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eLearning > Marketing > Max Impact Marketing > Module 1 / 4

Intro to Max Impact Marketing

Instructor: Gil Haddi
Max Impact Marketing
Download the Max Impact Marketing Trend Report
Consumer expectations around brand engagement are shifting alongside advancements in technology, and brands who want to stay relevant must adapt their consumer marketing tactics or become obsolete. Trend Hunter’s SVP of Client Success, Gil Haddi, explores why traditional marketing strategies are no longer as cut-and-dry as they used to be and what you can do to cut through the clutter to truly resonate with today’s consumers.

Thanks to the evolution of technology and social media, consumers have become walking ad blockers, costing companies an estimated $35B in marketing dollars. This course will divulge three core consumer marketing tactics including Hyperconnectivity, Consumer Centricity and Lifestyle Engagement, that will help you align your brand with what matters most to your target audience.
Related Trend Report: Max Impact Marketing
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Insights by Trend Hunter AI
Branded Solidarity
Brands are revamping their logos to show support amid COVID-19
Trend - To help send a message of solidarity during the COVID-19 pandemic, various brands have launched rebranding initiatives to show their support during the new era of social distancing. These logos have been altered to encouraging visual messages asking consumers to stay safely at home.
Workshop Question - How could your brand reflect global concerns in its marketing to reach consumers?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bold Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand
Trend - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.
Workshop Question - How might you better connect with consumers through more subtle, unbranded tactics?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Modernized Mascot
Brands' mascots and their collaborations are revamped for new audiences
Trend - The modernization of well-known mascots is on the rise, as brands seek to better appeal to younger, contemporary consumers who are currently less likely to stay loyal to companies based on branded recognition alone.
Workshop Question - How could your brand revamp to cater to Millennials and Gen Z?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Mockery
Brands poke fun at their rivals in bolder, call-out strategies
Trend - Beyond social media battles and light-hearted exchanges, brands in QSR all the way to fashion are taking more risks through activations and real-world campaigns that call out their competitors in negative, albeit humorous, ways. These examples speak to the evolution of brand identities and willingness to take risks when it comes to consumer communication and messaging in the public space.
Workshop Question - What risks are you willing to take to be more open and transparent with your consumers in terms of outlining your value proposition?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Deepfake Production
"Deepfake" technology is used for a range of causes
Trend – "Deepfake" technology, a machine-learning technique that superimposes smart technology to people's images to create highly realistic–but fake–videos, is being used to produce content by brands as well as those aiming to bring awareness to its potential, realities, and dangers. With fear growing about how this technology will continue to impact social and political issues online, exposing these potentials incites consumers to be more critical of what they see online.
Workshop Question - How could your company ensure that it's leaving a positive and accurate brand imprint online?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Addiction Assistance
Brands make a point about modern day technology addictions
Implications - Some tech-related consumption habits have been a rising concern globally – as the prevalent use of smartphones has many, including those in the industry, concerned about widespread tech addictions. Though apps that aim to limit excess smartphone use are prevalent, brands and institutions are now creating programs that aim to mitigate such addictions, or at least some of the consequences associated with them. These programs are more common as conversations around "self-care" increasingly include taking time away from the digital world.
Workshop Question - How could your brand help its customers or employees "unplug" temporarily?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Workshop
Cosmetic and fashion retailers incorporate branded workshops into their locations
Implications - Brands in the fashion and beauty industry are aiming to better customer experiences by offering informative workshops in-stores. The interactive nature of these workshops enables stronger and more authentic relationships between the brands in question and their consumers, enhancing loyalty as a result.
Workshop Question - Conceptualize a workshop your brand could offer its consumers.
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyper-Targeted Campaign
Brands call out specific consumers preferences for individual appeal
Implications - As brands continue to prioritize personalization in their marketing tactics, we’re seeing brands take things a step further with hyper-targeted ads that call out specific consumer habits. Using data-driven information and location-based technology, brands are calling out individuals through social platforms as a way to connect with them on a more personal level. Moving away from "mass appeal", brands are willing to reference individual consumers as a means to create a more authentic, relatable message.
Workshop Question - How can your brand make your consumers feel noticed and appreciated?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Consumercentric Automation
Use of smart tech becomes more about lifestyle than function
Implications - Social media has ushered the world into an age of consumercentricity where lifestyle reigns supreme. This lifestyle-focused approach has changed consumer expectations of businesses across industries and is impacting the way they view technology. The question of how dense technologies such as blockchain or IoT will enter into people's everyday lives is answered in more consumercentric applications that enhance natural consumer behavior, as opposed to serving pragmatic functionalities.
Workshop Question - What is one part of your product or service that could be simplified?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Communicative Package
Data in packaging design enables products to communicate with consumers
Implications - Though technology is more advanced than ever, and consumers have come to expect connectivity at every turn, not all brands can organically integrate smart tech into their products. This has been especially challenging in the CPG world. Smart packaging that learns from and communicates to consumers is a step in the right direction. Using technology to create a dialogue between product and customer strikes the perfect balance of necessity and novelty to both innovate within a given category, and provide use to consumers.
Workshop Question - If you had to categorize your product or service, would it be more of a necessity, or novelty to your customer? How can you better strike a balance?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends