TRENDAFRiCA October 4, 2012
The key trends, as identified by Native CEO, Jason Xenopoulos, include:
- Brands need to stand for something that resonates with consumers.
- Considered consumption is key for brands that want to reach consumers.
- Shared values are essential for brands wanting to succeed and create shared value by making a positive impact on the lives of consumers.
- Brand promises are moot – they are now judged by what they do.
- Partnering is key and brands that link to NGOs, innovation specialists, celebrities and consumers, create meaningful partnerships and value for brands.
- This growing trend of partnerships has led to branded content and user-generated content, which has given rise to “earned” media; positive sentiment from consumers.
- Advertising shouldn’t look like advertising… i.e., the Band Aid advertising which received an award at Cannes for its Muppets Band Aid Campaign: http://www.youtube.com/watch?v=lm5-KPW0x3U.
- Part of building shared value is creating an ecosystem of services. According to a study conducted by RightNow (Contagious Magazine), 86% of people will pay more for products that offer better experiences. This means that brands need to move from having a one-night stand with their consumers and work towards long-term relationships. Example: Nike, which was awarded the Cannes Lions 2012 Grand Prix award for its Nike Fuel campaign: http://www.youtube.com/watch?v=MT50eLLxPco which saw Nike market a ‘movement monitor’ that lights up to highlight a user’s activity target for the day: http://www.youtube.com/watch?v=TtfJAyjkkGs&feature=relmfu.The device then updates a social profile, creating an evolving online conversation and seamlessly slotting into the Nike philosophy – as stated by its vice president of digital sport, Stefan Olander – that when someone buys a product, it is the beginning of a relationship, not the end.
- Anticipating consumer needs in order to tap into them, even when it is a consumer need to disconnect from technology, where checking mobile phones at the door at a party is becoming popular.