Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
CONFIDENTIAL AND PROPRIETARY
This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its a...
1 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Just when you thought is...
2 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Key Questions
#GartnerMk...
3 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Consumption data is
caus...
4 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
NAPA Auto Parts no longe...
5 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Spotify sees a future wh...
6 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Usage data makes us rela...
7 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Will products of the fut...
8 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Markets are forming at p...
9 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
… which is shaping the ‘...
10 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
By offering value at po...
Upcoming SlideShare
Loading in …5
×

product consumption

105 views

Published on

  • Be the first to comment

  • Be the first to like this

product consumption

  1. 1. CONFIDENTIAL AND PROPRIETARY This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other intended recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. From digital marketing to marketing in a digital world Marketing at real time “points of consumption”
  2. 2. 1 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Just when you thought is was safe to come out of the water… A new firehouse of information is adding to rising sea levels • Knowing how and why products are consumed creates opportunities • ..to enrich value propositions with product usage data • .. uncovering new business models
  3. 3. 2 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Key Questions #GartnerMktg What business are you in? How does product consumption blow up the sales funnel even more? How are marketers responding to revenue opportunities formed at points of consumption?
  4. 4. 3 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Consumption data is causing marketers to revisit their market position. Nike’s digital services got product marketers thinking about being in the advice business. What business are you (really) in? Nike-Plus Your Business?
  5. 5. 4 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. NAPA Auto Parts no longer “sells stuff” … rather • New digital services enrich its value proposition • NAPA Auto Parts both advisory and destination not just a storefront ..helps drivers get back on the road as quickly and safely as possible. Got advisory services ?
  6. 6. 5 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Spotify sees a future where music genres don’t really matter For example, California teenagers love Simon and Garfunkel. Technology has forever changed how music is consumed; illustrating that traditional segmentation techniques aren’t as relevant in a digital world. #GartnerMktg Is traditional segmentation archaic?
  7. 7. 6 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Usage data makes us relationship marketers … When you buy a watch, the watch maker never sees you again … • Until you need a new one, but by then it may be too late … • “Your blood sugar is low” …. • Here’s two restaurants within walking distance that serve what you need. Usage initiates dialogue …
  8. 8. 7 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Will products of the future exist at points of consumption ? ..because points of consumption are where needs are fulfilled? The distance between purchase and consumption is a market inefficiency resolved by technology. #GartnerMktg Collapse of time and space
  9. 9. 8 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Markets are forming at points of consumption … …separating the time from when we buy from when we use • leads to unfulfilled needs which economists call latent demand. • Now, marketers can collapse buying and using into the same context of time and space. Recover latent demand, on demand
  10. 10. 9 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. … which is shaping the ‘access economy’ What began as the sharing economy has evolved … • The sharing economy launched as a social phenomena • But what’s really at play is access-on- demand; not social relationships • Uber’s “a car when you need it” more successful than Lyft’s “a friend with a car.”
  11. 11. 10 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. By offering value at points of consumption By creating physical-digital mashups By recovering latent demand By offering benefits without ownership How is digitalization creating new sources of value? The Digitalization of Products Digital music and entertainment is social, informational and educational, to consume whenever and wherever you are – with whoever you are with. New markets emerge. Athletes have audio coaches. GPS gives you a guided tour of the city. Universities such as MIT, even Harvard, offer podcasts that potentially disrupt the education industry. The Collapse of Space and Time When a patient cancels a doctor appointment at the last minute, the time is typically lost forever New markets emerge. Digital awareness of one’s cancelled appointment fulfills another’s need for on demand care. The availability of previously invisible, Idle resources have already disrupted the taxi, automotive and hotel industries. Digitization Collapses Space and Time Creating New Sources of Value

×