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Part two of a two-part series: Brand strategists weigh in on the social, cultural, and media factors that will change marketing this year and beyond. In Part One of our 2013 marketing forecast, we asked a number of high-level creative types for their educated predictions on how their jobs and the marketing landscape would change in 2013.
We asked them what were the big shifts in consumer and media trends that would impact marketing and the wider cultural trends feeding these changes. What sorts of consumer behavior or media trends do you think will have an impact on marketing in 2013? Collective Intelligence: The intelligence of machines will continue to change how we think, and over time, even transform the human consciousness.
Brands for Betterment: With 18-34-year-olds continuing to demonstrate an unprecedented interest in working as a community to improve our society and environment, and a fractious government unable to make meaningful changes, brands have an opportunity to be the number one force for progress in America and beyond. Mass Relevance: Brands have the data and tools today to give consumers what they want, when they want it, and where they want it.
When people are protagonists in narrative experience, they are interested in alternative functions, unusual experiences, complicated pleasures that fulfill more subtle psychological needs and open up new behaviors and new meanings. We are entering a period of more poetic agendas of technology because people want to engage in more alternatives, in another interpretation of reality. We need a new breed of mutant and meta-products to make the experience of our connected world more magical.
We can no longer keep doing our old jobs—identifying the message a brand needs to say and trusting the right people will see it, let alone share it. Angela Courtin, chief content officer of Aegis Media Americas and president of the Story Lab: I anticipate 2013 to be a movement towards disconnecting more from the online and reconnecting more in the offline. John Roberts, chief strategy officer, Partners + Napier: Proliferation of choice will amplify the value exchange.
Walt Barron, director of account planning, McKinney: Many of us in the advertising and marketing industry are prone to self-loathing. So, in 2013, we’re going to see more brands open up, come clean, and involve consumers in what they do. Through a combination of rotations, education, and on the ground experience, both client and agency organizations have dramatically increased their digital and social marketing IQs. Yearning to rediscover reality: We are in a very interesting moment of our co-evolution with technology characterized by our deep desire to rediscover reality, to enjoy it and experience it. We can invent new forms of interaction between people and brands by making a product an active part of the tactics people are using to make reality pop up in front of their eyes again. I think we’ll be seeing more messaging efforts from individuals to marketers, to politicians, to governments. Growing Curiosity: As technological and cultural change accelerates, the best and the brightest have sped up with it. Multipolar Global Cultures: Digital growth has also created a truly global culture for the first time. The new macho: A successful woman is today the one that has been able to have a career but also create a family. I like working from a one-page marketing plan for my clients and for my own business, whether or not we have a multi-page written plan as well. I now use Microsoft Excel to show the marketing objective, tasks, resources, start dates, and timeline as well as the estimated and actual costs and measurable results. I usually reserve a cell at the top of the Excel spreadsheet to enter in the business goals that the plan supports. In the middle I graphically show each task, indicating its start date, duration and end date. On the right side are a number of columns for estimated and actual costs, estimated and actual results. I take the one-page marketing plan a step further and add a column on the far left, which is for category of marketing tasks. Of course a lot more than formatting a one-page marketing plan on an Excel spreadsheet goes into planning your marketing. Jennifer, I too am wondering if the document you formatted is available for me to download? Wow-format as its answers key issues raised by clients: money spends, ROI and timelines in a easy to comprehend dashboard manner. Can you please direct me to (or email me) your wonderful “One Page Marketing Plan” in Excel? Emily, see the download link for the one page marketing plan in bold at the end of the post.
Strategic marketing consulting, implementation, and results measurement services for (B2B) technology, manufacturing and green companies.
Jay was also responsible for creating the Marlboro Man and taking Marlboro cigarettes from an unknown brand to the number one brand by a long margin in a very short time.
They’ve got a lot on their minds, apparently, so settle in for a long and enlightening read. Most importantly with the growing penetration of smartphones, they can do this at an unprecedented scale.

We need to think about people as protagonists in a narrative that brand and product can help inspire and co-prototype, rather than treating people as consumers of brand and product meaning.
It’s no new news that people are in control, seeing what they want to see and ignoring the rest.
A seamless group identifying unmet user needs and pain points that our brands are uniquely poised to solve, the unmet stories they are dying to tell, ultimately uncovering the ways our brands can create new and better behaviors. With more brand choices, product choices, and now media and screen choices, we’re sprinting toward a paralysis of too much choice. We’ll see more truly emotional engagement that helps consumers speed through the multitude of rational choices they face. There’s less distance between company operations and the end consumer, which puts less pressure and scrutiny on advertising to strengthen or maintain the relationship between consumer and brand. A critical mass of folks seem to have reached a fundamental understanding of what works and what’s possible in the digital and social spaces.
More clients are deliberately budgeting to test new tactics, making significant investments in foundational tools and resources for things like social listening, and leaving themselves enough money so that they can dial up promising new tactics or quickly react to opportunities that pop up throughout the year. We are in the cultural and technological moment when we can use technology to unleash magic into the real world of human experience through physical computing. Our industry has to use the inventive potential of technology as a lens to look with renewed empathy at human activities. People are getting sick of gimmicks and jargon from marketers, and are begging advertisers to cut the crap.
There was a time when local meant artisanal or of higher quality, but that’s less important today. People today are curious about their own abilities and know that the means exist for continuous improvement of everything.
Access to anything and everything everywhere all the time is currently limited only by the speed of our thumbs on our touch screens.
Although TV and American cultural hegemony made our icons famous in the late 20th century, the second decade of the 21st century is making a more multi-polar geography and language.
I used to use Microsoft Project to create a Gantt chart of the marketing plan timeline, but few of my clients had the program nor did they want to endure the learning curve in order to be able to use it.
My clients can more easily maintain the chart if they choose to, which is so important in light of the fact that marketing is an iterative process, ever-changing as we learn about new tactics, new markets, new ways to do things, etc.
These might include trade show marketing, web site updates, creating brochures and white papers, sending out press releases, holding webinars, etc.
The time segments in most of my timelines are by week, so I show beginning and ending dates by starting or ending the graphic in the week in which the date is. I know it’s been mentioned a few times but is there a download available or would it be possible to get the template emailed Jennifer?
Now I am not a fan of cigarettes, but I am a fan of using marketing strategies that work to grow your business. As they’re steeped in knowledge of consumer behavior, we wanted to add their big-picture perspective to our look at what the near future of advertising may hold. Banks are just one category that has become transformed by giving us access to our own information. We make decisions that we think are free will but are in fact driven by the recommendations we get—choices that we never would have otherwise considered. Clearly this behavior is here to stay, but I believe a new wave toward private validation is beginning to take hold.
It means using their knowledge and resources to tackle critical issues like joblessness, small business growth, the anachronistic education system, and health care for an aging population. That’s why 2013 will see the acceleration of a shift to behaviorally targeted marketing (in all channels) over older, less efficient media. Today people want to be in their own story, while brands keep telling their own stories through advertising masquerading as storytelling.
There are too many things to spend time on, so marketers had better recognize that the cost of consumers’ attention is going up.
Any little moment can become a meaningful experience because now we have a powerful mobile device. But at the same time, people’s relationships with certain brands are getting stronger. And people, in turn, are sharing those things more frequently, not because they want to help the brand, but because they want to help their friends, family, community. Brands are inviting people to co-create products and services (My Starbucks Idea, Dell IdeaStorm, Local Motors’ The Forge). The goal of physical computing is to go beyond rational functionality to engage our imaginative cooperation and move a flat predictable relationship between people and material objects into new mental territory. People like to support their city or neighborhood, even if they must sometimes sacrifice quality.
As people grow more and more fed up with being ignored, they’ll start taking matters into their own hands by urging those with the resources to spur change to get started. In short, before we buy in, we often need to know how they are making the world (even marginally) a better place.

The pace of microchip evolution (doubling of capacity every 18 months) over the last 30 years has conditioned us all that our next upgrade is right around the corner. 15-year-olds in Guangzhou and Philly share more with each other than with the 20-year-old next door.
On one page we can see where we are, what each person has to do, how much we have or will spend, and what results we’ve achieved.
Next I add a column for who will do the work, either an employee of the company or an outsource vendor.
I use different colors for milestones, and sometimes I use different colors for activities that fall in different departments, such as marketing and sales. For example, if you budgeted $5,000 to update your web site but spent only $3,000, you are under budget by 40%. I do this so that I can sort the spreadsheet by person responsible, by category, by date, etc. But the one-page marketing plan is simple and nets out the information I, my associates, and my clients need to know as we implement marketing for the year.
This is the first post I found as I was looking for a marketing timeline strategy and I’m definitely going to use this strategy.
Look at big Cannes winners last year: Chipotle, Nike, Coke, Prudential, Visa and on and on. New data, tools, sites, apps, and devices are tracking our activity and accomplishments and making us better, even when nobody’s looking. The invention of each new screen creates a new place where people don’t want to interact with advertisers.
Drive progress in one of these areas and a brand cannot only profit in the short term but become a category leader for decades. People may hate advertising in general, but they LOVE their favorite brands, products, and services. Physical computing is an opportunity to bring us back to human, back to proximity, to local environment. This has massive implications for marketers, the simplest of which to consider is a complete re-thinking of the so-called consumer journey or shopper marketing. National culture will always run deep, but the smartest marketers see the transcultural connectors and benefit from them. Or, if you estimate that you will generate 20 qualified leads and you generate 30, you’ve achieved 150% of your goal.
Sorting by category allows you to see at a glance how much you’re doing or spending in any particular marketing area. I am an ecommerce marketing manager for a large corporation and I can see this plan lending us a much clearer direction for the year.
I think you should also.This week's stage activity is straight from Jay Conrad Levinson's playbook. Given the tragedies that have happened lately, from man-made to natural, I foresee a push towards connection beyond the ambient. Rather than pay a marketing strategist a large sum of money to build a marketing strategy for your business, you are going to do it in 10 minutes! This will have a great effect on how we communicate and inform the content we are creating and the experiences we are enabling. So while they continue to have low expectations from advertising overall, they expect more from the brands they admire and relate to. These folks are asking probing, intelligent questions grounded in actual digital marketing experience and an awareness of what is and isn’t possible within their organization. Marketers need to be flexible to move with and occasionally ahead of their overlapping and evolving constituencies. It may not be as pretty, with all of the bells and whistles that cost you lots of money, but it will cover the 7 critical areas that you must address to have a comprehensive marketing plan for your business.
They’re willingly evangelizing the brand, because the brand gave them something worth sharing. I am pretty sure race diversity studied millennial quality; maybe not gender equality,Always has been! In the beginning, such rewards felt superfluous, with digital farm crops and check-in badges yielding little return on engagement.
But this new wave of private rewards will continue to shape the way we live, learn, exercise, and improve. Make no mistake, in 2013 and beyond, brands will continue to find ways to fuel the need for social validation.
Simply focus your efforts for 10 minutes on this week's activity - building a Marketing Plan on a Page.To win this stage of the race, you need to set aside any other activity for the next 10 minutes.

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