Transcript Lesson 3.4 - Tracking Industry Trends

3.4 – Tracking Industry Trends
Intro to Basic SEM Principles
3.4
Tracking Industry Trends
Shifts in industry trends could include:
 Customer buying patterns
 Consumer preferences / distastes
 Effective marketing techniques
(product placement for example)
 Product or service modifications
 New technology
 Efficient communication tools
Intro to Basic SEM Principles
3.4
Product Placement
Tracking Industry Trends
Before adjusting, marketers must be
aware of changes within the industry
How do sports and entertainment
marketers effectively track industry
trends?
Intro to Basic SEM Principles
3.4
Tracking Industry Trends
Marketers Must Effectively Track Changing Trends

Monitor sports and entertainment news
online

Read trade or business magazines,
journals or newsletters

Consider the marketing efforts involved
when attending competitor events
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
Marketers Must Effectively Track Changing Trends

Attend sport business conventions,
exhibitions and events

Obtain research from sport marketing
firms

Read local or national news publication
Intro to Basic SEM Principles
3.4
Tracking Industry Trends
Marketers Must Effectively Track Changing Trends

Observe activity of competitors

Communicate with others within the
industry
Intro to Basic SEM Principles
3.4
Tracking Industry Trends
Marketers Must Effectively Track Changing Trends
Marketers evaluate trends that fit their
respective marketing plans and implement
changes accordingly
Intro to Basic SEM Principles
3.4
Tracking Industry Trends
In the sports and entertainment
industry, the trend toward
consuming video content online has
industry executives developing
strategies to capture fan interest
In 2012, the The Atlantic Coast
Conference (ACC) launched a
branded YouTube channel, marking
the first and only official
partnership between YouTube and a
major collegiate sports conference
Intro to Basic SEM Principles
3.4
Tracking Industry Trends
The June 2013 U.S. Online Video Rankings from
comScore showed that people in the United States
watched more than 44 billion online content videos
throughout the month. This translates to 183 million
Americans going on the ‘net and watching
entertaining and educational clips.
As more and more consumers shift focus to tablets
and mobile devices, marketers will respond by
creating content available for digital distribution
Intro to Basic SEM Principles
3.4
Tracking Industry Trends
Young males spend more time consuming media on
XBOX than playing video games, according to Sean
Bratches, ESPN Executive Vice President of Sales &
Marketing, creating another platform for connecting
with fans of the ESPN brand.
As a result, WatchESPN is now available in over 83
million homes, more than double its distribution from
a year ago.
Intro to Basic SEM Principles
3.4
Tracking Industry Trends
The Top Sports Trends to Watch
1) Gamification
2) Social TV
3) Augmented reality
4) Social broadcasting
5) Female demographic
6) Twitter
7) Hi-tech stadiums
8) Superfans/fan immersion
9) Web apps
10) Flashy uniforms
11) Social celebrities
Intro to Basic SEM Principles
3.4
Tracking Industry Trends
The Top Sports Trends to Watch
Intro to Basic SEM Principles
3.4
Tracking Industry Trends
The Top Sports Trends to Watch