Trends – some information sources from the internet

This post is not strictly marketing or strictly libraries but I put this list together for one of my colleagues who asked me about useful websites for information on changing consumer and societal trends. This is based on the sorts of sources I used when I worked at Fonterra.  The Futurist website is always an interesting place to start. Some of the others are useful for mining details from – for instance the Datamonitor reports are hugely expensive, but you can access the tables of contents, and they give an excellent idea of what’s in the report. Some others are a bit crazy, but hey if you are in the business of coming up with new ideas anything is worth considering I think!

 Megatrends

 Datamonitor – New Developments in Global Consumer Trends –

http://www.datamonitor.com/industries/research/?pid=DMCM2468&type=Report

They say:   This report based on a vast array of primary and secondary research provides a comprehensive snapshot of global consumer behavior. Structured around Datamonitor’s well-established mega-trends framework, it offers added clarity, new detailed insight, future trend predictions and intuitive recommendations for marketing and product development.

I say: Report from 2007. Very expensive but there is free access to a comprehensive table of contents which lists the trends included in the report.

 

Datamonitor – Evolution of Global Consumer Trends – Market Analysis Report

http://www.datamonitor.com/industries/research/?pid=DMCM2367&type=Report

They say: There are 10 global consumer mega-trends that will determine successful NPD and marketing strategies in the next 10 years. This report, in presenting new data to reflect consumer values, attitudes and behaviors, offers a more detailed breakdown of how the mega-trends have affected consumer behaviors, how they evolved in recent years and how they are likely to evolve in the future.

I say: Report from 2005 but still relevant as the trends are predicted to cover the next 10 years. Very expensive but there is free access to a comprehensive table of contents which lists the trends included in the report.

 

Top 10 forecasts for 2009 and beyond from The Futurist

http://www.wfs.org/Sept-Oct08/Nov-Dec%20FUTURIST/topTen.htm

They say: Each year since 1985, the editors of THE FUTURIST have selected the most thought-provoking ideas and forecasts appearing in the magazine to go into our annual Outlook report. Over the years, Outlook has spotlighted the emergence of such epochal developments as the Internet, virtual reality, and the end of the Cold War

 

 Annual trends

 Trends 2009 from the Hartman Group

http://www.hartman-group.com/downloads/thg-cultural-trends-2009.pdf

They say: At The Hartman Group, leading-edge customized research and consulting blend to understand the complexities of consumer behavior. We pride ourselves on understanding nuance. We dig deep to get at the underlying motivations and behaviors that make a difference to brands, innovation, marketing and business development.

 Business ideas

 Hartbeat

http://www.hartman-group.com/hartbeatpages/

They say: HartBeat is The Hartman Group’s FREE online newsletter, providing insight, analysis, information and strategy to give business leaders the knowledge and vision to build sustainable brands. 

I say: link provides access to previous issues of the newsletter

 

trendwatching.com: Consumer trends and insights from around the world

http://www.trendwatching.com/

 

Springwise | New business ideas from around the world

http://www.springwise.com/

Knowthis.com says of Springwise: Springwise *A blog-style site devoted to spotting trends as these emerge from around the world. The site allows so-called “spotters” to submit trends, so in some cases the trends presented appear to be part of a company’s marketing campaign. But in many cases the trends are interesting, if not unique, and fun to read.

 

General

Research reports from Australian market research company McCrindle Research

http://www.mccrindle.com.au/resources.htm

I say: Many of these reports focus on generational segmentation e.g. segmenting markets by generations X, Y, Z etc.  See:

Seriously cool: marketing, communication and engaging with diverse generations

http://www.mccrindle.com.au/wp_pdf/SeriouslyCool.pdf

From the report: This white paper provides a big-picture analysis of our changing times and generational shifts, and points to some of the drivers of the generational debate. In the process it delivers insights into both marketing strategy and the marketing and communication tactics that will result in deeper engagement with the diverse generations

 

Trends, Ideas and New Marketing Methods: KnowThis.com

http://www.knowthis.com/topic-areas/management/trends-and-new-methods.htm

They say: “Marketers are always experimenting with new ways to reach and satisfy customers. In this section we provide information on new ideas and methods marketers are using to gain an upper hand on their competition”

 

Marketing Stories and News for Marketing Trends: KnowThis.com

http://www.knowthis.com/management/stories-trends.htm

 

Google directory for business http://www.google.co.nz/Top/Business/

I say: Try a search from here on trends for more links

 

New Zealand demographic trends

http://www.stats.govt.nz/products-and-services/reference-reports/demographic-trends.htm

 

All about marketing from the Free Management Library

The Free Management Library is a collaborative online resource which:

provides easy-to-access, clutter-free, comprehensive resources regarding the leadership and management of yourself, other individuals, groups and organizations. Content is relevant to the vast majority of people, whether they are in large or small for-profit or nonprofit organizations. Over the past 10 years, the Library has grown to be one of the world’s largest well-organized collections of these types of resources

There is a section on marketing  which looks like it provides excellent background on a range of marketing topics. It divides the subject into inbound and outbound marketing:

Inbound Marketing Includes Market Research to Find Out:

  1. What specific groups of potential customers/clients (markets) might have which specific needs (nonprofits often already have a very clear community need in mind when starting out with a new program — however, the emerging practice of nonprofit business development, or earned income development, often starts by researching a broad group of clients to identify new opportunities for programs)
  2. How those needs might be met for each group (or target market), which suggests how a product might be designed to meet the need (nonprofits might think in terms of outcomes, or changes, to accomplish among the groups of clients in order to meet the needs)
  3. How each of the target markets might choose to access the product, etc. (its “packaging”)
  4. How much the customers/clients might be willing pay and how (pricing analysis)
  5. Who the competitors are (competitor analysis)
  6. How to design and describe the product such that customers/clients will buy from the organization, rather than from its competitors (its unique value proposition)
  7. How the product should be identified — its personality — to be most identifiable (its naming and branding)

Outbound Marketing Includes:

  1. Advertising and promotions (focused on the product)
  2. Sales
  3. Public and media relations (focused on the entire organization)
  4. Customer service
  5. Customer satisfaction

This point jumped out at me:

Too often, people jump right to the outbound marketing. As a result, they often end up trying to push products onto people who really don’t want the products at all. Effective inbound marketing often results in much more effective — and less difficult — outbound marketing and sales.

 

 

Great website for marketing basics

If you need to get up to speed on marketing basics Knowthis.com is a great website to start with. It includes a number of tutorials which give background on topics such as market research, customers, product, distribution, price and marketing management.

I was interested to see how the site came about:

In November of 1997 a conversation between a university marketing professor and a university business librarian brought to light the lack of a centralized Internet resource dedicated to the field of marketing.  This conversation was the starting point for building an online directory of marketing resources.  By October 1998 the project moved under the domain name KnowThis.com where it remains today.  Over this time the site has grown from a web directory to a comprehensive site that includes tutorials, articles, forums, links to industry news and much more.