We received an overwhelming amount of information (and associated swag) at this year’s SXSW Interactive conference in Austin. While the seminar topics seemed quite diverse, Launch Agency Senior Copywriter Alex Slotkin pointed out three key memes that surfaced and seemed of particular relevance to the advertising industry as a whole in the first part of this blog series, SXSWi 2012 Conference Top 3 Memes for Advertising Agencies.
In that first blog post, the three key memes from the 2012 SXSWi Conference were identified as : 1) The changing role & function of ad agencies, 2) the increased importance of content creation and curation, and 3) social as the new norm. From a social media perspective, there were three additional memes that were trending within the SXSWi seminars that closely correlate with the above:
1. Agile, real-time marketing is driven by technological innovations: Just as the rise of social networks has caused shifts in public relations and customer service, new breakout technologies are now driving change in agency and campaign structure. “Multi-channel” campaigns are now a must, and agencies have to staff for this and consider campaigns that parse content into “snackable” portions across a variety of platforms while maintaining a core brand idea.
2. “Big Data” has personal privacy implications: As more content is created and shared on the internet daily, businesses and marketers are gleaning increasingly more and deeper data on people. These massive data sets are being referred to as “Big Data” and marketers are using this information in a more intentional way to analyze trends, predict consumer behavior, and personalize marketing experiences. The downside of this data glut is the myriad personal privacy and data ownership issues. We’ll certainly hear more about this meme as technology pervades more and more of our time and resources.
3. With social as the new norm, the “Fear of Missing Out” is amplified:
Consumers now have to keep up with the Joneses online as well as off-line. There is increasing pressure to have the latest technology, join the newest platforms, download the hottest apps, and create the most interesting posts. JWT led an excellent seminar on this topic of “FOMO”, and developed a very interesting short video on the subject which can be viewed here
. Brands and marketers can ultimately respond to this social media “FOMO” by easing it, escalating it, making light of it, or teaching consumers to cope with it.