Looking ahead at 2013 with our magic mirror leaves some doubt
for any accuracy of predictions, but every year at this time, it’s always a fun
exercise to watch the community of thinkers publish their annual lists for the
2013 – The Year of Engagement
Geoffrey Moore (of Crossing the Chasm fame) wrote a great
post on LinkedIn last month that really hits the engagement nail on the head
“The antithesis of engagement is alienation, but that is too strong
a word for what is in fact a milder, cooler, and more distant reality. Let’s
call it instead detachment. The economic consequences of detachment are
reflected initially in a loss of brand loyalty, which then tends to lead to
price shopping, which ultimately leads to churn. Such dynamics are the kiss of
death to a consumer economy.”
“The highest returns in tech in the coming decade will come
from investments in engagement”Geoffrey Moore
The Brainyard Blog (Information Week) – one of my favorites,
had a response to Geoffrey’s Big Idea 2013 post by Eric Lundquist, that offers
some interesting challenges for CMO’s. Eric writes: “The issue for chief marketing officers,
as I see it, is how to create customer engagement in an era when it is simple
for a customer to disengage.”
With the rising importance of Customer Experience and our
focus on Customer Engagement here at Oracle, we are seeing the thought leadership of major
marketing powerhouse agencies offer their trend observations as well.
The major analyst firms of Gartner and Forrester have
published fascinating 2013 prediction articles and reports which will give us all a guidepost
as we navigate the coming year’s challenges.
Gartner’s list covers many of the same trends they listed for
2012 which leaves us understandably with the knowledge that these are not a
passing fancy of a trend, but instead trends that will take years to develop
My favorite quote from this article: “Although the benefits
of social media marketing may yet turn out to be the modern version of The
Emperor’s New Clothes, 2013 will continue the shift in businesses across the
world toward a more open, innovative, and collaborative environment."
Our friends at Capgemini have a couple of CTO blog posts addressing the business and IT trends. .
What about the Creative and Strategic Leaders today? What do they think about these evolving trends?
I discovered a very interesting article on Fast Company's "Create" site that interviewed leaders from both creative and strategy in top agencies. Definitely take the time to read the full article linked here. I've tried to capture some of the more interesting quotes below.
content, on more screens, in more sizes, in more places, more of the time.
slowdown: Creatives today, like their smartphones, must be able to do
everything. And well.
“The past decade plus was about learning new technologies,
new platforms, new threads of connectivity about brands. This next decade will
be a return to storytelling and craft.” - Jason Gaboriau, VP, executive
creative director CP+B
“Marketers will continue to ask for more ROI often with the
same spending levels and sometimes less.” - Jonathan Cude, chief creative
“Undoubtedly, technological advances are forcing brands to be
less preoccupied with what to say and more with how to say it. And what
invariably happens is that different brands’ messages all begin to resemble one
another. Every day there seem to be more and more similar ideas coming from
different clients…even within different categories. Innovation is taking a
front seat and the brand’s architecture is being put on the back burner. As a
result, the messages behind brands are becoming less and less unique.” - Maxi
Itzkoff/Mariano Serkin, chief creative officers, Del Campo Nazca Saatchi &
Saatchi Bueno Aires:
“Our teams here at the agency work in tandem with one
another--dropping the silos and alternatively embracing collaboration among
community management, social strategy, digital word of mouth, content studio,
creative and technology. That is how creative success will be realized in
2013.” - Adam Kerj, chief creative officer, 360i
Here’s a sampling of the interesting discussions from one of
these strategic thinkers.
Jim Stengel, marketing consultant and educator, author,
former CMO of P&G:
“This will be the year of The Drop. We will drop social from
social media as all media is social; we will drop digital and mobile from
digital & mobile marketing as all marketing is digital and mobile; we will
drop advertising from advertising agency as their future is in helping clients
creatively realize opportunities; we will drop global from global marketing
officer as all marketing leaders need to be global in thought and intent. You
get the idea: we are entering an era of integration and simplification as
people/consumers want coherence, impact, joy, and help from people running
The year of even higher Ideals. This is gathering momentum. I
have had a crazy busy year helping large and small companies--more than
25--activate their higher ideal in all they do. Look at big Cannes winners last
year: Chipotle, Nike, Coke, Prudential, Visa and on and on. All centered on a
higher ideal that is activated beautifully and completely. These companies are
growing and writing the new story for business.
More profoundly: the year of Us versus Me. Obama won
decisively as he was the inclusive, generous, empathetic candidate. Romney was
more exclusive, more individualistic. The coming policy/economic changes will
be more shared responsibility to make progress on the deficit, tax revenues,
health care. The national social impact of the horrific Newtown tragedy will be
a softening of our "hard lines" on many issues, our empathy will be
heightened. Do not underestimate the lasting impact of that event. People
running brands need to internalize this and reflect it. It will supercharge the
movement to higher ideals.”
These are really interesting perspectives on the changes and trends upon us in 2013 and beyond. It is definitely NOT Business as Usual and requires some re-thinking around engagement with not only your customers, but also your own employees and partners. Remember that Engaged Employees help to cultivate Engaged Customers.
Our last Social Business Thought Leader in 2012, Brian Solis, was sponsoring the change of business perspective in his book, The End of Business as Usual and provided a scintillating discussion on dealing with these new challenges.
This is the age in which society and technology evolve faster
than a company’s ability to adapt. Can your brand survive? Join Altimeter Group
analyst Brian Solis as he discusses how to not just survive but thrive by
better understanding customer expectations, disruptive technology, and the new
opportunities of the age.
Oracle WebCenter is the center of engagement for business—powering
exceptional experiences for customers, partners, and employees. It connects
people, process, and information with the most complete portfolio of portal,
Web experience management, content, imaging and collaboration technologies.