I love it when I read articles that concur with my own thinking – well, don’t we all?
I was particularly chuffed to read a predictions piece by Nicola Kemp in November’s edition of Marketing entitled Forward 50 which stated that while we’re in a brave new digital world, the ‘always on’ environment it has created is actually distracting us from what really matters when planning a strategic and creative plan for success. (In many ways, this blog is proof of that as every time I’ve sat down to write it I’ve been distracted by a time sensitive email or critical tweet I just had to respond to!)
Going through the trends Nicola highlighted, there were three which really stood out for me as they play such a critical role in the ethos and approach of Liberty:
- Post-Digital Behaviour – This first trend calls out the need for marketers not to fear being out of date or behind the times with digital innovation; instead they should be focused on the needs of the audiences they market to. I loved the fact that this very first paragraph reverted to remind us that we shouldn’t forget the business drivers and what audiences need. These differ between one business and another and can’t be met with a ‘one size fits all’ solution. Post-Digital Behaviour does mention big data and how having this information at our digital fingertips can be helpful, but what I really like is that it reminds us that there are also emotional drivers to any sale too.
- The role of brands as curators and its growing importance – This is so dear to my heart that I actually caught myself smiling as I read. Really, it’s similar to the above point in that it focuses on the need to remember consumers’ needs must come first and providing services that they love, will breed that brand loyalty companies crave. I also remember thinking that this is something I’ve understood for an age and being an avid consumer of brands or those services that give me a great feeling, is almost too basic to need to list as a marketing trend in 2014. Yet, despite my feelings on the matter, it’s so very true that so many products or companies try to sell what they want to sell rather than appealing to the consumers’ needs.
- The Analogue Revival – I think this is my favourite future trend. It details exactly what it says on the tin, a revert to more traditional physical elements of marketing that not only look good, but feel good and yet again – appeals to the senses. So in a world where the digital storefront seems to have almost wiped out the high street as we knew it, isn’t it good to know that something well made, good to touch, smell and feel still has a place in brand marketing? To that end, I’ll continue to collect physical copies of Vogue magazine – each edition filled with all the things that make me want to own them. Smart marketing I’d say!
What do you think?