global business and consumer trends - the big 10 for 2012
TRANSCRIPT
the big 10!February 28, 2012!
global trends –
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As a topic, “global” is rapidly becoming one of the most critical factors driving long-term strategic growth for brands: given this, we felt it timely to release a summary of what we see as the major forces of change fueling this global opportunity
I would expect that many of these trends are at least a little familiar: trends that matter tend to be that way!
they are selected because we think that they are true forces of change and not simply "fads du jour”
none of these trends are totally mutually exclusive, so expect to see a little overlap
in the current environment, we feel that a good way to look at global trends is through the analogue of digital – so, in the longer-term, the topic of "global" will become an increasingly integrated part of our marketing focus
– in time, separate "global" marketing teams could disappear in the same way that agencies calling themselves “digital” will disappear
– nevertheless, in the foreseeable short-term, global will continue to be a hot topic
– and just as with “digital”, global natives will lead by example and will drive new thinking, attitudes and behaviors
– conversely, global immigrants will be followers and over time are likely to become 'dinosaurs'
the digital analogue is especially relevant when considering the future of global change because it is specifically "digital" that is fueling much of the current transformation in global thinking
global trends – introductory points!
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1…!in no particular order of importance!
the 10 global trends!
2 3 4 5 6
7 8
9 10
4
…into one decision, one system, one strategy, one conversation and one voice "for one world!
the fusion of technology, business and marketing!
1
5
…SoLoMo is more than an ugly word – it's very much the new focus for marketing!
the rapid convergence of social, local, and mobile !
2
6
CHINA!INDIA!RUSSIA!BRAZIL!
3
…with impact and influence spreading increasingly outside of their individual domestic economies!
economies on the move – the BRIC-ification syndrome !
7
4
…so a more fluid and dynamic world but a less traditional and less structured one for us to inhabit!
for much of the world, "the promise is ageless,
cashless and boundaryless!
8
5
…and it's not just a subtle shift in marketing power base, it's also a change in money flows and funding!
emerging markets: source of the next generation of brand incubators!
9
…powered by affordable technology to deliver seamless, coordinated and consistent customer experiences!
welcome to the era of customer-centricity!
6
10
…companies are seeing competitive advantage to be gained by investing in "intelligent" data capture and decoding resources!
BIG DATA – the challenge is to manage it...or be managed by it!
7
11
8
…so it may be the quickest and the most nimble who "will succeed, at the expense of the biggest companies!
in a higher velocity world, speed and agility
will matter more!
12
...with video accounting for 66% of all internet traffic, companies scramble as words fail them!
video: the new force "to be reckoned with "in communications!
9
13
...and it's equally acute in developed economies "such as the US, Japan and Germany as it is in "
emerging markets such as Indonesia and Brazil!
situations vacant – "the battle for global
brainpower intensifies!
10
14
summary of the ten trends!
1!the fusion of
technology, business and marketing!
2!the rapid "
convergence of "social, local, "and mobile!
3!economies on "the move – the "BRIC-ification
syndrome !
4!for much of the world, "
the promise is "ageless, cashless, "and boundaryless!
emerging markets: source of the next
generation of "brand incubators!
welcome to "the era of "
customer-centricity!
BIG DATA – "the challenge is to manage it...or be
managed by it!
in a higher-velocity world, speed "
and agility will "matter more!
video: the new force "to be reckoned with "in communications!
situations vacant – "the battle for global
brainpower intensifies!
5! 6! 7! 8!
9! 10!
15
thank you!
