/ Patrick Dixon / Future trends / Growth strategy / Futurist
Futurist Keynote - Articles and Videos - Marketing, Brands, Consumers, Advertising, Selling
How to warm up your brand. What if we could add 10% to the impact of every global brand, 20% to the power of every mission statement? Too far fetched? Every month we are exposed to $1 billion in advertising, and 30,000 brand names are clamouring for our attention. The result is market fatigue, caused by overload.
Read more: Warm up your Brand - Branding Power - Future of Marketing
Futurist Keynote - Articles and Videos - Marketing, Brands, Consumers, Advertising, Selling
Why market research gives wrong results - blogging.
Any corporation which builds a strategy around market research is taking a huge risk. Market research is a very poor guide to future behaviour - except in the short term. Future-proof your strategy.
Don’t believe market research – it can’t predict the future. Market research only tells us about today. It tells us nothing about tomorrow. Customers usually know even less about the future than the executives who have paid to ask them.
Article published Sunday Telegraph 1/11/98
Read more: Why Market Research Fails to Predict the Future - Future of Marketing
Futurist Keynote - Articles and Videos - Marketing, Brands, Consumers, Advertising, Selling
Marketing to older people. Huge growth of products and services for consumers over 50. If you want to attract older people, don’t just use images of young single people or of young children. Do remember that someone who is 75 years old today may be younger biologically than their parents were at 65 and their grandparents were at 55 – and they may feel like 50 year olds. Many older people lead very active lives, wanting to learn new things, explore new places. Don’t think about older people as one new market: there are many different markets, cultures, lifestyles among those over 50 and each can be targetted in a different way.
Read more: Older consumers - new marketing and brands - Future of Marketing
Futurist Keynote - Articles and Videos - Marketing, Brands, Consumers, Advertising, Selling
During recession many people look for value rather than luxury. Saving money, products that last longer. Expect growing demand for retail outlets that offer well-made, basic things at low cost. Expect new emphasis on simple, clear marketing messages. In a crisis people return to brands they know and trust – and trust will be a key theme. Budgets for marketing will be reduced and companies will look for more cost-effective ways to reach their target audiences. Less indirect marketing – for example sponsorship of sporting events where direct sales benefit less easy to see. Expect further migration of advertising from traditional print and broadcast media to online marketing, where advertisers measure instant returns from small investments, which they can then scale up if they work. An exception is likely to be radio advertising - relatively low cost and effective.
Read more: Marketing in an Economic Crisis - Future of Marketing
Futurist Keynote - Articles and Videos - Marketing, Brands, Consumers, Advertising, Selling
Google Zeitgeist CEO Summit 2007 - Dr Patrick Dixon introduces future of marketing and why traditional advertising is dead in an online world ruled by virtual communities.
New consumer values will demand a new approach to marketing. Big questions about the value of "progress". What is the ultimate marketing slogan or advertising banner?
Futurist Keynote - Articles and Videos - Marketing, Brands, Consumers, Advertising, Selling
How to market to older consumers and grow your business. Many retail brands, travel companies and other businesses are starting to target older people much more actively – because there are so many of them, they are rapidly growing in number, and many of them also have money to spend. Over 75% of all UK and American wealth is now owned by those over the age of 65 and most of them are women. So you could say that older women own most of America and the UK. In Italy by 2026 there will be over a million people living over the age of 90 – and this mainly female group will be large enough to decide every election result. We will see a similar situation in Germany and many other nations. Yet despite all this, most businesses fail to meet the needs of older people.
Read more: Marketing to Older Consumers - Future of Marketing
Futurist Keynote - Articles and Videos - Marketing, Brands, Consumers, Advertising, Selling
Target groups marketing Impact of tribalism on business: culture, niche markets, consumer groups, cultural belonging, family, team leadership, community, business unit, neighborhood, village, town, nation. Language and culture in tribal marketing. Tribal links based on interests, location, business. Social networking and new online tribes. How to strengthen corporate tribes, brand loyalty and customer commitment. Impact of Web 2.0, blogs, blogging and social networking ...
Read more: Marketing to Tribes, consumer groups, targets social marketing
Futurist Keynote - Articles and Videos - Marketing, Brands, Consumers, Advertising, Selling
The future of marketing - Lisbon Portugal
Marketing: Profissionais reunidos em congresso insistem n ecessidade de inovar Agencia Lusa Portugal - 24 November 2005
Futurist Keynote - Articles and Videos - Marketing, Brands, Consumers, Advertising, Selling
Don’t believe consumer reports – they can’t predict the future. Consumer reports only tell us about today. They tell us nothing about tomorrow. Customers usually know even less about the future than the executives who have paid to ask them. Consumer reports are always history, relating to past products and services. Of course they are useful to read before going out and spending a load of money, and are a way of listening into community gossip about what is going on in the market place, but they have limitations. Archive: Based on article published Sunday Telegraph 1/11/98
Read more: Why Consumer Reports can't predict the future - Future of Marketing
Futurist Keynote - Articles and Videos - Marketing, Brands, Consumers, Advertising, Selling
Q to www.twitter.com on future of advertising, marketing and media campaigns. How to reach target audiences more effectively. Impact of new media and traditional media.
Read more: Future of Advertising Billboards and Signs. Futurist Q&A
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