22 Jan

I’m sure you have been hearing many predictions and forecasts for the latest business and on/off-line marketing trends in 2011, but I wanted to share with you one of the best presentations I have seen.
Although it was filmed almost a year ago at the 2010 D.I.C.E. Summit, Jesse Schell (a video game developer & Carnegie Mellon University Professor) talks about the psychology of today’s market and marketers.
If you’re building a business in today’s environment, Schell has some fascinating points that are particularly important concepts to grasp no matter what your industry.

Rating: ★★★★★
Here are some highlights from the video, we’d love to hear your thoughts, whether you agree or disagree with Schell and if you have any other major trends you would like to discuss further.


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The Experience Economy

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Technological convergence Vs. technological divergence?
Globalization has heralded an exciting period and unprecedented growth, none so dynamic as that of technology. But with such change we find competing interests, in socio-politically we can see that the world is getting smaller and our sense of connectedness is inching closer and closer by degrees on a multi-national scale. At the same time we are seeing a renewed longing for local community and parochial ties that even over-rule national patriotism.
The same can be said for 21st Century technology.
The popularity of the Ipad has perhaps demonstrated that Schell’s argument has many fascets and that there are two distinct and not mutually exclusive sides.


Lead Generation Vs. Direct Payments
Schell advocates that “Lead generation is more valuable than direct payments”. This is NOT a NEW TREND.. but warrants a reminder…


The reason why lead generation is so profitable is because it is becoming harder and harder to acquire net-browsers personal details, i.e. email address and marketers are willing to pay for those leads.


Time Vs. Money
The concept of time vs. money is one I am sure we are all familiar with, but it was interesting to hear Schell’s perspective about customers feeling OBLIGATED to spend money on something BECAUSE they had spent a lot of TIME on it already. The “elastic velvet rope”, as he calls it, presents a vital marketing lesson, especially when considering how you initially engage your customers; maintain the relationship; determine your price-point and subscription structure; and perhaps most importantly, provide long-term value.


Virtual Vs. Real
I confess… I’m a little addicted to pushing my Wii exercise regime just that bit further than I should so I can earn enough “piggybank dollars” to unlock the more advanced workouts. So I guess I know how the kiddies feel about Webkinz. Honestly, I’d never heard of Webkinzbefore Schell’s talk – maybe because I am not terribly familiar with children’s toys beyond 1988, but Schell clearly demonstrated the conditioning of children to buy online.
I must admit I found this a little disturbing. While I agree with Jamie McIntyre and Robert Kiyosaki who advocate financial education for youth, I am concerned about how “points” affect the way children view money and how virtual dollars may detract from a child’s appreciation for the value of real cash.
The world that Schell describes where children and adults live to earn points, i find personally disturbing, but perhaps even more so is the hints of the future already popping up in our everyday lives.
I recently went to the movies and noticed that there was no longer any posters advertising coming flicks – instead it was all digital imagery that rotated “electronic posters” and I was also surprised at just how many 3-D movies have been released since Avatar. I’ve seen news clips about sidewalk 3-dimensional advertising…and wonder how long it will take for 4-dimensional advertising to include smells and tastes?

Or will the 2012 Mayan Calendar End herald a Y2K-like bug and all remnants of the digital world crumble – forcing us to revert to paper advertising, writing letters, sending mail? Perhaps it does not have to be a catastrophic event that causes a reversion to simplistic life. I can see trends in fashion, product design and even food (cupcake high-tea polk-dot parties) that reflect the wholesomeness and simplicity of the 1950s and a longing for retro-style.Although, I do personally believe this has been a reaction to the perceived “Global Financial Crisis” and so penny-pinching “Susie-Homemaker” is re-born!


The hottest 2011 trend tipped by Schell is the marketing saturation of the “real” label. This really resonated with me as I am a sucker for genuine products and deeply value those that speak and live the truth.
I can see that Benjamin J. Harvey has already picked up on this with his “Authentic Education” not just a catchy title, Ben is dedicated to providing true value and extensively researched content.
Seminar Junkies Anonymous itself was founded in the principals of providing accurate, relevant and practical information for all, to help determine the authentic and well-intentioned from the fakes.
But like all trends – they have their fads, eventually the “authenticity” trend will become over-saturated by marketers in all industries. Like the “Low-Fat” labels we all know now, mean NOTHING, ultimately it will not be enough to say that you are “real” the market will demand that actually have to BE real!
We’ll keep you up-dated with all the latest trends of 2011 as they come to hand or share with us your expectations!
We’d love to hear what you think!
Leave a comment or send us your thoughts to seminarjunkiesanon@gmail.com


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