We can all agree that trends are very important in the world of digital marketing. This may be due to the ever-changing dynamics of the internet, which makes it very difficult to capture people’s attention on a sustained basis.
Whenever a marketing agency develops an innovative strategy, it won’t be long before its competitors are looking to displace it. And trends have a lot to do with that!
There are two ways to use them: either by trying to go against them, which doesn’t really seem like a very smart idea. Or by trying to take advantage of the momentum of what’s happening in the world to boost a company’s marketing. Now that sounds good!
And it’s possible thanks to a term that hasn’t been around for long: coolhunting . What is it? It’s an Anglo-Saxon term that, translated into Spanish, could mean “trend hunting.” It’s based on ongoing market research to identify the hot topics and leverage them to further a company’s goals.
For this reason, coolhunting and fashion are two closely related terms. Sounds interesting, right? And that’s just the beginning… Below, we’ll tell you everything you need to know to include coolhunting in your marketing campaigns. Don’t miss a thing!
What methodology does coolhunting use ?
Talking about the coolhunting methodology is a bit complicated because each company or marketing agency can carry out its own process.
However, there is a 5-step guideline that can help you begin spotting trends. Here are the steps:
- Focus: Where to look? This is the first step and involves finding the right place to focus your attention to ensure your coolhunting is successful. Not all trends will be useful for your business objectives… That’s why you should recognize the sources of information that cover topics of interest to your target audience.
- Method: How to search? It’s no secret that the vast majority of companies, if not all, have a fairly strong communication line. But when it comes to coolhunting , you have to put that aside and extract trends objectively. You can’t distort information… What you can do is investigate those that align with your company’s values.
- Analysis : How to interpret? This is a critical point. Consider distinguishing between trends that you think will remain in the spotlight for a while and those that are just a passing fad. Ideally, you’ll want to embrace the strongest currents.
- Communication : How to express it? During this coolhunting phase , your team should meet to analyze the trend in question. Is it really useful? Are its sources valid? Will they be of interest to the public? Does it enhance the brand’s image? These are just some of the questions to be answered.
- Creativity : How to apply it? Finally, it’s time to use the trend to extract benefits. Whether through a new marketing strategy or new products and services.
In which businesses can coolhunting be applied ?
Coolhunting is applicable to all types of companies in general, and even more so when they have a presence in the digital world .
But beyond that, trend hunting will be much more useful during the marketing and delineation phases of the organization’s communications strategy. It also allows you to strengthen branding and supports R&D&I campaigns.
As you may have noticed, all of these examples can be found in the vast majority of businesses, so if your business is commercial, don’t think twice and take advantage of what coolhunting can offer you!
Benefits of coolhunting
Coolhunting is a technique that has gained increasing importance in recent years, as the vast majority of company directors know how to recognize what they can get out of it .
But… Are you clear on this? If you’re still unsure, you’d better check out the following list of the benefits coolhunting has to offer…
- You will recognize market changes immediately.
- You will be able to take action much faster than your competitors.
- You can use trending topics to boost your marketing campaigns or support your business strategies.
- When used well, coolhunting has a positive impact on the company’s finances.
- It helps you gain public recognition. People remember brands that offer something new… While imitators are left in the background.
How to apply coolhunting ?
If you want to stay ahead of your competitors through coolhunting , you should consider the following recommendations:
- Make sure the trends you incorporate are suitable for all audiences. That way, you can share them without any problems… especially legal ones.
- Analyze the importance of the information you have at hand. That will be a good indicator of whether your cool hunting will endure or fizzle out at the first sign of trouble.
- The trend must be representative of your entire audience. If you want to reach your entire audience with a single coolhunt, you can’t exclude any group. This point is important in cases where brands operate in different countries.
- Always strive for originality. Although you’ll likely end up being copied by your competitors, exclusivity will allow you to get ahead… Take advantage of that margin to strengthen your position as a pioneer.