KID POWER + WEB POWER =  e-BRAND POWER -----------------------------------------------------------------------------------...
What is a Futurist? <ul><li>Only the Future is Manageable </li></ul><ul><li>“ See” or “Envision” the Future: </li></ul><ul...
Kid + Web = e-Brand <ul><li>“ Webolution” of Marketing </li></ul><ul><ul><ul><ul><ul><li>WEB POWER </li></ul></ul></ul></u...
WEB POWER <ul><li><  <  <  WEBOLUTION  >  >  > </li></ul><ul><li>Chips:  20x More Power each Decade </li></ul><ul><li>1 Se...
WEB POWER <ul><li><  <  <  REVERSAL  EFFECT  >  >  > </li></ul><ul><li>Virtual -v- Real:  Do Not “Go” There </li></ul><ul>...
WEB POWER <ul><li><  <  <  MASS … 1:1  >  >  > </li></ul><ul><li>End of the Era of “Mass”: Production, Consumption, Market...
WEB POWER <ul><li><  <  <  New “1:1 MASS” Market  >  >  > </li></ul>
WEB POWER <ul><li><  <  <  DIGITIZATION  >  >  > </li></ul><ul><li>Anything which can be Digitized … will  be Digitized an...
WEB POWER <ul><li><  <  <  NETWORKED  >  >  > </li></ul><ul><li>Inter-Networked … “Webified” Design Structures (flat / hor...
KID POWER <ul><li><  <  <  WEB FOCUS  >  >  > </li></ul><ul><li>Web is No.1 Medium of Choice … Spend most of their time wi...
KID POWER <ul><li><  <  <  WEB GENERATIONS  >  >  > </li></ul><ul><li>4 Generations Gravitating Online … Boomers  +  “Gen ...
KID POWER <ul><li><  <  <  FUTURE CONSUMERS  >  >  > </li></ul><ul><li>Self-Replenishing 8-yr Segments … 4-11 years … 12-1...
KID POWER <ul><li><  <  <  SOCIAL MULTI-TASKING >  >  > </li></ul><ul><li>Adults Search + e-Mail … Info, Entertainment, Sh...
KID POWER <ul><li><  <  <  “ WORD of MODEM ”  >  >  > </li></ul><ul><li>Compare + Rate + Recommend … Discuss Latest Produc...
KID POWER <ul><li><  <  <  FUTURE MEDIA   >  >  > </li></ul><ul><li>Digital Prism of Web Multi-Medium … Travel the Digital...
e-BRANDING <ul><li><  <  <  e-KIDs + WEB   >  >  > </li></ul><ul><li>“ Brand New” Web = e-Brands … Kid Power + Web Power D...
e-BRANDING <ul><li><  <  <  NEW “6-P” MIX   >  >  > </li></ul><ul><li>“ Old 4-Ps” are Obsolete … Product, Place, Price, Pr...
e-BRANDING <ul><li><  <  <  NEW “6-P” MIX   >  >  > </li></ul><ul><li>“ Mass-Customized” Product … </li></ul><ul><ul><li>P...
e-BRANDING <ul><li><  <  <  NEW “6-P” MIX   >  >  > </li></ul><ul><li>“ Any Time + Any Place” … </li></ul><ul><ul><li>“ Gl...
e-BRANDING <ul><li><  <  <  NEW “6-P” MIX   >  >  > </li></ul><ul><li>“ Dynamic Value Pricing” … </li></ul><ul><ul><li>Ins...
e-BRANDING <ul><li><  <  <  NEW “6-P” MIX   >  >  > </li></ul><ul><li>“ Precise 1:1 Positioning” … </li></ul><ul><ul><li>“...
e-BRANDING <ul><li><  <  <  NEW “6-P” MIX   >  >  > </li></ul><ul><li>“ Personal High-Touch Service” … </li></ul><ul><ul><...
e-BRANDING <ul><li><  <  <  NEW “6-P” MIX   >  >  > </li></ul><ul><li>“ Profound e-Brand Experience” … </li></ul><ul><ul><...
e-BRANDING <ul><li><  <  <  NEW TACTICS   >  >  > </li></ul><ul><li>Talk “With” Them – Not “To” Them </li></ul><ul><ul><li...
e-BRANDING <ul><li><  <  <  NEW TACTICS   >  >  > </li></ul><ul><li>Value their Ethics and Self-Worth </li></ul><ul><ul><l...
e-BRANDING <ul><li><  <  <  NEW TACTICS   >  >  > </li></ul><ul><li>Captivate Them </li></ul><ul><ul><li>Universal Concept...
Website  IS  the Ad CREATE AWARENESS EDUCATE via INFO BUILD the BRAND GENERATE SALES Radio Billboards Television Print Med...
Reach + Frequency LOW HIGH HIGH -- FREQUENCY -- REACH BILLBOARD RADIO PRINT TELEVISION INTERNET
Kid+Web = e-Branding <ul><li>“ Webolution” of Marketing </li></ul><ul><ul><ul><ul><ul><li>WEB POWER </li></ul></ul></ul></...
KID POWER + WEB POWER =  e-BRAND POWER -----------------------------------------------------------------------------------...
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FUTURE of e-MARKETING to KIDS, by Frank Feather, Business Futurist,

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The Future of e-Marketing to Kids. Powerpoint used in Keynote presentation to marketing executives in Portugal, by Frank Feather, Business Futurist, and author of the book Future Consumer.com

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Transcript of "FUTURE of e-MARKETING to KIDS, by Frank Feather, Business Futurist,"

  1. 1. KID POWER + WEB POWER = e-BRAND POWER -------------------------------------------------------------------------------------------------- FRANK FEATHER Glocal Marketing Consultants www.Future-Trends.com
  2. 2. What is a Futurist? <ul><li>Only the Future is Manageable </li></ul><ul><li>“ See” or “Envision” the Future: </li></ul><ul><ul><li>Create a Jigsaw Puzzle Picture </li></ul></ul><ul><ul><li>Describe Probable Outcomes </li></ul></ul><ul><li>“ Map” the Future: </li></ul><ul><ul><li>Suggest “Future-Proof” Winning Strategies & Tactics </li></ul></ul>
  3. 3. Kid + Web = e-Brand <ul><li>“ Webolution” of Marketing </li></ul><ul><ul><ul><ul><ul><li>WEB POWER </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>KID POWER </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>e-BRAND POWER </li></ul></ul></ul></ul></ul>
  4. 4. WEB POWER <ul><li>< < < WEBOLUTION > > > </li></ul><ul><li>Chips: 20x More Power each Decade </li></ul><ul><li>1 Second: 1 New Computer 2 New Web-Phones 4 New Web Users 1 New Kid Online </li></ul><ul><li>6 Seconds: Adult e-Shop 1 st Time </li></ul><ul><li>11 Seconds: Adult e-Shop 2 nd Time </li></ul>
  5. 5. WEB POWER <ul><li>< < < REVERSAL EFFECT > > > </li></ul><ul><li>Virtual -v- Real: Do Not “Go” There </li></ul><ul><li>Everything Comes to You: e-Work, e-Bank, e-School e-Library, e-Bookstore ( Amazon = 50 mn shops ) </li></ul><ul><li>“ Customer PULL -v- Product PUSH” </li></ul>
  6. 6. WEB POWER <ul><li>< < < MASS … 1:1 > > > </li></ul><ul><li>End of the Era of “Mass”: Production, Consumption, Marketing, Advertising, Media </li></ul><ul><li>Mass Media … 1:1 Mass Medium: Print … e-Zines/Blogs; TV … Web </li></ul><ul><li>“ e-MARKETS of ONE” </li></ul>
  7. 7. WEB POWER <ul><li>< < < New “1:1 MASS” Market > > > </li></ul>
  8. 8. WEB POWER <ul><li>< < < DIGITIZATION > > > </li></ul><ul><li>Anything which can be Digitized … will be Digitized and Downloaded </li></ul><ul><li>In a Globalized Digital Economy … winners will be “glocal” and “digitally competitive” </li></ul><ul><li>“ Every Business = e-BUSINESS” </li></ul>
  9. 9. WEB POWER <ul><li>< < < NETWORKED > > > </li></ul><ul><li>Inter-Networked … “Webified” Design Structures (flat / horizontal, not hierarchic) </li></ul><ul><li>Real-Time Globalized … 24 x 7 x 365 Anyplace Access </li></ul><ul><li>BIZNET “Webopoly” POWER </li></ul>
  10. 10. KID POWER <ul><li>< < < WEB FOCUS > > > </li></ul><ul><li>Web is No.1 Medium of Choice … Spend most of their time with Computer, Cellphone, iPod </li></ul><ul><li>Real-Time Wireless World … Live in a Planetary “Info-Bubble” </li></ul><ul><li>KIDS are in “W-5” CONTROL </li></ul>
  11. 11. KID POWER <ul><li>< < < WEB GENERATIONS > > > </li></ul><ul><li>4 Generations Gravitating Online … Boomers + “Gen X” + “Gen Y” + “Web Gen” Kids </li></ul><ul><li>Web Savvy: Live a “Web Lifestyle” Most Product Search Online Increasingly Shop Online </li></ul><ul><li>KIDS TEACH others “HOW TO” </li></ul>
  12. 12. KID POWER <ul><li>< < < FUTURE CONSUMERS > > > </li></ul><ul><li>Self-Replenishing 8-yr Segments … 4-11 years … 12-19 years </li></ul><ul><li>Influence Family Purchases … Draw Families to e-Brands </li></ul><ul><li>Future Families … Will Always Prefer e-Channel </li></ul><ul><li>Every “Click” = e-Market Share +++ </li></ul>
  13. 13. KID POWER <ul><li>< < < SOCIAL MULTI-TASKING > > > </li></ul><ul><li>Adults Search + e-Mail … Info, Entertainment, Shop, Chat </li></ul><ul><li>Kids Socialize + Multitask … Network Globe in Nano-Seconds, Simultaneous “e-Speak” + Work, Compare Daily Life + Products </li></ul><ul><li>e-Living the “Web Lifestyle” </li></ul>
  14. 14. KID POWER <ul><li>< < < “ WORD of MODEM ” > > > </li></ul><ul><li>Compare + Rate + Recommend … Discuss Latest Products (Word-of-Mouth = Word-of-Modem) </li></ul><ul><li>Creating Tomorrow’s e-Brands … Silently Shaping Future Demand and Product Profitability </li></ul><ul><li>e-Brands “Over-Power” old Brands </li></ul>
  15. 15. KID POWER <ul><li>< < < FUTURE MEDIA > > > </li></ul><ul><li>Digital Prism of Web Multi-Medium … Travel the Digital Spectrum, “Communicate to Consume” </li></ul><ul><li>Blurs Old Media … Old Media Irrelevant / Obsolete, Gets “Converged” Online </li></ul><ul><li>Only Web will “Reach” Consumers </li></ul>
  16. 16. e-BRANDING <ul><li>< < < e-KIDs + WEB > > > </li></ul><ul><li>“ Brand New” Web = e-Brands … Kid Power + Web Power Determines Future Winners </li></ul><ul><li>Need New e-Marketing Strategies … “Old” Marketing Strategies are less and less effective </li></ul><ul><li>Need New Marketing Model </li></ul>
  17. 17. e-BRANDING <ul><li>< < < NEW “6-P” MIX > > > </li></ul><ul><li>“ Old 4-Ps” are Obsolete … Product, Place, Price, Promotion </li></ul><ul><li>“ 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 </li></ul>
  18. 18. e-BRANDING <ul><li>< < < NEW “6-P” MIX > > > </li></ul><ul><li>“ Mass-Customized” Product … </li></ul><ul><ul><li>Purely Digital or has a High “Digital Density” </li></ul></ul><ul><ul><li>Tailored to the Local Market or One Customer’s Preferences </li></ul></ul><ul><ul><li>Designed by the Customer </li></ul></ul>
  19. 19. e-BRANDING <ul><li>< < < NEW “6-P” MIX > > > </li></ul><ul><li>“ Any Time + Any Place” … </li></ul><ul><ul><li>“ Glocal” Access </li></ul></ul><ul><ul><li>24 x 7 x 365 Access </li></ul></ul><ul><ul><li>Real-Time Access </li></ul></ul><ul><ul><li>Wireless Access </li></ul></ul>
  20. 20. e-BRANDING <ul><li>< < < NEW “6-P” MIX > > > </li></ul><ul><li>“ Dynamic Value Pricing” … </li></ul><ul><ul><li>Instantaneous Changes </li></ul></ul><ul><ul><li>Real-Time Changes / Video Display </li></ul></ul><ul><ul><li>Responsive to “Glocal” Supply and Demand </li></ul></ul><ul><ul><li>Attuned to Local Market Conditions / Situations </li></ul></ul>
  21. 21. e-BRANDING <ul><li>< < < NEW “6-P” MIX > > > </li></ul><ul><li>“ Precise 1:1 Positioning” … </li></ul><ul><ul><li>“ Info-Dense” Messages Communicated (not “sent”) Interactively with each and every Customer 1:1 </li></ul></ul><ul><ul><li>“ Mass” Ads + “Mass” Promo are thus mostly obsolete </li></ul></ul>
  22. 22. e-BRANDING <ul><li>< < < NEW “6-P” MIX > > > </li></ul><ul><li>“ Personal High-Touch Service” … </li></ul><ul><ul><li>Obsessive about Human Values + Ethics </li></ul></ul><ul><ul><li>Gives Feeling of Close, Personal, and Intimate Contact … even while using high-tech means </li></ul></ul>
  23. 23. e-BRANDING <ul><li>< < < NEW “6-P” MIX > > > </li></ul><ul><li>“ Profound e-Brand Experience” … </li></ul><ul><ul><li>Place Customer at Center of their Universe — particularly important with Kids! </li></ul></ul><ul><ul><li>Go to Extreme Lengths to “Wow” … to ensure 100% Customer Satisfaction and thus Build e-Brand Loyalty </li></ul></ul>
  24. 24. e-BRANDING <ul><li>< < < NEW TACTICS > > > </li></ul><ul><li>Talk “With” Them – Not “To” Them </li></ul><ul><ul><li>DO NOT “Intrude” (Banners, Pop-Ups) </li></ul></ul><ul><ul><li>DO NOT “Insult” (Unproven Claims, Hype, Outmoded Concepts) </li></ul></ul><ul><ul><li>DO NOT “Talk Down” to them </li></ul></ul><ul><ul><li>SPEAK their Language, Socialize (IM, Chat, Blog, Streaming A-V) </li></ul></ul>
  25. 25. e-BRANDING <ul><li>< < < NEW TACTICS > > > </li></ul><ul><li>Value their Ethics and Self-Worth </li></ul><ul><ul><li>Position in Older Group (not alone) </li></ul></ul><ul><ul><li>Reasonable, Upgradeable, Safe, High-Value Items (so Mom will like) </li></ul></ul><ul><ul><li>Value Relationships (Mom + You) </li></ul></ul><ul><ul><li>Value them for Who they Are. </li></ul></ul>
  26. 26. e-BRANDING <ul><li>< < < NEW TACTICS > > > </li></ul><ul><li>Captivate Them </li></ul><ul><ul><li>Universal Concepts (Fantasy, Mastery, Love, Fear, Stability, Humor) </li></ul></ul><ul><ul><li>Pre-Teens: Think Disney (Ask: “How would Disney market this?”) </li></ul></ul><ul><ul><li>Teens: Think MTV + Cable TV </li></ul></ul>
  27. 27. Website IS the Ad CREATE AWARENESS EDUCATE via INFO BUILD the BRAND GENERATE SALES Radio Billboards Television Print Media Direct Mail Telemarketing WEB SITE
  28. 28. Reach + Frequency LOW HIGH HIGH -- FREQUENCY -- REACH BILLBOARD RADIO PRINT TELEVISION INTERNET
  29. 29. Kid+Web = e-Branding <ul><li>“ Webolution” of Marketing </li></ul><ul><ul><ul><ul><ul><li>WEB POWER </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>KID POWER </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>e-BRAND POWER </li></ul></ul></ul></ul></ul>
  30. 30. KID POWER + WEB POWER = e-BRAND POWER -------------------------------------------------------------------------------------------------- FRANK FEATHER Glocal Marketing Consultants www.Future-Trends.com

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