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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