Future of e-Marketing to Kids

KID POWER + WEB POWER = e-BRAND POWER -------------------------------------------------------------------------------------------------- FRANK FEATHER Glocal Marketing Consultants www.Future-Trends.com

What is a Futurist?

Only the Future is Manageable

“ See” or “Envision” the Future:

Create a Jigsaw Puzzle Picture

Describe Probable Outcomes

“ Map” the Future:

Suggest “Future-Proof” Winning Strategies & Tactics

Kid + Web = e-Brand

“ Webolution” of Marketing

WEB POWER

KID POWER

e-BRAND POWER

WEB POWER

< < < WEBOLUTION > > >

Chips: 20x More Power each Decade

1 Second: 1 New Computer 2 New Web-Phones 4 New Web Users 1 New Kid Online

6 Seconds: Adult e-Shop 1 st Time

11 Seconds: Adult e-Shop 2 nd Time

WEB POWER

< < < REVERSAL EFFECT > > >

Virtual -v- Real: Do Not “Go” There

Everything Comes to You: e-Work, e-Bank, e-School e-Library, e-Bookstore ( Amazon = 50 mn shops )

“ Customer PULL -v- Product PUSH”

WEB POWER

< < < MASS … 1:1 > > >

End of the Era of “Mass”: Production, Consumption, Marketing, Advertising, Media

Mass Media … 1:1 Mass Medium: Print … e-Zines/Blogs; TV … Web

“ e-MARKETS of ONE”

WEB POWER

< < < New “1:1 MASS” Market > > >

WEB POWER

< < < DIGITIZATION > > >

Anything which can be Digitized … will be Digitized and Downloaded

In a Globalized Digital Economy … winners will be “glocal” and “digitally competitive”

“ Every Business = e-BUSINESS”

WEB POWER

< < < NETWORKED > > >

Inter-Networked … “Webified” Design Structures (flat / horizontal, not hierarchic)

Real-Time Globalized … 24 x 7 x 365 Anyplace Access

BIZNET “Webopoly” POWER

KID POWER

< < < WEB FOCUS > > >

Web is No.1 Medium of Choice … Spend most of their time with Computer, Cellphone, iPod

Real-Time Wireless World … Live in a Planetary “Info-Bubble”

KIDS are in “W-5” CONTROL

KID POWER

< < < WEB GENERATIONS > > >

4 Generations Gravitating Online … Boomers + “Gen X” + “Gen Y” + “Web Gen” Kids

Web Savvy: Live a “Web Lifestyle” Most Product Search Online Increasingly Shop Online

KIDS TEACH others “HOW TO”

KID POWER

< < < FUTURE CONSUMERS > > >

Self-Replenishing 8-yr Segments … 4-11 years … 12-19 years

Influence Family Purchases … Draw Families to e-Brands

Future Families … Will Always Prefer e-Channel

Every “Click” = e-Market Share +++

KID POWER

< < < SOCIAL MULTI-TASKING > > >

Adults Search + e-Mail … Info, Entertainment, Shop, Chat

Kids Socialize + Multitask … Network Globe in Nano-Seconds, Simultaneous “e-Speak” + Work, Compare Daily Life + Products

e-Living the “Web Lifestyle”

KID POWER

< < < “ WORD of MODEM ” > > >

Compare + Rate + Recommend … Discuss Latest Products (Word-of-Mouth = Word-of-Modem)

Creating Tomorrow’s e-Brands … Silently Shaping Future Demand and Product Profitability

e-Brands “Over-Power” old Brands

KID POWER

< < < FUTURE MEDIA > > >

Digital Prism of Web Multi-Medium … Travel the Digital Spectrum, “Communicate to Consume”

Blurs Old Media … Old Media Irrelevant / Obsolete, Gets “Converged” Online

Only Web will “Reach” Consumers

e-BRANDING

< < < e-KIDs + WEB > > >

“ Brand New” Web = e-Brands … Kid Power + Web Power Determines Future Winners

Need New e-Marketing Strategies … “Old” Marketing Strategies are less and less effective

Need New Marketing Model

e-BRANDING

< < < NEW “6-P” MIX > > >

“ Old 4-Ps” are Obsolete … Product, Place, Price, Promotion

“ New 6-Ps” of e-Marketing … Mass-Customized e- P roduct Any Time + Any P lace Dynamic Value P ricing Precise 1:1 P ositioning P ersonalized High-Touch Service P rofound e-Brand Experience

e-BRANDING

< < < NEW “6-P” MIX > > >

“ Mass-Customized” Product …

Purely Digital or has a High “Digital Density”

Tailored to the Local Market or One Customer’s Preferences

Designed by the Customer

e-BRANDING

< < < NEW “6-P” MIX > > >

“ Any Time + Any Place” …

“ Glocal” Access

24 x 7 x 365 Access

Real-Time Access

Wireless Access

e-BRANDING

< < < NEW “6-P” MIX > > >

“ Dynamic Value Pricing” …

Instantaneous Changes

Real-Time Changes / Video Display

Responsive to “Glocal” Supply and Demand

Attuned to Local Market Conditions / Situations

e-BRANDING

< < < NEW “6-P” MIX > > >

“ Precise 1:1 Positioning” …

“ Info-Dense” Messages Communicated (not “sent”) Interactively with each and every Customer 1:1

“ Mass” Ads + “Mass” Promo are thus mostly obsolete

e-BRANDING

< < < NEW “6-P” MIX > > >

“ Personal High-Touch Service” …

Obsessive about Human Values + Ethics

Gives Feeling of Close, Personal, and Intimate Contact … even while using high-tech means

e-BRANDING

< < < NEW “6-P” MIX > > >

“ Profound e-Brand Experience” …

Place Customer at Center of their Universe — particularly important with Kids!

Go to Extreme Lengths to “Wow” … to ensure 100% Customer Satisfaction and thus Build e-Brand Loyalty

e-BRANDING

< < < NEW TACTICS > > >

Talk “With” Them – Not “To” Them

DO NOT “Intrude” (Banners, Pop-Ups)

DO NOT “Insult” (Unproven Claims, Hype, Outmoded Concepts)

DO NOT “Talk Down” to them

SPEAK their Language, Socialize (IM, Chat, Blog, Streaming A-V)

e-BRANDING

Value their Ethics and Self-Worth

Position in Older Group (not alone)

Reasonable, Upgradeable, Safe, High-Value Items (so Mom will like)

Value Relationships (Mom + You)

Value them for Who they Are.

e-BRANDING

Captivate Them

Universal Concepts (Fantasy, Mastery, Love, Fear, Stability, Humor)

Pre-Teens: Think Disney (Ask: “How would Disney market this?”)

Teens: Think MTV + Cable TV

Website IS the Ad CREATE AWARENESS EDUCATE via INFO BUILD the BRAND GENERATE SALES Radio Billboards Television Print Media Direct Mail Telemarketing WEB SITE

Reach + Frequency LOW HIGH HIGH -- FREQUENCY -- REACH BILLBOARD RADIO PRINT TELEVISION INTERNET

Kid+Web = e-Branding

“ Webolution” of Marketing

WEB POWER

KID POWER

e-BRAND POWER

KID POWER + WEB POWER = e-BRAND POWER -------------------------------------------------------------------------------------------------- FRANK FEATHER Glocal Marketing Consultants www.Future-Trends.com