Deloitte has teamed up with Warc to share our view on the top marketing trends for 2013, based on analysis of in-depth case studies, industry research and Deloitte’s client experiences. The aim of the report is to look at the biggest challenges facing marketers in 2013, then examine the latest ideas and case studies to demonstrate how leading brands have responded to the challenge, all underpinned by Deloitte data and opinion pieces.
A number of macro trends in the last decade have given rise to the empowered consumer – whilst these trends offer the opportunity for enhanced consumer engagement, they also bring challenges. The key themes of the report are:
- Understanding changing consumer expectations
Hard-pressed consumers are taking out their anger on companies. Brands need to show how they are making a difference in difficult times. That may mean a greater focus on corporate ethics and authenticity. It may also mean making consumers’ lives easier, and creating a useful presence in everyday life.
- Rethinking the path to purchase
Trends such as ‘showrooming’ and ‘multiscreening’ make the path-to-purchase more complex. It is important to review the ways shoppers now interact with brands. This may mean greater alignment of messaging – for example, in-store with mobile search, or TV with social media and e-commerce.
- Fresh thinking on social media and the role of influence
There is a lot of new thinking about the role of social media within marketing communications, and the way influence works. The upshot is that ‘social’ is a much broader topic than ‘social media’. Research suggests it is worth rethinking engagement strategies on social media, and looking offline as well as online for potential advocates.
- Using ‘big data’ to answer big questions
The opportunities of ‘big data’ are huge, but brands must tread carefully if they are to avoid being overwhelmed by numbers or alienating consumers through poorly executed personalisation. An interesting first step may be to select a small number of data sources and then to ask ‘big’ questions of how a category works – for example, how consumers discuss the category, and where the right moments to influence them might be.