Welcome to 12 on 12
Christina Smedley, global chair, consumer marketing
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 recession– people 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