10 TRENDS TO WATCH FOR IN 2015NEW REPUBLIQUE CREATING BRAND MAGIC

The recent hostage situation in Sydney has highlighted

the power of consumer-driven media to guide and

influence sensationalist traditional media. The capacity of

Australians to rationalise events and focus on the issue

rather than allowing the media to influence their

viewpoint exemplifies the movement that is to come.

Over the next year get ready to see people connecting

and telling their side of the story. Media will seek to

engage consumer reports to tell the real story that we

are interested in hearing.

Socially Managed Media

1.

2015 will see the launch of a range of new .coms

providing for every solution under sun. Many banks

are predicting the second coming of the .com. The

only difference this time will be the size of audience

on the internet. 2015 will see would-be

entrepreneurs launching fledgling .com businesses

as Australia becomes a testing ground for later

expansion into the established US market.

.com again

2.

Aggregation

As the number of apps available for download

continues to increase, consumers will start to

consolidate theirs into apps that can provide

multiple services from the one place. In a

commodities market, aggregation will become

the key to winning screen attention wars.

3.

As amazon is set to launch its first physical store, get

ready for a wave of online stores experimenting with

physical spaces to bring their brand to life. A true 360

experience creates a new level of engagement

between consumers and their preferred .com brands.

Instore .com

4.

We have been talking about the digital enabled

shop for years now. With the growth of e-

commerce, many retailers will realise the only way

to compete and justify the cost of a physical store

will be to re-think the store experience. Many

retailers will seek to offer customers an integrated

experience allowing customers to self-service,

share content and provide digitally enabled

experiences to heighten their customer

experience

Digital instore

5.

As we become more informed about

nutrition we will see the growth of start-up

food companies providing authentic foods

with the focus on locally sourced produce.

We will start to distrust the idea of organic

and lean more towards ‘blemished’ foods,

and locally made products. This will

become particularly evident with alcohol

distillers. Get ready to see a range of home

grown gins, beers and other spirits hitting

the market. Consumers are looking for real

products with real stories and unique

quality.

New world food

6.

As video content continues to grow online we can

expect a spate of commerce-focused videos. As the

migration of both commerce and content to mobile

platforms grows, get ready to see a convergence of

shopping and entertainment in the form of shapeable

videos. Think music videos with “In this clip she

wears”. The desire to be ‘just like’ the entertainment

will help brand partners help each other grow. As this

happens, branded content will focus on entertainment

to help drive customer engagement and sales.

V-Commerce

7.

Life-remoteAs mobiles take more responsibilities (phones, wallets,

utilities, banking etc) get ready for the introduction of

life-remotes. A series of connected applications

helping people prepare and organise their devices.

Tesla recently launched an app allowing drivers to

pre-heat and cool their cars before they get in.

8.

With the launch of the Apple Watch, Nike Fuel

Band and many o thers, we w i l l see

experimentation and play becoming the norm.

Over the next decade technology will become

even more organic. We will see technology

integrated into all parts of our lives as an

‘expected’ way of living. One example is MJ

Bale’s “The Power Suit” which allows wearers to

pay via their suit’s chip-enabled feature. Welcome

to a whole new kind of cool!

Wearables

9.

The growth of apps can only mean one thing, the

arrival of ‘beacons’. Knowing your customers are

near by and incentivising them to purchase will

become common practice. Over the next few years

such technologies will expand the idea of location

based marketing to help drive foot traffic into stores

and sales-related events. Competition for the on

street customer is about to get a whole lot tougher!

Beaconvillia

10.

What Drives Trends?No matter the trend, the common factor is the level of generosity brands provide to the value-conscious shopper. Cus tomers w i l l expec t fa r more responsiveness to their needs and these trends will help deliver it. Most importantly, these movements will help customers get closer to their products and brands.

What is key is that these trends are driven by what customers want from brands. Consumers don’t want to be sold to, they want to buy products that tell the truth,. They expect to have honesty and integrity as part of the information about their products, both in terms of its production and in the simplicity of its use. They want to be entertained and to buy products that make their lives more magical.

We wall call this GRiP. A new way to communicate and build relationships that last with customers.

www.newrepublique.com/grip

About UsWe are a creative agency with a mission to be a home for talent and ideas that change

our world.

We are here to help products become more buyable by helping customers live better, more fulfilling lives. Lives that are a little

more magical.

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