1.
Strategic Sensing in Marketing (S2Mk)
...from the Maker Movement, Design Thinking,Translucency, the new “Social
Market” , Osmotic Consumers, Experimedia and Mallennials to Webrooming,
Micro-stores, Lifestyle Looking Pools, Experiential Valleys, Metrics that Matter and
Hubonomics .
Professor Luiz Moutinho
Foundation Chair of Marketing
Adam Smith Business School
University of Glasgow,
Scotland

2.
Will the maker movement go mainstream?DIY (do-it-yourself) is rapidly
transforming from the traditional “how to decorate or change a tire” towards
making or designing something for yourself and others. A growing number of
people are getting involved, from individuals to large corporations such as GE
Garage and Radioshack, who want to take advantage of the “maker” culture. 3D
printers are still pricey but will become more affordable for many people in the
next few years fuelling the growth of the Maker Movement.Chris Anderson, CEO
of autonomous aircraft and open source drone maker 3D Robotics believes “The
next generation of industrial designers are going to be the kids that get 3D
printers for Christmas this year.” (ZDNet)

3.
It’s a pop-up world: Here today, gone tomorrow is going mainstream. Why?
According to Spire Research brand owners value the pop-up store for reasons
including: Creating an instant buzz, allowing non-committal exposure through
short-term leases, offering opportunities for brands to experiment in informal,
cost-effective ways for new products and concepts. Many brands are now using
the pop-up concept, e.g. Nike, Kate Spade, Gucci, Louis Vuitton and Gap. Start-
up Republic Spaces is building on the trend with a boutique marketplace for
pop-up stores that connects emerging designers, brands, artisans, and DIYers
with appropriate retail space for short-term retail initiatives. Meanwhile miLES
aims to transform empty space in the Lower East Side of Manhattan, offering
storefront for short-term uses such as pop-up shops, events, classes, co-
working space, and anything else you can imagine. (Source: Mashable)

4.
Marketing Strategies for the Future
Normal has left the marketing arena
The old paradigm -- where businesses produced, marketers
talked, consumers listened and sales followed -- has given
way to an economy where customers co-create, marketing
strategies involves two-way interactions, and customized
product offerings move into the marketplace via channels
unheard of even a few years ago.

5.
• There's no doubt: Marketers are constantly looking
for metrics that matter.
• For many, however, page views, link clicks, unique visitors,
and even social interactions — such as likes and favourites
—just aren't cutting it anymore.
Attention Metrics: The Future of Measurement in Marketing
Here's why modern marketers should gauge consumers' consumption, engagement, and attention.

6.
• Shallow Metrics tend to measure volume rather than
consumption of content. Marketers should no longer want
just clicks but rather viewers’ time----and most important,
ATTENTION.
As an industry, and to create a more sustainable economic
model, they need to think about the real quality of marketing
messages.
Ask yourself….”What holds PEOPLE’S ATTENTION?”

7.
Marketers today need to focus more on attention metrics—
or those measurements that track the “total time audience
members spend with content and their level of
engagement.”

8.
• Attention metrics enable marketers to delve deeper into the
subjects, trends ,motives, and values that are top-of-mind for
the audience. ATENTION IS MINDSHARE.Attention means
that some amount of thought is diverted towards that
message or product. It is when you apply a little bit more of
your consideration-----that spectrum of thought that someone
gives towards something.

9.
.
• But exactly how do you quantify attention?
• You can start by measuring viewability and longevity of
content. Viewability is simply the metric that is used to
determine whether a message was seen; longevity is the
time spent with content.

10.
Marketers should really measure other attention-centric
metrics, like the view-through rate—or the percentage of
people who play videos in their entirety, for example. In
essence, measure completion and engagement.
Despite the relative newness of EARNED attention
metrics, they are the measurements of the future.
This is the next evolution of marketing metrics. The
important thing that we cannot lose sight of this ,making
sure we create metrics that translate into something
meaningful and material.

11.
TRENDS IN GLOBAL MARKETING-Hubonomics: The new
face of globalization
As production and consumption become more distributed, hubs
will characterize the next wave of “globalization.” They will
specialize to support the needs of growing regional trade,
emerging city states, on-line communities of choice, and the
next generation of flexible workers and entrepreneurs.
Underpinning these hubs will be global knowledge networks and
new business and governance models based on hubonomics™,
that leverage global assets and hub strengths to deliver local
value.

12.
TRENDS in INTERNATIONAL MARKETING-Marketing
will shift from globalization to personalization. The world
is more connected because of technology these days, but
marketing is becoming more regionalized, and more
localized, even more individualized, as consumers resist
homogenization. Personalization is not a trend. It is a
marketing tsunami, here to stay, which will transform how we
think about and how we manage global brands. Companies
will decentralizing their structure and increase regional and
local influence.

13.
Trends in International Marketing
EXTENDING BOUNDARIES. Use digital media channels to
reach new customers and global markets. Companies do not
have to buy expensive real estate every time they set up shop in
a new country or market. They can use the power of the Internet
to reach new customers with targeted global marketing content
and campaigns. Global marketers need to know who their
customers are and adapt brand and marketing messages to suit
the language and culture.

14.
You have to be fast on your feet and adaptive or else a
strategy is useless.
Charles de Gaulle