The end of 2012 wraps up a year of true inventiveness in the marketing world, as discussed by our Chief Trend Hunter Jeremy Gutsche and Baron Manett, Senior Vice President of Ariad Advertising on this episode of BNN's Headline. Many examples of revolutionary advertising were observed in 2012, leading the world to anticipate exciting marketing trends for 2013.
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Generally, this past year was about optimizing on the opportunities social media provides. According to Gutsche, 2012 was not just about getting in on online conversations, but turning them into praise by "sparking delight" in consumers and encouraging positive word of mouth. A great example discussed by Gutsche, Manett and host Howard Green on BNN is the IKEA Sleepover campaign, which started with a consumer-created Facebook group and ended with a massive IKEA sleepover including spa treatments and product testing -- this is what Gutsche refers to as 'Shoppertainment.' For Manett, 2012 was the year of the "consumer eco system," where consumers demand to get what they want, when they want it -- the focus is on experience, not products.
Predictions for 2013 take the highlights of marketing in 2012 and grow them; Manett believes this will be the year of helpful branding and entertaining advertising, as around 80% of Generation Y is looking to be entertained by ads and products. A great example of this anticipated 2013 marketing trend is the ketchup caulking gun, which Gutsche describes as an amalgamation of design and function. To deep dive into what 2013 has to offer, check out the Trend Hunter 2013 Trend Report.
BNN Headline: Jeremy Gutsche Talks Top Marketing Trends of 2012
Marketing Trends 2013
Trend Themes
1. Social Media Optimization - Businesses can focus on optimization opportunities that social media provides and use it as a platform to spark delight in consumers and encourage positive word of mouth.
2. Shoppertainment - Businesses can use unconventional methods to entertain consumers by creating unique experiences around their products, as seen in the IKEA Sleepover campaign.
3. Helpful Branding - Businesses can aim to make their branding more helpful to consumers as this is becoming increasingly important in engaging the 80% of Generation Y that are looking to be entertained by ads and products.
Industry Implications
1. Advertising - The advertising industry can create more shoppable experiences for consumers and focus on entertaining them with unique experiences.
2. Social Media - The social media industry can expand on optimization opportunities for businesses and provide platforms for them to engage with consumers and create positive word of mouth.
3. Product Design - The product design industry can think outside the box and create unique, functional designs like the ketchup caulking gun to entertain and satisfy consumers.