LITERALLY) OVER-THE-TOP The way people are viewing content has been transformed. Consumers are forgoing traditional cable As the number of connected devices rises and the TV for ad-free, subscription-based OTT (over-the-top) amount of data collected multiplies, the incidences of content providers such as Netflix, Amazon, HBO Now data being misused or stolen also surges. Privacy has and Hulu at an ever-accelerating rate. Netflix members become a central concern for consumers, and as they streamed 42.5 billion hours of ad-free programming become increasingly aware of how their data is being in 2015 (up from 29 billion hours in 2014), saving the used (or misused), they are taking more control. The average viewer from watching 130 hours of commercials result is the rapid adoption of data- and ad-blocking a year. services. By June 2015, ad blocking had grown by 48 percent compared to 12 months prior to reach 45 million active users in the U.S. As more and more of the most actionable consumer data becomes blocked, the only way modern marketers can access it is by providing a value exchange for the consumer. People, especially millennials, are willing to share their data as long as marketers communicate how the data is being used and as long as they receive tangible benefits in return. In other words, give and ye shall receive. OTT has also redefined the very nature of the content experience. It’s no longer limited to simply sitting back and being passively entertained. It has evolved into something more participatory and interactive, and it has taken on myriad shapes and forms in the process. Consumers can choose to view micro-content created by everyday people through channels like Vine, Instagram and YouTube, or they can watch channels targeting a niche audience, like Twitch, the leading eSports platform where millions of gamers gather to watch gamers game 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. THE FOUR CATALYSTS OF MODERN MARKETING (Continued) — all while communicating via a new, ultra-compact language made up of memes and emojis. And of course they can binge on a rich mix of original and curated content served up by the OTT world’s billion-dollar players, like Netflix, HBO Now, Hulu and Amazon. More OTT players leads to more content and more channels across more devices — making the alreadychallenging issue of fragmentation that much more complex. Marketers need to find ways to effectively resonate with consumers in an already over-saturated OTT market with limited opportunities for traditional ad placements. To do this, we must use our power of creation to build relevant and timely connections. For modern marketers, that means (1) natively integrating messaging into relevant content, (2) creating original, compelling branded content and (3) leveraging actionable data to deliver it to exactly the right audience. COURTESY OF NETFLIX The rise of OTT has also set the stage for what is undoubtedly the most powerful medium ever created: Virtual Reality (VR). Samsung Gear VR headsets sold out over the holidays, and Google Cardboard has shipped 5 million units since its launch a year and a half ago. This year, VR device sales are expected to hit 14 million units worldwide with the launch of highly anticipated consumer headsets from companies like Oculus, HTC and Sony. As VR evolves and proliferates, it will not only change the way people consume content, but it will also 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. THE FOUR CATALYSTS OF MODERN MARKETING (Continued) COPYRIGHT MARTIN RINGLEIN reshape the way content creators and marketers craft Social is an ever-evolving medium — new platforms, experiences to reach their audiences. This is especially behaviors and languages are continually emerging. As true when you consider VR’s singular ability to induce pop culture dictates the next cool thing, social takes deep empathy. If brands can tap into this power to those cultural references and makes new meaning out of create extremely immersive, emotionally compelling them. “Netflix and Chill” is the perfect example of social experiences, they’ll be able to forge formidable bonds media-driven semantic drift. What started out to literally with consumers. In fact, brands may be able to make mean watch Netflix and relax has evolved into a sexual people, quite literally, fall in love with them. innuendo. And “Bye Felicia,” a quote from the 1995 film “Friday,” has made a comeback nearly 20 years later as a 3. SOCIAL RULES THE MODERN MARKETING LANDSCAPE Social media has become a ubiquitous part of life. It’s no longer just a medium for connecting with friends; popular catchphrase. In general, people love expressing concepts and ideas through language fragments and visuals, which is why memes and emojis are the communication building blocks of choice on social media. social channels are the new campaign canvas. It’s where consumers go to get their daily news, financial advice, Something else for modern marketers to consider: political information and more. People use social to raise Social is tribal in nature — and each tribe has its own awareness for causes, share personal milestones and even unique dialect, values and culture. To effectively connect mourn the loss of beloved celebrities. It wields a high and communicate with your audience, you need to level of influence on today’s culture, so much so that — understand these nuances and craft your messaging and instead of looking to industry leaders or resident experts approach accordingly. And if you’re thinking of opting for insights on key topics — we turn to our friends and out of social, think again. Social is no longer just an groups on social. element within the marketing mix. Many brands have 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. THE FOUR CATALYSTS OF MODERN MARKETING (Continued) made it the core of their marketing strategies. The rise of ad-blockers and ad-free OTT content is forcing brands to shift their attention to social and influencer campaigns. As a marketing tool, social will continue to grow. Facebook, for example, is striving to become the new Internet. It’s creating a robust, holistic ecosystem that offers everything from the ability to call friends and make peer-to-peer payments to shopping for clothes (or anything else) and even creating and distributing petitions. As the year progresses, other social channels such as WeChat, Instagram, Snapchat, Pinterest and WhatsApp will create more encompassing ecosystems. It is these expanding social ecosystems in particular that make the case for implementing a brand architecture that delivers more personalized, sustainable and data-driven content — an architecture that supports a nimble, inventive COURTESY OF SENSORIA FITNESS approach to content creation backed by a deliberate, informed social strategy. 4. MOBILE IS EVERYTHING Arguably, smartphones have changed society like no other technology. Two billion people have smartphones and, more importantly, access to the Internet. When the remaining five billion folks on our planet acquire smartphones and global connectivity, every aspect of our lives will be forever transformed. 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. THE FOUR CATALYSTS OF MODERN MARKETING (Continued) COURTESY OF MERCEDES BENZ Mobile is the center of the digital universe. It is the center A few years ago, connected cars were rare, but now, almost for content, for social and for the Internet. And as its reach every manufacturer offers at least one connectivity solution. continues to expand well beyond the smartphone, mobile’s Marketers will be able to take advantage of this switch from role and presence will become even more ubiquitous. purpose to experience, as vehicles transform into powerful Nowhere is that more evident than with the Internet of connected personal spaces that enable social interaction, Things (IoT). By harnessing the power of mobile computing, work and entertainment. Real-time, location-based, highly IoT is embedding utility into the world around and — when targeted messaging that adds value to consumers on the go it comes to wearables — on us. Whether it’s the computers will be a massive opportunity. on our wrists or the cars in our driveways, a whole new world is opening up for marketers as our connected world gets more and more mobile. Mobile computing’s continued expansion into the world around us will only reinforce its position at the center of the marketing universe for the foreseeable future. It Connected cars in particular have the potential to be a possesses an unparalleled ability to spark the formation marketer’s dream. According to Gartner, a projected quarter of new behaviors by allowing us to blend all aspects of of a billion connected cars will be in market by 2020 — a our lives into micro-moments we can enjoy with anyone, statistic that should put a huge smile on every marketer’s anywhere, anytime. For those who embrace a culture of face. And as these vehicles become more autonomous, exploration and frontierism, the shift from a mobile-first ultimately turning drivers into passengers (read: consumers), mindset to a mobile-centric — and even a mobile-only — that smile will get even wider. paradigm will accelerate brand innovation and allow them to adapt and thrive. 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. UP-ANDCOMING SPACE TOURISM, MINING AND COLONIZATION The technology is in place for space tourism, mining and colonization to take off (apologies for the pun). In the last decade, SpaceX and BlueOrigin have arguably made more progress in increasing capabilities and lowering costs (mostly due to reusable rockets) than NASA achieved in the last half a century. Jeff Bezos, the billionaire founder of Amazon and BlueOrigins, claims that paying customers will be blasting into space in two years on board reusable rockets. In November 2015, President Obama signed asteroid resource property rights into law, and companies like Planetary Resources are already testing mining spacecraft. On the space colonization front, Elon Musk’s primary goal is to reduce the chance of human extinction by making life multi-planetary. Although self-sustaining colonies may be decades away, the path there is already creating a new commercial industry that could dwarf anything prior in terms of significance and scale. SOLAR ENERGY As we discussed previously, it’s forecasted that, in less than 13 years, solar power alone could supply the entire world’s energy needs. Solar energy will drive tremendous growth in a number of industries. The solar panel industry by itself is projected to reach $180 billion in the next five years. Financing is another growth area for solar energy: SolarCity, the number one provider of residential solar, recently announced a new quarter-of-a-billion-dollar fund to bankroll new projects. With the sun (literally) fueling COURTESY OF SPACEX 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. UP-AND-COMING (Continued) all of this growth, a pivotal question arises: What do we do when our solar system’s largest resident isn’t shining? Tesla — and the multibillion-dollar storage battery industry it’s driving — has the answer. In May 2015, Tesla announced preorders for the PowerWall, a rechargeable lithium-ion battery that stores electricity generated by solar panels during the day. The product immediately sold out until mid-2016 and raised over $800 million in the process. Solar energy is the fulcrum for the remaking of the entire global energy system, and it will have a dramatic effect on virtually every aspect of society. CONNECTED ELECTRIC VEHICLES Are you noticing an Elon Musk theme here yet? The future of transportation and energy is renewable electricity, and as of today, Tesla dominates every aspect of the game — from the largest and most advanced electric battery factory in the world to the most advanced semi-autonomous (and soon to be fully autonomous) vehicle-driving systems in the market. Although Tesla is the current innovation leader, a number of other global COURTESY OF TESLA companies are heavily invested in this rapidly growing space. This January, Nvidia announced the world’s first in-car artificial intelligence supercomputer capable of 24 trillion deep learning operations per second. On the car front, virtually every major automobile manufacturer now has electric vehicles for sale, and new companies like Google and Apple are poised to enter the space. A recent study from Juniper Research estimates that hybrid and electric vehicle sales will exceed 17 million by 2020, while Gartner forecasts a quarter of a billion connected cars by 2020. Although not all connected cars will be 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. UP-AND-COMING (Continued) electric, it’s reasonable to assume that most new electric now a step-by-step guide to disaster. Companies that are vehicles will be, which greatly accelerates automated built for the future are spending enormous resources on driving capabilities and unleashes new opportunities for moonshot projects that meet no current market need, in-vehicle services. seem impossible to pull off and — even if successful — may end up disrupting the very organization that THE MOONSHOT COMPANY creates them. Never before has the combination of technological advancement and shifting consumer behavior unfolded Perhaps no company rejects the idea of “incrementalism” at today’s massive scale and speed. Entire industries to the same wonderful extreme as Alphabet (aka the worth billions of dollars are now created or upended not Web giant formerly known as Google). Alphabet has in decades, but in a matter of years or even months. As we embraced doing crazy and “impossible” things, some mentioned earlier in this report, since 2000, 52 percent of which — like YouTube, Google Maps and Chrome — of the most profitable Fortune 500 corporations in the now boast over a billion users each. This “innovation U.S. have either gone bankrupt, been acquired or simply on steroids” approach combined with its diversified ceased to exist. acquisition strategy — covering everything from AI to life extension — virtually guarantees that Alphabet The traditional business playbook of incremental improvement and meeting current customer needs is will thrive for the foreseeable future because, well, it is literally making the future. 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. UP-AND-COMING (Continued) AI FINANCIAL SERVICES Is your broker human? Are you sure? Most of the trades executed today are done with AI. AI is replacing traders and more frequently, analysts. In 2015, robo-advisors already managed about $50 billion in funds. And Atlanta-based consulting firm A.T. Kearney estimates that, by 2020, money managed by AI-powered services will reach $2.2 trillion. Financial companies are also getting in on the AI game. For example, Charles Schwab, an innovator in online brokerages in the ‘90s, now offers Schwab Intelligent Portfolios, where algorithms determine how money is invested. And Charles Schwab isn’t alone. AI is driving the evolution of the entire financial ecosystem. Suffice it to say that there’s big money — literally and figuratively — in robo-advisors. And of the current platforms, Betterment offers one of the most thorough and elegant consumer experiences, positioning it for dramatic growth in the years ahead. 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. MOXIE IS MODERN MARKETING Although the speed of change and increasing complexity in marketing can sometimes seem overwhelming, the path to success lies in simply taking the first steps. Like shifting gears in a car, the most effort is applied when moving from first to second. With momentum underway, the same principles that drive exponential advancement in technology can accelerate the modern marketing capabilities of any organization that is willing to adapt and innovate. The key to success is agility. Brands must be aware of the acceleration of technological and cultural changes in the modern world and be nimble enough to rapidly switch lanes to take advantage of these shifts. Simplicity is equally essential. A streamlined structure and process increases an organization’s speed and maneuverability, enabling it to navigate today’s — and tomorrow’s — evolving landscape with intelligence and ease. Leveraging this new reality also necessitates a blending of the roles of the CMO and CIO. Likewise, it requires the creation of new positions, like Chief Marketing Technology Officers and Creative Technologists. COURTESY OF OCCULUS RIFT 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. MOXIE IS MODERN MARKETING (Continued) Above all, brands must offer engaging experiences — both physical and virtual — to connect with their audiences, intelligently utilizing the plethora of data at hand. The increase in addressable media formats requires brands and agencies to rethink their production models and to develop solutions with speed, variety and quality. At Moxie, we have re-engineered the traditional agency model through our four pillars of Frontierism, Creation, Intelligence and Architecture to not only keep pace with exponential change but to move marketers to the leading edge of the trends that will drive success. We bring awareness and action to future trends in tech and society through our Future Experiences group and create original, awardwinning, quick-turn content via our nimble Unit3C. We help our partners harness the power of actionable data through our Decision Intelligence team, while our CRM group helps the brands we champion build stronger, more meaningful bonds with their customers. At every touch point that exists (and a few that are still emerging), Moxie is there to deliver solutions that move our clients forward. 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL. FUTURE EXPERIENCES READY FOR MODERN MARKETING? WE’RE READY FOR YOU. MoxieUSA.com INQUIRIES: BUSINESS DEVELOPMENT [email protected] PUBLIC RELATIONS [email protected] HUMAN RESOURCES [email protected] GENERAL INFO [email protected] MEDIA [email protected] OFFICES: ATLANTA: NORTHYARDS 384 Northyards Blvd. NW Suite 300 Atlanta, GA 30313 678.916.4500 LOS ANGELES: CENTURY PLAZA TOWERS 2049 Century Park East Suite 1300 Los Angeles, CA 90067 310.551.3500 NEW YORK: HUDSON 375 Hudson Street 8th Floor New York, NY 10014 212.859.5100 PITTSBURGH: 437 Grant Street South Mezzanine Pittsburgh, PA 15219 412.471.5300 2016 MARKETING THAT MOVES © 2016 MOXIE MARKETING SERVICES, LLC. ALL RIGHTS RESERVED. PROPRIETARY AND CONFIDENTIAL.