Published on March 18, 2014
1 | 18.03.2014 Ketchum SxSW Trend Report March 2014
2 | 18.03.2014 SxSW, the annual music, film, and interactive conference and festival took place in Austin, Texas from 7 to 16 March. Ketchum and Zocalo had 40 people on the ground. Here are the key trends for brands and consumers that we spotted. For further information on any of these trends please head to www.ketchum.com/sxsw-2014. Trends from SxSW Here’s what we spotted
3 | 18.03.2014 In the near future, your wardrobe will not only need to match in color, but also by Wi-Fi connections. As the Internet becomes more wearable, we need new methods of interacting with content. Users don’t want to walk around with their hands glued to their glasses or talking out loud to engage with visuals. #1 Wearables What should I wear today??
4 | 18.03.2014 Gesture mechanics, controlling computers by motion, was big at SxSW a few years ago when the Xbox Kinect first launched. It didn’t take long for users to become familiar with touchscreen devices and the pinch, pull and swipe method of interaction on them. Gesture navigation, via touchless interaction, is next. Stephen Strong The wearable mouse
5 | 18.03.2014 Wearable technology is becoming a mainstream consumer product. Connected devices give a more complete picture of our whole health with the goal of actually keeping people out of hospital. In time, with the help of connected fitness, diseases can better be prevented before they arise. #2 Quantified self Machines say get fit, eat less
6 | 18.03.2014 Arthur Markman, Professor of Psychology and Marketing, University of Texas, said quantified self is a new movement for raising awareness to truly change behaviors. The next generation of connected health is moving from simple data analysis to personalized prescriptive actions, he added. Tim Weinheimer Source: Shaping healthy behaviors through connected fitness
7 | 18.03.2014 3D printing isn’t just for big companies to prototype their new products, or for engineers to craft models before building the real thing. Manufacturers showed off $1,000 products that are clearly aimed at the small company, serious hobbyist and even arts- and-crafts enthusiasts. And there are kits that you can build yourself. #3 3D Printing Heading to every home
8 | 18.03.2014 Challenges remain to wholesale consumer adoption of 3D printers, including the software used to drive them and the ‘plans’ used to craft a specific item, but the market also seems well on the way to working those things out. Ron Surfield Source: 3D printing goes mainstream at SxSW
9 | 18.03.2014 Humans of New York is followed by four million people and is a great example of a multi- platform content strategy. Originally a Tumblr page, the site has morphed into a dedicated site, including a subscription option. #4 Content Tell me a story
10 | 18.03.2014 But the success of Humans of New York has little to do with the photos, rather everything to do with the frequency of his updates and the dual storytelling power of words and pictures. The unpredictability of each post keeps viewers coming back. Michael O’Brien Source: The right content
11 | 18.03.2014 I’m getting increasingly excited to see and hear more about – and think it will be the star of the show next year – localization. Content is still king, but getting content to the people right when they want and need it is taking on a whole new level of importance and value. #5 Localization Go local, or go home
12 | 18.03.2014 Up and coming companies like MaxPoint (hyperlocal display advertising), Yodle (a local small business marketing platform), Verve Mobile (using location data to target specific advertising), and ThinkNear are coming on fast and strong. And don’t forget the soon to re- discovered Yelp and Groupon. Paul M. Rand Go local or go home: Keeping an eye out for localization at SxSW
13 | 18.03.2014 Privacy was hot at SxSW with video link-ups with whistle- blower Julian Assange and Edward Snowdon. Consumers need to be mindful of data collection by social networks such as Facebook and Google. Brands should reassure consumers that their data is safe. #6 Privacy and security Mind you data
14 | 18.03.2014 Both Assange and Snowdon called for oversight of data collection by governments. Developers need to make it easier for consumers to protect their data. The next generation of apps should have end-to-end encryption designed in. Personal reputation and security is an issue that is now covered in schools but what about the older generations?
15 | 18.03.2014 The SxSW organizers should be concerned about the event’s brand identity. Big brands are taking over. The younger community finds it harder and harder to afford to visit. This might be the reason that we haven’t seen any big breakouts in 2014. Andrada Morar Source: Sprinting through SxSW #7 SxSW tourism In search of the next big thing
16 | 18.03.2014 “If you have a story to tell, are pursuing your next big thing, or just want to hang out with fun, interesting people, from all walks of life, SxSW is an amazing experience.” Jeff Woelker Source: The best times at SxSW are the ones you least expect
17 | 18.03.2014 Words & pictures by With thanks to… Abby Guthkelch, Andrada Morar, Danny Whatmough, David Gallagher, Debra Foreman, Jeff Woelker , Kate Matlock, Michael O’Brien, Gene Chui, Paul M. Rand, Ron Surfield, Stephen Strong and Tim Weinheimer. For further information on any of these trends please head to the www. ketchum.com/sxsw-2014.
18 | 18.03.2014 Stephen Waddington Digital and Social Media Director Ketchum Europe 35-41 Folgate Street London E1 6BX Telephone-No. +44 (0) 20 7611 3645 Mobile-No. +44 (0) 7771 851407 firstname.lastname@example.org www.ketchum.com @wadds Contact
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