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12on12: A Look at the Behaviors and Trends Shaping the Year Ahead by Edelman's Consumer Marketing Experts

12on12: A Look at the Behaviors and Trends Shaping the Year Ahead by Edelman's Consumer Marketing Experts

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Published by Edelman
Welcome to 12 on 12, Edelman Consumer Marketing’s look at the trends we’ve observed, and expect to observe in the coming months. Our writers hail from 17 countries and have covered a fascinating range of topics, giving their perspective on the actions being taken by people across a variety of sectors, as well as providing guidance on some of the new behaviors needed for brands and marketers to succeed and thrive.
Welcome to 12 on 12, Edelman Consumer Marketing’s look at the trends we’ve observed, and expect to observe in the coming months. Our writers hail from 17 countries and have covered a fascinating range of topics, giving their perspective on the actions being taken by people across a variety of sectors, as well as providing guidance on some of the new behaviors needed for brands and marketers to succeed and thrive.

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Published by: Edelman on Jan 04, 2012
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02/22/2013

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12on12
A look at the behaviors and trends shaping the year ahead byEdelman’s consumer Marketing experts
 
Welcome to 12 on 12
Christina Smedley, global chair, consumer marketing
Welcome to
12 on 12
, Edelman Consumer Marketing’s look at the trends we’ve observed, and expect to observe in thecoming months. Our writers hail
from 17 countries
and have covered a fascinating range of topics, giving their perspectiveon the actions being taken by people across a variety of sectors, as well as providing guidance on some of the newbehaviors needed for brands and marketers to succeed and thrive.We’ve written about first generation discoverists in China; what luxury means these days; how social shopping is changingthe world; consumer confidence (how many times have we heard this mentioned in 2011?); our love affairs with food andwellness; what I call “real-ebrity”, that heady mix of everyday folks and stardom; purchasing patterns in Brazil and UAEand much, much more.
It’s a great eclectic mix of writing.
I put forward this thought – that the range of topics we’ve covered perhaps reflects a new truth in marketing. It’s a
completely redefined consumer-scape
. Old definitions and roles of consumer groups have dramatically shifted. Globallymarketers are looking for firms that can frame and deliver campaigns that engage the audience. There’s a new momentumaround ‘8095-ers* running the world’ and a new ‘modern family’. At Edelman, we are delivering campaigns with insightsframed by shared commongraphics to reflect this new consumer-scape.We continue to see
real people, in addition to countries and governments, driving the agenda for brands
, fuelled by theirfaster than-the-speed-of-life adoption of technology. Never has it been more important to have always-on engagementcampaigns. But more than that, such campaigns must be underpinned by always-on access to research. For many clients,we now deliver access to groups that deliver continuous feedback around programming.Today, brands that consumers care about need to be useful – every day. It’s the impact of our economic recessionpeople are much more comfortable in making own label purchases. I’d also add that ‘everyday equals mobile’ (moreon that later). V
alue dictates what to buy, and whether to buy at all.
Most global marketing teams are grappling withthe impact of white/own label goods on their brands. This, combined with the increase in commodity costs (see earningsfrom any CPG company for a nod to this), is driving marketers to review spend and need. We see opportunity to frame adifferent engagement model.
Brick-based retail will never be the same again
; 2012 will see many more casualties, and we haven’t even seen the realimpact of comparative shopping and payments via smart phones yet. The growth of a new middle class in Asia, Africa,and Latin America contrasts with the squeeze on more mature countries’ middle class, and a new value in luxury (and theeveryday) will definitely emerge. If our role is to drive purchase through our activities, we must ensure more than just onlinetouch points for people making decisions; we have to demonstrate a comprehension of the point where consumers areeconomically - this is a real challenge in global programming.Back to ‘everyday equals mobile.’ There continues to be much conversation about the global growth of technology productsand services. The technology sector is
finally adapting consumer marketing disciplines, and in approach
, acknowledgingthe purchasing power a ‘non-geek’ will have over their brand. That same approach will need to be adopted, far faster
 
than it is a present, by the owners of the ‘corporate’ brand in companies. In the minds of the people, there is no differencethese days between a corporate entity and its sub brands, and this, combined with an expectation that companies act to‘put things right,’ should challenge marketing teams to ensure purpose at the heart of every campaign.
“Seeing is Being” happens faster these days
. We judge ourselves on images now; more images are shared, more areposted, more are at risk as privacy measures are not understood. The same applies to brands. Most of our major TV newsnetworks and online retailers can tell us where consumers’ eyeballs go, and subsequently change programming, offers, andheadlines to drive more exposure, in minutes if needed. More consumers are signing up for 4G as their new norm. Recentresearch indicates that consumers only believe in the validity of a story when supported by images (and their friends). It’stime for campaigns to have a toolbox of multiple rich, vibrant, and similar images that can be understood, shared, andcommented on – in minutes. These need to be globally relevant; far too often this year we have seen brands ignore theimmediacy of image transfer worldwide.Of course, there’s much more to take into account. Consider these events as thought-starters: A high number of
significantworld powers will hold elections
in the next 18 months. Elections always impact consumer thinking and conversation. The
London Olympics
will bring fresh attention to the UK, but will also unite consumers and viewers in new ways: will morepeople watch the 100 meters final (as a Jamaican, I’m always rooting for Usain Bolt) on their handhelds? And what doesthat mean for marketers?The role of consumer marketing experts will continue to evolve. Our challenge will be to remain cognizant of new waves ofchange, to react faster than we ever have before, to be visually compelling, and to create multiple touch points for brands.But I’d also suggest, as we challenge ourselves to deliver great thinking, that we should also (as our last writer in this seriesof essays demands) ‘hit the pause button’ as well.Take a read, and participate here; we’d love to hear your perspective.
Christina Smedley
christina.smedley@edelman.comtwitter: smedleyus
8095*- Millennial consumers born between 1980 and 1995. Note these are not teenagers playing video games, theseare the new titans of business.
Welcome to 12 on 12

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