Advertisers Will Focus On The Present During 2003
Advertisers will single mindedly focus on the present rather than the future during 2003 and will move away from sustainability towards accountability, according to new research from Euro RSCG Worldwide.
The company predicts that in a post 9:11 world concerned with terrorist threats and the prospect of war between the United States and Iraq, consumers will decide that ignorance is bliss and will take comfort in all the is genuine.
According to the Strategic Trendspotting And Research study, advertisers will be forced to use real people in their marketing campaigns and will turn towards family owned companies that they feel they can trust. It also suggests that consumers will avoid world news, leave financial statements unopened and generally do anything to keep anxiety at bay.
Marian Salzman, chief strategy officer at Euro RSCG Worldwide, said: “Even as we go about our daily business, we are aware that things are not quite normal. This is why we are turning to products, services and new behaviours that help us maintain some sense of control.”
The company forecasts that the vulnerability of today’s youth will fuel the popularity of experiences that stimulate the senses. It predicts that energy drinks, narcotics, indulgent foods, sensual fabrics and visceral music will thrive at the expense of high-tech products.
The study recommends that smart marketers will target ethnic minorities and culturally specific ways, using linguistic preferences and unique consumer attitudes to communicate with niche groups, which it suggests have power that belies their actual numbers.
It also forecasts that EU directives restricting the advertising of tobacco, alcohol and financial services will lead to the growth of alternative marketing techniques, including buzz campaigns, both on and off line.
Euro RSCG Worldwide: www.eurorscg.com
Recent Research Stories from NewsLine DoubleClick Report Reflects Strength Of Rich Media Research Reflects Surge In Spam Mail Only One In Ten Very Interested In Freeview
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left