+ All Categories
Home > Business > Marketing Trends 2011 by Kerry Ellis Byrne

Marketing Trends 2011 by Kerry Ellis Byrne

Date post: 17-Nov-2014
Category:
Upload: caroline-greener
View: 854 times
Download: 0 times
Share this document with a friend
Description:
Kerry Ellis Byrne, Research and Audience Development Manager Audiences North East, presents an overview of marketing trends from outside the cultural sector and discusses their potential impact and application to the arts sector.
Popular Tags:
35
Marketing Trends from Outside the Cultural Sector Kerry Ellis Byrne Research & Audience Development Manager Audiences North East
Transcript
Page 1: Marketing Trends 2011 by Kerry Ellis Byrne

Marketing Trends from Outside the Cultural Sector

Kerry Ellis ByrneResearch & Audience Development ManagerAudiences North East

Page 2: Marketing Trends 2011 by Kerry Ellis Byrne

1. Big DataSegmenting and targeting consumers

Page 3: Marketing Trends 2011 by Kerry Ellis Byrne

1. Big DataSegmenting and targeting consumers

• Accessing data from public, proprietary, and purchased sources

• Using data to test new products, business models, and innovations in consumer experience

• Early leaders were web-based companies but now it’s in the mainstream

Page 4: Marketing Trends 2011 by Kerry Ellis Byrne

2. Co-marketingTaking the weight collaboratively

Page 5: Marketing Trends 2011 by Kerry Ellis Byrne

2. Co-marketingTaking the weight collaboratively

• Partnering with complementary organisations to develop co-marketing campaigns

•Results in reduced costs and exposure to new audiences

Page 6: Marketing Trends 2011 by Kerry Ellis Byrne

6

Page 7: Marketing Trends 2011 by Kerry Ellis Byrne

7

Page 8: Marketing Trends 2011 by Kerry Ellis Byrne

3. CrowdsourcingCo-creation moves into the mainstream

Page 9: Marketing Trends 2011 by Kerry Ellis Byrne

3. CrowdsourcingCo-creation moves into the mainstream

• Asking your consumers to contribute to product development or collaborate on creative endeavors

•Crowdsourced research quickly feedbacks on an idea, concept, or experience before it’s released to the public

•“Today there is no choice. It’s either collaborate with your consumers using co-creative and crowdsourcing tools or perish… there will be collateral damage for those who don’t want to play.” John Winsor, founder of Victors & Spoils

Page 10: Marketing Trends 2011 by Kerry Ellis Byrne

10

Page 11: Marketing Trends 2011 by Kerry Ellis Byrne

11

Page 12: Marketing Trends 2011 by Kerry Ellis Byrne

4. Friendtelligence

Creating brand ambassadors

Page 13: Marketing Trends 2011 by Kerry Ellis Byrne

4. Friendtelligence

Creating brand ambassadors • Consumers have the power to get the true story on products from friends and even total strangers

• Monitor reputation with dashboards and social media aggregators like Hootsuite and Spredfast

Page 14: Marketing Trends 2011 by Kerry Ellis Byrne

5. Cloud Purchasing Pay-as-you-go

Page 15: Marketing Trends 2011 by Kerry Ellis Byrne

5. Cloud Purchasing Pay-as-you-go

• Cloud computing - access to resources through networks rather than the software

• Consumers avoid large expenditures, hassles of maintaining a product and allows them to ‘taste’ products

Page 16: Marketing Trends 2011 by Kerry Ellis Byrne

16

Page 17: Marketing Trends 2011 by Kerry Ellis Byrne

17

Page 18: Marketing Trends 2011 by Kerry Ellis Byrne

18

Page 19: Marketing Trends 2011 by Kerry Ellis Byrne

6. Emotionally Involved Creating an experience

Page 20: Marketing Trends 2011 by Kerry Ellis Byrne

6. Emotionally Involved Creating an experience

• Attract and maintain the attention of consumers by stimulating all their senses

•Drive consumers to experience the products, which in turn motivates them to buy

Page 21: Marketing Trends 2011 by Kerry Ellis Byrne

21

Page 22: Marketing Trends 2011 by Kerry Ellis Byrne

22

Page 23: Marketing Trends 2011 by Kerry Ellis Byrne

7. Magnetic Content Pull don’t push

Page 24: Marketing Trends 2011 by Kerry Ellis Byrne

7. Magnetic Content Pull don’t push

• Content that will naturally attract consumers, rather than the interruption model of advertising

• To break through the noise it needs to entertain, amuse, inform or serve as a function

Page 25: Marketing Trends 2011 by Kerry Ellis Byrne

25

Page 26: Marketing Trends 2011 by Kerry Ellis Byrne

8. ChannelIntegration Silo marketing is dead

Page 27: Marketing Trends 2011 by Kerry Ellis Byrne

8. ChannelIntegration Silo marketing is dead

• An integration campaign must be consistent in tone – Single Minded Message

• Consumers will pick and choose how they want to interact

• Multi-platform approach uses each channel to feed into an overarching story

Page 28: Marketing Trends 2011 by Kerry Ellis Byrne

28

Page 29: Marketing Trends 2011 by Kerry Ellis Byrne

9. Geotargeting

Localised marketing on the move

You Are Here

You Are Here

Page 30: Marketing Trends 2011 by Kerry Ellis Byrne

9. Geotargeting

Localised marketing on the move• Evolution of smartphones, GPS tracking and IP intelligence

• Consumers want to instantly find information, reviews and deals where they are

•Examples – location check-in, mobile couponing and classified advertising

You Are Here

You Are Here

Page 31: Marketing Trends 2011 by Kerry Ellis Byrne

31

Page 32: Marketing Trends 2011 by Kerry Ellis Byrne

10. Ethonomics

Social responsibility

Page 33: Marketing Trends 2011 by Kerry Ellis Byrne

10. Ethonomics

Social responsibility • Growing perception that organisations have an inherent responsibility to be more socially responsible

• Efforts will need to be believable, sustained and engaging

• Does not automatically translate into increased revenue but could pay dividends in the form of increased customer loyalty

Page 34: Marketing Trends 2011 by Kerry Ellis Byrne

34

Page 35: Marketing Trends 2011 by Kerry Ellis Byrne

Marketing Trend Ideas for your organisation

1. Big Data

2. Co-marketing

3. Crowdsourcing

4. Friendtelligence

5. Cloud Purchasing

6. Emotionally Involved

7. Magnetic Content

8. Channel Integration

9. Geotargeting

10. Ethonomics

What does this mean for your organisation?

35


Recommended