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Understanding Tomorrow's Customers

Kate Fitzpatrick, e3 Senior Strategist presented this at the British Marine Seminar. Kate looks at the millennial behaviour and how this affects brands engagement in relation to data, personalisation, and tone-of-voice.

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Understanding Tomorrow's Customers

  1. 1. MIRANDA GLOVER Business Director e3
  2. 2. DIGITAL TRANSFORMATION Strategic Frameworks Innovation * Customer Experience * Social * Content * Interactivity * Omnichannel experience * CRM * CRO Design & Build UX * Branding * Responsive Web * AI
  3. 3. WHO WE WORK FOR
  4. 4. ‘Innovation is an attitude not a department’ - Patrick Loh
  5. 5. INNOVATION DEFINED Revenue streams created through new products and services The application of new business models Solving challenges and exploring possibilities
  6. 6. CHANGING CONSUMER BEHAVIOUR; THE IMPACT AND INFLUENCE OF MILLENNIAL CULTURE Kate Fitzpatrick, Senior Strategist
  7. 7. TODAY Who are they? Distinguishing behaviours Impact on marketers Who is doing what..?
  8. 8. THE MILLENNIAL SPECTRUM
  9. 9. DISTINGUISHING BEHAVIOURS 1. Experience 2. Value exchange 3. Information, influence and purpose
  10. 10. EXPERIENCE “I’d rather tell people about something I’ve done than something I’ve got”* *Bauer Knowledge: The Millennials Chapter report, 2015
  11. 11. LEADING WITH EXPERIENCE
  12. 12. VALUE EXCHANGE Millennials accept that brands use their data to market to them and will trade willingly when the offer is right
  13. 13. INFORMATION, INFLUENCE AND PURPOSE Millennials turn to their social networks to validate choices and social approval is paramount
  14. 14. WHO’S MAKING HEADWAY Brands starting to flex for millennial audiences
  15. 15. THE NOT SO GOOD #fml when it all gets a bit #emojinal
  16. 16. CONSIDERATIONS Digital is key to millennial relationships with brands – Listen – Lead with content not device – Be authentic – Don’t forget the others – Deliver an experience
  17. 17. MOST IMPORTANTLY… Identify uniqueness
  18. 18. THANK YOU kate.fitzpatrick@e3.co.uk
  19. 19. JOHAN KUYLENSTIERNA CORTHESY Co-Founder European Travel Ventures
  20. 20. COFFEE
  21. 21. ANGELIQUE MILLER Director of Creative Partnerships, Expedia Media Solutions

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