Adapting Marketing for a New Era
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  • 1. Adapting Marketing For A New Era
    David M. Cooperstein
    Vice President
    Forrester Research
  • 2. Digital Forces Companies to Adapt
  • 3. “Viewers” evolved
    News became an all-day, on-demand activity.
    Access to news came from non-branded media sites like RSS feeds and portals that aggregated “my” content.
    Search engines answered the rest.
  • 4. Distribution evolved . . .
  • 5. . . . forcing journalists to adapt
    24 hour news cycles
    Self-amplification
    Audience engagement with comments and conversations in multiple venues
    Competition from “Peer Influencers” like HuffingtonPost.com, Daily Beast, TechCrunch, and Perez Hilton
  • 6. Marketers are the new journalists
  • 7. Your survival depends on how well you adapt
    Theme
  • 8. Agenda
    How has the customer evolved with the onslaught of digital and social media?
    How are marketing leaders adapting their approach to embrace this evolution?
    What can you do today to adapt your marketing efforts?
  • 9. How has the customer evolved with the onslaught of digital and social media?
    Source: http://www.masternewmedia.org/images/email-vs-social-media_id13991621_size485.jpg
  • 10. Top 10 information sources
    “How much do you trust* the following information sources?”
    Base: US online adults
    *Trust is defined as a 4 or 5 on a scale from 1 [do not trust at all] to 5 [trust a lot].
    Source: North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US)
  • 11. Gen Y and Gen X “watch and surf” simultaneously
    “In the typical week, how much of the time were you watching TV and also using a computer?” Answer: More than half the time.
    Base: 4,651 US online adults(percentages may not total 100 because of rounding)
    Source: North American Technographics® Entertainment And Media Online Survey, Q3 2009 (US)
  • 12. Simultaneous usage does not mean simultaneous content
    “Which of the following describe your experience watching TV and using a PC at the same time?”
    I browse the internet on topics not
    related to what I am watching on TV
    I email, chat, visit social networking
    sites on topics not related to what I
    am watching on TV
    I use my PC to chat, browse, or research
    the show I am watching on TV
    Base: 3,583 US online adults who watch TV and use PC at the same time
    (multiple responses accepted)
    Source: North American Technographics® Entertainment And Media Online Survey, Q3 2009 (US)
  • 13. 3 billion
    25 million
    400 million
    >30 million
    197 million
    New “media” have mass appeal
    Source: comScore, February 2010; YouTube ,5/5/2010; FacebookInside company blog ,2/1/2010; allfacebook.com
  • 14. Social Technographics®
    Creators - 13%
    Critics - 19%
    Collectors - 15%
    Joiners - 19%
    Spectators -33%
    Inactives - 52%
    Source: January 15, 2010, “Introducing The New Social Technographics®” Forrester report
  • 15. Social Technographics®
    Creators - 24%
    83%
    Conversationalists - 33%
    Critics - 37%
    Collectors - 20%
    Joiners - 59%
    Spectators -70%
    Inactives -17%
    Source: January 15, 2010, “Introducing The New Social Technographics®” Forrester report
  • 16. Social campaigns
    Source: Burberry (http://www.burberry.com/)
  • 17. Social campaigns
    Source: Burberry (http://www.burberry.com/)
  • 18. Social campaigns
    Source: Burberry (http://www.burberry.com/)
  • 19. Mobile Technographics®
    SuperConnecteds 12%
    Entertainers 20%
    Connectors 19%
    Communicators 13%
    Talkers 35%
    Inactives 19%
    Source: April 9, 2009, “Mobile Technographics” Forrester report
  • 20. Mobile activity varies widely
    Source: Apple (http://www.apple.com/iphone/apps-for-iphone/)
  • 21. Mobile activity varies widely
    Source: Apple (http://www.apple.com/iphone/apps-for-iphone/)
  • 22. Mobile activity varies widely
    Source: Apple (http://www.apple.com/iphone/apps-for-iphone/)
  • 23. What’s next?
  • 24. Hyperlocal insight
  • 25. Hyperlocal insight
  • 26. eReader behaviors
  • 27. eReader behaviors
  • 28. Social gaming opportunities
  • 29. How are marketing leaders adapting their approach to embrace this evolution?
  • 30.
  • 31. Change is good
    “The things we fear most in organizations — fluctuations, disturbances, imbalances — are the primary sources of creativity.”
    — Margaret J. Wheatley, president emeritus of The Berkana Institute
  • 32. Definition of adaptive marketing
    A flexible approach in which marketers respond quickly to their environment to align customer and brand goals and maximize return on brand equity.
  • 33. Adaptive Marketing Looks Like This
    Offline media
    CRM
    Social initiatives
    CustomerService
    eCommerce
    Mobile
    Interactive Media
    Retail
  • 34. Engage your consumer’s 4 P’s
    Our P’s
    Product
    Price
    Place
    Promotion
    The Consumer P’s
    Permission
    Proximity
    Perception
    Participation
  • 35. Three tenets of adaptability
    Think and move differently.
    Listen more, react intelligently.
    Target people, not statistics.
  • 36. Think and move differently
  • 37. The brand platform lives in many places
  • 38. The brand platform lives in many places
  • 39. The brand platform lives in many places
  • 40. The brand platform lives in many places
  • 41. Listen more and react intelligently
    INFORMS
    DRIVES
    CREATES
    INSPIRES
    Source: March 12, 2010, “Defining Social Intelligence” Forrester report
  • 42. Hyundai responded to current consumer needs
  • 43. Hyundai responded to current consumer needs
    Hyundai Think Tank revealed customer needs
    Hyundai Assurance program
    Gas Lock program
  • 44. Hyundai responded to current consumer needs
    Hyundai Think Tank revealed customer needs
    Hyundai Assurance program
    Gas Lock program
  • 45. Communities help shape messages and product decisions
    Source: Mercedes-Benz (https://www.mercedesbenzadvisors.com/login); www.mbusa.com
  • 46. Communities help shape messages and product decisions
    Source: Mercedes-Benz (https://www.mercedesbenzadvisors.com/login); www.mbusa.com
  • 47. Target people, not data or “audiences”
    Brand
    Women 25-44
    with two kids in
    household
    Data
    Channel
    Line of business
  • 48. Target people, not data or “audiences”
    Brand
    Data
    Channel
    Line of business
    Mother with toddler
    and infant
  • 49. Target people, not data or “audiences”
    Source: Procter & Gamble (http://www.pg.com/en_US/index.shtml)
  • 50.
  • 51. What can you do today to adapt your marketing efforts?
  • 52. Adapt your approach to new ideas
    New channel,
    interaction,
    engagement
    Groundswell
    New audience
    type
    Integration
    Experimentation
  • 53. Adapt the roles of your team
    Brand advocate
    Brand strategist
    • Rolls up feedback from all markets
    • 54. Sets the core platform for the brand
    • 55. Ensures that tone and meaning are consistent across markets
    • 56. Understands and engages the local market
    • 57. Communicates nuances
    • 58. Leads local communities
    • 59. Observes cultural norms and regulations
    Source: Flickr (www.flickr.com)
  • 60. Adapt your process
    Plan iteratively and frequently.
    Partner for creativity, not durability.
    Use predictive metrics in addition to descriptive ones.
  • 61. Adapt your mix of media
    Earned Media
    “The Result”
    Paid Media
    “The Catalyst”
    Owned Media
    “The Portable Brand”
  • 62. Summary
    Consumers evolve.
    You must follow them to the outposts where they spend their time and engage with them on their terms.
    Marketers, adapt!
    You must change the pace at which you think, learn, and converse with your customers.
    Start today.
    Adapt the processes you have held onto for too long in terms of the approach to new ideas, new people, how you plan, and your use of media.
  • 63. Thank you
    David M. Cooperstein
    +1 212.857.0758
    dcooperstein@forrester.com
    @minicooper
    www.forrester.com