13 industry trends you can't afford to ignore

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Post on 11-Feb-2017

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  • 1 3 M A R K E T I N G T R E N D S / 0 4 . 0 5 . 2 0 1 5

    13 INDUSTRY TRENDS YOU CAN'T AFFORD

    TO IGNORE

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    1 3 I N D U S T R Y T R E N D S Y O U C A N T A F F O R D T O I G N O R E

    We talk a lot about how communication has changed from the Mad Men era until todays digitally driven consumer interaction. But whats next for this industry that many of us love (and a lot of us love to hate)?

    I was recently asked to write a few slides on where our industry is headed, so I thought Id turn it into a nice Buzzfeed, ahem, Business Insider, ahem, Campaign AsiaPacific article. Most of these trends are happening as we speak, so you may find that you already knew all of thisor maybe not.

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    Anyway, here goes: My thoughts on the changes we will see in advertising, technology, marketing and everything in-between in the next few years.

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    C H A N G E I S N T G O O D O R B A D . I T J U S T I S .

    - D O N D R A P E R , M A D M E N

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    1. THE CONVERGENCE CONTINUES

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    T H E I N D U S T R Y C O N V E R G E N C E W I L L C O N T I N U E , A S B R A N D S W I L L B E D E M A N D I N G A T R U L Y I N T E G R A T E D A P P R O A C H T O E V E R Y T H I N G T H E Y D O . W E W I L L N O L O N G E R B E D I S C U S S I N G A D V E R T I S I N G V E R S U S D I G I T A L V E R S U S E V E N T V E R S U S P R . E V E R Y T H I N G W I L L B E C O M E O N E A R E N A , W H E R E W E U T I L I S E A L L T H E T O O L S I N T H E B O X , I N O R D E R T O R E A C H , I N T E R A C T W I T H A N D S W A Y C O N S U M E R S . T H I S W I L L R E Q U I R E A G E N C I E S T O H I R E D I F F E R E N T K I N D O F P E O P L E : P E O P L E W I T H H Y B R I D B A C K G R O U N D S , P E O P L E W H O S E E T H E F U L L C O L O U R P A L E T T E W H E R E O T H E R S S E E B L A C K A N D W H I T E . I T W I L L A L S O R E Q U I R E A G E N C I E S T O F I N D C O L L A B O R A T I O N M O D E L S T H A T I N C E N T I V I S E W H A T S B E S T F O R T H E C L I E N T A N D T H E C L I E N T S B R A N D , N O T T H E A G E N C Y S I L O S .

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    2. THE EXPANSION OF CREATIVITY

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    C R E A T I V E T E A M S W I L L N O L O N G E R B E J U S T A D U O , B U T A W I D E V A R I E T Y O F C O N S T E L L A T I O N S O F C R E A T I V E P E O P L E : W R I T E R S , A R T D I R E C T O R S , V I S U A L A R T I S T S , D E S I G N E R S , D E V E L O P E R S , A R C H I T E C T S , M U S I C I A N S A N D O T H E R S , W H O W I L L C O - C R E A T E I N N E W C O L L A B O R A T I V E W A Y S . A S A N E X T E N S I O N O F T H A T , P E O P L E W H O T R A D I T I O N A L L Y H A V E B E E N S E E N A S ' N O N C R E A T I V E ' , E S P E C I A L L Y S T R A T E G I S T S , M E D I A C O N S U L T A N T S , B R A N D I N G S P E C I A L I S T S A N D D A T A A N D A N A L Y T I C S P E O P L E , W I L L H A V E A G R E A T E R I M P A C T O N T H E C R E A T I V E O U T P U T . T H I S W I L L , C O U N T E R I N T U I T I V E L Y , M A K E T H E P R O C E S S M O R E C R E A T I V E , N O T L E S S . I N F A C T , W E W I L L S O O N S T O P C A T E G O R I S I N G A S M A L L P A R T O F T H E I N D U S T R Y A S ' T H E C R E A T I V E S ' . T O W O R K I N T H I S I N D U S T R Y , Y O U W I L L H A V E T O B E C R E A T I V E , O R Y O U A R E F I N I S H E D .

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    3. THE DEATH OF DIGITAL AS

    STANDALONE DISCIPLINE

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    D I G I T A L W I L L B E ( A N D A L R E A D Y I S ) P A R T O F E V E R Y T H I N G . I N A F E W Y E A R S , T H E R E W I L L B E N O S P E C I A L I S E D D I G I T A L C R E A T I V E A G E N C I E S . T H E Y W I L L E I T H E R B E F U L L Y I N T E G R A T E D , O R M A K E A L I V I N G A S T E C H P R O V I D E R S F O R O T H E R A G E N C I E S . T H I S I S N O T J U S T A P R E D I C T I O N , T H I S I S A L R E A D Y H A P P E N I N G . A G E N C I E S W H O A R E E M B R A C I N G E V E R Y O P P O R T U N I T Y F O R T H E I R C L I E N T S A R E A L R E A D Y W I N N I N G T H E B U S I N E S S .

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    4. VERTICALS WILL DRIVE THE NEW

    SPECIALIST AGENCIES

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    S M A L L E R A G E N C I E S W I L L S T I L L E X I S T , B U T T H E Y W I L L F O C U S O N I N D U S T R Y V E R T I C A L S , L I K E F M C G , F A S H I O N , A U T O M O T I V E , A N D S O O N , R A T H E R T H A N D I S C I P L I N E S . T H E N E E D F O R I N D U S T R Y S P E C I F I C C O M P E T E N C Y W I L L I N C R E A S E , B U T T H I S T R E N D W I L L L I V E S I D E B Y S I D E W I T H M O R E G E N E R A L I S T S T R A T E G I C A N D C R E A T I V E L Y D R I V E N S H O P S . T H I S P R O V I D E S G R E A T O P P O R T U N I T Y F O R S M A L L A G E N C I E S , W H E R E T H E Y C A N R E M A I N A R E A L T H R E A T T O T H E L A R G E R N E T W O R K S . C L I E N T S W I L L H A V E T O D E C I D E W H A T I S M O R E I M P O R T A N T : I N D U S T R Y E X P E R T I S E O R B R O A D E R M A R K E T I N G K N O W L E D G E . A N D M O R E C H O I C E I S G O O D .

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    5. NEW TECHNOLOGY WILL CONTINUE TO

    PERPLEX THE INDUSTRY

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    A G E N C I E S H A V E N E V E R B E E N T H E F I R S T T O U T I L I S E T E C H N O L O G Y . T E C H N O L O G Y C O M E S F R O M T E C H C O M P A N I E S A N D T H E P E O P L E . C R E A T I N G D I G I T A L T R A N S F O R M A T I V E S T R A T E G I E S T H A T A R E M E D I A N E U T R A L A N D T E C H N O L O G Y A G N O S T I C I S T H E O N L Y W A Y T O B E P R E P A R E D F O R W H A T E V E R C O M E S , A N D I T W I L L A L L B E I N T E G R A T E D I N T O O N E L E A D S T R A T E G Y . T H I S I N C L U D E S M O B I L E , W E A R A B L E S A N D T H E I N T E R N E T O F T H I N G S . A G E N C I E S W I L L H A V E T O K E E P I N C R E A S I N G T H E I R T E C H C O M P E T E N C Y A N D H I R E M O R E H Y B R I D T A L E N T N O T B U Y M O R E D I G I T A L A G E N C I E S .

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    6. RELATIONSHIP MARKETING WILL GO

    MAINSTREAM

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    T H E P R I N C I P L E S B E H I N D R E L A T I O N S H I P B U I L D I N G W I L L F I N A L L Y M A K E I T I N T O M A I N S T R E A M C O M M U N I C A T I O N . M A S S C O M M U N I C A T I O N W I L L G O F R O M M O N O D I R E C T I O N A L T O B I D I R E C T I O N A L A N D M U L T I D I R E C T I O N A L . B I G D A T A W I L L B E I N T E G R A T E D W I T H S M A L L D A T A , O R I N D I V I D U A L C U S T O M E R R E C O R D S , I F Y O U W I L L . T H I S W I L L A L L O W U S T O C O M M U N I C A T E I N A M O R E P E R S O N A L W A Y T O M O R E P E O P L E A T A T I M E . T H I N K T O M C R U I S E I N M I N O R I T Y R E P O R T .

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    7. ENTERTAIN ME, BE USEFUL OR GO HOME

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    I N E X C H A N G E F O R M A R K E T I N G C O M M U N I C A T I O N S , A U D I E N C E S W I L L S T A R T D E M A N D I N G Q U I D P R O Q U O . T H E T W O M O S T E F F I C I E N T W A Y S T O P R O V I D E T H A T W I L L C O N T I N U E T O B E E N T E R T A I N M E N T A N D U T I L I T Y . I F Y O U H E L P P E O P L E , B E I N G U S E F U L I N T H E I R L I V E S , Y O U W I L L C R E A T E A U N I Q U E R E L A T I O N S H I P W I T H T H E M . T H E S A M E I F Y O U A R E C O N S I S T E N T L Y E N T E R T A I N I N G T H E M . T H E Y W I L L R E S P E C T Y O U F O R I T , A N D T H E Y W I L L W A N T T O A S S O C I A T E T H E M S E L V E S W I T H Y O U R B R A N D . J U S T M A K E S U R E T H E R O L E Y O U C H O O S E I S R E L E V A N T F O R T H E C O N S U M E R A N D F O R T H E B R A N D . A N D J U S T F O R T H E R E C O R D , M E S S A G E P U S H I N G W I L L H A V E N O P A R T I N T H I S E X C H A N G E .

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    8. SOCIAL CURRENCY WILL PLAY AN EVEN

    BIGGER PART IN PEOPLES LIVES

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    S O