MARKETING TRENDS MAP 2017

“From BRM Great Interactions We have consolidated a vision of the trends that we will see throughout this year. Below The List Of The 14 Trends For 2017. ”

1. SHAKERS: Economies such as those in India, Indonesia and China are moving the world, so it is important not to lose sight of them; Driven by these markets, the cost of cell phones tends to decrease thanks to the entry of mobile devices with new technologies and uses to the market, this brings with them the acceleration of their change. Brands must be ready to reach all users who have access to new mobile devices by implementing the technology necessary to add value to the consumer from their content (360, NFC, Beacons, spleens) to their product (packing, labels, BTL, Retail) final as well as being permeable to the constant change that is happening.

2. OPERATIONS: Currently people are permanently connected to their tastes and interests, however time is a limitation, so the contents that are concrete and demand less attention time, will be those that add value.
The bet is in the production of ligth content, making use of different tools (live broadcasts, celebrity participation, touching common and special interests). Focusing on the user experience, respecting their time and looking for native experiences in the environment in which they consume the content.

3. CONTENT: Nowadays people are constantly connected to their likes and interests, however time is an obstacle, that is why content that be concrets and require less attention time, will be the one which add more value. The bet is on the production of light content, using different tools ( live broadcasting, celebrities participation, touching common and special interests). Focus on the users experience, taking care of their time and looking for native experiences to the environment in where they consume content.

4. IOT: We live in a connected world and the connection is getting deeper, it is estimated that before 2020 there will be more connections with things than with people, the interconnection between everyday objects will bring new consumer behaviors and new opportunities to connect with them . Brands must explore and discover what to do with this new data, personalizing the experience they want to offer. This creates a new field to create contextual services that complement traditional products and services.

5. MOBILE: The penetration of SmartPhones begins to extend our reality at all socioeconomic levels. Mobile stopped being a channel to become a tool that allows you to explore new experiences (AR, payments, fast QS service).
Brands have the opportunity to be closer to people through mobile devices and face clear positions:
1. Be an avant-garde brand that experiments with new opportunities. 2. Understand these new connections as long-term opportunities to build adequate services / operations to build value for the lives of their consumers.

6. MEDIUM: The media is evolving, some have become media in demand, (media that only exist when the user needs them), new programmatic tools that help process automation to reach consumers at the right times and improve interfaces, thanks to multimedia and video, begin to make the media part of the brand's experience. Brands should worry beyond their messages and think about what their means are, explore and look for opportunities to create new media that allow them to create new experiences for their consumers and serve as a vehicle for their messages. This type of media thinking directly confronts brands with their former allies: the mass media.

7. E-COMMERCE: The implementation of online sales platforms for many brands is distributed between own shares or actions with third parties that reach consumers, 2017 will present a third way where Facebook will play a double role (Medium and / or platform) and new technologies will connect Commercial efforts in the real world
with the digital one. Brands must balance and know how to play between their e-commerce platforms and what comes with Facebook as a medium and platform and integrate commercial operations from the real and digital world with tactics such as proximity, beacons, geo-fences, anti-showrooming).

8. CLIENT SERVICE: Digitally customer service is the customer experience (CS = CX). The relationship that people form with brands is equivalent to the personal relationships they
hold. Designing the experience in all digital contact points, supporting it with technology (AI, ML, KB) (Artificial Intelligence, Machine Learning + Knowledge Base Building) and continuously improving it is a cross-cutting challenge for companies and their brands.

9. RETAIL: Digital, the former enemy of large stores, now works to increase the shopping experience. The challenge of digital brands is to enhance all commercial efforts.

10. SOCIAL AS A SERVICE: The social extends from the point of view of brands as a field where you can get to know people more, using the data they share and the conversations they have, discovering over time the possibilities of creating a personalized relationship. Brands have to start preparing to impact their communications, products and services on the data that people expose online. While this becomes a commonly accepted practice, the challenge will be in the privacy discussion. PDC is a great example of Unilever getting ready.

11. HUMAN IMPACT: Currently, people are more aware of the impact on the environment, they feel responsible for their actions in the face of their effects, they want to be part of the solution and they value the brands that add to that struggle for the environment. Brands must also be responsible for the effects that their industry brings to
the environment, in addition to promoting environmental culture with different activities that drive and mobilize people to be part of the change.

12. BETTERNESS: Consumers are in a constant search to be well, in terms of their health, food, lifestyle, hours of work, etc., demanding content that enriches their way of acting. (Knowledge to Know How) Brands find this new way to create value for people, a new opportunity to connect with them.

13. DE-SENSIBILIZATION: The perception of spending varies depending on the virtualization of money, blurring the value of it. Two possible positions: 1. Brands can take advantage of this
behavior by creating spaces where brand money exists. 2. Brands can play an important role in empowering people to be more aware of the value of virtual and real money.

14. EXPECTATIONS: The speed as the world has evolved has allowed consumers to have broader expectations against brands: "I want it here and now." Brands have to define the digital experience they want to provide to their customers, the levels of commitment they accept to deliver, train their employees, allies and contact points, define clear, public policies and prepare to never fully meet people's expectations. . It is better to surprise than to satisfy: to do things that are not expected.