New York, NY — We covered an entire room with ideas. Twenty trend watchers in four cities across three countries had been collecting hints for months – small shifts, interesting data, compelling stories. We had PowerPoint slides, Post-its, links, photographs, video, even two newspaper clippings. It was more than enough to identify the most important shifts we’ll see in marketing next year. As we sorted through and matched ideas to data, we started to see a picture of a Year that’s “Just for you.”
“Just for you” reflects a big shift underway in how consumer brands use marketing. They’re moving from asking for attention to offering something valuable. From being for everyone to being for each unique niche of users. They’re creating a new consumer expectation. One that demands that marketing do more by delivering right-now relevance and irresistible experiences.
Eight detailed trends make up our 2014 predications. Download your copy of the report for all the details.
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2014 Marketing Trends from GSW
In the coming weeks we’ll dive deeper into these trends, sharing more examples of brands who are leading the way and ideas on how they can power new kinds of healthcare marketing experiences.
Posted by: Leigh Householder
Photo credit: Thomas Hawk via photopin cc
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.