David Caygill – The 10 Marketing Trends that you Need to Know for 2019

Throughout his keynote speech at the EL/WLA Marketing seminar, David Caygill, the Managing Director of the Innovation Division for Iris Worldwide (UK) summarised for us the trends that we can expect to see bringing the heat for 2019.

David Caygill, Managing Director Innovation Division, Iris Worldwide, UK

His first point, experience is everything, underpins every brand. In the days where technology is at the forefront of conversation and brands, people want more than to just purchase a brand, they want to experience it. People want brands that disrupt the current sphere, that they can react to. By 2020 customer experience will have overtaken price and product as the key brand differentiator with consumers paying 16% more for a better experience. Caygill used the bank, Monzo, as an example of this. Having revolutionised online banking in the last few years this is the perfect example. With banking at your fingertips, you can freeze a card, cancel and ‘refresh’ and even round up your change to your savings pot for a rainy day. With the ability to do all this, the consumer is directly closer to using your service, having to be on hold for hours with the bank because you lost a card is cut out. As he puts it ‘find a signature moment that you can own’ and fill that space with a whole new customer experience. Through creating this relationship and tailored experience, consumer habits and goals are mapped – the brand becoming detrimental part of the consumer reaching their goals, integrating itself to be more than a brand and becoming part of the individual lifestyle.

A brand is more than just something to purchase. 76% of Gen Z has purchased or is open to purchasing from a brand that has values that align with their own and a whole 67% of Gen Z would stop purchasing from a brand that doesn’t align with its values. A brand has to have purpose, this is why vegan brands are on the rise, why brand ambassadors are so closely scrutinised for their genuine authenticity in aligning with the brand they’re promoting. In identifying brands that align with their lifestyle consumers identify brands that align with their purpose. In this brands should be looking to partner with other brands, to expand their tribal network and reach out to new audiences. Uber and the mindfulness app, Calm, did this – finding a gap and targeting an audience who might not otherwise have been easily accessible. With 54% of people using their time in transit to scroll through emails, social media and the news on their smartphones Calm recognised an audience who may need to escape their work and find moments to unwind.

It won’t surprise anyone to read that consumers are being challenged to find their voice. With a demand for transparency and the prominent presence of social media every consumer has become a storyteller. Through Instagram, Facebook, Twitter, every user now directly interacts with the brands. Current technology is taking this even further, Caygill pointed out the use of Amazon Alexa, Google Home. Using these devices has enabled users to directly participate in the brand. Customers can expect to see an increase in ways to make simple tasks faster and easier for them, whether that’s the 57% of lottery players who state they would be willing to let a smart home assistant automatically re-order basic household products or simply asking Alexa to rewind a song. This notion that consumers and products are so closely aligned supports another trend we can expect to see grow in 2019. It’s no surprise that in a technological world where consumers expect instant gratification automation is becoming more and more popular. If there’s a way to eradicate a step, such as with Monzo, consumers will take it. However, Caygill highlights that brands can’t forget where customers most value contact with real people. In this growth of experience and technology, brands will be expected to strike a balance. Without this balance, with only a focus online, brands need to have awareness of maintaining authenticity. 89% of consumers are worried fake online reviews are saturating products/brands and distorting what people buy.

Now, if we return to Caygill’s comment that everyone is a storyteller. This is perhaps one of the most relevant points in light of recent occurrences. The Fyre Festival. This was a perfect example of ‘bad influence’. With influencer marketing ad spend to reach $5-10 billion in 2022 it’s no surprise so called ‘influencers’ are taking to social media to share their voice and tell their stories. Without this influencer sphere, Fyre Festival would not have taken off as it did, instead it spread all over social media before diabolically crashing, making worldwide headlines and enforcing the need for authenticity and transparency from brands. On the other side of this is the good that will come out of influencer actions. As this area of media grows it only supports brands in their relevance. Identifying tribes of micro influencers who are active within your target audience’s network. This is something brands are expected to fully utilise as we go into 2019. Brand profiles will become more widely talked about, infiltrating the wider network of various tribes. Using micro-influencers to tell your story adds a personal element, something to motivate and engage consumers.

It is evident from the trends depicted by Caygill that authenticity is at the forefront of them all. With consumers being more heavily involved in the nature of the brand than ever before, brands need to open themselves up to opportunities for consumers to be involved, in more ways than just the traditional ‘seller/buyer’ relationship.

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Synopsis

Français

Tout au long de son discours d’ouverture durant le séminaire Marketing EL/WLA, David Caygill, directeur général de la division Innovation d’Iris Worldwide (Royaume-Uni), a résumé pour nous les tendances qui devraient faire fureur en 2019.

Les tendances étaient cohérentes tout au long du discours de Caygill, avec l’authenticité comme élément au premier plan de l’ensemble de 2019. Les consommateurs sont plus impliqués que jamais dans la nature de la marque. Caygill a expliqué que les gens souhaitaient faire partie d’expériences immersives, en vivant la marque dans le cadre du style de vie quotidien plutôt que de simplement acheter les produits. En identifiant les marques qui correspondent à leur style de vie, les consommateurs identifient les marques qui correspondent à leur objectif. Dans ce concept de « vivre la marque », chaque consommateur est désormais un conteur. À travers les réseaux sociaux, les marques communiquent directement avec leur public, l’entraînant encore davantage dans leur sphère de marque et se développant pour atteindre des personnes du même réseau. Compte tenu de cette croissance de l’expérience et de la technologie, les marques devront trouver un équilibre entre utilisation de la technologie de cette façon et maintien du contact avec de vraies personnes, afin de préserver l’élément d’authenticité qui résonne dans la relation marque-consommateur.

Español

En su discurso de apertura en el seminario de marketing de EL/WLA, David Caygill, director general de la División de Innovación de Iris Worldwide (Reino Unido), nos ofreció un resumen de las tendencias que pueden coger fuerza en 2019.

Las tendencias fueron el tema principal durante toda la charla de Caygill, siendo la autenticidad lo más importante para 2019. Hoy en día los consumidores se interesan más que nunca por la naturaleza de las marcas. Caygill describió cómo las personas quieren formar parte de experiencias envolventes, incorporando la marca en su vida diaria en lugar de simplemente comprar sus productos. Al identificar marcas que encajan con sus estilos de vida, los consumidores identifican marcas que encajan con sus propósitos. Dentro de este concepto de “vivir la marca” descubrimos cómo ahora cada consumidor tiene su propia historia; hoy en día las marcas se comunican directamente con su público a través de las redes sociales, envolviéndolo cada vez más en su ámbito y expandiéndose cada vez más para llegar a personas con los mismos ideales. En medio de este crecimiento de la experiencia y la tecnología, se espera de las marcas que alcancen un equilibrio entre el uso de la tecnología de esta forma y el contacto con gente real, manteniendo así el elemento de autenticidad que mejora notablemente la calidad de todas las relaciones entre marcas y consumidores.

Deutsch

Während seiner Grundsatzrede bei dem EL/WLA Marketing-Seminar fasste David Caygill, Managing Director der Innovationsabteilung von Iris Worldwide (UK), für uns die Trends zusammen, die wir für ein heißes Jahr 2019 erwarten können.

Diese Trends zogen sich wie ein roter Faden durch die Rede von Caygill, wobei der Begriff Authentizität für 2019 das verbindende Element darstellt. Die Verbraucher sind mehr als jemals zuvor in das Prestige der Marke einbezogen. Caygill legte dar, wie die Menschen an immersiven Erlebnissen teilhaben, die Marke als Teil ihres alltäglichen Lebensstils leben und nicht nur einfach ein Produkt kaufen möchten. Durch die Identifizierung von Marken, die mit ihrem Lebensstil übereinstimmen, identifizieren die Verbraucher Marken, die auf ihren Zweck ausgerichtet sind. In diesem Konzept von „Marken leben“ ist die Art und Weise, wie jeder Kunde derzeit als Storyteller, Geschichtenerzähler also, auftritt, über soziale Medienmarken direkt mit seinem Publikum kommuniziert, dieses weiter in seine Markenatmosphäre eintauchen lässt und erweitert, um Menschen über das gleiche Netzwerk zu erreichen. Bei einem solchen Zuwachs an Erfahrung und Technologie wird von den Marken erwartet, dass sie auf diese Weise ein Gleichgewicht zwischen dem Einsatz von Technologie schaffen, zugleich aber den Kontakt zu echten Menschen bewahren, um das Authentizitätselement aufrecht erhalten zu können, das in der Beziehung zwischen Marke und Kunden widerhallt.

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