“When focus and differentiation are powered by a trend, the result is a charismatic brand that customers wouldn’t leave for love nor money. It’s the difference between paddling a surfboard and riding a wave.”
Marty Neumeier, author of The Brand Gap and Zag
What trends can your agency ride?
- Social marketing is now mainstream among the general public and provides engaging opportunities to build awareness and appeal for your agency. Social marketing tools such as blogs, webinars, podcasting, videocasting, twitter, Facebook, LinkedIn, MySpace, YouTub, Flickr, etc
- Broadband-to-go. JupiterResearch projects that cell phones will dominate laptops in terms of broadband access and deliver a critical mass audience — 40 million to 50 million users — by 2010. That means marketers should remain experimental, focusing campaigns on mobile experiences that are small-screen and SMS-like and that take advantage of local and social information.
- Women now bring in more than half of the income in U.S. households. They now make 85 to 95 percent of the household spending decisions—including cars, boats, home remodeling, auto repairs and wealth management. Women control more than half of private wealth in the U.S.
- Interactive marketing spending will more than triple over the next five years, reaching $61 billion by 2012, according to Forrester Research. To put this into context, interactive marketing, which currently accounts for just 8 percent of all ad spending, will increase to 18 percent of marketers’ total advertising budgets in five years.
- “Green” has gone mainstream. It’s not just a trendy thing to say anymore. In 2009, letting your customers know that your product or service is eco-and socially responsible is literally a feature you want to communicate. A BBDO (Ad Agency) study recently showed that younger consumers made purchasing decisions based on how what “difference you made in the world.”
Download a PDF that illustrates additional trends you might recognize.