America in 2014-What's Going to Matter to Marketers

  • View
    5.018

  • Download
    8

Embed Size (px)

DESCRIPTION

How America looks in 2014- the key themes in society, culture and marketing that are relevant to brands and brand marketers. A deck to hack and remix

Text of America in 2014-What's Going to Matter to Marketers

  • AMERICA IN 2014 JANUARY 7TH, 2014 Wednesday, January 8, 14
  • AMERICA IN 2014 HOW TECHNOLOGY IS CHANGING US AND BRAND MARKETING JANUARY 7TH, 2014 Wednesday, January 8, 14
  • BSSP IS... A 21 year-old communication agency Offices in Sausalito and NY A roster of clients that includes- Priceline, MINI, US Bank, Roku, El Pollo Loco, Greyhound, ISIS Parent of Influx-strategic consulting unit 3 Wednesday, January 8, 14
  • NOT ANOTHER TRENDS DECK! Brands need to keep abreast of the constantly changing context This is a compendium/collection and guide to the stuff thats already out there Opportunities are found in the context Not pie-in-the sky- grounded in past realities Food for thought/Inspiration/Raw material to remix and play with An opportunity for discussion 4 Wednesday, January 8, 14
  • CRYSTAL BALL GAZING WITH FEET ON THE GROUND A SET OF THEMES THAT BUILD UPON WHAT WEVE ALREADY STARTED TO SEE IN 2012-2013 5 Wednesday, January 8, 14
  • WHAT ARE THE THEME AREAS? A MIX OF MACRO, SOCIETAL, CULTURAL AND MARKETING SPECIFIC 6 Wednesday, January 8, 14
  • AMERICA IN 2014 Wednesday, January 8, 14
  • PREFACE America is changing Its an older, more diverse and more connected country. Traditional institutions are transforming in front of our eyes- e.g-The American family, expectations of ownership, careers, marriage, education and with them definitions of success, happiness and The American Dream As these institutions transform- theres emerging debate and what else needs to change There are signs of increasing openness and tolerance, but these new values are required to co-exist with the more traditional values- leading to tension and divsion America increasingly has to be more global in outlook as it searches for new talent and markets Because technology is the singular and the most pervasive foce of change, this presentation explores its impact by highlighting specific themes/trends- some are potential tactics and others involve more significant transformative change It highlights evidence in the form of quotes and examples of manifestations It challenges brand marketers on their level of preparedness for this changed landscape 8 Wednesday, January 8, 14
  • AMERICA IN 2014 The Big Macro Perpetual Disruption Class and Tech Tensions The Rise of New Learning Cultures Societal Relationships Made Easier Secrecy The Power of the Visual Mobile is Everything 9 Wednesday, January 8, 14
  • AMERICA IN 2014 Culture A Backlash against Sameness? Small is Cool, if.... Editors, Curators and Motivators Bloom High and Low Brow Co-Exist 10 Wednesday, January 8, 14
  • AMERICA IN 2014 Marketing Specific One-to-One Realized Livejacking Data with Every Thing Wanted: A Killer App for the Second Screen Shopping the Intelligent Web The Physical Matters even More Storytellers Demanded Consumer Created Gets Better 11 Wednesday, January 8, 14
  • BIG MACRO Wednesday, January 8, 14
  • PERPETUAL DISRUPTION Wednesday, January 8, 14
  • PERPETUAL DISRUPTION Googles Chromebook - Rapid success in new market 14 Wednesday, January 8, 14
  • PERPETUAL DISRUPTION- FROM HERO TO ZERO Zyngas stock price They rely too much on reacting to what is making money now, and too much on their own data. They dont strive to make anything new or innovative and thats no way to excel in the games market. Former Zynga employee takes to Reddit 15 Wednesday, January 8, 14
  • PERPETUAL DISRUPTION- NO LONG-TERM ADVANTAGE Strategy is stuck....its now rare for a company to maintain a truly lasting advantage. Competitors and customers have become too unpredictable, and industries too amorphous. Rita Gunther McGrath 16 Wednesday, January 8, 14
  • PERPETUAL DISRUPTION-DISRUPTERS FACE DISRUPTION The rebuff also reveals a changing perception of Facebook in the tech industry. As the once scrappy startup evolves into a sprawling corporation, younger companies who view themselves as disruptive do not find Facebooks size and cushy campus as appealing. Not to mention that a lot of them are trying to provide alternatives to Facebook, which means selling to Facebook would defeat their entire purpose NYT on Snapchat turning down Facebooks offer 17 Wednesday, January 8, 14
  • PERPETUAL DISRUPTION- DISRUPTION AS A FORMULA This form of "radical disruption" is now hardly radical at all, but rather obvious. Simply apply the affordances and dynamics of twenty-first century networked business to an existing service. Applying Uber to the taxi business is just the same as applying Amazon to retail, Square to cash, Spotify to music, Taskrabbit to labour, and Foursquare to that most meaningful of all human pursuits, informing your friends that you are in a bar. We've figured it all out. We know how to make signups, APIs, buttons, lists and responsive layouts. We know how to embed a video, a map, a typeface its all done. We know the business models are free, premium and freemium. The name should be one word, short and easy to type. Most importantly, the service should be inconceivable without The Network. It is thus globalised, localised and "user-centred" to the extent that, in the now infamous words of one of Twitter's founders, it suggests that the internet is simply a giant machine designed to give people what they want. Dan Hill 18 Wednesday, January 8, 14
  • CLASS AND TECH TENSIONS THE FRICTION OF TOO MUCH Wednesday, January 8, 14
  • CLASS AND TECH TENSIONS- WALL ST HAS BEEN GOOD TO THE FEW 20 Wednesday, January 8, 14
  • CLASS AND TECH TENSIONS- LOWER PAID DEMAND FAIRENESS These days, according to the National Employment Law Project, the average age of fast-food workers is 29. Forty percent are 25 or older; 31 percent have at least attempted college; more than 26 percent are parents raising children. Union organizers say that one-third to one-half of them have more than one job New York Times 21 Wednesday, January 8, 14
  • CLASS AND TECH TENSIONS- FIND THEIR OWN WAYS TO BRIDGE THE GAP Customers cleared shelves and police were called in to control crowds taking advantage of suddenly unlimited spending allowed on their Electronic Benefits Transfer cards, which are issued to recipients of government food stamps. Spending limits on the cards were reportedly disabled for about two hours. Time Magazine Good people have had their world turned upside down and it is not yet clear how they will react. Breaking Bad is the great drama of what has happened to America in our lifetime. Prospect Magazine-UK 22 Wednesday, January 8, 14
  • CLASS AND TECH TENSIONS-POP CULTURAL WARNINGS In love with HER - I am reminded of Isaac Asimiov's novels--The Caves of Steel and the Naked Sun--about his robot detective and his human partner, trying to deal with societies that had become so wired and so isolated that individual members could barely stand to be in the same room with each other, and foun it completely gross and disturbing to actually have another human body within 10 feet of them - Brad De Long 23 Wednesday, January 8, 14
  • CLASS AND TECH TENSIONS- THE EFFECTS Grandparents-Relevant? 24 Wednesday, January 8, 14
  • CLASS AND TECH TENSIONS-AN EVOLVING RELATIONSHIP WITH TECH Tech Detox Camp - The Shaker-inspired interior has inspired the couple to lead simpler lives when theyre in the house, Ms. Brechbuehler said: We decided to have technology-free weekends. Sometimes, she added, we turn everything off, and dont use iPads, iPhones, or watch movies. It has the unexpected effect of extending the weekend, Mr. Highsmith said. You realize how long your day can be, he said, when youre not occupying yourself with checking e-mail.-NYT 25 Wednesday, January 8, 14
  • CLASS AND TECH TENSIONS-NEW COPING STRATEGIES - Last month, the people behind Lululemon started whil.com, a site that encourages visitors to turn off the brain for 60 seconds by visualizing a dot. The hour-and-a-half yoga break is too much for most people, said Chip Wilson, a co-founder. Getting away from the chaos of work and technology even for one minute is all you really need to feel refreshed.NYT 26 Wednesday, January 8, 14
  • CLASS AND TECH TENSIONS- THE APPEAL OF ANALOG - Why for the last 20 years have producers and musicians been extracting these little snippets of audio from vinyl records? What kind of magic did it contain? Because harmonically the samples are just an F minor or a G flat, something not so special. It occurred to us its probably a collection of so many different parameters; of amazing performances, the studio, the place it was recorded, the performers, the craft, the hardware, recording engineers, mixing engineers, the whole production process of these records that took a lot of effort and time to make back then. It was not an easy task, but took a certain craftsmanship somehow cultivated at the timW. Daft Punk 27 Wednesday, January 8, 14
  • CLASS AND TECH TENSIONS- FUSION A warehouse equipped with Kiva robots can handle up to four times as many orders as a similar unautomated warehouse, where workers might spend as much as 70 percent of their time walking about to retrieve goods. (Coincidentally or not, Amazon bought Kiva soon after a press report revealed that workers at one of the retailers giant warehouses often walked more than 10 miles a day.) Brynjolfsson and McAfees claim is more troubling and controversial. They believe that rapid technological change has been destroying jobs faster than it is creating them, contributing to the stagnation of median income and the growth of inequality in the United States. MIT Technology Review 28 Wednesday, January 8, 14
  • THE RISE OF LEARNING CULTURE - LEARNING WILL BE RE-THOUGHT Wednesday, January 8, 14
  • THE RISE OF NEW LEARNING CULTURES The social ins