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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.
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.
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.
With technology changing at a rapid rate, this article highlights four resulting key trends that are expected to play out across the next five years, and their implications for brand strategy and communications programmes. Hyper-connected devices could help drive brand love; hyper-connected web and mobile applications will require better filters for consumers, and in turn brands will need to be more relevant. Mobile phones will become a hub for all digital life and an increasingly mobile-directed experience will mean the emphasis will shift from 'push' to 'pull' marketing.
This is the summary version of a Warc Trends report on mobile marketing (a full version of the report is also available on Warc). The summary version provides a concise view of trends in consumer usage of mobile devices worldwide, and analyzes how these shifts could be incorporated by brand owners into effective mobile strategies. It includes an executive summary of findings from the full report, together with key insights on consumer trends and data. The report's data slides include information on smartphone penetration and mobile adspend in major markets, and on marketers' main concerns about the mobile channel.
With ever more technology at their fingertips and changing attitudes to media ownership, this article looks at how the Millennium generation (or Generation Y) of teens and young adults is embracing and shaping these innovations. Many trends among the Millennium generation, such as wireless communications, have been brewing for years and are just now becoming a reality, while others such as students owning tablets have come about because of swift advances in technology. Other trends include fans embracing live music performances as owning music is considered old fashioned and Generation Y eschews heavily branded clothing for more generic looking items.
This is the summary version of a Warc Trends report on shopper marketing (a full version of the report is also available on Warc). The summary version provides a concise view of key trends in shopper marketing worldwide, and analyzes how brands are innovating along the customer journey. It includes an executive summary of findings from the full report, together with key insights on the changing path to purchase and new approaches to shopper insight, as well as tips for integrating shopper work with broader marketing activity. The report's data slides include information on the role of digital channels in the path to purchase, and on marketers' attitudes to measurement.
With ever-growing pressure on budgets, advertisers need to maximise the effectiveness of their campaigns. These 10 lessons of media planning derive from an analysis of IPSOS tracking data of 2,500 campaigns, and feature a range of broad conclusions. Creative is king, but understanding the whole picture will get the best results. Ultimately outspending your rivals on various media channels is unlikely to achieve the recall you want for your ad or brand and a more measured approach needs to be taken. Bear in mind such lessons as: ads are unlikely to 'wear-in' - that is, a poorly performing ad will not get better recall by spending more money on media after the initial burst; persuasion peaks quickly after airing; and share of voice is not as important as one might think.
Connectivity creates the opportunity for TVs to take on some of the capabilities of the PC. But what do people actually want to use connected TVs for? Mindshare's work with its online research community, the Hive, has shown that the fundamental role of TV is likely to remain the same. Connected behaviours sit more naturally on the second screen - a tablet/iPad, smartphone or laptop - where they do not interrupt TV viewing. Around 40% of people in broadband homes are now using second screens while watching TV at least once per week. Opportunities can be separated into five categories: on-demand video content, content sharing, transactions, social interaction and companion content. There are several obstacles to addressable advertising (advertising delivered to specific households) becoming a reality, while the second screen is platform agnostic and used independently of the TV and opens up commercial opportunities in programming itself.
This Warc Best Practice paper is an extract from Hamish Pringle and Jim Marshall's 2011 book Spending Advertising Money in the Digital Age: How to Navigate the Media Flow. It argues that many media budgeting methods lack rigour. But there is a growing consensus that using the relationship between SOV (share of voice) and SOM (market share) as the most important determinant of the budget level required. Generally, media budgeting is seen as a sophisticated analytical process which requires accurate information on the brand's competitive set, its status within it, and the history of advertising and media expenditure in its category. And the paper goes on to argue that brands that spend enough money and marshal all their media resources to provide more prominent and multiple touch points for their customers do better than those who under-invest.