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

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Matthias Horx's Institute for the Future has once again published a study. This time it's about current marketing trends, more precisely about the paradigm shift in advertising communication: away from one-way advertising to more dialogue with customers. Marketing

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Simone Janson Simone JansonSimone Janson is publisherConsultant and head of the Institute's job pictures Yourweb.


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 recommendation marketing”. In addition to the increasingly 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 online before using 28 percent “acquaintances” as the second strongest source of information.

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Online + Offline

So marketers are well advised to support communication about their offerings among potential customers. There are special opportunities in the combination of online and offline, 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.

The references to the hiding places were also available via Facebook. “The challenge of the future is therefore above all 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."

Make customers a hands-on salesperson

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

About Facebook users who had previously expressed their sympathy with the “Like” button 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.

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Marketing by itself?

But one aspect sounds too good to be true: Supposedly, marketing should even be done without the help of a company - the “Haul Marketing” trend should show that. What is kept secret: As various examples from Nestle to Pril show, such marketing can also become independent very quickly.

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 they bragged about photos on private websites, then on blogs (“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 is broadcast on the US broadcaster ABC, calculated that the products discussed had 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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