WGSN Analysis 2012 The Ten Factors That Affect Marketing

Olympic, smart TV and near field communication lead the new trend.

In February 13, 2012, global fashion trend analysis and forecast provider WGSN recently released the latest marketing trend, and analyzed the ten key factors that affected the marketing trend in 2012.

From audio sharing, smart TV, London Olympic Games to near field communication, the report analyzes the latest marketing channels and means of fashion and retailing, and lists the ten trends of occupying the market and leading the industry.

The ten factors influencing the marketing trend in 2012 are:

1. voice creation and sharing

The combination of brand and music is not unusual, but the voice with a very original flavor will become a major trend in 2012.

In this development space that comes from behind, the major brands are beginning to make new attempts.

For example, Calvin Klein recently worked with Shazam to provide shoppers with holiday season experience.

Mugler continues to cooperate with Lady Gaga.

2. Olympic factors

Looking at the global events in 2012, the London Olympic Games will surely take the lead in the marketing field.

This will be the first time in history that there is a complete integration with social space.

Public interest and the number of TV viewers will rise. For every major brand involved, whether it becomes an official sponsor or not, it will face unique opportunities and challenges.

The presidential election campaign, which has been warming up before the US election, is equally powerful.

The Olympics will also have an impact on creativity.

For example, Chanel's 2012 spring and summer promotion activities are characterized by gymnastic apparatus.

As summer draws near, more sports brands and designers are expected to show their strength.

And will also pay attention to winning athletes and their sponsorship agreements.

3. lost generation

Paul Mason describes in his book why it is everywhere: the Why It "s Kicking off Everywhere:The New Global Revolutions": "2008.

4. seek innovation in video.

Although we know that video is an important tool for fashion brands, it does not mean that this platform has reached its peak.

Online video advertising spending in the US is expected to grow by 43.1% in 2012, making it the fastest growing category of the Internet.

At present, the industry has to attract consumers' increasingly fastidious attention through innovation, let alone participate in innovation.

Therefore, more and more interactive activities will emerge in 2012.

A good example is the cooperation between American retailer Madewell and multimedia company Interlude.

5. the rise of games

The emergence of games has applied game concepts to non game areas in different ways.

Despite the increasing popularity of games and consumers, fashion brands need to decide if they are really fit.

Weird displays will continue to play a role in some brands, but other brands need to build a relatively sound business concept based on the product content and target market.

Innovation will win a victory and encourage the basic concept of interaction as a common development clue throughout all sectors of the industry.

With the continuous improvement of limb recognition technology, the store space is expected to play a key role.

This "natural user interface" can respond to normal body movements and voice, and will become an important hot word.

6. connected TV

Data from YAHOO (Yahoo) and Nelson (Nielsen) show that 86% of Internet users use mobile devices when watching TV.

In other words, the way consumers watch television has undergone an irreversible change. Compared to the boring boring TV before sitting, the audience can participate and interact more actively through multiple platforms at the same time.

As a result, the major brands are beginning to realize that social media and TV combinations deserve to be pursued when launching promotional activities.

The advent of "smart TV" will accelerate the process in 2012. It is estimated that 65% of the TV sets sold this year will be connected TV.

At the recent CES International Consumer Electronics Show, smart TV displayed by brands such as Samsung and Samsung can make viewers listen to and watch what they want, without touching the remote control.

7. 3D content

As we predicted in the 2011, the future of TV is still 3D, and now it has infiltrated into ordinary families.

With the opening of the situation and the drive of quality improvement and price reduction, the role of 3D in daily life is increasing.

Therefore, for advertisers, 3D has shown countless opportunities for them, far more than the existing fancy means.

In the fashion world, the future will be a combination of fascinating experience and practical experience.

3D will become an important way to provide entertainment, information, brand use and brand experience.

At the recent CES international consumer electronics exhibition, we are confident that 3D will become the mainstream.

8. near field communication

Near field communication is a technology of smart phones, enabling smart phones to "talk" with other devices at very close distance. This technology has been widely used as a tool for retailers.

With this technology becoming the standard of the new generation of mobile phones, it is expected to become the mainstream in 2012.

BlackBerry (Blackberry), which has adopted this technology, is planning to launch a series of inspiring activities soon to guide consumers and enterprises to benefit from the application of the technology.

For example, mobile payment and mobile wallet will be the second major characteristics.

However, for marketing practitioners, near field communication will connect the location network, paction and procurement point in a charming and innovative way.

9. data analysis

The number of data will continue to grow by 48% in 2012, reaching 2.7 zabytes (27 billion megabytes).

At the same time, social media applications will continue to grow strongly, and the growth rate will be two times that of general Internet applications.

With these data in mind, a major theme of 2012 is how marketers can detect if they can make the best use of network strategy.

10. application interface

The situation of digital media is becoming more and more complex. Consumers are facing more and more new platforms and equipment, and brands have more and more pressure to provide consumers with access channels.

But relying on manpower and cost to manage at the same time is no easy task.

The application interface allows a set of software to interact with other software to solve this problem.

Through a set of rules or guidelines, they enable third party developers to participate in and use the content that you already have.

Although this method is very perfect, how to make use of the fashion industry in marketing is a completely new content.

A brand is collaborating with external developers through the application interface, and external developers can reinvent the content and turn it into application, experience or activity to meet different needs.

In addition, it enables the brand to provide different rules for different partners through managing the application interface, maintaining its image control (for example, with e-commerce partners).