here is a very promising article from Jack Morton worldwide.
Design will drive marketing innovation
According to a recent BusinessWeek Online article, “When people talked about innovation in the ‘90s, they really meant technology. When people talk about innovation in this decade, they really mean design.” In the world of marketing, design can help marketers innovate both the strategies and tactics they use to engage key audiences. Beyond creating more aesthetically appealing products, design can elevate the environments in which customers learn about, purchase and recommend those products.
Experiences will drive marketing
There’s no question that more money will be spent this year on experiential marketing. More significant than this increase in spend, however, is the increasing primacy and influence of experiential marketing as a driver of marketing strategy. This primacy is implied by comments like that of a Ford marketer praising the impact of events: “I have to think this is one of the most important ways to go to the market.”
Experiences will activate marketing investments
Marketers are spending eye-popping sums on investments that are arguably wasted if not fully activated through live events, online marketing, customer hospitality, interactive experiences and grassroots initiatives. The growth of sponsorship spending (an estimated $12.09 Billion in North America alone) and the increased emphasis on corporate social responsibility (as distinct from corporate philanthropy) are key areas in which experiences can be used to activate marketing investments to greater effect.