Blogging Out Loud

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Back Talk: The Next Big Thing In Marketing.

Not all industry secrets need to be kept under lock and key. Marketers seem to be on the verge of tapping the Next Big Thing. Question is: what is it?

South by Southwest 2011 just wrapped up, and in the past few years, many of today’s leading social media platforms (think Twitter, Gowalla) used the SXSW festival as a springboard into popular culture. According to reports, “location-based apps, crowdsourcing and the relationship between brands, advertisers and consumers in a social media context were the most dominant themes” of the festival’s interactive branch last week. We’ve already seen smart brands such as The Container Store, Nordstrom, Sears and Wal-Mart create forward-thinking programs that allow consumers to shop online and pick their purchases up in stores a few hours later, which will inevitably impact the way we think about shopper marketing. Meanwhile, last week The Gap ran a 24-hour promotion via its Facebook page inviting shoppers to “Make a Deal,” or name a price for consumer goods that the denim and khaki giant could then accept or counter. Now that’s brave new shopping.

Maybe I’m just blogging out loud, but it seems like we’re seeing signs of marketing’s Next Big Thing. With seemingly endless opportunities for brands to engage consumers, marketers have their hands full, but not tied.

Which begs the question: what do you think is the next big thing in marketing? And, how will it translate for consumers?

Please share your thoughts on the topic.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: RedGlow82

About JJ Nelson

Freelance blogger for Vertical Marketing Network; food writer; bartender.

5 comments on “Back Talk: The Next Big Thing In Marketing.

  1. Philip
    March 24, 2011

    We are certainly on the edge of the “next big thing in marketing”, Though I suspect it is not just ONE “big thing” that will appear which will revolutionize the way we create, communicate and connect consumers with products and services. A couple of scenarios:

    Imagine being able to use your iPad to virtually cruise down the aisles of your specific neighborhood supermarket, stopping at any shelf, lifting a product and flipping it over to read the nutritional information or recipe ideas on the package. Then deciding to place the product in your cart or return it to the shelf. And then automatically checking your cart through the virtual checkstand with your groceries ready for curbside pick-up in 20 minutes (or of course, home delivery). Then imagine the appfor this service also creating a gateway for marketers to communicate directly with these virtual shoppers in real time with offers and information (e.g., for my cleaning product compared to the one you have in your virtual hand before putting the product into your cart). How’s that for one-to-one marketing communications!

    Or imagine when the technology and security is ready for the broad use of electronic payments through your iPhone, iPad, Blackberry or Android. Having these common items serving as electronic wallets will allow marketing to seamlessly communicate offers and payment processing with just a couple of strokes on the mobile devices.

    We are on the edge of the next big things in marketing and it is so darn exciting!


    • Paul
      March 24, 2011

      Phil, I really feel like the potential in the app world is infinite at this point.


  2. Breaz
    March 22, 2011

    I love all these new websites. As a consumer, it’s exciting to see the deals and feel like you’re getting a good bargain. It also allows me to see what I’ve been missing out on as a working parent too busy to go to a traditional retailer. I love the idea of shop and pick up in a few hours as well – I think Sears was one of the first retailers to do that. I definitely feel spoiled with things being so convenient these days.


  3. Paul
    March 22, 2011

    Perhaps an application based marketing platform would serve the new “techy” generation more adequately. With so many mediums shifting toward handheld electronic applications, each retailer could create an app, and from there, the consumer could jump on one day deals. An example of this would be “Whiskey,” or “Steep and,” which are subsidiaries of larger retailers, and are made available through social platforms like facebook. These retailers offer small quanities of generally high priced merchandise for more than half off retail price. The thrill of getting one before they’ve run out motivates the consumer to buy with ferocity. With these types of sites gaining momentum (joint facebook/retailer relationships), consumers would be able to purchase goods right from their handheld and the convenience of this would inspire more on the spot buying.


  4. Alice
    March 22, 2011

    It seems like this trend has been going on for awhile now. Traveling websites like expedia, priceline, and hotwire are all promoting the “name your price” sales schemes. It attracts various consumers because it allows them to feel like they’re getting the most bang out of their buck. I was pretty surprised that Gap is following along in their footsteps. I didnt realize that clothing retailers were transitioning in that kind of marketplace. However, like all the previous blogs posts have suggested, we’re transitioning into an economy consisting of convenience and finance efficiency.


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