As we kick off 2009, there are trends that started last year and will expand into the next one. Some are the result of the current economic conditions while others are the result of technology development, social issues and concern for the environment. A couple of patterns emerged: one is the importance of “trusted advisors” and their opinions and number two is the speed at which change is taking place. I have collected stories that reflect these patterns. Marketing in 2009 requires an understanding of the basics as well as how & when they can integrate with the cutting edge. The overall tone today, spurred by the inauguration of President Elect Barack Obama, was one of change and hope.
Obama takes office, saying choose ‘hope over fear’Stepping into history, Barack Hussein Obama grasped the reins of power as America’s first black president on Tuesday, saying the nation must choose “hope over fear, unity of purpose over conflict and discord” to overcome the worst economic crisis since the Great Depression. In frigid temperatures, an exuberant crowd of more than a million packed the National Mall and parade route to celebrate Obama’s inauguration in a high-noon ceremony. They filled the National Mall, stretching from the inaugural platform at the U.S. Capitol to the Lincoln Memorial in the distance. With 11 million Americans out of work and trillions of dollars lost in the stock market’s tumble, Obama emphasized that his biggest challenge is to repair the tattered economy left behind by outgoing President George W. Bush. “Our time of standing pat, of protecting narrow interests and putting off unpleasant decisions — that time has surely passed,” Obama said in an undisguised shot at Bush administration policies. “Starting today, we must pick ourselves up, dust ourselves off and begin the work of remaking America.” Read the Whole Story.
JWT futurist eyes brand trends for 2009
While corporate budgets and consumer belts are tightening, marketing and media companies that seize on certain social and entertainment trends will successfully ride out the new year, according to Ann Mack, director of trendspotting for ad agency JWT. Among the hot-button trends for 2009 are environmental responsibility, brand authenticity and content mobility. MediaPost Communications (12/29)
Back To Basics For Marketers
The Marketing Executives Networking Group (MENG) and Anderson Analytics, in its second annual survey of Top Marketing Trends for 2009, report that marketing executives are going back to basics this year, putting renewed focus on satisfying and retaining customers and investing in research and insights, but are sick of hearing about Web 2.0. Marketers expressed concern on how a recession would impact priorities moving forward, and half of the executives believe their marketing budgets will decrease in 2009, while 56% indicated their staffing plans will either stay the same or increase. For a complete copy of survey results, please visit here
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WOM: Real People Win Deals, Corporate Blogs Spin Wheels
Word-of-mouth marketing remains one of the most effective marketing channels–provided that it’s done well, according to two new studies from DEI Worldwide and Forrester Research. Consumers don’t put much trust in corporate blogs or social network profiles, but will readily listen to people. Read the whole story
‘Center of Gravity’ Has Shifted in Media M&A
The “center of gravity” has shifted in media M&A, with deals moving from larger traditional media deals to mid-sized digital and data deals, the Jordan, Edmiston Group said in its 2008 year-end report released this week. In fact, only 12 percent of the dollars spent on media industry deals tracked by JEGI last year came from traditional media. JEGI tracked 758 media deals in 2008, down 13.1 percent from 872 in 2007. Deal values last year, however, dropped 68.1 percent to $33.3 billion, down from $104.4 billion in 2007. “2008 was the year that magazine M&A didn’t get done,” JEGI managing director Scott Peters told FOLIO:. “There were very few, if any, transformational, sort of eye-popping magazine deals.” Instead, JEGI identified four growth sectors in 2008: database and information, b-to-b online media, consumer online media and interactive marketing services—a sector Peters described as including service providers that “sit between advertiser, marketer and the end user or medium.” “In the old days, they would have been ad agencies. Today, they are a mix of technology companies, service providers and marketing companies,” Peters said. Read the complete Story here.
Internet Tops Newspapers As News Source, Still Lags TV
The Internet is now the most popular source of news after TV, according to the Pew Research Center for the People & the Press, which released its year-end roundup of news media consumption last week. While TV is still king of the hill, its steady decline in the face of Internet competition bodes ill in the long term. Read the whole story
Local Sports, Events Help Marketers In Hard Times
The recession might prove to be a boon for out-of-home media and event marketing–especially for local sports. As cash-strapped consumers hunker down and people increasing maintain friendships virtually on the Internet, they yearn for the community of local events. Less appealing are the big national events that advertisers gravitate toward. The virtual gathering of people in social networks is only intensifying the need for real community gathering, not supplanting it. “Kids now are able to see the whole world,” he said. “It’s worldwide, but it’s an inch deep. And there’s this pane of glass that separates them from experiencing that entire world. Read the whole story.
YouTube still towers above MySpace, Hulu for online video
YouTube, with nearly 5.6 billion streams to some 85 million unique visitors, was the No. 1 destination for online video viewers in November, according to Nielsen research. YouTube was followed by MySpace, with 244 million streams to 20 million unique visitors, and Hulu, with 221 million streams to about 7.5 million unique visitors. TVWeek.com (12/29)
Suit Your Shelf
After years of being overlooked, shopper marketing’s proving it can finally deliver the goods. If you want to see one of the reasons why shopper marketing has been carving off an ever-bigger slice of the marketing pie, just compare the number of weekly shoppers at major retail chains with the number of Americans who tune in to top TV shows. Take Dancing with the Stars and American Idol, for example. While 21 million people waltzed over to their sets to watch an average episode of Dancing last year, and Idol. cast its spell on still more (35 million for the season finale), those audiences pale when compared to the crowds that pack the aisles of the big-box retailers. Costco, Walgreens, Safeway and Kroger boast weekly shopper counts of 20 million, 30 million, 44 million and 68 million, respectively. Passing through the revolving doors of Wal-Mart locations across America each week are 150 million people. Read the entire article here.
Five Billion Mobiles Worldwide
By 2012According to Informa Telecoms & Media’s Global Mobile Forecasts, annual revenues from the global mobile market will top (US) $1.03 trillion by 2013, when the number of subscriptions worldwide will have risen to more than 5.3 billion. It took over 20 years to reach 3 billion subscriptions, says the report, but another 1.9 billion net additions are forecast in just six years, with the global total nudging past the 5-billion milestone in 2011. With this extraordinary growth, total annual revenues derived from mobile operators will grow by over a third, jumping from $769 billion in 2007 to $1.03 trillion six years later. Informa Telecoms & Media forecasts 78% of global net additions between 2007 and 2013 to come from markets in Asia Pacific, Africa and Latin America. 47% of the 1.9 billion global net adds will come from just five markets – India, China, Indonesia, Brazil and Russia. For more information from Informa, please visit here
A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.