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[Study} Future of Marketing: Social Media, Travel Trends & Haule Marketing

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: Away from one-way street advertising towards more dialogue with customers.
Marketing

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 into 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 on the Internet before 28 percent use “acquaintances” as the second most powerful source of information.

Online + Offline

So marketers would do well to support the communication of their offer to potential customers. The combination of online and offline offers particular opportunities, as the first “Word-OFF-Mouth” trend described in the marketing study has in mind.

A practical example is provided by the new “Canvas” brand from 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.

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The references to the hiding places were also available via Facebook. “The challenge of the future will therefore primarily be to find the right dose between online recruiting and offline marketing events,” according to the authors of the study. "The access to the private space of the customers works via the social web, but the multiplication has to be analogous above all."

Make customers a hands-on salesperson

The customer is increasingly becoming an active factor in marketing campaigns, becoming part of the communication and thus a brand actor when he can experience products and services at events, games or through sustainable effects. Corona Light, for example, worked in the spirit of “I was there”.

About Facebook the users who had previously expressed their sympathy with the Company had declared (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?

But one aspect sounds too good to be true: Supposedly, marketing should even be done without any company doing anything - this is what the “haul marketing” trend is supposed to show. What is kept secret: As various examples from Nestle to Pril show, such marketing can quickly become independent.

And what is Halu Marketing? It's simple: since you can upload pictures to the Internet, fashion-conscious young people have been showing off their beautiful clothes. First people bragged about photos on private homepages, 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 runs on the US broadcaster ABC, have calculated that the products discussed have 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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4 responses to "[Study} future of marketing: social media, travel trends & haule marketing"

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