Future of Marketing: Social Media, Travel Trends & Haule Marketing {Trend! Study}

Matthias Horx's future institute has once again published a study. This time it is about current marketing trends, more precisely the paradigm shift in advertising Communication: Off the one-way street-Advertising towards more dialogue with customers.

Markets consist of people

The study finds that dialogue with the customer becomes a compelling component of any campaign, one-way messages do not reach anyone. New technical possibilities - keyword social networks - play a central role, because they bring completely new patterns of behavior. In principle, nothing we did not already know!

For example, it is about the much discussed topic “Social Media and Referral Marketing”. In addition to the increasing social integration of Web 2.0 culture in the Everyday life it is above all social contacts that are decisive when buying a product.

When traveling, according to the “Quality Monitor Germany Tourism”, 40 percent of holidaymakers first get information online before using 28 percent “acquaintances” as the second strongest source of information.

Online + Offline

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Marketers are therefore well advised to support communication about their offer among potential customers. There are particular opportunities in the Combination Online plus offline, as envisioned by the first “Word-OFF-Mouth” trend described in the marketing study.

The new one provides an example from practice Brand “Canvas” by the mail order company Lands' End, which organized a large picnic on the Spree in Berlin. The invitations were sent via Facebook. And those who missed the picnic had the chance to find hidden clothing packages in the days that followed.

The references to the hiding places were also available via Facebook. “The Challenge of Future So, above all, there is the right balance between online recruitment and offline marketing events,” according to the authors of the study. "Access to the customer's private space works via the social web, but the multiplication must above all take place analogously."

Make customers a hands-on salesperson

The Customer is increasingly becoming the active factor of Marketing-campaigns, becomes part of the communication and thus a brand actor, if he can experience products and services at events, games or through lasting effects. For example, the functioned in the spirit of “I was there”. SALE by Corona Light.

About Facebook received the users who had previously expressed their sympathy with the company via the "Like" button (www.facebook.com / CoronaLight), the opportunity to upload a photo of yourself, which was then shown on a real advertisement in Times Square in New York. It is a mixture of user-generated content, do-it-yourself and the power of Web 2.0 that is behind the phenomenon of hands-on marketing of tomorrow.

Marketing by itself?

Discounts for your success (advertising)!

But one aspect sounds too good to be true: Marketing is said to be supposed to do something without any action Company – this is what the “haul marketing” trend is supposed to show. What is being kept secret: As various examples from Nestle to Pril show, such marketing can also be completely different fast become independent.

And what is Halu marketing? Quite simply: Ever since images were uploaded to the Internet can upload, give fashion-conscious Boy People with their beautiful clothes on. First they boasted about photos on private websites, then on weblogs (“fashion blogs”) and now in so-called haul videos.

Videobloggers film themselves

The Videobloggers film themselves - often with cheap webcams - and cut the resulting material itself synonymous. Several hundred thousand of these fashion-related contributions are currently on the YouTube video platform - and there will be more every day.

The editors of the program “Good Morning America”, which is broadcast on the US broadcaster ABC, calculated that the products discussed had already received 1.000.000 hours of free advertising via Haul video blogs. (Source: http://jezebel.com/#!5655171/ forget-vogue-fashions-new-key maker-is-youtube-teen)

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