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