The end of the year is close and it is time for market analysis and research to make their way to the Internet and the press. It is interesting to see what the marketing milieu for the next year will be. Some popular economic websites such as Trend Watching are always ready with fascinating analysis and they have already published their top 10 key trends for 2013.
What lays ahead of us for the next year? here’s the answer:
1. Presumers on the go
Presumers – this weird group of consumers, want to help your product even before it has seen any popularity. These consumers are yet to influence the rise and fall of brands, even more so of the innovative companies. One can say that this is in line with the growing global trend of crowdsourcing and with the increasing role of social media, which make brands more open to communication. Some companies have already started using the power of presumers by collecting their support before launching new products.
2. From emerging markets to emerging markets
It seems like we are seeing the demise of a powerful trend we witnessed till not long ago – Chinese products conquering the world. The emerging economies seem to be paying much more attention to providing for the domestic market in order to stimulate internal consumption. The developing countries such as China and Brazil are now discovering the strong, till now dormant, potential of home consumption.
3. A mobile world – a world of mobility
The world has gone mobile. With the advent of 4G LTE, mobile phones have long become part of our lives. The use of mobile devices is constantly growing with huge leaps making companies add mobile-only features such as QR codes to facilitate access to their products. This sphere is yet to develop so we are living in interesting times, it seems like.
4. Eco-friendly to the core
Well, this is more of a trend in product marketing than a real phenomena. More “green” products will be launched at the market but these are more eco-inspired rather than really eco products produced under sustainable conditions. Even if they can’t save the world, though, these product at least draw attention to the problems.
5. Appresciptions or health applications
Smartphones can be smarter than their owners, and this is especially relevant to the huge variety of applications they can support. As a current trends, applications are getting more intertwined with the health-care system. For example, they can remind you of the time to take your medicine and monitor if you actually take it.
6. National identity
In our globalised world national identity seems to be melting down. The thing about this new trend is that the new markets and the smaller nations are beginning to promote their unique cultural heritage and identity. It’s interesting to see where this trend will eventually end. We’ll be keeping an eye on it.
7. Data for offers
Till now companies preferred to gather data of user behaviour and give nothing in return. No free lunch anymore though – companies start offering services using consumers’ information. The result is more personalized and useful services. Mostly it is loyal customers who can benefit from this trend, so now it pays to be loyal to a brand. In fact, this makes customers happier and companies end up with bigger sales.
Carbon footprint has become all the more important when making decisions. More and more consumers are eager to support local production and now technology makes it all the more easier. A possible solution is 3D printing. Can you think of other ways to boost local production?
9. Actions speak louder than words
Although PR specialists keep working feverishly to draft corporate missions and visions, consumers are growing more and more suspicious and want to see results. Hence, the increasing overtness that brands are looking for, eventually letting consumers become part of the whole process.
10. Demanding brands
There are some lucky brands enjoying true consumers’ credit. In order to carry out certain campaigns these brands are entitled to require more dedication and loyalty on the part of their fans. These campaigns, however, should not be too intrusive and should take place over reasonable intervals of time. Thus consumers’ energy will be channelized to support meaningful causes, for example.