DIVERGENT GROUP

Craft Beverage Blog

Ready to Shake it Up?

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For me, 2018 is the year of being divergent and disruptive.  You’re probably wondering what that means.  I’m creating a collection of divergent or disruptive marketing examples and sharing it with you. I want to do things differently and shake things up a bit just like the word divergent and disruptive means.  Every month I’m going to share with you an example of how companies are being different and shaking things up, especially with marketing. Why you may ask?  Why not?  We can learn a lot from what others do.  I’m always looking for more examples of companies and individuals that embrace this concept.  If any companies come to mind, can you please shoot me an email?  Here are the top trends in disruptive marketing for 2018. 

The Camera will become a platform

In the past year, we’ve seen a shift in how the camera is used.  It’s not just a camera anymore.  It’s a platform with new tools and enhanced experiences.  Third party developers have built camera effects through Augmented Reality (AR) Kit and AR Core due to high-resolution screens, fast processing power, and high-resolution cameras.  Instead of focusing on content development, brands should now focus on creating experiences so consumers can create and share more user generated content. 

Messaging Apps have evolved

Gone are the days where messaging apps were strictly used to connect with family and friends.  Messaging apps are taking on a larger role in consumers’ lives.  Not only can consumers connect with friends and family through these apps, but they can also interact with businesses.  Through Facebook, you can now order food and pay within a conversation. 

System-based Marketing will be a new movement

One of the major developments in 2018 is the rise of the proxy web.  “Consumers will have systems, which will serve as proxy for interactions with other systems. Researchers have shown that baby boomers and GenX are open to systems that can assist in unravelling the complexities of emerging technologies and manage some aspects of their lives,” said Tom Edwards.  In order to help consumers discover what they need, marketers need to consider both the system-based journey and consumer decision journey since they will rely on systems as their proxy to manage multiple parts of their life. 

Integration of AI Assistants in everyday life

The introduction of voice match by Google is key to a digital assistant.  With this technology, AI assistants can recognize individual voices resulting in multi-user support functionality.  Now, AI assistants can personalize answers depending on who is asking the question.  It can make calls and even provide traffic routes based on your voice.  Amazon’s Alexa is also based on the same technology.  With this new technology, marketers should ask themselves how they can integrate themselves and be a part of consumers’ everyday life. 

Place brand purpose at the heart of business strategy

Back in the day, marketers used corporate social responsibility and cause marketing as key marketing activities and acts of corporate citizenship.  There is now a new notion called brand purpose, where organizations tie an aspirational mission to their day to day offerings. They blend business and brands to create experiences that make tomorrow better.  Smart marketers will ensure that brand purpose is at the center of their business and strategy. 

Drive toward engagement of the heart

Instead of engaging with consumers on a rational level, it’s critical that brands engage with consumers on a more emotional level, which is based on the stimulation of the heart.  In today’s society, you’ll notice that brands are crafting interactions with customers instead of just simple transactions.  For brands to be distinct and have a competitive advantage, “they must transform storytelling by taking the why and who of the brand and translate them into experiences that create lasting emotional connections,” said Billee Howard

Customers buy into stories brought to life through a strategic mix of creativity + technology

Customers aren’t merely looking at price anymore.  “Customers are looking for brands they can believe in, be a part of, and make statements through, that echo their personal ethos.” said Billee Howard.  If companies want to be seen as leaders in their given industry, it’s critical that they use a strategic mix of creativity and technology to craft and deliver stories that really connect and engage with customers.  It will be key to leverage data-driven insights on both the art and science side of marketing. 

To read the entire article, visit Forbes and Entrepreneur.  

Let’s shake it up!  Till next time… :) 

Ruby Benoit