Marketing TrendsMarketing Trends

Nouveau NicheNouveau Niche Consumers are more individualized, expect very Consumers are more individualized, expect very

good service and experience addressing their good service and experience addressing their needsneeds

One billion on line users and “It’s all about me!”One billion on line users and “It’s all about me!” They ignore advertising and know quality and They ignore advertising and know quality and

fair pricefair price Virtually everything made and broadcast to any Virtually everything made and broadcast to any

spec and batch sizespec and batch size Equipped with professional hardware and Equipped with professional hardware and

software are producing new book, article, songs, software are producing new book, article, songs, photographs, videos for micro audiences.photographs, videos for micro audiences.

Master of the YouniverseMaster of the Youniverse New Consumer is “empowered,” “better informed,” New Consumer is “empowered,” “better informed,”

“switched on”“switched on” Want to be are feel in control with degree of freedom, Want to be are feel in control with degree of freedom,

mobility, independencemobility, independence– Addicted to online access (6.396 billion online worldwide)Addicted to online access (6.396 billion online worldwide)

– 1.6 billion worldwide cell phone users in 2004 1.6 billion worldwide cell phone users in 2004

– 24/7 online mindset24/7 online mindset

GravanityGravanity The naming of a product or service on behalf of The naming of a product or service on behalf of

customerscustomers Graffiti meets vanityGraffiti meets vanity

– Museums selling sponsorships of works of artMuseums selling sponsorships of works of art

– Dutch postal service offers ability to create your own stamps Dutch postal service offers ability to create your own stamps using photo of choice using photo of choice

Branded BrandsBranded Brands Two or three brands team up and combine their core Two or three brands team up and combine their core

competencies into something that is new and desirablecompetencies into something that is new and desirable Branded innovations:Branded innovations:

– Phillips’ and P&G introduce an integrated power toothbrush Phillips’ and P&G introduce an integrated power toothbrush and liquid toothpaste dispenser to create professional home and liquid toothpaste dispenser to create professional home dental caredental care

– Phillip’s and Sara Lee branded coffee machine (25% of Dutch Phillip’s and Sara Lee branded coffee machine (25% of Dutch households)households)

– Holiday Inn and Nickelodeon open Nickelodeon Family SuitesHoliday Inn and Nickelodeon open Nickelodeon Family Suites

Ready-To-KnowReady-To-Know The “google effect” – demanding and getting The “google effect” – demanding and getting

instant answersinstant answers Expecting any information deemed relevant to be Expecting any information deemed relevant to be

available instantlyavailable instantly– Shazam:Shazam: Point cell phone at music source for instant Point cell phone at music source for instant

text message of performer and tracktext message of performer and track– Text-a-House: Text-a-House: Dutch real estate venture gives cell Dutch real estate venture gives cell

phone user instant info on price, # of rooms, square phone user instant info on price, # of rooms, square footage, etcfootage, etc

– Scan Search:Scan Search: Customer scans barcode for instant Customer scans barcode for instant access to Amazon.com Japan offer at lower price and access to Amazon.com Japan offer at lower price and instant ordering instant ordering

MassclusivityMassclusivity ““Exclusivity for the masses”Exclusivity for the masses” Instant add-on and revenue booster Instant add-on and revenue booster Scarcity of respect and privilege reason enough to add Scarcity of respect and privilege reason enough to add

them to your offeringthem to your offering– Royal-Class airport lounges and invitation-only Centurion Royal-Class airport lounges and invitation-only Centurion

credit cardscredit cards– SIA offering first and business-class SIA offering first and business-class onlyonly flight to USA flight to USA– Boston’s Boston’s LimoLiner LimoLiner to NYC with 28 passengers, roomy to NYC with 28 passengers, roomy

leather seats, food service, 10-seat conference center, WiFi leather seats, food service, 10-seat conference center, WiFi network and Ethernet connections.network and Ethernet connections.

– Sony’s US Sony’s US Qualia Qualia a high end mass class brand to “evoke a high end mass class brand to “evoke strong emotional value with products and services that go strong emotional value with products and services that go beyond the boundaries of manufacturing and design beyond the boundaries of manufacturing and design excellence” excellence”

Customer-MadeCustomer-Made Corporations creating goods, services, experiences in Corporations creating goods, services, experiences in

close cooperation with consumers, tapping into their close cooperation with consumers, tapping into their intellectual capital, in tern giving them a direct say in intellectual capital, in tern giving them a direct say in what actually gets produced, manufactured, developed, what actually gets produced, manufactured, developed, designed, serviced, or processed.designed, serviced, or processed.– Boeing’s Boeing’s World Wide Design TeamWorld Wide Design Team, an internet-based global , an internet-based global

forum that encourages participation and feedback while it forum that encourages participation and feedback while it develops its new airplane – “creating the plane of the future.”develops its new airplane – “creating the plane of the future.”

– John Fluevog, shoe designer, has site section John Fluevog, shoe designer, has site section Open Source Open Source FootwearFootwear where serious Fluevog owners can submit shoe where serious Fluevog owners can submit shoe designs and winning design gets put into production designs and winning design gets put into production

No-Frills ChicNo-Frills Chic Low cost goods and services that add design, third-party Low cost goods and services that add design, third-party

high quality elements and/or exceptional customer high quality elements and/or exceptional customer service to create top quality experiences at low prices.service to create top quality experiences at low prices.– Jet BlueJet Blue and and Song.Song. Airlines offering sense of style and Airlines offering sense of style and

comfort comfort

InsperiencesInsperiences Consumer’s desire to invite brands offering experiences Consumer’s desire to invite brands offering experiences

exclusive to public domain into their domestic domain.exclusive to public domain into their domestic domain. Resulting from: rampant individuality, post 9/11 Resulting from: rampant individuality, post 9/11

insecurity, prosperity and demand for com fort and insecurity, prosperity and demand for com fort and quality from mature and experienced consumersquality from mature and experienced consumers– Home theaters (USD 15-20,000)Home theaters (USD 15-20,000)

– Game Rooms Game Rooms

– Home OfficesHome Offices

Pop-Up RetailPop-Up Retail Unannounced temporary brick and mortar retail outletsUnannounced temporary brick and mortar retail outlets Disappear quickly or morphDisappear quickly or morph Exclusivity and surprise feel of gallery, theatresExclusivity and surprise feel of gallery, theatres

– SoHo based flagship SoHo based flagship Song Song store offered in-flight menu store offered in-flight menu samples, travel gear, in-flight entertainment sample options, samples, travel gear, in-flight entertainment sample options, ticket sales, brand samples via Disney, Coca-Cola, Health ticket sales, brand samples via Disney, Coca-Cola, Health magazinemagazine

– Ebay Ebay invited six interior designers to furnish NYC penthouse invited six interior designers to furnish NYC penthouse with limited budget and furniture/accessories purchased on with limited budget and furniture/accessories purchased on EbayEbay

Sachet MarketingSachet Marketing For consumers who cannot not For consumers who cannot not yetyet afford to fully be part afford to fully be part

of the consumer society.of the consumer society. Named after single-use shampoo sachets selling for cents Named after single-use shampoo sachets selling for cents

in emerging economies.in emerging economies.– GrameenphoneGrameenphone, Bangladesh’s leading cell phone operator , Bangladesh’s leading cell phone operator

sells low price package to “phone ladies” in small villages, sells low price package to “phone ladies” in small villages, who share cell phone use with other villagers at few taka per who share cell phone use with other villagers at few taka per callcall

– UnileverUnilever sells bran detergent that meets needs of low-income sells bran detergent that meets needs of low-income consumer who want affordable, yet effective product for consumer who want affordable, yet effective product for laundry often washed by hand in river waterlaundry often washed by hand in river water

Curated ConsumptionCurated Consumption ““Editors” who pre-select for the consumer from the Editors” who pre-select for the consumer from the

avalanche of choice and abundance of high quality goods avalanche of choice and abundance of high quality goods with variations of brand, flavor and color -what to buy, with variations of brand, flavor and color -what to buy, what to experience, what to wear, what to read, what to what to experience, what to wear, what to read, what to drink… drink… – Microzine Microzine a monthly men’s style magazine to London living a monthly men’s style magazine to London living

room retail store offering merchandise with storyroom retail store offering merchandise with story

– Anthropologie, Urban OutfittersAnthropologie, Urban Outfitters

– Oprah Oprah and other life coaches and other life coaches

5 Star Living5 Star Living 5 star hotels joint venture with real estate developers5 star hotels joint venture with real estate developers Hotels offer services previously for guests only to Hotels offer services previously for guests only to

owners of luxury residential properties located next or owners of luxury residential properties located next or on top of sumptuous hotelson top of sumptuous hotels– The ResidencesThe Residences, condo hotel enclave built on MGM Grand , condo hotel enclave built on MGM Grand

grounds in Las Vegas. Suites w/pleasures of being an owner grounds in Las Vegas. Suites w/pleasures of being an owner andand a pampered guest a pampered guest

Life-CachingLife-Caching Consumers collecting, storing, displaying, their Consumers collecting, storing, displaying, their

entire lives for personal use, or for friends and entire lives for personal use, or for friends and family, even for the entire world to observe.family, even for the entire world to observe.

Consumer enabling hardware and software, Consumer enabling hardware and software, available ample storage space, blogging available ample storage space, blogging mentality, coupled with mass life caching mentality, coupled with mass life caching products at mass pricesproducts at mass prices– Samsung’sSamsung’s “Show Your World” US ad urging “Show Your World” US ad urging

camera phone users to record daily lives and turn into camera phone users to record daily lives and turn into movies movies

– Nokia’s Nokia’s launch of “Lifeblog” service software that launch of “Lifeblog” service software that arranges all messages, images, notes, videos, arranges all messages, images, notes, videos, sondclips captured on mobile phonessondclips captured on mobile phones

Early BirdingEarly Birding Proliferation of advance online bookings, early Proliferation of advance online bookings, early

notifications and pre-ordering for desirable and notifications and pre-ordering for desirable and anticipated services and goodsanticipated services and goods

Willing to pay more to get what they want nthe minute it Willing to pay more to get what they want nthe minute it becomes availablebecomes available– AmazonAmazon 1.3 million advance orders of “Harry Potter and the 1.3 million advance orders of “Harry Potter and the

Order of the Phoenix.” Delivered 800,000 via US Postal Order of the Phoenix.” Delivered 800,000 via US Postal Service on June 21 release date. Netted 250,000 new Service on June 21 release date. Netted 250,000 new customers.customers.

– Apple’s Apple’s intro of iPod netted 100,000 advance orders, $25 intro of iPod netted 100,000 advance orders, $25 million pre-launch sales.million pre-launch sales.

HypertaskingHypertasking Doing loads of things simultaneously is moving from the Doing loads of things simultaneously is moving from the

desk top to our daily lives watching TV and surfing the desk top to our daily lives watching TV and surfing the net; conducting meetings over the phone while in the net; conducting meetings over the phone while in the bathroombathroom– 70% of media users consume more than one medium (radio, 70% of media users consume more than one medium (radio,

on-line, TV, newspaper) at the same timeon-line, TV, newspaper) at the same time

– Starbuck’s T-Mobile partnership offering WiFi hotspots and Starbuck’s T-Mobile partnership offering WiFi hotspots and enabling hypertasking customer to check e-mail, look-up data, enabling hypertasking customer to check e-mail, look-up data, meet with friends, organize a business meetingmeet with friends, organize a business meeting

Feeder BusinessesFeeder Businesses Small, sometimes tiny, new businesses and services that Small, sometimes tiny, new businesses and services that

feed off new economy stars – eBay, Google, Match.com, feed off new economy stars – eBay, Google, Match.com, AmazonAmazon

Make it easier for consumers and businesses to use a key Make it easier for consumers and businesses to use a key service that has become so sophisticated to need the help service that has become so sophisticated to need the help of specialists to use effectivley.of specialists to use effectivley.– OnLine Dating: OnLine Dating: Profiledoctor.comProfiledoctor.com edits customers’ ads to edits customers’ ads to

attract more potential dates. attract more potential dates. E-cyrano.com E-cyrano.com helps write helps write enticing dating profiles. enticing dating profiles. Soulmatepics,com Soulmatepics,com does photo does photo sessionssessions

– Airline Meals: Airline Meals: Alpha D’lish - Alpha D’lish - flyers canflyers can pre-select from on-pre-select from on-line menu 48 hrs prior to flight. Pre-ordered meals are served line menu 48 hrs prior to flight. Pre-ordered meals are served by crew during normal meal serviceby crew during normal meal service

Diaspora ManagementDiaspora Management Governments putting former citizens to use to form Governments putting former citizens to use to form

strong business and cultural communities that promote strong business and cultural communities that promote the best and brightest from the “motherland” in their new the best and brightest from the “motherland” in their new countries of residence.countries of residence.– Invited 2000 successful non-resident Indians from 63 countries Invited 2000 successful non-resident Indians from 63 countries

to New Delhi to determine how the resources and to New Delhi to determine how the resources and

achievements of Indians abroad might be used to uplift India achievements of Indians abroad might be used to uplift India

On-Line OxygenOn-Line Oxygen On-line access perceived as an On-line access perceived as an absolute necessityabsolute necessity

– One third of all American internet users now have access to One third of all American internet users now have access to broadband connection, 50% jump from last year.broadband connection, 50% jump from last year.

– In Europe, 136% increase in broadband connectionsIn Europe, 136% increase in broadband connections

– Relentless promotion of WiFi enabled laptops and hotspots in Relentless promotion of WiFi enabled laptops and hotspots in airports, Starbucks, Borders, hotels and other public locationsairports, Starbucks, Borders, hotels and other public locations

– Internet now the primary communication tool of teenagersInternet now the primary communication tool of teenagers

– WiFi onboard Lufthansa and British Air introducing WiFi via WiFi onboard Lufthansa and British Air introducing WiFi via Boeings ConneXion TechnologyBoeings ConneXion Technology

– Bell Canada and Via Rail launched North American WiFi pilot Bell Canada and Via Rail launched North American WiFi pilot on moving passenger train caron moving passenger train car