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.
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.