Major trends in marketing: The world has never been this fast…

... And it will never be moving so slowly again. During his second keynote speech at the marketing seminar, Jon Duschinsky, a world leading social innovator from Canada, eloquently captured the uneasy feeling that comes with our society accelerating at a rapid rate. On one hand, we are struggling to manage the mounting pressure on our lives, and yet the world is constantly progressing and full of new opportunities. For instance, the time it takes for a new invention to reach 50 million users has decreased exponentially over time. For the TV it took 13 years, for the iPhone just 3 years and for the popular game Angry Birds it took only 35 hours.

Jon Duschinsky, world leading social innovator from Canada

It is essential to influence the consumer at the very moment of his or her decision-making. Hence, timing is very crucial. The opportunities for marketers becomes broader with the number of digital and offline mediums available, whilst at the same time becoming an accelerated process. Several studies point out that consumers decide whether to pay attention to a retailer in a matter of seconds. This timeframe has decreased from being an 8-second to a 6-second window; while some consumers decide within 2 to 4 seconds whether they want to continue focusing on an ad.

Use social media in a clever way

One of the big questions that communication specialists are constantly asking themselves is how to score big on social media. The Lotteries should focus on differentiating their use of various social media tools. On Facebook, content is pushed towards you, whereas on YouTube, people search with intent. A video that works well on Facebook and is shared by thousands of users might not be visible on YouTube if no one looks for it proactively. Marketers also have to keep in mind that 50% of consumers will watch advertisements from their mobile device and 85% do so without sound. This means that subtitles are often critical to message delivery. Therefore, the Lotteries should think about appointing Chief Video Officers (CVOs) to oversee the smart use of video in marketing on social media.

The ripple effect of a successful social media campaign can lead to earned media. It is key to facilitate more user-generated content and draw on the input and interactions with customers. The main task for comms people is to relay a message successfully without people realising they are being messaged to.

Engaging with communities

Katherine Ardizone, Head of Communication at BetSnap from the Österreichische Lotterien in Austria

Katherine Ardizone, Head of Communication at BetSnap from the Österreichische Lotterien in Austria, has taken this approach even further. She explained BetSnap’s innovative system in which communities organically grow by reaching out to new members. Players of BetSnap can invite one or several friends to place a bet on a football match, and they can mutually decide on the parameters of the challenge through their mobile devices. Because they enjoy the fun of this personalised form of betting, they in turn enlarge the community by sending invitations to those they’d like to challenge. This system allowed their community to grow at a rapid pace.

In sum, the technological progress in society means for the Lotteries strategically that the focus not be on driving consumers into a particular channel.. Instead, the role of clever communications is to create experiences in places where consumers already want to engage and shop.

We are living in a very noisy world with many stakeholders competing for visibility. Jon Duschinsky advises the Lotteries against talking too much about their own products or about technicalities. In the end, marketing should be about values and authenticity, so that messages are willingly absorbed and spread by consumers, thus provoking a change in behaviour. Duschinsky called Nike an excellent example of an effective marketer, because Nike doesn’t simply focus on shoes, it honours great athletes and promotes a lifestyle

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Synopsis

Français

Les grandes tendances marketing

En ce qui concerne la technologie, la société a connu une accélération foudroyante. Par exemple, le temps qu’il faut à une invention pour atteindre les 50 millions d’utilisateurs a diminué de façon exponentielle au fil des années. La télévision a mis 13 ans, l’iPhone 3 ans, et le jeu populaire Angry Birds a mis seulement… 35 heures !

Une des grandes questions que se posent souvent les spécialistes en communication est « Comment séduire le plus grand nombre de clients sur les réseaux sociaux ? ». Les opérateurs de loteries doivent différencier leur utilisation des divers réseaux sociaux. Sur Facebook, le contenu est poussé vers l’utilisateur, alors que sur YouTube, les utilisateurs recherchent spécifiquement les vidéos qu’ils souhaitent voir. Les loteries devraient envisager de nommer des Responsables Vidéo (Chief Video Officer, CVO) pour garantir une utilisation efficace de ce média sur les réseaux sociaux.

Español

Tendencias principales en marketing

En lo referente a tecnología, la rápida aceleración de la sociedad se encuentra en pleno apogeo. Por ejemplo, el tiempo que tarda un nuevo invento en alcanzar los 50 millones de usuarios ha disminuido exponencialmente con el tiempo. La televisión tardó 13 años; el iPhone, solo 3, y el famoso juego Angry Birds solo tardó 35 horas.

Una de las grandes cuestiones que se plantean constantemente los especialistas en comunicación es cómo conseguir buenos resultados en las redes sociales. Las loterías deberían centrarse en diferenciar su uso de las distintas herramientas de las redes sociales. En Facebook, te presentan contenidos, mientras que, en YouTube, la gente busca cosas intencionadamente. Las loterías deberían plantearse designar directores de vídeo (Chief Video Officers, CVOs) para supervisar que se haga un uso inteligente de los vídeos en el marketing en redes sociales.

Deutsch

Wichtige Trends im Marketing

Technologisch gesehen entwickelt sich die Gesellschaft ungebremst weiter. Beispielsweise nimmt die Dauer, bis eine neue Erfindung 50 Millionen Anwender erreicht, mit der Zeit exponentiell ab. Beim Fernseher dauerte es 13 Jahre, beim iPhone drei Jahre und beim beliebten Spiel Angry Birds gerade einmal 35 Stunden.

Kommunikationsfachleute fragen sich stets, wie sie auf sozialen Medien den nächsten großen Coup landen können. Die Lotterien sollten die sozialen Medien dabei unter Beachtung ihrer jeweiligen Charakteristika verwenden: Auf Facebook werden Benutzern Inhalte angeboten, während sie auf YouTube eher auf eigene Initiative hin suchen. Die Lotterien sollten in der Erwägung ziehen, Chief Video Officers (CVOs) zu engagieren, um das Medium „Video“ in sozialen Medien intelligent zu verwenden.

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