Consumer trends4 ConsumerTrends That Will Drive Marketing Growth in 2013?Forbes,January 2013.Hundreds ofthe world?s leading brands, from UNICEF??.to Coca-Cola to Twitter, have created an environment in which consumers can compete to getwhat they want. With the advent of hybrid mediaintertwining mobile technology with social media and cloud-based content,four growing consumertrends have emerged that change how brands,in turn, compete:Home Bound??.Recession hasforced billionsto retreat to home, causing an increase in time spent with brands-thinkentertainment and food,for example. This builds consumer participation beyond justTVviewing. Appointment dynamics remain awesomelypowerful ? interactions can be organized to inspire collaboration and challenge viewersto work toward a common objective. Marketers have??.new anticipation engines at their disposal and more powerto build the conversation priorto an event,from hash tags and trending throughto New York Magazine?sAnticiation Index, which mines Twitterto present movies, music, and TV releases that people are looking forwardto. Nike?s site for Unlock the lack Mamba would serve new content only when a certain rate of TPS (Twitter per second) wasreached.Backto BasicsFrom farm to truckto fork, consumers are demanding greater accountability and transparency.??.From the meteoricrise of organic to the recent spat over ingredients via Prop 37, consumers are used to ov erpaying to get those things ? see mail, milk,money and medicine-butwe just wantto be included. lt?s notjust food, but all product materials, country of origin, labor conditions,philanthropy and leadership that?s forcing the trend. The world over believes in beneficence, justice and prudence.??.That?s a triple forybrid media that can simultaneously enable the experience of millions of consumersto participate. Suc a new dynamic enhancesthe communalexperience with TV, and real-time information convergesto reinforce the experience.While TV remainsthe most powerful windowto an event,these handheld interfaces enable multiple pathways to share narrative and interaction with content. Today?s affordable and reliable??.technology means we can see, hear, taste,touch and smell all sorts oftools for pre-event anticipation, preparation and experience. Theactual shopping, interactions and flow, as well as rewards and post-purchase recall, all are supported with orchestrated media, providingthe storiesthat people can gather around.Product MeChanges in consumption patterns hasten the trend for dosing and personalized??.medicine and will impact the entire marketing process from insight, education and the purchase pathway. Gaming dynamics will play a greaterrole in Product Me in health (health and gaming are mobile?s top five drivers) as complimentary gaming aimsto work simultaneouslyyvith the cjontent being viewed. &wledge a cause as an attitude, notjust a health need, that previously could not have beeneverageSmartphone Junta??.Today?s consumer is hardwired to participate from anywhere at any time. As Black Friday?s thumping salesdemonstrated, ev er(ything?s going mobile. This includes people able to move to different places creating many opportunitiesforlocalization of bran messaging. With mobile technology and hybrid media there is plenty of upside, but the genie needs to be quantified. Ifyou?re counting on tired, advertising-led strategies and expecting target consumers to lean back, you?ll be playing leftback.Pervasive connectivity with social networks like Twitter and Pheed has created lightning fast word-of-mouth and emergent behavior. Totap increased connectivity, major brands are looking to spurthe water-cooler effect, creating universal back channels similarto Nike?sWorld Cup??.Write The Future campaign. Evidence that brands can become a social object in time that people can swarm around.Desi nersare the world?s R&D departments and entrepreneursthe world?s business rev olutionaries; the brands created are the connective tissue ofsocieties and social networks. With the amplified role of connected consumers, there are implications for competing to get what we want,negotiating, collaborating and understanding others? needs, caring forthe common good and getting involved ???.all from our handhelds.Orchestrated media can enable brandsto be different and heroic, sharing principles that can make them known for being remarkable and freshand followed by millions.Question for DiscussionRead the case and discuss: How maythese trends affect consumers? decision-makingprocess? Which stages ofthe decision-making are expected to change? Explain.Must use at least 4 References please??.
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