PASIÓN POR EL MARKETING

blog de Buzz Marketing, Marketing viral, Social media marketing, word of mouth

Advertisement

Archive for the ‘ tendencias ’ Category

Things continue to change in social media and digital. Messenger platforms are taking over email and soon over social networking, people are using the more and more emojis, paid becomes a must, new platforms are changing the way humans communicate, etc.

10 key trends in social media

I would like to share this presentation that I believe is a great compilation in an era of confusion and disruption.

Would you add any?

I’ve been always a fan of that kind of brands that enter a category and suddenly, with a proper positioning vision and a solid and smart strategy become leaders. This is the case of Gin Mare, the Mediterranean Gin. I’m amazed and cannot be more aligned with one of the greatest event ideas I’ve ever seen lately. Enjoy and distillyou life… Remember The Mediterranean is not a place but an attitude.

Mediterranean attitude

Below I’ve included the brand case developed by the consultancy Garrigos&Llopis. You will find a great analysis and many important things that define the this premium Gin and helped to build a powerful brand.

Although sites like Facebook offer a quick and nice view of what’s going on in the world (Note that Facebook prioritises news over brand posts), there are more insightful sites out here to identify relevant trends and what the future will look like. In this list I’m trying to avoid the big names like Forbes, Nielsen or Masahable.

Here below, it’s the list of 5 relevant sites for trends hunting I’ve subscribed and I follow:

1- STYLUS.
About: “We help businesses process global consumer lifestyle, product and engagement insights, stimulating innovation and growth”

Reason why I like it: Recommended by one of my greatest colleagues, Stylus offers great reports not only about trends but also consumer lifestyle, new products, etc. The blog is really good if you are looking for a quick dose of inspiration.

Stylus trends

2- TRENDHUNTER.
About: “With 60,000,000 monthly views, TrendHunter.com is the world’s largest, most popular trend community. Our head office is based in Toronto, Canada, and we are fueled by a global network of 155,000 members and 3,000,000 fans. Trend Hunter, Trend Hunter TV and Trend Hunter PRO feature 252,000 cutting edge ideas.”

Reason why I like it: Although a classic, I think the site still offers a nice mix of ideas, insights, product innovations, culture, etc. I like how each article is scored and it shows audience information. We can discuss whether this is really accurate or not but it adds a nice touch.

best trends sites

3- COOLHUNTING.
About: “Cool Hunting is an award-winning publication that uncovers the latest in design, technology, style, travel, art and culture. Since 2003 our original content has informed the creative community that’s designing the future.”

Reason why I like it: It’s fresh and it’s name says, the site is very focused on the cool. You can read but also listen, link, look, travel, etc. Get your attention grabbed by a cool image and read further if interested.

Best sites for trend hunting

4- TRENDWATCHING.
About: “Established in 2002, we help forward-thinking business professionals in 180+ countries understand the new consumer and subsequently uncover compelling, profitable innovation opportunities.”

Reason why I like it: Free publications are good and the site is very easy to navigate and visually appealing. Their methodology includes a Trend Framework that contains the 16 mega-trends that define the future of business and consumerism at large and which form the basis of their research process.
best research companies

5- YOURSELF!

Use these sources to get inspired and get some validation but never stop questioning things. Go underground and observe and identify insights and spot trends on your own. And remember, curiosity is the greatest tool ever designed.

Durante el 2015, he tenido la suerte de hablar con bastante gente y conocer varias marcas y projectos que me han gustado mucho. He experiementado con todos ellos.

1- GIN MARE

Una ginebra de claro carácter mediterráneo.Para su elaboración se utilizan diferentes elementos aromáticos muy típicos del mediterráneo como son la oliva arbequina, el tomillo, la albahaca o el romero. Todo infusionados en una base de cebada y destilado en una alambique de origen florentino

Gin Mare

QUE ME APASIONA:
– Todo el branding y packaging
– El aprovechamiento de una super tendencia en el mercado (El Gin&Tonic)
– Su marketing de diferenciación y premium approach
– En principio vienen a mi boda en Junio 🙂

UN CONSEJO:
– Keep it Premium! y no olvidéis la esencia mediterranéa

2- CALM

Meditation app. Muy sencilla, muy chula y con varios programas y opciones. He estado mirando otras varias y puedo asegurar que es mi preferida. De hecho, me he registrado en la versión de pago.

Algunos de vosotros me habréis visto compartir alguna sesión en social media. Estoy convencido que es ka nejor solución para aquellos que se inician y buscan sesiones de meditación sencillas, eficaces, anywhere, anytime.

Calm meditation

QUE ME APASIONA:
– Todo el branding. El nombre y claim es perfecto!
– Poder hacer tracking de todas las sesiones que relizas
– Muy visual, con varias opciones de backgrounds que realmente te relajan
– Su perfil de Instagram, aunque creo que deberian seguir publicando texto en las imágenes 🙂

UN CONSEJO:
– Keep it simple! La meditación es el futuro. Intentar ofrecer los servicios o branded sessions a empresas.

3- BOUTIQUERS

Marketplace curated de productos mediterráneos.

De la nostalgia por esa época en la que el tiempo transcurría más lento y las cosas se hacían con cariño y dedicación, nace este proyecto inspirado en los artesanos y diseñadores que sienten verdadera pasión por lo que hacen. Boutiquers es una delicada selección de Boutiques, o tiendas de productos selectos, que reúne el exquisito trabajo confeccionado en pequeños talleres del Mediterráneo.

Productos mediterraneos

QUE ME APASIONA:
– Todo el branding, la idea, la web, todos los materiales de marketing son genuinos.
– Ver como han ido creciendo poco a poco y añadiendo nuevos productos
– Me encanta lo claro de como se definen y los beneficios del proyecto

Boutiquers que es

UN CONSEJO:
– Keep it auténtico! Expandir la oferta de productos pero seguid fiel al Med!

4- DIGIMIND

Plataforma de Social listening con soluciones para analítica y Business Intelligence. Llevo como 2 años usando sus servicios en la agencia.

digimind dashboard

QUE ME APASIONA:
– El dashboard. Es muy intuitivo y sencillo. What, Who, Where, How and When!
– El servicio

UN CONSEJO:
– No tengo muy claro lo del icono animal hehehe, aunque me comentan que se trata de un suricato que en la sabana africana están siempre “alerta” de lo que pasa en su entorno 🙂

5- MELLERBRAND

Marca de gafas de sol low cost pero muy cómodas de con lentes polarizadas. Bueno ahora tambien relojes!

Meller low cost gafas de sol

QUE ME APASIONA:
– Los diseños son muy chulos
– Las gafas son muy cómodas
– Creo que es una gran idea porque el mercado de gafas de sol necesitaba un low cost que ofreciera gran valor. Uno no puede gastarse 200 euros en gafas que tiene que cambiar acda año debido a la moda.
– Su Instagram!

UN CONSEJO:
– Cuidado que hay bastante otros productos muy similares: WolfNoir, Cerodoscinco, pero sobre todo Curetbrand … Yo invertiria en crear un diferenciador fuerte y entraría en Asia!

6- TRIP.ME

Trip.me es una plataforma de Internet donde los viajeros que buscan experiencias únicas pueden seleccionar, personalizar sus viajes directamente con las agencias locales en todo el mundo. Nadie conoce mejor los destinos que ellos.

Trip.me

QUE ME APASIONA:
– La idea, creo que el sector del travel necesita otro nuevo gran cambio
– Todo lo relacionado con viajar creo que tiene negocio
– El business model. Sencillo y con (comision a negocios locales)
– The power of LOCAL

UN CONSEJO:
– Creo que la customización de los viajes que ofrecen no es tan genial. Me da que la idea supera en bastante a la implementación.
– Competencia está aumentando
– El branding en este caso no es mi favorito.

What is the reality when we compare Snapchat versus Facebook, Twitter, Instagram?

Snapchat has grown really, really fast in terms of number of users. This is a great thing; however it seems the platform has not yet a clear strategy for revenue drive.

snapchat-growth-infographic-

Emojis have been part of our communication behavior for a while. I feel now it’s the perfect moment to incorporate and integrate them into our overall digital and social strategy. See below some facts and reasons why we should embrace this format.

Why to use emojis and marketing

Why Emojis are a great format to communicate?

-> According to Swyft Media, 41.5 billion messages and 6 billion emoticons or stickers are sent around the world every day on mobile messaging apps. “When we offer mobile app users the imagery of their favorite brands, they don’t see it as advertising,” noted Evan Wray, co-founder of Swyft Media. “They see it as self-expression.”

-> Many brands are doing it already: Check the articles below:
Taco Bell:
Compilation of 2014 campaigns
10 Brands Opting to Show instead of Tell

-> iPhones added new ones in the new OS version

-> Emojis are comely used by Millennials when communicating to each other

-> It’s more native than apps. “We didn’t go create our own app because people use the emojis natively already,” explained Taco Bell rep Ashley Sioson. “We want it to be a natural tie-in to how the user already uses emojis.”

-> It’s more native than apps. “We didn’t go create our own app because people use the emojis natively already,” explained Taco Bell rep Ashley Sioson. “We want it to be a natural tie-in to how the user already uses emojis.”

Do you have any more reasons why to use Emojis for your brand?

This is a very interesting TED talk that shows that you don’t need a perfect English accent to receive a loud series of applauses.

I do really like how Yves Morieux destroys the myth of the big 3: Clarity, Accountability and Measurement

What we have searched in 2014 is one of the questions you might ask yourself as we have already landed in 2015. Here is the fantastic way on how Google wants to tell us:

This year I wanted to do something different and more authentic so I’ve decided not to read any article about top social media trends for 2015 and write mine from scratch. Sometimes I feel we should follow more our intuition… This is what I truly think:

Social media trends in 2015

Social media trends in 2015

1- From Public to Private social networks.

Whatsapp and similar apps become the boss! People got sick of sharing all their lives. We don’t want to be celebrities anymore as it has broken already to many relationships. This is not cool anymore, we got overwhelmed with stupid content and it’s time to kill the “social ego nightmare” and the “social insecurity sickness“.

2- Uberisation of everything.

It started with the Taxis, well previously with the holidays homes and it will go much further. We will see Uber for eCommerce, beauty services, pizza delivery, etc.

3- One of the big platforms drowns

I’m not saying which one but I feel it will be Twitter, Facebook or YouTube :-)… Or maybe, Google+, Vine, Pinterest?

4- Every social media follows Facebook PAID TO EARNED approach.

Facebook decreased the organic reach down to 0.something 🙂 and all the rest will follow to push the paid option.
Twitter has started already even though they claim to offer 30% of organic reach.
Pinterest has recently announced the paid option is open to everyone.
The rest will just follow…


5- Lead generation becomes the key request.

After understanding that community size (number of fans, followers, etc.) doesn’t matter anymore because you only reach less than 1% through your content and when you promote a post it’s targeted by interest and not by fans; brands will get back to the basics and request for leads (no fans)

6- Platform agnostic Creativity reborn…

Do you remember that time when we talked about Viral and Buzz marketing? Those years were truly amazing as creativity was at the center of every action. I feel social media has killed that a bit over these 4-5 years. Everybody has just been worried about following what the platforms allow you to do and strategies were too channel focused. Now it’s time for platform agnostic creativity that goes beyond the channel to truly attract the consumer and build a fully integrated experience.

2015 is going to be amazing because finally, social media and digital marketing will leave the Comfort Zone to challenge themselves again. We all have been resting over 2014… Wake up because 2015 will truly challenge those who call themselves social media or digital experts…

Yep, there is a new cool product out there and it feels it’s becoming a sensation!

Trunkster is basicaslly a Zipperless Luggage with GPS + Battery + Scale. I think the idea is genius as it covers a real need for the target audience, the travelers!

In an industry defined by the same old zipper and flap luggage, Trunkster’s sexy silhouette, impeccable construction, and intelligent features define a new standard for the discerning traveler, bidding farewell to the brittle zippers, cumbersome flaps, flimsy handles, and unreliable wheels we’ve been forced to accept as the norm.

After barely 1 day they have surpassed all expectations and they are here to revolutionize the travel lugagge industry.

Here below you can check its top features:

Smart lugagge

Smart lugagge

The founders are friends which keeps me even more excited.

If you want to know more, feel free to check the Kickstarter page here

Good luck guys!

Blogonsale2