At Iconosphere 2012: Understanding The New ‘Global’
By Denise Vitola, SVP, Practice Director, Personal Care, MSLGROUP New York
Denise recently attended Iconosphere 2012, a celebration of ideas, insights and inspiration from thought leaders, decision makers and agency executives. She captures fresh, interesting trends and ideas from the event, adds a dash of her opinions and asks thought provoking questions on global marketing.
The most trending topic in the world of innovation currently is ‘global’. We hear this all the time, but what does it really mean? IconoSphere gave me an opportunity to engage with the best marketing professionals and thought leaders, and we discussed how marketing can become more global.
Social connectivity among consumers has blurred the boundaries created by nations, and muted most of our cultural differences. Trends are no longer specific to a country, there are more global trends being observed. And at the forefront of these trends, according to Jim Olsen, the COO of Iconoculture, at IconoSphere, are the economy, family and health. More interesting trends and ideas spotted at IconoSphere follow:
Macy’s Embraces Latin American Consumers
As I sat down to discuss being global with the VP of Latin America at Global Demographics, Valeria Piaggio, I learnt about an interesting trend – with imports such as iPhones becoming more limited in Latin America, Brazilians, Mexicans and Argentinians are taking flight to the U.S. to purchase luxury goods.
American retailers such as Macy’s are welcoming more Latin American clientele and bustling to make the shopping experience a welcome one. Macy’s is targeting Brazilians with its new “Brazil shopping experience” which is now available in key stores and markets. I saw this change in motion at Macy’s in Miami, with a new collection targeted specifically at Brazilians, which even had appropriate collateral. The retailer is truly embracing and engaging with the Latin American consumer.
Marketing Health & Beauty Globally
We were also given a glimpse at the future of marketing health and beauty products at IconoSphere. The beauty category is now being positioned as an entry into the health category. “It’s about making health and wellness about beauty, similar to how oral care is not talking about oral health all the time, but instead how your smile is your best accessory,” said Jennifer Haid, VP Health/Beauty, CPG.
Thoughts From IconoSphere
- Targeting The Consumer MD: While the “Consumer MD” still lives on, most value their ‘Dr.’s and pharmacists’ opinion. When it is not always available to them immediately, they tend to look for other (re)sources. How can we bring the “Dr.” to the consumer via in-store and other marketing experiences such as social and mobile apps?
- Simplifying Shopping: Another reason why consumers opt to Google about products or ask friends rather than ask the shopping assistant is that the number of products at the store make it overwhelming. How do we simplify this aspect and help make shopping more educational?
- Mom Networks: Moms are under a lot of scrutiny when it comes to appropriate parenting. According to Jennifer, moms are now turning to networks and blogs to find trusted information about taking care of their children. The Mommy Blogger Networks live on!
Finally, I leave you with some questions: If we already thinking globally, how do we evolve our clients from here? And even if your client is not global, they are still impacted by what is going on in the world – how are you leveraging these trends? With global trends that apply to all consumers and brands, we, as marketers, can no longer segment our projects and accounts. The world is connected and global – and as marketing and communications professionals, so must we be.
Originally posted on MSLGROUP Americas Blog
Denise Vitola is a 15-year industry veteran who has driven award-winning consumer and personal care campaigns. As SVP, practice director for the New York office’s growing consumer health and personal care business, she oversees the work of 45 staff members for such clients as Shiseido, Johnson’s and Neiman Marcus and P&G.