December 2017

Mohammad Anas Wahaj | 29 dec 2017

Marketing continuously evolves, and there is always something new for marketers to test, experiment and validate, and bring it to mainstream, whether it be ideas or technologies. Here are expert predictions for 2018 - (1) Zoe Burns-Shore (Head of Brand & Marketing, First Direct): 'Hopefully, more companies will start to realise digital marketing and marketing are one in the same, and the joy of all of that is seeing how everything works together, not in channel-led silos.' (2) Rachel Bristow (Director of Client Partnerships & Collaboration, Sky Media): 'It's no longer enough for brands to be passive about their brand identity as consumers are expecting more from the brands they engage with. Often this means taking a political viewpoint in order to be relevant and engaging...Although having a political voice can elevate a brand's purpose, it comes with a host of reputation risks which brands need to carefully consider. CSR also helps align a brand with a purpose while mitigating some of those reputation risks of being politically vocal.' (3) Harry Lang (Marketing Director at Online Sportsbook Pinnacle.com): '...I'm going with eSports...Now it's getting organised and brands are paying over the odds to jump on the bandwagon - the trend lines suggest it's only going to get bigger.' (4) Aedamar Howlett (Marketing Director, Coca-Cola Great Britain): 'We will add more choice and breadth to our portfolio...tap into macro consumer trends like healthy living, exotic flavours and on-the-go snacking...we will evolve the ways we communicate and engage our consumers. The trend for instant, real-time conversations and connections with brands will continue...also trialling chat bots and AI, as well as investing in editorial-style content-led media partnerships that tap into the mass appeal of social influencers to consumers...(there) is an evolution in the way marketers use and present data insights...(insights) will allow a more personalised, targeted approach for 2018.' (5) Craig Greenberg (Head of Strategic Planning & Insight, William Grant & Sons UK): 'As consumers are constantly bombarded with information across various channels, we will see more brands attempting to cut through the clutter to become memorable...it is brands that have a differentiator aligned with their brand heritage in a credible way that will win in the long term...consumers will seek brands that build on their identity, meaning a bigger push towards 'local' specificity in luxury brands...in a period of uncertainty, big brands may feel detached from a sense of place and strive to get closer to communities.' (6) Ben Rhodes (Group Marketing Director, Royal Mail): '...continued growth in retail ecommerce - and the associated need for more convenience and choice in delivery and return options...consumer trust in messaging received via physical mail to continue to grow, compared with digital channels.' Read on...

Marketing Week: What's in store for 2018? Marketers share their predictions
Author: Lucy Tesseras

Mohammad Anas Wahaj | 28 dec 2017

Corporations and businesses are actively involving themselves in social and community development through corporate social responsibility (CSR), philanthropy, nonprofit partnerships, volunteering etc, to create social impact and a better world. Volunteering can play an important role in providing skills that help in building a solid foundation for a successful career. Ebony Frelix, SVP of philanthropy and engagement at Salesforce, says, 'Some of my most memorable character building experiences and important learning moments have come from volunteering. I really do feel that giving back deepens our connections, bringing companies, people and communities together.' During her early career at Salesforce she managed interns from a nonprofit and later on joined Salesforce.org to lead the company's volunteer programs in Americas. She adds, 'The role opened my eyes to the possibility that I could merge my passion for volunteering with my professional career.' Salesforce applies 1-1-1 model for CSR and philanthropic activities. Marc Benioff, founder and CEO of Salesforce, at the time of founding of the company in 1999, set aside 1% of employee time for volunteering, 1% of equity for philanthropic donations, and 1% of products or services to give away to nonprofits. As a result of applying this model, Salesforce has given more than US$ 184 million in grants, 2.5 million hours of community service and provided product donations for more than 33000 nonprofits and higher education institutions. Business, technology and social impact are interconnected. Businesses realize that to do well, they have to participate in doing good. Consumers are now sensitive to ethical aspects of businesses and expect them to align with their values. Cone reports that 87% of Americans will purchase a product because a company advocates for an issue they care about and 76% refuse to purchase a company's products upon learning it supported an issue contrary to their beliefs. Ms. Frelix says, 'I'm excited about the intersection of the nonprofit and technology industries, and seeing innovative systems and products now accessible to nonprofits after traditionally only being available to large corporations.' Read on...

Forbes: How Volunteering Can Be The First Job That Sets You Up For Life
Author: Deborah Dugan

Mohammad Anas Wahaj | 27 dec 2017

According to the website tate.org.uk, 'Emotional architecture is a style of modernist architecture conceived in the 1950s that embraced space, colour and light, creating buildings that encouraged meditation and reflection. It was conceived by the Mexican architect Luis Barragán and the sculptor and painter Mathias Goéritz who were frustrated by the cold functionalism of modernism. In 1954 Barragán and Goéritz published 'The Emotional Architecture Manifesto' in which they argued that architecture needs to be spiritually uplifting.' Emotional architecture emphasises and respects human wants and needs. Researchers Ann Sussman (architect), Janice M. Ward (designer) and Justin B. Hollander (academic at Tufts University), are developing a scientific approach to this strategy, gleaning useful insights on how people look at structures and spaces. According to them the best way to understand what factors catch the eye is to literally study its movements through biometrics. Researchers used the same eye-tracking and facial-expression analysis software used by advertisers, software developers, and automotive designers to study our near-subconscious reactions to what we see. Ms. Sussman says, 'At the moment, biometrics are predominantly used to get people to purchase things. We'd like to use them to improve public welfare, health, and well-being. We want to promote better place-making in the world and ease of walkability.' Read on...

Architectural Digest: Is Biometric Scanning the Future of Architecture Planning?
Author: Tim Nelson

Mohammad Anas Wahaj | 25 dec 2017

According to a recent survey by Create, a new marketplace for health systems, local health networks best serve the needs of today's healthcare consumer. The survey took a detailed look at the preferences of individuals when selecting and receiving healthcare. It finds that 1/3rd have received care from more than one health system, or network of affiliated providers. Simeon Schindelman, CEO of Brighton Health Plan Solutions, says, 'This data uncovers that individuals are already taking their own steps to make their care more localized and personalized, but they aren't reaping the cost and quality benefits of such a network model. The survey also finds that there is a strong discrepancy between how loyal healthcare consumers feel they are to their primary care doctors, and how loyal they actually are. Mr. Schindelman and his team observed that 'our current healthcare system simply does not meet the needs and expectations of today's consumer...To enhance healthcare for everyone, we must move away from the current one-size-fits-all health plan, and instead listen to the needs of individuals across the country.' He explains, 'Managed care executives are responsible for managing cost, utilization and quality of care provided, while pursuing strategies for value-driven solutions. As such, hearing the preferences and expectations of today's healthcare consumer is at the center of performing those duties...this survey also uncovers a value-driven solution that has not been explored in the industry: plans that prioritize local, integrated healthcare systems.' Mr. Schindelman suggests - (1) Offer personalized plans. (2) Stop giving people benefits they don't need or use. (3) Explore new ways of lowering costs that don't compromise quality. Read on...

ModernMedicine: Three ways to make healthcare consumers happier
Author: Tracey Walker