1. 2015 FORESIGHT [14.09.2015 - 1][Fredag Reklamebyrå] 6 “glimpses” into the future, as projected by Fredag, Norway

2. 1-6: The macro trends  We’re in 2015…  We have had some good years 2012-2014  A new recession is emerging  Kondratef’s 7-year cycle theory proves right again  The SmartPhone is our main communication tool  We use it for everything, and we carry it at all times  Computers and I-pads are out  ”Dumb” screens are connected to the Smartphone – even the TV  Advertising is even less reputed amongst sceptic consumers 14.09.2015[Fredag Reklamebyrå]

3. 2-6: The marketing trends  PR and publicity is first choice – “no-media-cost marketing”  Goes along with the “see me!” and “15 minutes of fame” reality tsunami  Social media never succeeded as a business marketing tool/arena  Most marketing is electronic and digital  TV commercials are replaced by “direct TV” relevant 1:1 communication via SmartPhones.  Product placement and “click-on” links to apps and offers are dominating  Communities, friends and involvement is everything 14.09.2015[Fredag Reklamebyrå]

4. 3-6: The agency market players  The advertisers are in power, controlling the market field – it is the buyer’s market.  The advertiser’s skills and strategic competence increase  He hires creative staff and use in-house resources  He does not acknowledge traditional agency added values  PR agencies gain reputation and shares of volume, as do digital agencies. 14.09.2015[Fredag Reklamebyrå]

5. 4-6: The below-the-line advertising  All is digital/electronic.  It is all about understanding the SmartPhone technology and possibilities.  It’s much about apps  Communication activities are automated, effectiveness is king  Budgets are minimal for ”human interference”  Data mining and analysis is automated  Great ideas and layout/design are no longer appreciated  Content and message is struggling – copy is boring and straight, product and price/offer rules.  Relevance prevails to the best of advertiser’s ability. 14.09.2015[Fredag Reklamebyrå]

6. 5-6: The name of the game  Direct Marketing is no longer a valid term  ”Traditional” segmentation and CRM fails to deliver Return On Market Investment (ROMI)  Customer Communication is the new buzz word for loyalty/maintenance of customer preference and sale  Referral Marketing is  Referral Marketing is the other new buzz word, vital for marketing development/attracting new customers. 14.09.2015[Fredag Reklamebyrå]

7. 6-6: The successful CC/RM agency  Are strong on digital insight and competence and particularly good at creative use of SmartPhone technology, trends and applications.  No longer sells communication strategy as a whole, but rather “smart ideas” for single activities  No longer sells Art Direction and/or big creative communication ideas  Deliveries high volumes of digital implementation and production of apps and “non-creative” messages to digital customer communication programs 14.09.2015[Fredag Reklamebyrå]

8. WWW.FREDAG.AS Thanks! [14.09.2015 - 8][Fredag Reklamebyrå]