10 Trends in Media and Marketing
Note: Science of the Time’s trusted author Norbert Mirani sums up the trends for 2014 in a long list, starting with media landscape and marketing. We have added some Cool examples, feel free to add yours in the comments. This is part 1 of a series of 3.
What it is
By the end of 2012 I decided to make a trend list for 2013. The blogpost, simply made by writing down what was top of mind, was appreciated by the Science of the Time community. So, I decided to give it another try this year. The list is not intended to be a substitute for what has been written by others. And please feel free to add trends that should be in the list according to you, I might have missed them. Today, we start with media landscape and marketing.
Why it is Cool
It is always attractive and inspiring to read about developments with future growth potential. Some of the trends have been written about in more detail already on. Those, as well as the more common trends, will just be mentioned. Please look at the site for more detailed blogs on those topics. Since not all sources use the Science of the Time definition of Trend, not al trends are directly related to Mentality Trends. Some findings are more branch related. So, her we go, not in detail and in no specific order.
Video presence will grow as a result of the growth of mobile and 4G. But also as a result of YouTube channels and vlogging. Video in advertising, from Vine to regular sites, will increase as well. And, of course due to non-linear channels. Just to name a few reasons.
Cool Example: Six seconds Vine captures Brazil Protest
Binge-tv and linear broadcasting
As a result of Netflix subscriptions and alike binge-tv watching will increase. However, linear broadcasting will still have a major stake, because of the simple fact that we sometimes need “entertainment as a wallpaper” on a lazy Sunday afternoon. We just listen and watch the editorial content brought to us by a talkshow team. And, don’t forget traditional broadcasters tap the video on demand market as well.
Still on the rise regarding app production, although consolidation is on its way. Since several screens can be found in living rooms, and tv is no longer the main screen in a lot of households, it might be better to talk about 1st, 2nd, and 3rd device. This also enables researchers to weigh the changes in device usage.
Visual content is appealing and quickly processed. More graphics in PR can be expected. And in case you use an infographic make sure it really adds value Product placement to strengthen social business. Social media like Twitter, Vine, Instagram, will strengthen their business models with product placement and other tv-like propositions.
Cool example: The Guardian NSA Files Decoded
Storytelling crowd empowered
Storytelling can be used to underline authenticity. Not new, still working. Growing: storytelling experiences using crowd involvement (dynamic storytelling). It is more demanding but often pays of in higher engagement.
Cool example: An Experience to Awake the Senses
Experiences, content and activation
The importance of involving the audience/customers in marketing activities grows. Its a useful tool for engagement used by brands like Red Bull, Coca-Cola and many more. Can be executed by means of branded content or brand activation.
Cool example: Beyoncé New Album, New Reaching Out, Coca Cola Rolls Out Park
Trusted brands, comparison
The web made the world more transparent. Especially digital comparison services are useful. Being shown in the top list, purely based on consumer ratings, fuels your credibility as trusted brand. A key value nowadays.
Loyalty marketing will be on the agenda to foster the current client database. This will probably result in investments in B2B email marketing.
Whether it will be in learning, eHealth, the principles of gaming will be ‘exported’ simply because they have proven to be successful.
Cool Example: ‘Candy Crush’: The Science Behind Your Addiction