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Trends factoren
Sociologie
Sociologische trends zijn langdurige fundamentele maatschappelijke ontwikkeling waarbij gekeken word naar het gedrag van de samenleving. Sociologische trends zijn van belang in het verband met de mogelijke consequenties voor het vrijetijdsgedrag en consumentengedrag. Het leven van de mens ziet er namelijk heel anders uit vergeleken met de voorouders van een paar decennia geleden. Alles is persoonlijker en het niveau van materialisme is op zijn hoogst. Hierbij natuurlijk gekeken naar de westerse samenleving waar je iemand bent of niemand bent.

Bij de sociologische trends kan je veel veranderingen opnoemen in het gedrag van de samenleving echter zijn de trends die onder sociologie het meest effect hebben op MindXposure als volgt. * Individualisering * Rationalisering
Individualisering
"Het individu heeft slechts macht, in zoverre als hij ophoudt een individu te zijn."
George Orwell

Individualisering, voor de één een ontwikkeling met negatieve gevolgen voor de samenleving, voor de ander een moderne voorwaarde om tot sociale integratie te komen. Het hierboven opgenoemde citaat van George Orwell was helemaal op zijn plaats in zijn tijd. Toen was er een grote benadrukking op solidariteit en sta vastigheid van de samenleving. Dit was toentertijd ook zeker nodig. Maar tegenwoordig gaat dit niet meer op. Individualisering is een vaststaand feit in onze samenleving geworden. We kunnen er dan ook niet om heen kijken. Individualisering is het proces waarbij elk individu zelf het centrum van zijn denken, handelen en integratie, in vrijheid centraal stelt.

Het individualisme wordt gevormd door de typische Verlichtingsidealen van vrijheid en gelijkheid, waarbij vrijheid staat voor privacy, zelfontplooiing en autonomie, en gelijkheid voor gelijkwaardigheid, wederzijds respect en verantwoordelijkheid.
Consumptie als wordt deze idealen ook gevormd tot een persoonlijke manifestatie met als boodschap: dit ben ik en hier sta ik voor. Het individu is de maat voor alle dingen. Everyone is an Original. Maatwerk, functioneel (meetbare verschillen) en expressief (emotie). Thema’s als laatste ontdekking om individuen tot doelgroepen te smeden, al is het maar tijdelijk en plaatselijk. In grondslag moeten bedrijven doelgroepen samenstellen door de interesses van het individu te koppelen en daarmee zogenaamde “tribes” te maken.

De consument is steeds meer op zoek naar producten die passend zijn bij onze specifieke stijl, ideeën of leefwijzen.

Personaliseren
Personaliseren
De consument wordt steeds meer als producent beschouwd. De ontdekking dat de wereld niet maakbaar is, doet er eigenlijk niet toe. Met behulp van informatie- en communicatietechnologie kan iedereen zijn eigen wereld maken. Op de Barbie-site kun je aangeven hoe je eigen unieke Barbie eruit moet zien. Erachter zit de behoefte aan een persoonlijk product, aangepast aan eigen wensen en ideeën. Hierbij moeten communicatie bureaus zich op attent maken. Er gaat namelijk niet alleen een “shift” zijn naar wat bedrijven moeten doen om de aandacht te krijgen van de consument maar er vindt ook een verandering plaats over hoe de communicatie branche hierop moet inspelen.

Rationalisering
Mensen van tegenwoordig denken dat alles beter kan en alles controleerbaar is. Onder andere hun eigen lichaam. Als we ziek of gewoon slecht eten dan slikken we toch gewoon een vitamine pil meer. Alleen kijken we niet wat voor nadelige effecten dat kan hebben als we maar niet ziek worden. De maxitrends die horen bij de trend rationalisering zijn; controle, georganiseerd, creator, beveiliging, luxe, gezondheid.
Tijdsindeling
Tijdsindeling
Controle
Controle
Rationalisering
Rationalisering
Er zijn veel gebieden in het leven van zekerheden beroofd. Dit komt omdat we ook achter veel dingen zijn gekomen de laatste jaren. Daarvoor in de plaats hebben we veel keuzemogelijkheden gekregen, met elk zijn voor- en nadelen. Keuzes maken kost tijd en we hebben namelijk niet zo veel tijd meer. Daarom hebben communicatie bureaus en vele andere branches zich nu vooral gericht op anticipatie en het vergemakkelijken van de toekomst: het oplossen van dagelijkse problemen, het bieden van zekerheid, het uit handen nemen van allerlei beslommeringen.
Technologie
Technologische trends is een langdurige fundamentele maatschappelijke ontwikkeling waarbij gekeken word naar de ontwikkeling van innovatieve producten, waar de samenleving dan ook gebruik van maakt. Technologische trends zijn van belang in verband met de mogelijke consequenties voor het vrijetijdsgedrag en consumentengedrag.
Technologische trends heeft altijd te maken met de innovativiteit van alle organisaties. Dus zijn er genoeg trends te vinden onder technologische trends. De trend(s) die het meest effect hebben op MindXposure zijn als volgt. * Digitalisering * Technologisering
Digitalisering
Er is de laatste jaren een sterke ontwikkeling van digitalisering van een groot aantal zaken.
Recente ontwikkelingen zijn het beheren én het delen van informatie via de digitale weg (Beek, Hooijkaas, Molen en Zwinkels, 2008). Ook de behoefte aan grotere mobiliteit speelt hierbij een rol. Deze toepassingen moeten allemaal op elk gewenste plaats en tijdstip beschikbaar zijn.

De toenemende digitalisering is de belangrijkste trend die het (werkende) leven de afgelopen vijf jaar heeft beïnvloed. En die invloed zal de komende jaren nog zeker aanhouden.
Er is tegenwoordig zelfs een online-apotheek die vrij recentelijk geïntroduceerd werd. Zo zijn er nog honderden digitaliseringen van bedrijven en organisaties. Hierop speelt de communicatie branche ook op in door hun totaal pakketten zoveel mogelijk te combineren met een online aspect. Digitalisering is dus van groot belang in de commerciële wereld. Doordat de behoefte aan gemakzucht, snelheid enzovoort van de mens steeds groter wordt en niet afneemt zal deze megatrend niet snel verdwijnen.
Internet op mobiel
Internet op mobiel
Gemakzucht
Gemakzucht

Digitalisering
Digitalisering
Voorbeelden van gemak in het leven zijn: internet op de mobiel. De afgelopen jaren zijn het aantal mobieltjes met internet erop enorm gestegen. Tegenwoordig kan je gewoon e-mailen via je mobieltje, je schoolrooster bekijken maar ook hierdoor in contact komen met advertisement.

Technologisering
De ontwikkeling van de hedendaagse technologie gaat snel. Zo kon je een 10 jaar geleden niet indenken dat je vandaag de dag zo een paar gigabyte aan data in je broek zak kan stoppen. In plaats van een zware harddisk. Door al die nieuwe technologieën worden heel veel dingen voor de mens vergemakkelijkt waardoor mensen zich wat gemakzuchtiger gedrag vertonen.
Technologisering
Technologisering
Iphone/mobiele telefoon
Iphone/mobiele telefoon
Mobiliteit
Mobiliteit
Zo ook het betalen van de gadgets. Voorbeelden hiervan zijn de producten van Apple waar al eerder in de tekst een verband werd gelegd. Maar ook communicatie en betaalprocessen hier door verder ontwikkelt. Men betaalt steeds minder contant en deelt veel meer met elkaar. Logisch want wie gaat er nou eerst pinnen en dan nog een keer betalen als je direct met en pas kan betalen en waarom zou ik mijn foto’s op mijn mobiel persoonlijk laten zien als ik ze nu ook direct kan versturen.
Concurrenten
MindXposure heeft veel concurrenten de reden daarvoor is omdat MindXposure een ruim aanbod heeft die overlappen met veel branches. De organisaties die waarvoor gekozen zijn om de trends te onderzoeken zijn als volgt. * HeD DenkTank * Move * One shoe
HeD DenkTank
HeD DenkTank is een Creative Cross Communicatiebureau die gespecialiseerd is in online en social media strategie en creatieve strategische oplossingen.
HeD laat Mensen van Merken houden en Merken van Mensen. HeD voorziet haar strategieën en creatieve oplossingen van Inzicht, Visie en Creativiteit. HeD heeft een onorthodoxe manier van werken en managen. Door algemene kennis met technische kennis en creativiteit te mengen is HeD onderscheidend in staat om nieuwe wegen in te slaan en te laten inslaan.
Move
Move is gespecialiseerd in merken en mensen. In het creëren van ontmoetingen, het aangaan van interactie en het opzetten van campagnes. Met ruim 20 professionals die doen wat ze leuk vinden en waar ze goed in zijn. Energiek, enthousiast en vol passie.
Al ruim 20 jaar in de markt.
De specialisaties van Move zijn; eventmarketing, brandactivation, fieldmarketing en acteurs
EVENTMARKETING. Op het gebied van events bedenkt, produceert en realiseert MOVE onder andere motivatiemeetings, infomeetings, kick offs, productintroducties, merkstrategieën, relatiemarketingevents en personeelsfeesten.
BRANDACTIVATION. In de mix van traditionele en non-traditionele communicatie is MOVE partner voor diverse momenten waar consument en merk elkaar ontmoeten.
FIELDMARKETING. Onze fieldmarketingactiviteiten bestaan uit sampling, promotie, hosting en diverse logistieke trajecten.
ACTEURS.MOVE verzorgt live-communicatie met inzet van professionele acteurs ten behoeve van de meest uiteenlopende doelen
One shoe
One Shoe is een full service bureau uit Utrecht. One Shoe is gespecialiseerd in zowel online als offline communicatie, waarbij zij zich een synergieoplossing creëren voor organisaties. Met een team van specialisten binnen de segmenten communicatie, open source webdevelopment, mobile & digital branding. One Shoe werkt voor een verscheidenheid aan bedrijven, merken, organisaties en instellingen en ontwikkelt daarnaast diverse concepten in eigen beheer.
Bij One Shoe staat de doelstelling van de opdrachtgever en het realiseren van een mooi eindresultaat centraal. Of het nu een website is, een huisstijl, een logo, een campagne of een mobiele website, we willen dat de opdrachtgever en de doelgroep ervan kunnen genieten en erover praten. Kortom, het eindresultaat moet spraakmakend zijn. Door een nauwe samenwerking tussen de verschillende expertiseteams (interactieve, marketing communicatie, mobile en digital branding) levert dit voor een opdrachtgever niet alleen tijdswinst en een kostenbesparing op, het zorgt er ook voor dat de communicatie naadloos op elkaar aansluit. Zo wordt een campagne gerealiseerd door een mediamix samen te stellen. One Shoe adviseert vervolgens welk type medium het best aansluit bij de campagne en verzorgt, indien gewenst, ook de complete uitrol.
Tachtig procent van onze tijd werken we voor opdrachtgevers, de rest spenderen we aan het ontwikkelen van eigen projecten en het experimenteren met nieuwe technologieën.

Micro trend
Maxi trend
Mega trend

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