drivers of change

NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

Ten Drivers of Change in 2012


#1. The line between industries continues to blur


“The automotive user experience is being redefined.”Dr. K. Venkatesh Prasad, group and technical leader with Ford’s Infotronics Research and Advanced Engineering


#2. People’s expectations are now industry-neutral


User reviews, social connectivity, multiple access and input points, smart search, real time data synchronization...

People continue to carry their expectations across industries. If famous e-retailers offer product reviews, then people expect that all direct to consumer e-commerce sites offer than option (yet only few do), anything less is disappointing. In other words, the very best in their respective fields are setting the bar higher to all in what in the past were seemingly unrelated areas.


#3. “The Creator’s Economy”Paul Saffo


The age of “design-your-own-and-then-buy-it” is giving way to the age of “design your own and sell it.” Brands create real connections with people through working with everyones’ creative side which not only leads to a richer

understanding of people but also to better ways to bring them along in building the brand story.


#4. Digital and physical converging(old field, new tools, exciting possibilities)


Karma Tech: Hyper Island student project for WESC.

This is not just cool but also amazingly useful and a bit scary.

Details here: http://www.youtube.com/watch?v=1NvWfcWmkCU


#5. Social sharing grows exponentially(ok, maybe not exponentially but fast and furiously)


Y = C *2^XZuckerberg’s (controversial) Law of Social Sharing: X is time, Y is what you will be sharing and C is a constant


#6. Feedback loops grow faster and richer


Just a few years ago it took a ton of time and money to get a simple read on the effect of communication objects and new products and services in a specific market. Today there seems to be a startup in the social analytics space being born every day. Our ability to understand and optimize communication and even products/services will seriously impact (better and worse) the things we create to persuade, entertain, and add value to people.

Important players to watch in 2012:

http://bluefinlabs.com/http://www.crimsonhexagon.com/http://www.visibletechnologies.com/http://collectiveintellect.com/http://topsy.com/http://www.generalsentiment.com/https://www.recordedfuture.com/http://gnip.com/http://datasift.com/http://www.socialflow.com/

image via bluefin labs


#7. “From value chain to value cycle” Umair Haque


see Nike Reuse for a glimpse at what value cycles can look like in the near future as people become more and more allergic to waste.


#8. Our visibility into the future is declining(perhaps even our visibility into the present)


200610 M

Facebook Users

2011800 M

eBay Mobile Sales

2009600 M

20115 Bn

source: FastCompany

Market Value of Netflix

$July 13, 2011

16.4 Bn

$Dec 13, 2011

3.8 Bn


#9. Gaming continues to influence service design(and products without “activity systems” will increasingly be handicapped)


image via The Next Web

What used to be a simple pair of soccer cleats is now a functional ecosystem that includes sensors, apps, intelligent systems, monitors, and more importantly, game dynamics baked into the core of the system. This is already a mainstream paradigm yet

only a fraction of products/services are really designed to exist in a rich activity system. Expect tons of change.


#10. Real purpose is no longer optional

(the age of smoking mirrors is over)


image via Sound of Football

Projects like The Sound of Football (part of Pepsi Refresh) will continue to inspire us to keep blurring the line between corporate social responsibility and marketing. In 2012 we have the chance to consolidate marketing frameworks rooted in purpose, vision, and imagination with the goal of taking brands into a credible space that aligns the interest of people and business in ways not needed or possible in the recent past.

In the digital age purpose means business.


Thank You

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