At a glance
- Asset type: Event
- Format: Presentation deck and Audience Q&A
- Event date: 1st October 2015
- City: Frankfurt am Main
- Source: Digital Nation Assembly @ Mindshare Germany
- Speakers: Sunil Bahl, Katja Hausstein
- Language: DE original. EN summary and Q&A.
- Topics: Adaptive marketing, trend identification, consumer behaviour shifts, mobile payments, voice assistants, connected car, dynamic pricing, experience-led communication
Presentation summary
This 2015 deck frames a clear shift from linear marketing towards real-time optimisation and adaptive marketing. It positions trend work as a practical way to understand change, inspire action, provoke debate, and identify where brands can start. A structured “trend identification” approach is presented, along with a curated set of examples that translate abstract trends into concrete communication and experience opportunities.
Excerpt (German)
Die Art, wie wir heute kommunizieren, befindet sich im Wandel. Gestern stand ein traditioneller Ansatz mit linearem Marketing im Vordergrund. Heute geht es um Real-Time Optimierung und adaptives Marketing.
Neue Erlebnisse schaffen. Veränderungen im Verbraucherverhalten zeigen sich unter anderem in vereinfachten mobilen Zahlungen, sprachaktivierten persönlichen Assistenten und der Interaktion mit der Welt während der Autofahrt.
Excerpt (English translation)
The way we communicate today is changing. Yesterday, the focus was a traditional approach with linear marketing. Today, it is about real-time optimisation and adaptive marketing.
Create new experiences. Changes in consumer behaviour show up, among other things, in simplified mobile payments, voice-activated personal assistants, and interacting with the world while driving.
Original publication link
Key questions. Clear answers.
What was the core shift highlighted in this talk?
The deck contrasts “yesterday” linear marketing with “today” adaptive marketing, emphasising real-time optimisation and continuous adjustment based on signals, data, and behaviour.
How does the deck define the purpose of trend work?
It positions trends as a way to understand change, inspire teams, provoke discussion, and identify actionable opportunities. The point is not trend-spotting for its own sake, but finding where brands can start and what changes in behaviour make possible.
Which consumer behaviour shifts are used as examples?
The deck points to simplified mobile payments, voice-activated personal assistants, and connected-car behaviour as signals of new expectations. These examples illustrate how everyday routines move into digital touchpoints and new interfaces.
What is the “trend identification” approach shown?
A simple system is presented that moves from inspiration, to insights, to creating the new out of the existing. It links trend inputs to practical evaluation of competencies, products, and customer needs, then to new business ideas.
What kinds of marketing and experience opportunities does this imply?
It implies designing services and experiences that reduce friction, feel native to emerging interfaces, and connect communication to utility. The examples encourage brands to prototype experience-led ideas rather than only producing messaging.
What is a practical first step a team can take?
Start with one trend signal that is already visible in consumer behaviour, map it to a concrete customer journey moment, and prototype a small experience or service that can be measured and iterated.