Trends Identified
OMNI-CHANNEL RESURRECTS THE HIGH STREET
Daily Mail The high street is dying There are countless articles heralding the death of the high street. Even the most trusted commentators are jumping on the death cry; recently, the BBC listed “Six Reasons Behind the High Street Crisis,” with the shift to online shopping cited at No. 2. The growth of the ‘bricks-to-clicks’ phenomenon has been accelerated by the rise of the ‘on-demand economy’, with consumers less willing to wait to get their hands on goods and more online retailers offering same-day delivery.
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
THE RISE OF THE SUPER CMO
The CMO has been in the press a lot recently As the complexity of the marketing function rapidly increases, many CMOs are becoming nervous about the future — not only for their organisations, but also for their careers. However, a rising number of CMOs are attuned to how marketing is transforming, and are taking the necessary steps to ensure that they (and their organisations) can survive and thrive in the age of rampant disruption. This may be a long-term platform for radical change, or a shift to doing more transformational things on a smaller scale. It may be about rethinking the role technology plays, or shifting culture, or adding new capabilities. Whatever the nature and whatever the degree, almost all CMOs and their organisations are in some kind of Marketing Transformation, and if they’re not, they’re most likely thinking about it.
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
IN B2B, A NEW CULTURE OF BUSINESS IS EMERGING
How businesses do business is changing Let’s get one thing straight — the era of B2Boring is over. Not because most B2B companies have changed the way they do B2B (they haven’t — yet), but because there are forces at play that are changing expectations — for customers, companies and within broader culture. The archetypal price and features-driven B2B buyer is swiftly becoming extinct. Individuals are looking for more than ‘ticking boxes’ and pleasing the ‘higher ups’. Instead, a new generation of both workers and companies have come of age and are changing the way decisions are made, products and services are marketed, and the role business are engaging in broader culture and society. We call this emergent trend the new culture of business.
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
VOICE, NOT JUST A TREND
In the past two years we’ve profiled the emergence and adoption of ‘voice’ as a way for customers to achieve what they set out to do in their daily lives. We identified bots in 2016 as an emerging trend; and in last year’s report – The End of Typing – we profiled the explosion of smart speakers from the likes of Amazon and Google amongst others as they sought to enter the home. Looking to 2019 it’s fair to say that we’ve reached critical mass in terms of the number of devices (phones, speakers, cars, and now even toilets!) that are voice-enabled with conversational user interfaces and voice assistants.
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
THE 5G DREAM DEFERRED
5G will be the most important innovation since the internet As trials and commercial deployments become more prevalent in the news, and as whispers of 5G-enabled handsets start to emanate from smartphone manufacturers, we’re hearing more and more about the promise of 5G. There’s no doubt about it – 5G will absolutely revolutionise the way we work, play, shop and socialise. The speed, device density and latency that 5G will bring will make possible many of the most important innovations in the coming years: • Smart cities • Autonomous vehicles • Drone-based fulfilment • Predictive health services and robotic surgery • The 4th industrial revolution in manufacturing To name but a few. 20xfaster than 4G High bandwidth 1mslatency Low Latency 1mdevices/km2 Device Density
2019
The Ogilvy Consulting Trends for 2019
Ogilvy
A good user experience ≠ a good brand experience
In 2019, frictionless is the new commoditization. When “seamless” and “efficient” are the only goals in creating an experience, that consumer experience becomes merely transactional and there are few opportunities for brands to differentiate. Consider airline apps, for example. While it’s simple and streamlined to make or change a reservation or check flight status on any airline app, it’s harder to remember which airline app you are using.
2019
The top trends for brands to watch in 2019
Landor
The end of gender generalization
Historically, when companies designed products, the first decision they would make was whether the brand was intended for men or for women. As gender becomes more open, inclusive, and nuanced, the overarching traditional gender decision is no longer the best starting point for brand personality. Gender roles will continue to blur and gender will often not be a helpful categorization for many brands.
2019
The top trends for brands to watch in 2019
Landor
Subscribe to the future
In 2019, we’ll see the sharing economy continue to give way to the subscription economy. Subscriptions that provide on-demand products and services will become the norm for a growing number of sectors and products. The subscription model can reframe the brand beyond the category, radically changing the business model and profoundly changing how marketers need to approach the entire product development, distribution, and go-to-market process. Subscription appeals to virtually every consumer, giving them access to highly personalized just-in-time inventory without the need to invest in big-ticket items. Older generations are generally accustomed to subscribing to a relatively small number of product categories—periodicals, cable television, smartphones, apartments, insurance—and those subscriptions tend to be static (you don’t get much flexibility in changing product preferences mid-subscription).
2019
The top trends for brands to watch in 2019
Landor
Redefine winning: The new rules for sports brands
A new global generation of fans and customers has emerged, with new tastes and new expectations, shifting definitions of what sports brands actually are. From the rise of eSports to the transforming face of fandom, there are new rules and new winners. From fields to phones, all sports are increasingly digital. And digital distinctiveness is ever more important—to stand for something can mean everything to the next generation.
2019
The top trends for brands to watch in 2019
Landor
Every company is a wellness company
Every brand should provide appropriate solutions for supporting physical and/or mental wellness. All companies—from retail to real estate—should offer some degree of a wellness experience to maintain a competitive advantage. Wellness options include physical health programs as well as offerings that support mental health and balance, providing stress relief or even addressing issues such as social isolation.
2019
The top trends for brands to watch in 2019
Landor