Category
Lifestyle
Assisted Choices
Trend cluster
Category
Channeled
Marketing
Brands leverage consumer behaviour to test and market their products.
4.7
Trend score
Trend
What is the Channeled Marketing trend?
Channeled Marketing: Brands are leveraging consumer enthusiasm in exchange for money in order to test, produce, and market their products in a unique reciprocal relationship. This shift has two benefits — it allows brands to engage with its customers in a new way that provides a better fundamental understanding of what its consumer base values, while giving consumers the chance to pursue small personal or passion projects in a way that strengthens loyalty with the brands they're engaging with.
Trend themes
Themes within the Channeled Marketing trend
Three behaviours holding the trend together01
Reciprocal Marketing
Brands are using consumer enthusiasm to test, produce, and market products thereby promoting better customer engagement and strengthening loyalty. An opportunity exists for marketers to explore alternative means of testing, launching and promoting products through reciprocity.
02
Crowdsourcing Platforms
'Surkus' and similar apps use crowdsourcing to manufacture lineups and crowds, presenting opportunities for businesses to leverage crowdsourcing towards events, shows, and gatherings - rather than relying solely on a core group of fans/attendees.
03
Cryptocurrency Incentives
By incentivizing customers to use services through cryptocurrency earnings, this oCoins innovation shows how subscription-based businesses can harness the allure of cryptocurrencies to increase market share. This presents opportunities for businesses and marketers to explore more attractive models for customer engagement.
Industry implications
What the Channeled Marketing trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
The Reciprocal Marketing trend is most relevant to businesses and professionals within the marketing and advertising sector.
For
Events and Hospitality
Crowdsourcing Platforms are technologies that present disruptive innovation opportunities to businesses operating within the events and hospitality industry.
For
FinTech and Cryptocurrency
Cryptocurrency Incentives present opportunities for professionals and businesses in the FinTech and cryptocurrency sectors to explore alternate uses of blockchain technology.
Workshop question
How can your brand better involve its customers into some of its smaller initiatives?
Trend signals
Trend signals for Channeled Marketing
Trend score 4.7 out of 10, from popularity 82%, activity 51%, freshness 8%.
Popularity82%
Activity51%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Channeled Marketing trend
4 featured examples from Oct 4, 2017 to Jan 18, 2018CategoryBusiness
Crowd Creation Apps
'Surkus' Uses Crowdsourcing to Manufacture Lineups and Crowds
'Surkus' caters to the events and entertainment industry, offering disruptive innovation opportunities for event organizers, venue owners, and performers to enhance audience engag…
CategorySocial Media
Influencer Shoutout Marketing Platforms
'Jumpfame' Connects Influencers and Marketers Together
The rise of influencer marketing platforms like 'Jumpfame' presents significant opportunities for the social media industry, as it serves as a catalyst for increased online engage…
CategoryBusiness
Cycling-Powered Cryptocurrencies
This Innovative Cryptocurrency Lets Cyclists Earn Money By Riding
The integration of cryptocurrency like oCoins in bicycle-sharing services presents an opportunity for innovative business models and enhanced user engagement.
CategoryPop Culture
Joke-Writing Apps
'Pitch' is a Comedy Writing App That Lets Clever Writers Get Paid
Media and entertainment companies can leverage Pitch to discover and acquire fresh comedic content that resonates with today's audience.
