Drivers of change

Ten Drivers of Change in 2012

NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

#1. The line between industries continues to blur


“The automotive user experience is being redeﬁned.”
Dr. K. Venkatesh Prasad, group and technical leader with Ford’s Infotronics Research and Advanced Engineering


#2. People’s expectations are now industry-neutral


User reviews, social connectivity,
multiple access and input points,
smart search, real time data
synchronization...

People continue to carry their
expectations across industries. If
famous e-retailers offer product
reviews, then people expect that all
direct to consumer e-commerce sites
offer than option (yet only few do),
anything less is disappointing. In
other words, the very best in their
respective ﬁelds are setting the bar
higher to all in what in the past were
seemingly unrelated areas.


#3. “The Creator’s Economy”
Paul Saffo


The age of “design-your-own-and-then-buy-it” is giving way to the age of “design your own and sell it.” Brands create
real connections with people through working with everyones’ creative side which not only leads to a richer
understanding of people but also to better ways to bring them along in building the brand story.


#4. Digital and physical converging
(old ﬁeld, new tools, exciting possibilities)


Karma Tech: Hyper Island student
project for WESC.

This is not just cool but also amazingly
useful and a bit scary.
Details here: http://www.youtube.com/watch?v=1NvWfcWmkCU


#5. Social sharing grows exponentially
(ok, maybe not exponentially but fast and furiously)


Zuckerberg’s (controversial) Law of Social Sharing: X is time, Y is what you will be sharing and C is a constant


#6. Feedback loops grow faster and richer


Just a few years ago it took a ton of time and money to
get a simple read on the effect of communication objects
and new products and services in a specific market.
Today there seems to be a startup in the social
analytics space being born every day. Our ability to
understand and optimize communication and even
products/services will seriously impact (better and
worse) the things we create to persuade, entertain, and
add value to people.

Important players to watch in 2012:

http://bluefinlabs.com/
http://www.crimsonhexagon.com/
http://www.visibletechnologies.com/
http://collectiveintellect.com/
image via bluefin labs
http://topsy.com/
http://www.generalsentiment.com/
https://www.recordedfuture.com/
http://gnip.com/
http://datasift.com/
http://www.socialflow.com/


#7. “From value chain to value cycle”
Umair Haque


see Nike Reuse for a glimpse at what value cycles can look like in the near
future as people become more and more allergic to waste.


#8. Our visibility into the future is declining
(perhaps even our visibility into the present)


Facebook Users eBay Market Value
Mobile Sales of Netﬂix

2006 2009
10 M 600 M

July 13, 2011
16.4 Bn

2011
2011 5 Bn Dec 13, 2011
800 M 3.8 Bn

source: FastCompany

#9. Gaming continues to inﬂuence service design
(and products without “activity systems” will increasingly be handicapped)


image via The Next Web

What used to be a simple pair of soccer cleats is now a functional ecosystem that includes sensors, apps, intelligent systems,
monitors, and more importantly, game dynamics baked into the core of the system. This is already a mainstream paradigm yet
only a fraction of products/services are really designed to exist in a rich activity system. Expect tons of change.


#10. Real purpose is no longer optional
(the age of smoking mirrors is over)


Projects like The Sound of Football (part of Pepsi Refresh) will
continue to inspire us to keep blurring the line between
corporate social responsibility and marketing. In 2012 we have
the chance to consolidate marketing frameworks rooted in
purpose, vision, and imagination with the goal of taking brands
into a credible space that aligns the interest of people and
business in ways not needed or possible in the recent past.

In the digital age purpose means business.

image via Sound of Football


Thank You


Drivers of change

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