This document provides an overview of marketing trends and themes for 2009. It discusses how marketing is changing due to shifts in media, mobile, social media, and consumer behavior. Key themes for 2009 include simplifying products and experiences for consumers, connecting people through shared interests, giving value through free content and services, empowering consumers to create and share, inspiring innovative content, and adapting to changing technologies and needs. The document provides many examples of companies demonstrating these themes.
6. Change in marketing
"Your clients are in trouble.
They are looking to you to
save them. The ad inventory
that has been sold for the last
50 years no longer works,
and marketers have started
to figure that out."
John Stratton
CMO
Verizon Wireless
More Info: http://adage.com/article?article_id=48451
7. Change in marketing
"We’re not in the business
of keeping the media
companies alive. We’re in
the business of connecting
with consumers."
Trevor Edwards
Vice President
Global Brand & Category Management
Nike
More Info: http://www.nytimes.com/2007/10/14/business/media/14ad.html
8. Change in marketing
"Your brand is no stronger than your
reputation—and will increasingly depend
on what comes up when you are Googled."
Allan Jenkins
Global Communications Consultant
More Info: http://allanjenkins.typepad.com/my_weblog/
20. Change in mobile
Over 17MM sold so far
6.8MM sold in Q3
4.3MM sold in Q4
Over 66% of mobile web browsing is done
on an iPhone.1
Google sees 50 times more search requests
coming from Apple iPhones than any other
mobile handset.2
Source 1: http://marketshare.hitslink.com/mobile-phones.aspx?qprid=55
Source 2: http://blog.wired.com/business/2008/02/iphone-users-ar.html
51. Connect
As social media matures, more and more people are
looking to connect with people, companies and things
that share or support their interests, beliefs and values.
Connect people to these things and others that are like
them to build a stronger relationship with them.
71. Burger King
More Info: http://blogs.wsj.com/digits/2009/01/15/burger-king-cancels-facebook-ad-campaign/ IMAGE: FLICKR / JASONLAM
72. Music
Radiohead Nine Inch Nails Girl Talk
More Info:
Radiohead: http://blog.wired.com/music/2008/10/radioheads-in-r.html
Nine Inch Nails: http://www.rollingstone.com/rockdaily/index.php/2009/01/07/nine-inch-nails-ghosts-tops-amazon-mp3-sales-chart-despite-being-given-away-for-free/
Girl Talk: http://www.rollingstone.com/rockdaily/index.php/2008/07/08/thousands-grab-girl-talks-feed-the-animals-for-free-creating-doubts-about-pay-what-you-want/
80. Empower
The growth and evolution of social media is making it
easier and easier for more people to collaborate with
each other to build, make, think and do things they’re
passionate about with each other.
Empower people to do these things by providing them
with tools, access and connections that make them feel
like they have a role in the success of your brand.
92. Inspire
Despite the ease with which we can all create more
content, being good at it still requires skill and talent.
Create stuff that inspires people to tell others about
you. Create stuff that inspires people with skills and
talent to want to create more stuff for and with you.
93. It’s about doing stuff
More Info: http://paulisakson.typepad.com/planning/2009/01/how-to-leverage-social-media.html
114. Adapt
The world is changing.
We can’t keep doing things the way we always have.
Look for new ways to communicate and connect with
people—show them that you “get it.”
137. Inspiration & Collaborators
PSFK Marc Jensen
http://www.psfk.com/ Vice President of Technology
space150
Jim Cuene
General Mills Nicole Newville
http://cuene.typepad.com/ Director of Modern Media
space150
Heidi Keel
Strategic Planner
space150
Bethany Iverson
Associate Strategic Planner
space150