BBA Markating Question 4

FIVE TRENDS SHAPING THE
MARKETING LANDSCAPE
Marketers are waking up to a new reality: The always-on consumer is always-on

everywhere.
Not only is she interacting with your brand on your website or on Facebook, shes also comfortably
using her smartphone to size you up against your competitors while she roams the aisles of a brick-andmortar store. The always-on consumer shares and consumes content across a mosaic of connected
devices, locations, and web properties and she does so increasingly across multiple countries. We
call her the connected consumer. She is changing the way brands are built around the world. And she
is driving five major marketing trends that form the foundation of Insights 2014.
While these forces are not new, we have called them out as the five key trends for 2014 because they
have now converged to make this the year that dealing with all of these elements, both individually and
taken together, can no longer be deferred.
As SapientNitro and our clients innovate at the intersection of technology and story, we believe these
trends highlight both the breadth and the scale of change facing marketing leadership. New, informed
marketing leaders intimidated and excited are working their way through it all, as best they can. In
this overview, we invite you to explore and challenge our thinking, as we look for a path through this
time of tremendous change.
Trend 1:
Always-On: Changing Global Consumer Behavior
The first trend covered in this report is the always-on
global customer. Of course, weve been talking about
the connected customer for years but whats key
for the next year is that shoppers are embracing
shopping-in-increments behavior at scale, and they
are doing so globally. This has massive ramifications
for how companies build marketing solutions. For
example, our research on retailers found just 12 of 72
retailers connect an essential aspect of the shopping
experience shopping lists between mobile and
web channels, and just one completes the loop by
offering access in-store.1 These types of connected
experiences are essential to reach the shopping-inincrements customer.
In this section, our first article provides our perspective
on this customer who shops in increments, expects their
marketing to be conducted in real time, and who lives in
developing and emerging countries but behaves much
like consumers in more established nations.
Later in this section, Mobile Velocity: A Model For
Selecting Global Markets, notes the importance of
mobile tools in developing and emerging markets and
their role in evaluating market attractiveness.
In The Future of B2B, we explore how smart, fastmoving B2B firms are finally embracing the always-on
world, for their employees, business partners and end
customers.
Finally, in Gen Z: Rules to Reach The Multinational
Consumer, we explore the upcoming generation and
note that they are incredibly tech savvy and mix-andmatch tools and attitudes from the global culture in
which they were raised.
Trend 2:
New Storytelling Tools
The second major trend we cover in the report is the rise
of new storytelling tools. As consumers shift, skip and
block ads; unplug from television; and fragment their
attention across multiple devices, channels and times;
brands are developing groundbreaking communication
methods to respond.
Core to these new communication methods is the
idea of a Storyscaping approach. This approach is an
evolution from creating ads to creating multi-dimensional
worlds where consumers interact with brands through
immersive experiences (and they still often include
ads). Within these worlds, each connection inspires
engagement with another, and each experience
reinforces the brands story. These connections end
with a comma, rather than a period.
To explore the ramifications, weve selected several
articles in this section. The first, Brand Messaging in
Real Time, highlights the changing nature of brand
messaging, and how leading companies are using realtime storytelling to deliver persistent, compelling and
contagious brand-linked experiences.
We also realize that were not the first agency or brand
to struggle with creating new storytelling methods.
To understand todays leading, experience-led brands,
Evaluating Real-World Experience presents proprietary
research on leading companies and highlights the good
and the bad associated with the customer experience,
and introduces the idea of co-creation.2
Many of these storytelling tools place a high value on
the power of the experience. The article The Bottom
Line On Experience explores what can be learned
when you actually measure experience and understand
its potential financial and non-financial rewards.
Finally, Building Social Businesses and Brands
notes how systematic application of social tools at
every level of the enterprise has evolved and grown to
be an essential element of businesses in a two-way,
co-created environment.
See2nd Annual In-Store Digital Retail Study, located in Trend 3 in this book.
We also found that leading retailers provided in-store wayfinding tools based on consumers shopping list
Co-creation is the idea that customers today want to be an equal partner with a brand; often, they want to actively participate and engage with the brand
in a way quite different from the traditional broadcast model. See Evaluating Real-World Experience: A Study of Leading Brands for more details.
FIVE TRENDS SHAPING THE MARKETING LANDSCAPE
Trend 3:
Enabling Experience through Technology and Data

Technological prowess is changing the type of stories
that can be told by brands and how we can actually
tell them in meaningful ways. With tablets outpacing
PC shipments for the first time in Q4 20134 brands are
embracing new technology to tell their stories in new
ways. This section explores how to maximize the value
of technology and data.
Given our focus at the intersection of brand storytelling

and technology, weve selected four articles which
highlight the application of connectivity.
Our first article, Enabling Connected, Always-On

Environments, identifies five technologies enabling
the creation of entirely new experiences for brands.
It explores the underlying technologies that leading
brands use to deliver great experiences from mobility
to HTML5/CSS3. It also reveals how leading brands
are working with big data and analytics to make sense
of the digital exhaust of modern life. Finally, it reveals
a perspective on how new sensors (e.g. RFID, digital
video) in the physical store are enabling connected
environments.
The first article In-store Digital Retail Study: Exploring

the Reality of the Digitally-Enabled Store, is proprietary
research to understand to what extent are retailers
connecting their physical environments. We audited
72 stores across North America and Canada, surveyed
1,500 consumers, and collected over 500 points of data.
The second piece, The Future of the Store, contains
some of the most far-reaching reflections in the entire
report. We explore how the rise of wearable and
connected devices will change the way we interact in
the physical world. We delve into the ways in which
prolific content and media that are often taken for
granted when we are online will be combined with the
physical world of shelves, walls and space.
Thirdly, Retailers as Media Platforms examines
opportunities created by in-store digital screens
specifically advertising networks. In-store digital
marketing for retailers, in particular, is a significant
opportunity.
The final article, Second Story, is a Q&A with the
leaders of SapientNitros innovation lab that specializes
in emerging technology in physical environments, from
museums to retail. The authors share their approach, and
highlight its newest experiences including walls which
become information radiators,3 and motion-sensitive
interactive placements. They reflect on how architects
have been leading technologists in creating innovative,
real-world experiences with technology.
3
Trend 4:
Connecting the Physical and Digital Worlds

The third major trend is the growth of connections
between the digital and physical environments. Were
seeing a tremendous rise of connected technology in
the physical world around us. From wearable computing,
gesture and voice technology, the Internet of Things, the
rise of NFC scanners, and self-driving cars, were still on
an upward trajectory of connectivity.
In Delivering Big Datas Potential: A Marketers

Primer, the author explores the promise of big data
and also attempts to address one of the key failings of
the modern big data team: communication and lack of
a common language between the marketer and
analytics team.
Finally, great experiences are not valuable if none of
your customers can find them. Placing Experiences
Within Reach: QRC, NFC and the Future of Contextual
Activation explores some of the latest technologies
available to trigger digital experiences in the physical
environment. We believe marketers must make use
of the latest technologies to deliver instantaneous and
engaging digital experiences.
Information radiators are digital displays which continuously stream information. See the article Second Story: A Q&A on Innovation and Ideas for the Future for
more details.
IDC 2013.
FIVE TRENDS SHAPING THE MARKETING LANDSCAPE
Trend 5:
Summary
An Expanding Role of Marketing Leadership

Even though the average lifespan of an S&P 500
company has dropped from 60 to 15 years,5 many
marketing executives struggle to adapt and make
the case for change to help their companies survive
and thrive.
We believe leading marketers are operating at the

intersection of technology and story.
Many businesses perhaps most will need to be

reinvented to operate in the always-on, real-time
world. Were seeing traditional functional silos the
brand team, the e-commerce team, the store team,
the merchandiser, the IT team, the marketers tend
to hold progress hostage and fog the way forward for
most senior marketers.
In the articles which follow, we hope to offer a compass

for progress, success and, ultimately, some small
degree of insight.
At that spot, the collective impact of these five trends

can seem overwhelming, but we believe it also unlocks
new opportunities if managed in the right way.
In this report, we developed several articles to help

guide marketers along a narrow path. In Disruptor or
Disrupted, we emphasize the power of narrative in
helping companies power innovation and permanent
disruption. In Organizational Transformation, we
compare the difference between Pirates and Gardeners
and the need for both. And The Innovative CMO
talks about a portfolio approach to marketing investment,
which hedges risk by investing across multiple areas.
And finally, in Leadership Lessons from Omnichannel
Pioneers, we highlight some management lessons
learned by successful omnichannel pop culture icons
over the last decade.
Innosight study conducted by Yale Professor Richard N. Foster, 2011. Based on 7-year rolling average.

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FIVE TRENDS SHAPING THE

Marketers are waking up to a new reality: The always-on consumer is always-on

FIVE TRENDS SHAPING THE MARKETING LANDSCAPE

Enabling Experience through Technology and Data

Given our focus at the intersection of brand storytelling

Our first article, Enabling Connected, Always-On

The first article In-store Digital Retail Study: Exploring

Connecting the Physical and Digital Worlds

In Delivering Big Datas Potential: A Marketers

FIVE TRENDS SHAPING THE MARKETING LANDSCAPE

An Expanding Role of Marketing Leadership

We believe leading marketers are operating at the

Many businesses perhaps most will need to be

In the articles which follow, we hope to offer a compass

At that spot, the collective impact of these five trends

In this report, we developed several articles to help

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