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2015 FORESIGHT

6 “glimpses” into the future, as projected by Fredag, Norway . 2015 FORESIGHT. 1-6: The macro trends. We’re in 2015… We have had some good years 2012-2014 A new recession is emerging Kondratef’s 7-year cycle theory proves right again The SmartPhone is our main communication tool

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2015 FORESIGHT

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  1. 6 “glimpses” into the future, as projected by Fredag, Norway 2015 FORESIGHT [Fredag Reklamebyrå]

  2. 1-6: The macro trends • We’re in 2015… • We have had some good years 2012-2014 • A new recession is emerging • Kondratef’s 7-year cycle theory proves right again • The SmartPhone is our main communication tool • We use it for everything, and we carry it at all times • Computers and I-pads are out • ”Dumb” screens are connected to the Smartphone – even the TV • Advertising is even less reputed amongst sceptic consumers [Fredag Reklamebyrå]

  3. 2-6: The marketing trends • PR and publicity is first choice – “no-media-cost marketing” • Goes along with the “see me!” and “15 minutes of fame” reality tsunami • Social media never succeeded as a business marketing tool/arena • Most marketing is electronic and digital • TV commercials are replaced by “direct TV” relevant 1:1 communication via SmartPhones. • Product placement and “click-on” links to apps and offers are dominating • Communities, friends and involvement is everything [Fredag Reklamebyrå]

  4. 3-6: The agency market players • The advertisers are in power, controlling the market field – it is the buyer’s market. • The advertiser’s skills and strategic competence increase • He hires creative staff and use in-house resources • He does not acknowledge traditional agency added values • PR agencies gain reputation and shares of volume, as do digital agencies. [Fredag Reklamebyrå]

  5. 4-6: The below-the-line advertising • All is digital/electronic. • It is all about understanding the SmartPhone technology and possibilities. • It’s much about apps • Communication activities are automated, effectiveness is king • Budgets are minimal for ”human interference” • Data mining and analysis is automated • Great ideas and layout/design are no longer appreciated • Content and message is struggling – copy is boring and straight, product and price/offer rules. • Relevance prevails to the best of advertiser’s ability. [Fredag Reklamebyrå]

  6. 5-6: The name of the game • Direct Marketing is no longer a valid term • ”Traditional” segmentation and CRM fails to deliver Return On Market Investment (ROMI) • Customer Communication is the new buzz word for loyalty/maintenance of customer preference and sale • Referral Marketing is the other new buzz word, vital for marketing development/attracting new customers. [Fredag Reklamebyrå]

  7. 6-6: The successful CC/RM agency • Are strong on digital insight and competence and particularly good at creative use of SmartPhone technology, trends and applications. • No longer sells communication strategy as a whole, but rather “smart ideas” for single activities • No longer sells Art Direction and/or big creative communication ideas • Deliveries high volumes of digital implementation and production of apps and “non-creative” messages to digital customer communication programs [Fredag Reklamebyrå]

  8. Thanks! WWW.FREDAG.AS [Fredag Reklamebyrå]

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