Every savvy loyalty marketer has mobile marketing, social media and the fiscal cliff on the 2013 radar screen. But, according to a recent Colloquy report, powerful trends, such as the rise of MomPopolies and Glocalism, could well change the future of marketing.

Marketers who aren’t getting ahead of the curve on fast-moving but under-the-radar developments like these might be preparing for the wrong challenges in the year ahead.

To address these issues and more, Colloquy, the global research arm of LoyaltyOne, released "Under the Radar: Ten Trends Loyalty Marketers Might Not See Coming in 2013." Authored by Colloquy editorial director Carlos Dunlap, the outlook alerts senior executives to marketplace dynamics that will enable them to better engage customers and influence behavior in 2013.

“While business leaders strategize on how to manage location-based marketing, word of mouth and other well-known issues – and simultaneously trying to connect with customers who are rapidly losing interest – they may be missing 10 industry-changing trends that are emerging,” Dunlap said.

MomPopolies are the mom and pop establishments that have as much engagement power as their national rivals, but with local panache. When regional businesses are altered by far away events, that’s Glocalism. It’s the butterfly effect on fiber optic wings.

Under the Radar groups Dunlap’s insights on the fast-emerging marketplace developments into three categories: trends that influence relevance; trends that affect customer engagement; and the economy’s effect on creating value.

Some other individual trends explored in the report include the data scientist shortage, the data marketing regulation rebound, economic fear and control, and health equals wealth. In addition to identifying stealth trends, Dunlap tells marketers in Under the Radar how to capitalize on each event in order to engage customers, influence behavior and boost performance over corporate rivals.

Colloquy's Under the Radar: Ten Trends Loyalty Marketers Might Not See Coming in 2013, is available free of charge here.

A LoyaltyOne research group, the Cincinnati-based Colloquy comprises a collection of publishing, education and research resources devoted to the global loyalty-marketing industry. Colloquy has served the loyalty-marketing industry since 1990 with over 45,000 global subscribers to its magazine and website. Its research division develops research studies and white papers including industry-specific reports, sizing studies and insights into the drivers of consumer behavior.

The firm also provides educational services through workshops, webinars and speeches at events throughout the world and is a loyalty-marketing partner of both the Direct Marketing Association and the Canadian Marketing Association and a content provider to the American Marketing Association. Colloquy magazine subscriptions are available at no cost to qualified persons at www.colloquy.com or by calling 513.248.9184.

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