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

  1. 1. The New Marketing Playbook:Aligning strategies to engage thenew American consumerJune 28, 2011 Rick Erwin Bill Tancer Amy Schilder
  2. 2. 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
  3. 3. 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
  4. 4. RACE: AsianSEX: FINCOME: $50K
  5. 5. 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
  6. 6. 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
  7. 7. Experian Consumer ExpectationAge and Economy Experian Consumer Expectation Index 100 95 90 85 80 75 70 Adults
  8. 8. 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+
  9. 9. The New American ConsumerChange in Household Composition
  10. 10. 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
  11. 11. Which family ismost likely touse coupons?
  12. 12. 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
  13. 13. Open Table vs.Yellow Pages forrestaurant reservations?
  14. 14. 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.
  15. 15. Who will order online,phone, via mail-order?
  16. 16. The New American ConsumerIntegration and Consumer BehaviorBought Merchandise Method: Moms Boomers Multi-from Catalog: generation
  17. 17. 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
  18. 18. 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
  19. 19. Revisiting YourMarketing Playbook
  20. 20. Revisiting YourMarketing Playbook
  21. 21. Revisiting YourMarketing Playbook
  22. 22. Revisiting YourMarketing Playbook
  23. 23. Common Customer Language Web Sales Creative AgencyDirect Mail Email Print Social Media Radio/TV
  24. 24. Segmentation & Your Customer LifecycleIdentifying Target Customers
  25. 25. Segmentation & Your Customer LifecycleGetting The Customer
  26. 26. Segmentation & Your Customer LifecycleGrowing The Customer
  27. 27. Segmentation & Your Customer LifecycleKeeping The Customer
  28. 28. Segmentation & Your Customer LifecycleWinning Back The Customer
  29. 29. Identifying Target Customers
  30. 30. Identifying Target Customers
  31. 31. Getting The Customer
  32. 32. Growing The Customer
  33. 33. Keeping The Customer
  34. 34. Winning Back The Customer
  35. 35. Segmentation Drives The NewMarketing Playbook
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. And The Winner of the New Kindle 3G Is…
  40. 40. for more info:www.experian.com/mosaice-mail:emsdata@experian.com

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