Welche Trends solltest du 2016 kennen?

Trends sind im Marketing ein großes Thema, vor allem immer gerade jetzt zum Jahreswechsel/-beginn. So wie wir uns privat und beruflich unsere Vorsätze notieren, so werden jährlich auch aktuelle Marktprognosen auf den Tisch gelegt.

Ich möchte hier, einen Überblick zum Thema Trends geben, Begriffe definieren und anregen, das du dich mit diesem Thema für dein Unternehmen auseinandersetzt.

Was sind Trends?

Wie im letzten Artikel „Nutze die Forschung für dein Unternehmen“ entstehen Trends aus den Marktprognosen, in denen eine Veränderungen oder ein Wandlungsprozess aufgezeigt wird.

Trend: aus dem englischen „to trend – in einer bestimmten Richtung verlaufen“

Trends finden wir überall, ob zum Beispiel in der Politik oder der Konsumlandschaft. Dabei ist es wichtig diese Trends in eine zeitliche Achse des Verlaufs und der Dynamik, in der Tiefe und der Durchdringung zu verstehen. Trends treten, wie auch schon Horx definierte, immer in einer Richtung auf. Sie existieren in einem Medium („der Welt“), in der Wellen der kontinuierlichen zyklischen Veränderung vorherrschen.

Ein Wellenmodell könnte daher so aussehen:

Modell der Veränderung
Quellen: http://www.horx.com

Aus diesem Modell lassen sich verschiedene Kategorien (nach Horx) ableiten:

  • Metatrends: „die evolutionären Konstanten in der Natur. Metatrends unterliegen keinen Zyklen. Sie sind Ausdruck systemischer oder evolutionärer Konstanten. Beispiel: Der Trend zu steigender Komplexität.“
  • Megatrends: „der Begriff geht auf den Begründer der modernen Zukunftsforschung, John Naisbitt, zurück, der im Jahr 1980 zwei Weltbestseller zu diesem Thema schrieb. Megatrends sind Blockbuster der Veränderungen.
    Drei Voraussetzungen müssen gegeben sein, damit ein Megatrend diagnostiziert werden kann:
  • Der Trend muss eine Halbwertzeit von mindestens 50 Jahren haben.
  • Er muss in ALLEN Lebensbereichen eine Rolle spielen und Auswirkungen zeigen (Ökonomie, Konsum, Politik, Alltagsleben etc.).
  • Megatrends haben prinzipiell einen globalen Charakter, auch wenn sie nicht überall gleichzeitig stark ausgeprägt sind.“
  • Soziokulturelle Trends: „Dies sind mittelfristige Veränderungsprozesse, die von den Lebensgefühlen der Menschen im sozialen und technischen Wandel geprägt werden, sich aber auch stark in den Konsum- und Produktwelten bemerkbar machen. Die größeren von ihnen haben eine Halbwertszeit von rund 10 Jahren. Beispiel: Der Wellness-Trend. Hier handelt es sich AUCH um einen Marketing- und Konsumtrend, dessen Motive und „Treiber“ jedoch in tieferen Bereichen der Soziokultur zu finden sind (Körperbilder, Wertesysteme etc.).“
  • Zeitgeist- oder Konsum-Trends: „Sind eher kurzfristige, durch medialen Einfluss verstärkte „Infektionstrends“, die einen modischen Charakter aufweisen, aber durchaus auch soziokulturelle oder Wertewandel-Prozesse reflektieren können.“
  • Mikrotrends: „Stile im Bereich des Designs und Selbst-Designs, der Konsum- und Gewohnheitsphänomene.“
  • Branchentrends: „Entwicklungen, die besonders in einer Branche dominant sind.“

Dennoch gibt es auch Kritik an dem Thema Trends, denn sie versprechen in die Zukunft zu blicken und uns eine Richtung zu weisen. Genau dafür benötigen Unternehmen die Trends, um sich zumindest ein Stück weit abzusichern, dass die Planung in die richtige Richtung geht.

Was wird also aktuell an Trends publiziert?

Bei der iBusiness-Umfrage zum Thema „Trends im Online-Marketing“ im Umfeld von Agenturen, Unternehmen und Dienstleistern, haben sich 14 übergeordnete Trends herausgestellt:

Trends
Quelle: ibusiness

Diese 42 Marketingtrends gruppieren sich um fünf Themenfelder. All diese Trends sind derzeit noch auf dem Markt zu finden, auch wenn manche Großkonzerne schon über „Mobile Only“ nachdenken, wo die Kleinunternehmer zunächst einmal Ihre Webseite aufbauen oder Mobile optimieren.

Megatrends werden immer weiter in kleinere Entwicklungen unterteilt. So ist Social Media Marketing nicht mehr mit Facebook-Marketing gleichzusetzen, sondern Plattformen, wie Pinterest, Instagram und Co. werden ebenso immer wichtiger.

Was heißt das für die Unternehmen?

Mehr Maßnahmen müssen getestet werden. Dies benötigt allerdings auch Kapital und Risikobereitschafft. Außerdem ist es notwendig Strukturen zu schaffen um „mittelfristig eine übergreifende Marketing-Planung, -Umsetzung und -Kontrolle und langfristig ein wirklich ‚kommunizierendes Unternehmen‘ zu realisieren.“ (ibusiness)

Außerdem ist weiterhin das große Thema Datenflut wichtig. Es reicht nicht mehr alle Daten zu sammeln, sondern diese müssen sinnvoll eingesetzt und genutzt werden.

Nach dieser Umfrage sollten also folgende Trends besonders berücksichtigt werden:

Die Kommunikation zwischen Unternehmen und seiner Zielgruppe wird individueller, während die Markenkommunikation und –dialog über die digitalen Kanäle durch Technik und Daten automatisiert wird.

Pinterest und Instagram werden immer wichtiger. Vor allem die Möglichkeit im Bereich des E-Commerce, mit diesen Plattformen zu verschmelzen klingt interessant. Beide Plattformen arbeiten bereit an den Kaufbuttons. Es wird immer wichtiger visuelle Inhalte für eine Marke zu erstellen und zu etablieren. Interessante Beispiele, wie Unternehmen diese Plattformen nutzen, stelle ich hier auf dem Blog bald vor.

Die mobile Internetnutzung schreitet massiv voran. Die Vielfalt der mobilen Endgeräte vom Smartphone über Tablets. Mobile Endgeräte sind der persönliche Zugang zu einer zunehmend vernetzten Welt.

Mit erfolgreichen Crosschannel-Strategien rückt das Thema Cross-Device-Tracking oder Crosschannel-Tracking unweigerlich in den Marketing-Fokus. Für alle Händler mit Filialgeschäft beziehungsweise Crosschannel-Betreiber wird dies künftig eine wichtige Rolle spielen.

Marketing wird immer umfangreicher und komplexer. Es gibt eine große Masse an Daten, die erfasst und ausgewertet werden müssen. Es wird eine „Datenzentrale“ benötigt, auf der alle Daten zusammengeführt werden.

In Unternehmen müssen alle Abteilungen mehr zusammenrücken und Synergien erzeugen.

Customer Experience beschreibt alle Erfahrungen, die eine Person, der Kunde, mit dem Unternehmen/Produkt macht. Dies beginnt mit dem erste Kontakt, zum Beispiel vom Werbeversprechen bis zur Produktanwendung. Das Gesamtkonzept und die Zufriedenheit des Kunden, bindet ihn langfristig an das Unternehmen.

Bevor es zu einer Kaufentscheidung kommt, haben Nutzer mehrere Kontakte entlang der Customer Journey mit Kampagnen über diverse Kanäle. Diesen Verlauf muss das Unternehmen möglichst genau kenne und analysieren. Mobile spielt dabei eine wichtige Rolle.

Jeder Person muss vom Unternehmen möglichst individuell angesprochen werden. Der Begriff „Zielgruppe“ in der eine bestimmte Masse an Personen zusammengefasst werden, wird langfristig aufgelöst.

Um bei dem Überangebot vom potenziellen Kunden wahrgenommen zu werden, wird es für Unternehmen immer wichtiger, relevantes und kontextbasiertes Marketing zu betreiben. An Kunden werden jeden Tag eine große Masse an Werbebotschaften herangetragen, von nur einem kleinen Prozentsatz fühlen sie sich tatsächlich angesprochen. Bei der kontextbasierten Personalisierung werden Echtzeitdaten mit einer tiefgehenden Analyse des Konsumentenverhalten kombiniert. Es wird also immer wichtiger die Kunden zur richtigen Zeit, am richtigen Ort mit den richtigen Themen anzusprechen.

Kunden greifen heute über viele verschiedene Endgeräte (Smartphone, Desktop oder Tablet) auf der Internet zu. Daher wird es immer wichtiger für Unternehmen dies auch zu analysieren. Ein Teilnehmer der ibusiness-Umfrage sagt auch: „Dass mobile Endgeräte immer häufiger für die Produkt- und Informationsrecherche genutzt werden, während der eigentliche Kauf zu einem späteren Zeitpunkt über Desktop stattfindet. Durch immer mehr optimierte mobile Webseiten wird in Zukunft auch mehr über mobil gekauft, aber das ist ein Prozess, der Zeit braucht.“

Daten, Daten …. Daten werden wichtiger für Unternehmen. Wichtig ist zudem diese Daten richtig zu analysieren, auszuwerten und daraus seine Schlüsse zu ziehen.

Prozesse werden automatisiert. Verschiedene Tools werden genutzt, um Werbemittel und Botschaften zur richtigen Zeit, am richtigen Ort auszuliefern. Hier werden vor allem auch Real-Time-Daten gern genutzt.

Das datenbasierte, getargetete Auktionsprinzip ist die Technologie der Zukunft. Bald wird die Echtzeit-Onlinewerbung geprägt sein. Die Ansprüche an Datenqualität und genau definierte Zielgruppen werden mit dem Markt wachsen.

Außerdem werden diese Real-Time-Mechanismen auch interessant, wenn das vernetzte Haus und alle Geräte zum Beispiel melden, dass ein Produkt im Kühlschrank alle ist und die Marken bieten, wer dem Kunden nun einen Coupon zusenden darf.  

Die Ergebnisse der ibusiness-Umfrage, die ich hier stark gekürzt habe, zeigt spannende und riesige Themenfelder auf. Große Veränderungs- und Lernprozesse warten hier auf Unternehmen, Agenturen aber auch Kunden.

Konntest du aus diesen Themen interessante Ansätze für deine Forschung und die Entwicklung deines Unternehmens mitnehmen? 

Melde dich auch gern für meinen Newsletter an, um keinen Beitrag zu verpassen.

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