ZENITHOPTIMEDIA’SCOMPILATION OFEMERGING TOP TEN TRENDS
Based on recurring trends identied rom reports sourced rom a range o leading media companies, consulting rms, advertising and digitalagencies, our compilation o the Top Ten Trends lists the most relevant or ones or engaging with consumers in 2013:Facing tough times, consumers in the least condent economieswill still spend, but their purchases will be careully considered. To maintain their quality o lie, less condent consumers will bechasing great deals on high perorming products. Condentconsumers, especially those rom growing economies, aremore willing to spend. Hungry to move up the social ladder,they welcome aspirational brands that both act as a badge o success and empower sel-expression. As consumer cultures ingrowing economies evolve, there is a hunger or brand stories,as consumers are working out how associating with globalbrands aects both their personal and social lie. For globalbrands, this means they need to maintain consistent brand valueswhile building emotional connections with these consumers,with appropriate value exchange that is in line with marketsophistication and economic climate.
2. THE CONNECTED WORLD
ACCESSING CONTENTREGARDLESS OF TIME,PLACE OR DEVICE
In a review o the recent 2013 CES (Consumer Electronic Show), theannual event or diehard tech ans, Advertising Age commentedthat, based on the products shown, the event should be renamedthe “Connected Everything Show”. A huge proportion o newgadgets at CES, including ultra high denition TVs, washingmachines and assorted robots, were connected to smartphoneand tablet apps or display, control, and sharing and manipulationpurposes. Web-enabled screens dominate our present day lives,which will only become more apparent as ownership o smartphones and tablets reaches critical mass. By 2013, Gartner predictsthat mobile phones will overtake PCs as the most common Webaccess device worldwide and that, by 2015, over 80 percent o thehandsets sold in mature markets will be smartphones. This trend isglobal. For instance, mobile is ast becoming the PC o Arica. For therst time, Nigerians accessing the Internet via mobile surpassed thenumber o desktop users. To match consumers’“always on”liestyle, marketers need totransorm their mobile engagement strategies. Today’s societyexpects us to make the most o lie by cramming experiences inevery moment, which is what drives consumers’strong desire live ina connected world. Brands need to consider how consumers’use o various gadgets ullls their need or instant gratication.Smartphone-use is much more utilitarian than use o tablets ortelevisions. Multi-tasking across dierent screens and stayingconnected on social media platorms at all times is prevalenttoday. For example, 51% o those who post on social media whilewatching TV aim to connect with others watching TV.As consumers no longer have a linear and static approach tomedia consumption, brands building engagement eco-systemswill need to take into consideration the types and depth o content, publication requency and location-based content thatbest matches dierent gadgets. Brands looking to be a naturalpart o consumers’“always on”liestyles will need to be preparedto respond to their customers 24/7/365 and keep them engagedby creating meaningul and resh content.
3. BIG DATA
IT’S TIME TO GET PERSONAL
The booming role o big data in reshaping consumers’relationships with brands is glaringly apparent in most trendreports. The explosion o consumer-generated data in myriadmobile and social media orms can be used to improve brandrelationships, as the data oers a deeper understanding o consumers’lives. As the basis o personalized and helpulsuggestions, such data can have signicant impact on customersatisaction and loyalty. Interpreted in the right contextand perspectives, data lets brands build a predictive modelto improve their ROI, thanks to behavioural targeting andpersonalised customer needs. This, in turn, improves conversionwhile optimising production and distribution eciency. Asmarketers embrace live marketing, sensitivity when managingconsumer interaction needs to stay on top o our minds. Ater all,there is a ne line between being helpul and being a cause orcomplaint or invasions o privacy or security breaches. Big datais not just something brands should take advantage o: it is alsoan opportunity or brands to work out how to use the data togenuinely help meet consumers’needs.Consumers leave ootprints everywhere on the Internet, andbrands are ollowing their movements closely. While manyconsumers have been sharing their inormation withoutrealising it, this situation may be changing. According toNielsenWire.com, 77% o smartphone users express concernover personal data collection, with 55% wary o sharinginormation about their location via smartphone apps.However, while consumers are newly aware o data creepinginto their lives, they are also open to getting something outo it. They continue to seek security, control, convenienceand enjoyment in their lives, and judge brands’data basedendeavours on how well these needs are ulilled. Accordingto Iconoculture, consumers will unconsciously evaluate theirbrand relationships through a give-and-take lens. By ocusingon delivering relevant, contextually appropriate experiencesthat address consumer needs, brands can make data work orthem, taking their consumer relationships to the next level.Socio-economic and technological developments show that today’sconsumers’value both accumulating knowledge and instantaneousexperiences, which ull their need to be condent and in control.Even though consumers’lives are changing ast, harvesting big datacan help us anticipate their behaviour and what this would meanor products and brands. Instead o depending on historical data toprovide us with insights to help generate demand and consumerengagements, live data will help us stay ahead o our consumers. Itis time we ully embrace live planning to drive the business orward.