McLellan: More 2014 marketing trends
Friday, January 10, 2014 7:00 AM
Last week, we explored the first five of the 10 trends outlined in global advertising agency JWT’s annual Trend Report, and I’d like to wrap up the last five in this week’s column.
This annual report is a very sophisticated year-round study that includes quantitative, qualitative and desk research throughout the year. Each year, JWT identifies the top 10 trends that it believes will significantly impact the coming year and explores how these trends will show up and affect our day-to-day lives.
These aren’t marketing trends per se. Instead, these are consumer attitude, belief and behavioral trends that should influence and inform our marketing over the next 12 months.
Remixing tradition: Our social norms have been dramatically altered, and it’s not about to stop now. With this shift comes a new blending of cherished traditions with some very interesting twists that reflect this new world.
Early signs: Pope Francis, who is proving to be far more progressive than his predecessors, is shaking up some Catholic traditions. Among other things, funerals are now being live-streamed so that those far away can join in the event.
Mobile opens doors: Especially in emerging markets and poverty-stricken areas, mobile devices are becoming a gateway to new business tools, education and new markets.
Early signs: iCow is a mobile application that helps cattle farmers in Kenya optimize milk production and provides tips to keep the animals healthy. The app also keeps track of milk production, breeding and gestation.
Telepathic technology: As brain-computer interfaces become more sophisticated and accurate, we are getting closer and closer to actually being able to read someone’s mind and mood. This technology can then instantly create custom responses, based on the data input.
Early signs: In Australia, as part of an effort to raise awareness about driving, a car was designed that uses neuron technology to make it go when drivers are paying attention and slow when they’re not. In a joint project, the Japanese and U.S. armies are attempting to develop a helmet that would read brainwaves and eventually could allow soldiers to transmit code words to each other just through the power of their minds.
Mindful living: It should come as no surprise to us that the bombardment of technology upon our daily lives is causing both a huge surge in usage and an almost counterculture shunning of it. People are hungry to live in a more conscious way, shutting out distractions and focusing on the moment.
Early signs: Google Inc. holds bimonthly silent “mindful lunches” that allow its employees to commune with themselves and just be. Along the same lines, there’s a big backlash against the FOMO (fear of missing out) movement, which drives people to multitask and feel stressed because they can never keep up. The JOMO (joy of missing out) crowd encourages people to be grateful that they can and do shut down their technology and the noise that comes with it.
The age of impatience: Ironically, the last of the 10 trends is all about how the constant on-demand economy and information flow has accelerated consumers’ expectation for speed and ever-availability.
Early signs: This is one of the more mature trends, so it feels pretty mainstream. Services like Netflix have turned us into binge watchers, often consuming an entire season’s worth of shows in a single weekend. In the same vein, Amazon.com Inc.’s same- or next-day delivery has made the more typical three- to five-day delivery seem out of touch and unrealistic.
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