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Marketing Forecast: Eight Trends to Watch
Insights from Leo Burnett Futures Editor
Mass is back (Say hello to the Swell Society). At the turn of this year online downloads were included as part of the UK Christmas pop chart for the first time ever. This trend of online popularity being institutionalized shows that mass appeal will once again define marketing attitudes. The goal is the same; reach a mass audience, the difference is how to achieve it. Say hello to the Swell Society.
Community Commerce. Community connections will become more central to business practice. Retailers will seek to bring the community further inside the store, with more coffee shops, banking services and pharmacies within supermarkets. On the other side, community connections are being used to create new businesses for established brands.
Screen Saturation. Moving forward we will see the explosion of screen-based media, with screens on the side of buses, in petrol stations, supermarkets, the home and the pocket. While the medium may remain the same, the reach, context, audience and role of the media will be tweaked. There will be more broadcast screens than ever in 2010 and things are only going to get bigger: According to Sharp - the electronics manufacturer - the average television screen size will be 60” by 2015.
Gender Reversal. More women in work and the increasing role played by men within the family will see marketers change their focus. Men’s interest and investment in the family will continue to rise as well, morphing the gender balance and changing the advertising context. Expect to see more and more campaigns aimed at women at work and men in the home.
Brand Guardians. The role of brands is evolving and will enter a new phase. With growing concerns over how to be healthy, safe and environmentally friendly, mixed with a real confusion about how to achieve this, we will see brands increasingly attempting to take on a guardian role.
IP Idols. Artists are grabbing control of their creative product. Intellectual Property (creative works – ideas, songs, movies, TV shows) used to be owned and licensed by studios, record labels and other commercial institutions, but we will see artists back in the driving seat.
The Data Awareness Era.The public will be more aware of their data exposure than ever before and privacy concerns will be a defining issue in the future. Expect this trend to accelerate with the introduction of GPS location based information, the explosion in online information storage and social networking increasingly reflecting real life…
Social Networks Get Real. Social networks like Facebook – once just virtual playgrounds - will now start to plug directly back into the real world. Increasingly we will see these networks beginning to dictate everyday life, influencing who people do business with, which parties, movies and gigs they go to, where they meet and with whom. Accelerating this shift is the advent and take up of mobile social networking: 14m people did it in 2007, and forecasts suggest it could hit 600m by the time the Olympics hits London in 2012.
MULTIMEDIA ELEMENTS:
QUOTES
“Until now the disarming novelty on social networks, like MySpace and Facebook has generally overridden concerns about the potential hazards of full disclosure. Ben Hourahine (Futures Editor, Leo Burnett) said that could change this year. High profile data leaks like the British Government’s recent loss of computer disks containing child benefit records have raised awareness of privacy issues. As more employers and university admissions officers troll social networks for potentially embarrassing revelations on candidates, users may decide that it is better to leave the Saturday night snap-shots in their mobile phones.”
Eric Pfanner, International Herald Tribune. 07. 01. 2008.
About Leo Burnett and Arc
Leo Burnett Company, Inc., comprising the Leo Burnett brand agency and marketing partner Arc Worldwide, is one of the world’s largest agency networks and a subsidiary of Publicis Groupe, the world’s fourth-largest communications company. Leo Burnett holds people at the center of its strategic thinking, technological innovation and creative ideas, focusing first and foremost on human behavior before attempting to tell a brand’s story.
With this approach, Leo Burnett ensures that people who buy into client brands believe in them all the more. With expertise in mass advertising and digital, promotional and retail marketing, Leo Burnett partners with blue-chip clients such as The Coca-Cola Company, Diageo, Kellogg, McDonald’s, Procter & Gamble and Samsung. The company has won more advertising awards for campaign effectiveness than any other agency in the last six years in the U.S., has been heralded as a “pioneer on the frontier of marketing” and continues to be ranked as one of the world’s top five creatively awarded networks worldwide.
RELATED LINKS
How does a professional forecaster predict the future, and do young futurists have a different outlook from their older colleagues? Michael Totty talks with Ben Hourahine, futures editor at advertising firm Leo Burnett in London.
Trend-spotting for 2008 by Eric Pfenner
Trust is the Future of Privacy by Ben Hourahine
Thinking About Tomorrow
How will technology change the way we shop, learn and entertain ourselves? How will it change the way we get news, protect our privacy, connect with friends? We look ahead 10 years, and imagine a whole different world. January 28, 2008
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mass marketing | social networks | internet privacy | screen media | gender reversal | social corporate responsibility | cause marketing | intellectual property | leo burnett
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