360? Marketing Trends For 2010: Dior, Etam, Coca Cola, Lufthansa, Foursquare, Sephora, Body Shop
In 2009, there was an enlarge in speed of marketinginvestmentshift from Off-Line to On-Linechannels. A investigate from Forrester amongst Marketing Leaders indicates that Chief Marketing Officers from their row (mainly ubiquitous companies) have been formulation to enlarge their On-Line media spending up to 39% of their sum media investments in 2010. However, On-Line as great as Off-line activities should not be away as a caller of a genuine store would have searched report upon Internet prior to to his purchase.
The vicious stairs sojourn a same opposite all selling channels:
– Drive Visibility/Awareness
– Generate traffic
– Increase conversion
Let’s have a demeanour upon 5 trends for 2010 on how brands would bond a dots:
TREND #1: CONSISTENCY OF BRAND EXPERIENCE ACROSS CHANNELS
The consumer will go by opposite stairs before, during as great as after a purchase. The inlet as great as a sort of knowledge opposite those opposite points of contacts have been consequential for a code as great as a client. Especially as clients pattern a richer, some-more honest as great as grown up relations with their brands whatever a sort of products (from FMCG to Luxury brands). This Relationship Building would need to compare a farrago of attitudes as great as behaviors of clients though with a single usual factor: consistency.
Microsoft remade a digital knowledge in to a petrify a single by substantiating a Windows Café in Paris for ancillary a launch of Windows 7.
I have finished in a prior post an research upon Nespresso as a great e.g. of this direction (analysis accessible upon my Blog).
TREND #5: TARGETED OR SEGMENTED OFFERS
Consumers demeanour for some-more as great as some-more specific as great as specialized products. It could go over a great grown proceed of customization.
Capitalizing upon sentimental consumers
Vintage products have been some-more as great as some-more popular. Market Publique is a marketplace place specialized in this product difficulty as great as gathers buyers as great as sellers in to a village around reward as great as tall finish conform selected collections.
The cosmetic code Body Shop has motionless to aim their sentimental consumers as great as to re-launch a successful product line from a 80’s that had been discontinued.
TREND #2: ENGAGING CONSUMERS ON RELEVANT TOPICS FOR THEM
Consumers pattern interactions with brands that foster their areas of interests.
Etam (French slip code as great as sell chain) has multiplied by a 3 a Facebook community by organizing an online “fashion defilé”. The beginning was aligned with a aim assembly as 85% of a latest members were women.
In France, Coca Cola as great as Skyrock (leading FM air wave as great as blogging height amongst teenagers) assimilated their forces for setting-up a Community to foster active rendezvous of immature people for ancillary amicable projects. This partnership upon a amicable shortcoming thesis in between 2 brands carrying a same aim assembly though not competing but delay could be a source of impulse for alternative commercial operation sectors.
TREND #3: HELPING CONSUMER’S MOBILITY WITH MOBILE SERVICES
The Warm Cookie Radar from Specialty’s Cafe & Bakery sends email alerts to consumers when uninformed cookies have only been prepared.
Lufthansa launched in Oct 2009, a mobility use MySkyStatus. Travelers have been sensitive in genuine time upon a standing of their flights around email, Facebook or Twitter.
Obviously, Foursquare is a great painting of “what’s entrance next” in conditions of localization as great as interactivity. This use allows we to tab engaging places in your city (restaurants, bars, shops), share it with your friends as great as stay in hit with them when we have been mobile. Meanwhile, we pick up points to find latest places from alternative communities.
TREND #4: EXPERIENCE AT RETAIL IS A MATTER OF INNOVATION AND EXCLUSIVITY
Sephora have launched their latest judgment of flagship stores in Italy (Milan) . In this latest emporium all is finished to renovate a client’s revisit in to an superb knowledge where services take a vital role: Beauty Bar, make-up school, shows as great as even pop-up Spa.
Products have been not not asked as disdainful collaborations have been enriched over years with Marc Jacobs as great as Laduree (luxury cookies…but delicious) in Paris for structure special product lines.
The store moves from a sell place to a lifestyle place. In a meantime, a synergy with ecommerce has been reinforced. In France, a online sales channel represents a #1 emporium in conditions of trade as great as a 4th in conditions of turnover.
In a oppulance industry, Fabergé motionless to pull exclusivity to a limit. The brand’s website does not arrangement a pick up of products but an particular registration finished by a sales agent. This step will trigger a in isolation appointment for a display of a pick up online. The rest of a website focuses upon a story as great as a truth of a brand.
Community targeting
Community of clients or users could be a back-bone from product growth to dedicated commercialization models.
The direct-sales cosmetic code Mark (sister code of Avon) launched an eShop upon their Facebook Page. Their immature consumers can code their nearest sales repute amongst their village or take good of a Fan page to squeeze directly.
On a alternative hand, a US sell sequence Marbles offers games to await as great as rise mental lively amongst comparison people. 200 products have been categorized by a sort of mental duty to say or improve.
The conform zone is modernized in this practice. Clients amongst their village could lead a product pattern prior to pity their origination (Trendy Workshop) or choosing by casting votes upon opposite designs prior to initiating a last prolongation (ModCloth.com).
We will see over 2010 how those trends would be confirmed…or not!
I am obliged for a selling height www.customercentric.org that is a basement for on-line selling tips as great as consultancy activities. My core competencies: Digital marketing, e-business, government of selling channels as great as code building. we have hold opposite positions in a area of vital & operational marketing, sales as great as ubiquitous management.
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