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The trends listed in this article are already occurring but will become increasingly significant in 2012. The list also includes implications for brands, and covers the diverse uses of mobile such as in commerce and television; the growth of walled gardens and ecosystems; real-time bidding for advertising; educational uses of digital services; and guerilla marketing.
What makes a luxury brand desirable? This article looks at the ingredients of a luxury brand and how to market them. Self-assertion, differentiation and appreciation are the three major motivators that drive people to desire luxury brands. There are eight elements that make up an analytical 'toolbox' to audit and leverage brand potential. These include delivery of superior performance; pedigree and history; paucity - natural, technology-driven or tactical-driven; persona; celebrity association; placement; public relations; and pricing.
2012 will see the growth of integrated marketing, and marketers have to be prepared to let go of the old channel-centric model and embrace a collision of currencies where different parts of a marketing organisation will value different things. Marketers will look into the Cloud to understand a whole new generation of consumers for whom content and experiences are truly universal. Because the method of distribution is less important to them, channel planning will also become less relevant, perhaps to be usurped by 'experience planning'. However, content still looks set to remain king.
This research offers an in-depth analysis of how social media brand impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages. The study profiles three major brands – Starbucks, Southwest Airlines, and Microsoft Bing – to show the impact of these impressions on Fans and Friends and help illustrate how brands today need to be thinking about their social marketing initiatives.
This presentation documents ‘current practice’ in terms of social media integration into marketing strategy based on a quantitative survey of over 240 organisations. It then makes recommendations for ‘best practice’ by drawing on existing tested marketing knowledge of how buyers behave and how advertising works and combines this with social media insight and examples collected from over 1000 industry opinions, articles and reports. As such, the data described is grounded in knowledge from both literatures and implications are very practitioner-oriented.
Based on six waves of research in 27 markets around the world, GlobalWebIndex has identified 10 trends that all marketers will need to consider if they want to make their social media campaigns a success. These include the fact that, people are evolving to a state of being always connected thanks to non-PC connections and brands must learn to understand how they are changing their usage and expectations in the social space. Facebook has seen large declines in active participation in large established markets such as the US, Canada and the UK; B2B decision-makers are the most socially active consumers and the difference between real and digital life has disappeared.
Warc's 2012 Toolkit is a guide to new ideas and best practice in marketing from around the world, based on analysis of key papers and case studies by Warc's editors. It highlights the key challenges that marketers face in 2012 and how major brands are responding. It features 10 chapters: the rise of the new middle classes; 'Glocal-plus' brand management; media orchestration; growth through innovation; sponsorship ROI; integrating offline and online word-of-mouth; brand journalism; social media measurement; real-time planning; and cultural insight. Each chapter includes: a briefing on the challenge and its driving trends; further detail and links to additional reading; case studies and data to support the argument; and concluding action points.
All brands are local at heart, with the potential to be global. The history of globalisation can give a hint of where brands are headed in a global market where uncertainty has become a key to shaping consumer decision-making. As the BRIC countries continue to expand and more affluent nations are trapped in the debt overhang of the economic crisis, BRIC-based companies are likely to add brands to their portfolios. Another trend will see iconic brands decline as, in the future, there will be too many brands chasing too few possibilities. Uncertainty will redefine global brands from the bottom up.
There are some common themes about what works in social media; those presented here are a synthesis of various insights from the Cranfield Customer Management Forum. Companies ranging from Virgin Media to IBM to Great Ormond Street Hospital to Citibank and Volkswagen all have different social media strategies with different goals in mind. Macdonald and Wilson examine their effectiveness and what more should be done.
Results of a UK research project observing the conversations taking place on the brand pages of three of the biggest social media platforms – Facebook, YouTube and Twitter, measuring 2m brand-related posts. Ultimately, the researchers discovered 18 rules of engagement for brands, which the paper discusses. Generally, the findings reveal that there are conventions and etiquette which can be followed to maximize social media engagement, and there has never been a greater need for a Conversation Management strategy, which takes into account the complexities and dynamics of the social media world.