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The New Marketing Playbook Aligning Strategies To Engage The New American Consumer
 

The New Marketing Playbook Aligning Strategies To Engage The New American Consumer

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    The New Marketing Playbook Aligning Strategies To Engage The New American Consumer The New Marketing Playbook Aligning Strategies To Engage The New American Consumer Presentation Transcript

    • The New Marketing Playbook:Aligning strategies to engage thenew American consumerJune 28, 2011 Rick Erwin Bill Tancer Amy Schilder
    • Today’s TopicThe New Marketing Playbook 1 An Unprecedented Shift 2 The New American Consumer 3 Revisiting Marketing Playbooks 4 Segmentation In Action 5 Questions & Answers
    • Today’s TopicThe New Marketing Playbook 1 An Unprecedented Shift 2 The New American Consumer 3 Revisiting Marketing Playbooks 4 Segmentation In Action 5 Questions & Answers
    • RACE: AsianSEX: FINCOME: $50K
    • Today’s TopicThe New Marketing Playbook 1 An Unprecedented Shift 2 The New American Consumer 3 Revisiting Marketing Playbooks 4 Segmentation In Action 5 Questions & Answers
    • The More Things Change…A lot has changed since 2006• MySpace was the #1 Site on the Internet, over six times the size of Facebook• YouTube was just catching on• The mobile term “check-in” didn’t exist, neither did “iPad”• Android wasn’t yet released to the public• Circuit City was one of the leaders in the electronics category
    • Experian Consumer ExpectationAge and Economy Experian Consumer Expectation Index 100 95 90 85 80 75 70 Adults
    • Experian Consumer ExpectationAge and Economy Experian Consumer Expectation Index - Age 110 105 100 95 90 85 80 75 70 65 60 Age: 18-34 Age: 35-49 Age: 50-64 Age: 65+
    • The New American ConsumerChange in Household Composition
    • The New American Consumer A Coupon Economy• Groupon phenomenon has fueled growth in coupon searches online• Since beginning of May 2011, growth in searches on “coupon” and its variations has increased 238%• Internet becomes primary tool in consumer’s mission for finding cost savings in a challenging economy• But consumers still vary in their coupon consumption Source: Experian Hitwise
    • Which family ismost likely touse coupons?
    • The New American ConsumerA Coupon Economy Which Segment Indexes Picture Perfect No Place the Highest for Online Families Coupon Usage? Like Home - The more affluent? - The one most impacted by the economy? Or the early adopter for online coupon usage? Index for online coupon usage: Picture Perfect Families – 134 No Place Like Home – 48
    • Open Table vs.Yellow Pages forrestaurant reservations?
    • The New American ConsumerYellow Pages versus Online Reservations Babies and Bliss • Adoption of new technologies is not necessarily correlated with younger age. • Despite indexing at 286 for head-of-household between the age of 36-45, Babies and Bliss index the highest for using the yellow pages to make restaurant reservations.
    • Who will order online,phone, via mail-order?
    • The New American ConsumerIntegration and Consumer BehaviorBought Merchandise Method: Moms Boomers Multi-from Catalog: generation
    • Things To Remember…• With economic flux, the composition of the American Household is changing• We’re all affected by economic change in different ways• The Internet as a cost-savings tool has facilitated the dominance of coupons and discount mind-frame• Adoption of new technology not necessarily driven by age• Regardless of channel, we’re living in an integrated world
    • Today’s TopicThe New Marketing Playbook 1 An Unprecedented Shift 2 The New American Consumer 3 Revisiting Marketing Playbooks 4 Segmentation In Action 5 Questions & Answers
    • Revisiting YourMarketing Playbook
    • Revisiting YourMarketing Playbook
    • Revisiting YourMarketing Playbook
    • Revisiting YourMarketing Playbook
    • Common Customer Language Web Sales Creative AgencyDirect Mail Email Print Social Media Radio/TV
    • Segmentation & Your Customer LifecycleIdentifying Target Customers
    • Segmentation & Your Customer LifecycleGetting The Customer
    • Segmentation & Your Customer LifecycleGrowing The Customer
    • Segmentation & Your Customer LifecycleKeeping The Customer
    • Segmentation & Your Customer LifecycleWinning Back The Customer
    • Identifying Target Customers
    • Identifying Target Customers
    • Getting The Customer
    • Growing The Customer
    • Keeping The Customer
    • Winning Back The Customer
    • Segmentation Drives The NewMarketing Playbook
    • Today’s TopicThe New Marketing Playbook 1 An Unprecedented Shift 2 The New American Consumer 3 Revisiting Marketing Playbooks 4 Segmentation In Action 5 Questions & Answers 51
    • Segmentation In ActionDiscussion Points:q Assurance Wireless Introductionq Changing American Consumer Landscapeq Today’s Segmentation Usesq Segmentation Value Drivers Amy Schilder Customer Acquisition Leadq The Future of Segmentation Assurance Wireless, Sprint Prepaid Groupq Common Customer Language
    • Today’s TopicThe New Marketing Playbook 1 An Unprecedented Shift 2 The New American Consumer 3 Revisiting Marketing Playbooks 4 Segmentation In Action 5 Questions & Answers 53
    • And The Winner of the New Kindle 3G Is…
    • for more info:www.experian.com/mosaice-mail:emsdata@experian.com