News on trends, markets and change for Marketers
New recruiter coming to the UK
Hire is coming to the UK in 2019, launched by Google (Boland, 2019). Already available in the US, it offers recruitment services with integrated software to schedule interviews, add to calendar, monitor applicants’ progress for employers.
Google ie Hire, has also been working with British businesses to aid integration with Gmail, Sheets, Calendar and Voice. Recruitment is a valuable market, it generates estimated revenues of £440m per year. Recruiters will also benefit with more insight on candidates and their application history to firms, Boland (2019).
Which country is the most creative?
According to the Big Won (Bradley, 2019), the UK came second to the USA in the World Creative Rankings. How do they know? They aggregated which creative agencies win the most awards. They focus on major advertising competitions, include Cannes Lions, D&AD, the Clios and the Drum.
Who made the top five countries in 2018? (1) USA, (2), UK, (3) Germany, (4) Australia and (5) is Canada. Asia is represented in sixth place by Japan and South America, with Brazil in eight place, South Africa came tenth (Bradley, 2019). Good to see global representation there.
Fast fashion cools as the City thinks the market may have peaked
Bank of America and Merrill Lynch are advising clients that online shopping hasn’t created higher revenues for retailers, English (2019). Both companies downgraded share valuations for Asos and Boohoo. The troubles of the High Street, along with shopper concerns about sustainability and the impact of packaging and deliveries on the planet, are believed to be affecting revenues.
Are you going the gig or the VR one?
If you have stood in the stalls or the near vertical seats at some venues, then you’ll know all about choosing your seat to maximise stage view. But help is at hand as music and tech forge a new partnership in the guise of VR. For £9.99 the MelodyVR app allows you to be at the gig, from your home or wherever you can power the headset. The fun part is you can choose where you sit at the gig.
At the moment, the MelodyVR app provides pre-recorded concerts, but live-streaming has started. Whilst the live music industry is likely to be valued at $30.6bn by 2022 (Hoggins citing PWC, 2019), it is still small compared to the gaming industry at $139bn. But it does give you the chance to link to a booming live music market. Just choose the genre for your market and join the gig at a venue to suit you and clients.
Photography and gender stereotypes
Retailers have faced criticism for gender stereotyping for children, lately. Whilst cultural nuances have always required care, it’s now a good idea to review how people are portrayed in photographs. The quest for perfection via airbrushing is a good indicator that real shots matter more. Art needs to imitate life more for brands; build this into your photographic briefs and stock shot selections.