At Havas Media we are undertaking this comprehensive market review in order to identify the most crucial areas of opportunity for our current and future clients. We believe there are multiple opportunities that are available within this dynamic new landscape, and as a result we must continuously evolve how we approach communications planning with respect to the ever-changing relationship between companies, brands, consumers and communities.
Videos will be launched regularly throughout the year, as they are most relevant to marketers. Trend areas include progressive screens, social shopping, location-based marketing, cashless commerce, content co-creation/curation, augmented learning, big data and predictive analytics, smarter search and life tracking, experiential video.
MEANINGFUL TECH TRENDS
Havas Media explores the latest in technology, content and media at the 2014 International Consumer Electronic Shows in Las Vegas. Top trends include the 1) Sensor Economy, 2) Wearable Tech, 3) Multi platform TV Ecosystem, 4) Driverless and Connected Cars 5) 3D Printing and 6) Robotics and Artificial Intelligence. Featuring the top trends as identified by our teams at Havas Digital and Media, Mobext, Cake, Havas WW, along with Brian Cooley, Editor at large at CNET.
LOCATION BASED MARKETING
How can we reach consumers at the right time and place with the right message and experiences? We know today’s average consumer is constantly changing location, device, and changing the media type with which they interact. To be relevant to these consumers, we need to keep up with them, adapting and changing marketing content to their realities and environments.
As the term ‘’localized’ has taken on new momentum, we see global, regional and local brands all increasingly relying on geo specific media to connect with people in real-time in a more personal, meaningful, and impactful way.
Companies like Foursquare, Google, JCDecaux and Havas Media, along with organizations like the Location Based Marketing Association are pioneering the development and application of these location-based experiences for brands and consumers.
One of the biggest innovations to emerge this past year is Life Tracking, which includes smart connected devices and wearable computing that allow people to measure, monitor and visualize activities in their daily lives, from eating and sleeping to exercising and shopping. At CES this year we saw first-hand how different companies are helping people optimize daily activities to be healthier and more productive; make more informed purchase decisions; and manage their social reputation. For marketers, there are many areas of opportunity to become a useful part of people’s lives through life tracking and the notion of the Quantified Self. By working with consumers to set goals and help them achieve theses goals, brands can become more meaningful and valuable to consumers.
We explore progressive screens (multiscreen experiences) with the premier sports and technology company MLB.com and audio mobile innovator Shazam. The idea behind progressive screens is that, with screens everywhere, the potential for more personalized, integrated experiences between brands and consumers is advancing tremendously. Progressive screens offer opportunities to enhance user experiences, versus interrupting, and enable consumers to “progressively” achieve their tasks or goals. Marketers should think about the different media, marketing and content experiences they are delivering across various devices and screens and seek to develop integrated strategies and cohesive experiences for their brands and consumers.
We partnered with social media leader Facebook, top eyewear brand Warby Parker and marketing technology expert FaceCake to explore one of the biggest trends in digital today. ‘Social shopping’ is the exchange of product ideas, tips, recommendations and feedback throughout the shopping process, whether online or in-store. Shopping has always been a social experience. But now, through emerging technologies, tools and communities, that experience is enhanced for both brands and customers. Brands competing in today’s environment need to think about how they can incorporate social into the way they reach and engage customers and drive sales.