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Identify Valuable Business Opportunities with the Consumer Trend Canvas

Identify Valuable Business Opportunities with the Consumer Trend Canvas | Marketing_me | Scoop.it

Consumer trends are, at their heart, an essential part of uncovering innovation opportunities. Otherwise they’re just intellectual masturbation: diverting, pleasant and entertaining, but with little real purpose ;)

Yet we frequently hear that ‘trends’ feel mysterious and opaque. Which is why this month we’re introducing the CONSUMER TREND CANVAS* rather than bringing you another Big Consumer Trend.

*Generously 'inspired' by Alex Osterwalder's Business Model Canvas ;)


Via Robin Good
Alessandro Rea's insight:
CONSUMER TREND CANVAS:

An easy-to-follow framework that will help you not only unpack andunderstand any consumer trend, but also help you apply it to launchsuccessful consumer-facing innovations of your own.

 

 

How & when to use the CONSUMER TREND CANVAS:Download your blank Consumer Trend CanvasTake the trend that you are interested in exploring further (either from us, or elsewhere!).As you analyze the trend, fill out the left hand side of the canvas (‘Understand’) with insights, data and examples. Then use the ‘Apply’ section on the right hand side to capture your ideas.Keep on circling back to re-examine how the segments relate to each other. Insights in one segment may highlight other elements of the trend and help you uncover truly novel concepts.Also, try using it to structure an innovation session with your team or a client. Then enjoy that ‘a-ha!’ moment as people both understand what a trend is all about, and how to make the most of it ;)

 

Read More: http://www.trendwatching.com/trends/consumertrendcanvas

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yeohyc's curator insight, October 17, 2013 12:44 AM

An easy-to-follow framework that will help you not only unpack and understand any consumer trend, but also help you apply it to launch successful consumer-facing innovations of your own.

Robin Good's curator insight, October 17, 2013 2:45 AM


Trendwatching.com, a web magazine devoted to analyze, research and report about upcoming consumer trends, has released the Consumer Trend Canvas (inspired by Alex Osterwalder's).


The free CTC has been designed for anyone interested in looking deeper into the innovation and business opportunities available by looking into the specific traits of new consumer trends.


The Consumer Trend Canvas per se is nothing else but a printable PDF framework that contains instructions, tips and examples as well as a full-page structured canvas that help you analyze any possible consumer trend.


"An easy-to-follow framework that will help you not only unpack and understand any consumer trend, but also help you apply it to launch successful consumer-facing innovations of your own."


More info: http://www.trendwatching.com/trends/consumertrendcanvas/ 


Consumer Trend Canvas: http://www.trendwatching.com/trends/pdf/2013-10%20CONSUMER%20TREND%20CANVAS.pdf 




Elías Manuel Sánchez Castañeda's curator insight, November 17, 2013 2:44 PM

A significant percentage of working-age Mexicans (PEA: economically active population) have no chance of finding a job as an employee, so it needs to develop the ability to use tools for self-employed or start a business. A useful tool is the Business Model Canvas, which allows a review sheet nine key concepts that has any business, and develop knowledge and actions that increase the likelihood that the company move forward.

Un porcentaje importante de los mexicanos en edad de trabajar (PEA: Población Económicamente Activa) no tendrá oportunidad de encontrar un trabajo como empleado, por lo que necesita desarrollar la habilidad de utilizar herramientas para auto-emplearse o para iniciar un negocio propio. Una herramienta útil es el Model Business Canvas, que nos permite en una hoja repasar nueve conceptos clave que tiene cualquier negocio, y desarrollar conocimientos y acciones que incrementan la probabilidad de que la empresa siga adelante.

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How to Build Your List Using Simple Marketing Strategies

How to Build Your List Using Simple Marketing Strategies | Marketing_me | Scoop.it
Businesses are beginning to see the potential benefits of using mobile marketing About 95% of mobile messages are received & read within 5 minutes.
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4 Tips to Incorporate Visuals into Your B2B Content Marketing Strategy

4 Tips to Incorporate Visuals into Your B2B Content Marketing Strategy | Marketing_me | Scoop.it
When most firms begin creating a new B2B content marketing strategy, they focus on written content. The details of their strategy revolve around what topics their target audience is searching for
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9 Easy-to-Use Time Tracking Tools for Creative Agencies

9 Easy-to-Use Time Tracking Tools for Creative Agencies | Marketing_me | Scoop.it
The Reason for Tracking Time

The problem is unavoidable. Our industry is built on billable hours. Even retainers are based on an understanding of how much time an agency will spend on a specific client each month.

The other problem is that people don't actually track their time, so agencies never have a true understanding of how much time is required to complete a project. Consider this: A designer estimates it will take 10 hours to complete a design. Three months later, he fills out his timesheet over a period of two weeks, accounting for 11 hours of design time. He didn't actually track his time, but he thinks it's in that ballpark. Besides, it looks good that he spent a lot of work on the project. The team lead reviews the timesheets and compares it to the original estimate. There are two implications: 1) The project is unprofitable. 2) Future quotes for this type of design project will be set at 15 hours.

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Increase Your (Mobile!) Email Open Rates: How to Optimize the Only Three Lines That Matter

Increase Your (Mobile!) Email Open Rates: How to Optimize the Only Three Lines That Matter | Marketing_me | Scoop.it
Email Marketing - To dramatically increase your mobile email open rates, let's take a look at exactly how to optimize the only three lines that matter.
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Victor Juarez's curator insight, January 27, 6:07 PM

El 65% de los e.mails se abren primero en un dispositivo movil (Datos USA). Como incrementar la tasa de apertura en tres pasos!

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Super Bowl XLIX Ad Chart: Who's Buying Commercials in Super Bowl 2015

Super Bowl XLIX Ad Chart: Who's Buying Commercials in Super Bowl 2015 | Marketing_me | Scoop.it
Ad Age's annual Super Bowl ad chart is back. Watch this space for every marketer and agency in the big game as we confirm them.
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How to Align Your SEO Strategy & Buyer Journey

How to Align Your SEO Strategy & Buyer Journey | Marketing_me | Scoop.it
Assuming your customers find you exactly when they are about to purchase is not only ignorant, it is also hurting your ability to grow leads and customers. Although variable from company to company,…
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5 Stylish Chart Types You Should Use

5 Stylish Chart Types You Should Use | Marketing_me | Scoop.it
As our community members show every day, there are endless inventive ways to visualize your data. And while bar graphs and pie charts have their place, sometimes an advanced chart can be the perfect fit to convey the most important insights, on sight.

Here we offer 5 advanced chart types to bring your data to life:
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How Email Marketers Can Prepare For Inbox By Google

How Email Marketers Can Prepare For Inbox By Google | Marketing_me | Scoop.it
That mobile email app that Google released (in beta, by invitation only) has a desktop counterpart. Contributor Tom Sather shares tips on how marketers can prepare for its adoption.
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Oracle Whitepaper: Oracle Guide to Targeting for Marketers

Oracle Whitepaper: Oracle Guide to Targeting for Marketers | Marketing_me | Scoop.it

Targeting (That's on target) 

Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When, and What. Read this quick guide on what you can do to ensure your web pages and white papers, social posts, and search optimization are primed and ready for any “road to discovery” your audience takes. 

Get a clearer picture of who is involved in the buying process. Download the “Modern Marketing Essentials How-To Guide: Targeting

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What The Word "Branding" Really Means

What The Word "Branding" Really Means | Marketing_me | Scoop.it
Have you ever wondered why companies are willing to pay literally millions of dollars to “brand” or “re-brand” their company?…Continue Reading
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ADV Advertiser | Saatchi & Saatchi chiude il 2014 a +12% e presenta Xploring, il “nuovo” lusso

ADV Advertiser |   Saatchi & Saatchi chiude il 2014 a +12% e presenta Xploring, il “nuovo” lusso | Marketing_me | Scoop.it
Chiuderemo l'anno a +12%, andando oltre le nostre stesse attese più rosee, in un mercato che continua a calare due cifre. Queste le parole di Giuseppe Caiazza, Ceo di Saatchi & Saatchi Italia, di Saatchi & Saatchi + Duke Francia, e Head of Automotive Business di Saatchi & Saatchi Emea (nella foto) questa mattina a Milano, a margine della presentazione della ricerca Xploring sulla comunicazione dei brand del lusso. Caiazza ha anche sottolineato che i risultati economici, frutto anche della vittoria in molte gare e della conquista di clienti importanti come Ferrarelle, Peroni, Fincantieri, Mutti, Dalani, Pfizer, Folletto, Pedrollo, sono affiancati da altrettanto eccellenti performance sul versante della creatività. quali i 17 Leoni a Cannes (di cui nove d'oro) e il secondo posto al mondo nel ranking creativo del network S&S, alle spalle dell'Argentina. Il risultato di quest'anno ci porta a una crescita complessiva negli ultimi tre anni del 23%, ha aggiunto Caiazza, annunciando una stima di risultati per il 2015 in linea con quelli di quest'anno e un aumento della quota della revenue dal digitale dall'attuale 20-25% al 30-35, grazie anche all'acquisione di Ambito5, in linea cone il circa 40% registrato dal gruppo Publicis a livello mondiale.

A proposito di Gruppo, il Ceo ha precisato che il prossimo trasloco dell'agenzia negli spazi della casa comune di via Bernina renderà ancora più efficiente l'integrazione già in atto di alcune funzioni quali il Back office e il Finance.
Particolarmente orgoglioso, infine, si è detto Caiazza del trasferimento alla sede di New York dei pluripremiati creativi Luca Pannese e Luca Lorenzini, ricordando che sono oltre una decina i creativi allevati da S&S Italia attualmente al lavoro in altre sedi estere, da Londra a Dubai, da Parigi a Los Angeles. I due Luca saranno sostituiti da altrettanto valide risorse interne, già individuate dai direttori creativi esecutivi Agostino Toscana e Alessandro Orlandi.
Passando alla ricerca Xploring, realizzata in collaborazione con Jane Cantellow, Global Planning Director Saatchi&Saatchi, “La nostra provocazione, ha esordito Caiazza, ci conduce a dire che, oggi, è forse il mondo del lusso a poter trarre qualche elemento di ispirazione da largo consumo. Sono loro che da qualche anno hanno aderito con entusiasmo all’inarrestabile passaggio dalla cosiddetta Attention Economy alla Participation Economy, creando un rapporto quotidiano e continuativo con i propri clienti, facilitato dalle tecnologie in continua evoluzione. Non è quindi un caso che oggi alla testa dei più importanti poli del lusso vengano chiamati manager con un’esperienza decennale nel settore degli FMCG”.
Condotto in nove Paesi (Thailandia, Cina, Giappone, India, Emirati Arabi, Messico, Stati Uniti, Regno Unito, Italia), lo studio di Saatchi & Saatchi analizza i cambiamenti in atto del settore e individua, nelle modalità di comunicazione dei marchi Premium, la nuova dimensione strategica, coerente a un concetto di lusso legato sempre più alla sfera personale.
I 5 miti del concetto di lusso mutano infatti in 5 nuove interpretazioni che portano alla democratizzazione del consumo d’élite.

1. Da ideale esclusivo a umano inclusivo
Da prodotto inaccessibile e distaccato oggi il lusso deve diventare fonte di valori umani, forti e duraturi. “Le persone sono in cerca di significati non di eccessi sfrenati e gratuiti”. Il fascino di uno status che non si compra ma si guadagna.

2. Da tradizione a innovazione
Da attaccamento alla tradizione, modello di una “cultura egocentrica come unico intenditore”; il nuovo lusso deve comunicare amore per l’innovazione, apertura verso un mondo in costante evoluzione.

3. Da one-off a one-to-one
La distribuzione limitata e produzione su misura legato al prestigio del brand, il controllo, devono spostarsi verso esperienze personalizzate e più coinvolgenti. “L’individuo personalizza il prodotto diventando parte attiva, e quel valore aggiunto che parla di te rende il prodotto inimitabile e di lusso”.

4. Da parla di sé a crea relazioni
Il passaggio del ruolo del brand quale detentore del capolavoro come “oggetto” a creatore di una relazione trasparente ed intima, e in grado di provvedere piattaforme di collaborazione per i consumatori.

5. Da serio a giocoso
E’ considerato lusso chi offre benessere, esperienze divertenti e rilassanti piuttosto che prodotti di prestigio, sofisticati e in qualche misura “solenni”. “E’ uno stato mentale, una ricerca di sensazioni, di esperienze gratificanti, e Il tempo diventa il vero lusso”.

In sintesi, quindi i brand del lusso - osservando i marchi Premium - dovrebbero prestare attenzione a celebrare i valori umani; a guardare meno alle tradizioni del passato, adeguandosi alle future esigenze abbracciando l’inventiva propria del settore tecnologico; e a fare proprio il concetto di “personalizzazione” e rendere il desiderio più personale, guardando all’unicità della fattura artigianale.
Last but not least, non parlare soltanto di se stessi e dare vita a collaborazioni con marchi lifestyle, nonché, magari, astenersi dal prendersi sempre troppo sul serio – e concedere al consumatore la licenza di “godersela”
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More Marketers Now Dedicate Over Half Of Digital Budgets To Retargeting

More Marketers Now Dedicate Over Half Of Digital Budgets To Retargeting | Marketing_me | Scoop.it
Study shows marketers are investing in more heavily retargeting, say it performs as well as search, email and other display.
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Learn The Growth Strategy That Helped Airbnb And Dropbox Build Billion-Dollar Businesses

Learn The Growth Strategy That Helped Airbnb And Dropbox Build Billion-Dollar Businesses | Marketing_me | Scoop.it
About a year ago, Dropbox closed a round of funding that made the company worth $10 billion dollars. Late last year, Airbnb was valued at $13 billion. How did these billion dollar companies reach this huge milestone? How did they achieve - and sustain - such amazing growth? The answer can be summed [...]
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How to Build the Best Paid Advertising Strategy For Your Business

How to Build the Best Paid Advertising Strategy For Your Business | Marketing_me | Scoop.it
As a business owner or a marketer, it’s your job to figure out the best weapons for driving traffic to your website and increasing sales. There are many tools to help you do just that, and a lot of…
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10 rules for designing emails your customers will want to read

10 rules for designing emails your customers will want to read | Marketing_me | Scoop.it
Email continues to be one of the most popular ways that companies interact with their customers. As with everything else in the design world, how you design an
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The Talent Gap: 5 Skills Every Agency Pro Needs to Develop in 2015

The Talent Gap: 5 Skills Every Agency Pro Needs to Develop in 2015 | Marketing_me | Scoop.it
Learn the five skills you'll need to succeed in digital marketing in 2105.
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How To Write A Killer Business Plan in One Week

How To Write A Killer Business Plan in One Week | Marketing_me | Scoop.it
If you have a business idea but don’t where to start, this article is for you. If you have a…Continue Reading
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Avoid These 3 Mistakes As A New Entrepreneur

Avoid These 3 Mistakes As A New Entrepreneur | Marketing_me | Scoop.it
In 2003, I started my first business. It was a fitness company called “The Fit Image.” We offered in-home personal…Continue Reading
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Brit Proves Google's Eric Schmidt Totally Wrong: Super Cookies Can Track Users Even When In Incognito Mode

Brit Proves Google's Eric Schmidt Totally Wrong: Super Cookies Can Track Users Even When In Incognito Mode | Marketing_me | Scoop.it
So-called super cookies abuse a security feature in most of the world's top browsers and can circumvent protections offered by Google Chrome's incognito mode or its equivalents, a British researcher proves. Yet such cookies appear undeletable on Apple's Safari. The claims come less than a month after Google chairman Eric Schmidt suggested incognito mode could prevent tracking from the likes of the NSA.
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How Aaron Agius built an affiliate marketing company into a $90K/Mo machine

How Aaron Agius built an affiliate marketing company into a $90K/Mo machine | Marketing_me | Scoop.it

This is the story of how a guy who was bored by his work built a profitable marketing company


Andrew: Hey there freedom fighters, my name is Andrew Warner and I am the pushy, bully interviewer here at Mixergy.com, home of the ambitious upstart. I’ll explain that in a moment, but first I’ve got to tell you what I have packed for you here today. I’ve got for you the story of a guy who was bored at work and decided that he was going to build a profitable marketing company, and he did it. I invited him here to talk about how he did it, and my goal for this interview is to have you learn how profitable marketing companies are built, and frankly, any kind of consulting company. I think if you’re looking to do that, you’re going to get a lot out of this interview.

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How Smart Devices Can Be Disruptive without Being Intrusive

How Smart Devices Can Be Disruptive without Being Intrusive | Marketing_me | Scoop.it
When it comes to wearables, the gadgets that are winning are not only innovative, they also integrate into people’s lives without being intrusive.
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Digital Trends: An Industry Focus on Digital Marketing in 2015

Digital Trends: An Industry Focus on Digital Marketing in 2015 | Marketing_me | Scoop.it
On the Dig­i­tal Europe blog we’ve been look­ing at devel­op­ing trends and upcom­ing devel­op­ments in dig­i­tal mar­ket­ing. If you’ve not [...]
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