Five Trend Predictions for 2013

Thomas Crampton | Regional Director, Asia-Pacific Hannah Law | Senior Regional Strategist, Asia-Pacific February 2013

5 Trends

Be mobile, not do mobile

Bricks and Bytes: create shopping experiences, not transactions

Brand-awakened: brands with a higher purpose rule

Live in 60 Seconds: concept to production at speed

Smart Data: Big Data’s older, wiser sister

1

2

3

4

5

Be mobile, not do mobile

4

ww

SOURCE: KICKSTARTER.COM

Consumers are active and want to take their devices with them. They’re screen hoarders. In Asia it’s about multiple mobiles as much as multiple devices.

0%  

20%  

40%  

60%  

80%  

100%  

2011   2012   2013   2014  

Global  Notebook  PC  and  Tablet  Shipment  Share  Forecast  

Tablet  PC  Notebook  PC  

Source:  NPD  Display  Search,  2013    

Device growth will be in smart devices: global tablets sales will overtake desktops in Q2. Tablet PC shipments have already surpassed notebook PC shipments in China.

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

Browse  the  internet   Use  social  forums  e.g.  Facebook  

Chat  e.g.  MSN  

Online  ac:vi:es  engaged  in  at  least  once  p/week  while  watching  TV  or  video  content  Bases:  US,  UK,  Germany,  Spain,  Sweden,  China  &  Taiwan  

2011  2012  

Source:  Ericsson  ConsumerLab,  ‘TV  &  Video  Report’  August  2012  

Devices will be used at the same time as using other technology but normally for unrelated tasks, like social networking.

Source:  Kickstarter.com  

Early adopters won’t let technology limitations slow them down. They’ll use smart-watches, like Pebble that control music, track exercise and sync with your smartphone.

Source:  pocket-­‐lint.com  

They’ll even try wearable screens: Google’s augmented reality Glasses just gained some street cred when they were worn by models on the Diane von Furstenberg catwalk.

Source:  Chrisperks.com  

Heineken Star Player App let fans predict goals in real-time with UEFA Champion’s League. It generated 87% positive feedback and 56 minutes dwell time on the iPhone app.

Who’s already on-trend?

How can you use this trend? Re-imagine brand experience without technology limitations

Bricks and Bytes: shopping experiences, not transactions

Photo  courtesy  of  hQp://hongkong.geoexpat.com/forum/members/pin-­‐20310.html  

eCommerce is continuing to grow, especially in fashion and electronics. Alibaba recorded $150billion+ sales in 2012, up 60% from 2011.

Source:  eMarketer,  January  2013  

This year the strongest eCommerce buyer penetration growth will come from China, followed by South Korea.

Source:  Kickstarter.com  

Personal recommendations continue to influence purchase behaviours, with sites such as Snoox, Hunch and The Find gaining popularity.

Innovative start-ups are by-passing bricks-and-mortar and providing unique experiences online: giving brand advocates the chance to be affiliate sellers or co-creators.

Bricks-and-mortar stores aren’t irrelevant: they’ll always be there but they will provide experiences, not just transactions.

Burberry’s flagship store in London embodies online-offline integration with RFID chips in clothes to product story content live on-screen in change-rooms.

Who’s already on-trend?

Yihaodian has launched 1000 virtual supermarkets that use AR technology to bring blank spaces in the real world to life in the virtual world.

Who’s already on-trend?

How can you use this trend? Give people an emotional reason to shop with you.

Brand Awakened: brands with a higher purpose rule

Photo  courtesy  of  colbycsbc  tumblr  

“Brands should have identities that are timeless, that stand apart from the march of history.” Douglas Holt, Cultural Strategy

Those brands have the upperhand in social: they’ve already given consumers a reason to talk about them and a reason to love or hate them.

And consumers will talk.

And contribute to your brand story.

Brands with a higher purpose related to health and wellness will win in 2013 because 74% of consumers believe wellness will be (even)more important in the future

Who’s already on-trend?

Apple, of course. “Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate them.” Steve Jobs, 1980s

Who’s already on-trend?

How can you use this trend? Build an icon around a cultural tension and your brand’s ‘best self’

Live in 60 seconds: concept to production at speed

Photo  courtesy  of  colbycsbc  tumblr  

Technology has sped up everything from transport to computers.

Now you business is expected to match pace, with everything from production to advertising.

FujiFilm has a 3D printing kiosk that enables customers to customise products.

Who’s already on-trend?

Nike Find Your Greatness: inspirational quotes related to achievements of China athletes in the Olympics were posted on social media within minutes of the event.

Who’s already on-trend?

How can you use this trend? (Re)learn to be nimble.

Smart Data: big data’s older, wiser sister

We’ve seen the explosion of data – big data – but why should you be measuring everything that moves?

You’re better off identifying the KPIs and metrics that are important to you. Then pay close attention to the metrics that count.

Facebook’s exploring smart data: Graph Search will give users personalised search of people, places, products and services … based on the information Facebook has about us.

Uncovet uses social data – from the interest and social graph – to create a personalised shopping experience or ‘style graph’. Here, big data is used smartly.

IBM used augmented reality to show how smart data could make the world work better.

Who’s already on-trend?

How can you use this trend? Don’t sweat the small stuff: know what you want to measure and focus on it.

Thomas Crampton @thomascrampton

Asia-Pacific Director Ogilvy | Hong Kong

Hannah Law @hannahlaw

Senior Digital Strategist Ogilvy | Hong Kong

Thank  you!