Power Shift to Connected Customers Accelerated by Covid-19

www.BongDeUngria.com
Power Shift
Accelerated by Covid-19
to the
Connected Customers
Prof. Bong De Ungria
Ateneo Graduate School of Business
Marketing 4.0
Fundamental Trends Shaping Marketing

1. Away from Brands and Companies
To the Connected Customer
2. Because of 3 Shifts:
A. Vertical to Horizontal
B. Exclusive to Inclusive
C. Individual to Social
3. Local Application in MBA Learning
COSLA Outline
Power is Shifting

1. Power Shift in the 21st Century
Today, connected customers have more
power vs. brands & companies…
Brands
Companies
Connected Customers
Connected Customers
Are King

1. Vertical to Horizontal
2. Exclusive to Inclusive
3. Individual to Social
2. Why?
3 Major Reasons for Power Shift

Target Markets were identified and served
Other segments were Unserved or Underserved.
2A. Why? Vertical to Horizontal:
Companies used to drive the
communication flow vertically
Supply
Make
Distribute
Advertise
Sell
Customer
Segments

Now, Connected Customers
communicate and demand MORE
Supply
Make
Distribute
Advertise
Sell
Social Media, Word of Mouth, Crowd Sourcing,
Good and Fake News, Viral Photos & Videos

To adapt, companies have now depended on
external parties for some key processes in
the value chain
Supply
Make
Distribute
Advertise
Sell
Poof of suppliers
Toll Manufacturers
3rd Party Logistics
Social Media, Word of Mouth, Crowd Sourcing,
Good and Fake News, Viral Photos & Videos

1. Level Playing field due to globalization
Smaller companies can compete vs big
2. Co-Creation (with Customers and Partners)
3. Co-opetition (With Competitors)
4. Customer Trust from Four F-Factor ( Friends,
Families, Facebook Fans, Followers@ Twitter)
5. Brands need to be peers, friends of the customers
6. Innovation driven by ideas from market/customers
Horizontal means…

1. Allows Bigger Target Markets
2. Required by Economic, Demographic
Changes (Emerging Asia, Millenials)
3. Accelerated by Social Media (eliminated
geographic, demographic barriers)
4. Enabled by Technology (Miniturization,
Automation, Internet)
5. Seen In Industries Converging (Telco +
Banks) and New Business Models
(AirBnB, Grab Delivery, Angkas)
2b. Why? Exclusive to Inclusive:
Inclusivity:

1. Purchase drivers:
A. Individual Preference
B. Desire for Social Conformity
2. Connectivity increases #1B
3. Communities control
conversation (about the brand);
used to be company controlled
2c. Individual to Social:
Buying Decision is Increasingly Social

POWER SHIFT : (Concept Application)
“Powerful” Students have easy access
to information .They are more vocal
and demanding...
Professor
Textbook
Class
Session
Word of Mouth, Google, Student Evaluation,
Social Media, Viber, Messenger, SMS,
Notes and Assignments form Preivous Clasess

2A. Local Example: Vertical to Horizontal:
Today’s teaching & coaching 4.0 must match
with the students demands 4.0
Professor
Textbook
Class Session
Word of Mouth, Google, Student Evaluation,
Social Media, Viber, Messenger, SMS,
Notes and Assignments form Preivous Clasess
Youtube & Google
Web Links
On Line Links

2b. Local Example: Exclusive to Inclusive:
Students from different classes and
different semesters easily compare
copy or adapt...
Class 1
June 2020
Prof Bong
Class 2
June 2020
Prof Juan
Class 1
Dec 2019
Prof Bong

2c. Local Example: Individual to Social:
Peer pressure is high even in peer
evaluations and faculty evaluations,
superseding individual opinion...

1. Video posts > Blogpost >
Powerpoint
POWER SHIFT : (Actionable Insights)
Vcoach Bong: Move from 2.0 to 4.0

Powerpoint
2. Targetted web posting (Linked In for
Professional, Blogs for Easy Sharing, FB for
Social Media)

Powerpoint
Social Media)
3. Manage and limit touchpoints.
Respond quickly and sincerely
because it matters more than
technical knowledge...

Powerpoint
Social Media)
3. Manage and limit touchpoints.
Respond quickly and sincerely
because it matters more than
technical knowledge...
4. Use latest, locally relevant info
(Use 2020 and not 2017 data)

April 2017 @ Forbes:
Connected Customers Disrupts Business
( www.goo.gl/ZWz4zW)

1. Away from Brands and Companies
To the Connected Customer
2. Because of 3 Shifts:
A. Vertical to Horizontal
B. Exclusive to Inclusive
C. Individual to Social
3. Local Application in MBA Learning
Summary
Power Shift
Accelerated due
to Covid-19

YouTube Channel:
https://www.youtube.com/c/BongDeUngria
Blog
https://bongdeungria.com/
Linked In
https://www.linkedin.com/in/josephdeungria/
Connect! With Bong !
(Remigio Joseph De Ungria)

Power Shift to Connected Customers Accelerated by Covid-19

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