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

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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  • 1. KID POWER + WEB POWER = e-BRAND POWER -------------------------------------------------------------------------------------------------- FRANK FEATHER Glocal Marketing Consultants www.Future-Trends.com
  • 2. 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
  • 3. Kid + Web = e-Brand
    • “ Webolution” of Marketing
            • WEB POWER
            • KID POWER
            • e-BRAND POWER
  • 4. 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
  • 5. 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”
  • 6. 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”
  • 7. WEB POWER
    • < < < New “1:1 MASS” Market > > >
  • 8. 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”
  • 9. 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
  • 10. 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
  • 11. 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”
  • 12. 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 +++
  • 13. 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”
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. e-BRANDING
    • < < < NEW “6-P” MIX > > >
    • “ Any Time + Any Place” …
      • “ Glocal” Access
      • 24 x 7 x 365 Access
      • Real-Time Access
      • Wireless Access
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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)
  • 25. e-BRANDING
    • < < < NEW TACTICS > > >
    • 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.
  • 26. e-BRANDING
    • < < < NEW TACTICS > > >
    • 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
  • 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. Reach + Frequency LOW HIGH HIGH -- FREQUENCY -- REACH BILLBOARD RADIO PRINT TELEVISION INTERNET
  • 29. Kid+Web = e-Branding
    • “ Webolution” of Marketing
            • WEB POWER
            • KID POWER
            • e-BRAND POWER
  • 30. KID POWER + WEB POWER = e-BRAND POWER -------------------------------------------------------------------------------------------------- FRANK FEATHER Glocal Marketing Consultants www.Future-Trends.com