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 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
 Adapting Marketing for a New Era
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Adapting Marketing for a New Era

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    • 1. Adapting Marketing For A New Era<br />David M. Cooperstein<br />Vice President<br />Forrester Research<br />
    • 2. Digital Forces Companies to Adapt<br />
    • 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. Distribution evolved . . .<br />
    • 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. Marketers are the new journalists<br />
    • 7. Your survival depends on how well you adapt<br />Theme<br />
    • 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. 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. 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. 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. 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. 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. 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. 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. Social campaigns<br />Source: Burberry (http://www.burberry.com/)<br />
    • 17. Social campaigns<br />Source: Burberry (http://www.burberry.com/)<br />
    • 18. Social campaigns<br />Source: Burberry (http://www.burberry.com/)<br />
    • 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. Mobile activity varies widely<br />Source: Apple (http://www.apple.com/iphone/apps-for-iphone/)<br />
    • 21. Mobile activity varies widely<br />Source: Apple (http://www.apple.com/iphone/apps-for-iphone/)<br />
    • 22. Mobile activity varies widely<br />Source: Apple (http://www.apple.com/iphone/apps-for-iphone/)<br />
    • 23. What’s next?<br />
    • 24. Hyperlocal insight<br />
    • 25. Hyperlocal insight<br />
    • 26. eReader behaviors<br />
    • 27. eReader behaviors<br />
    • 28. Social gaming opportunities<br />
    • 29. How are marketing leaders adapting their approach to embrace this evolution?<br />
    • 30.
    • 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. 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. 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. 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. Three tenets of adaptability<br />Think and move differently.<br />Listen more, react intelligently.<br />Target people, not statistics.<br />
    • 36. Think and move differently<br />
    • 37. The brand platform lives in many places<br />
    • 38. The brand platform lives in many places<br />
    • 39. The brand platform lives in many places<br />
    • 40. The brand platform lives in many places<br />
    • 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. Hyundai responded to current consumer needs<br />
    • 43. Hyundai responded to current consumer needs<br />Hyundai Think Tank revealed customer needs<br />Hyundai Assurance program<br />Gas Lock program<br />
    • 44. Hyundai responded to current consumer needs<br />Hyundai Think Tank revealed customer needs<br />Hyundai Assurance program<br />Gas Lock program<br />
    • 45. Communities help shape messages and product decisions<br />Source: Mercedes-Benz (https://www.mercedesbenzadvisors.com/login); www.mbusa.com<br />
    • 46. Communities help shape messages and product decisions<br />Source: Mercedes-Benz (https://www.mercedesbenzadvisors.com/login); www.mbusa.com<br />
    • 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. 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. Target people, not data or “audiences”<br />Source: Procter & Gamble (http://www.pg.com/en_US/index.shtml)<br />
    • 50.
    • 51. What can you do today to adapt your marketing efforts?<br />
    • 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. Adapt the roles of your team<br />Brand advocate<br />Brand strategist<br /><ul><li>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</li></ul>Source: Flickr (www.flickr.com)<br />
    • 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. 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. 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. 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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