Anti-business sentiment, the evolving path to purchase, and broadening definitions of social media are among the main issues now facing marketers, according to the Toolkit 2013 trend report released by Warc (@WarcEditors) and Deloitte (@Deloitte).
The Toolkit 2013 report highlights 4 key priorities for brands:
1. Gain an increasingly in-depth understanding of changing consumer expectations, as hard-pressed shoppers take their anger out on major corporations in difficult times.
Companies must show they are making a positive difference by focusing on areas like values, ethics and authenticity, contributing to an easier life, or solving everyday problems.
2. Understand the impact of technology on the path to purchase, in particular the rise of "showrooming" (comparing products and prices while in stores on a mobile phone) and "multi-screening" (using digital devices while watching TV).
These trends suggest marketers should look at more closely aligning in-store messages with mobile, and by ensuring TV activity is joined up with social media, search, and e-commerce.
3. Be aware of new thinking on social media and social influence. The "social" channel is much wider than "social media" alone, particularly when it comes to the potential benefits of looking for influential advocates offline as well as online.
4. Marketers should carefully consider their options regarding "big data" to avoid running the risk of alienating consumers through poorly executed attempts at personalization.
Download our white paper, “Tech, Trends, & Retail Success: See the Future and Act Now,” in which we detail the elements of creating extreme retail in-store experiences.
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