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21st Century Customers: Engaging with Global Consumers


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Social Researcher Mark McCrindle analyses the emerging global consumers. He defines new customers & the shifts: from low loyalty to brand evangelists and from digital transactors to digital integrators- and how marketers should respond: from power to influence, and from structured delivery to interactivity. From a study of memes, to the consumer value wheel, you'll find this presentation on customer engagement very useful.

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21st Century Customers: Engaging with Global Consumers

  1. 1. May 2011 Theplanking memebegins
  2. 2. Its origins areuncertain- perhapsan accident?
  3. 3. By June 2011 it hitsAustralia (Canberracan have this effecton people).
  4. 4. After quicklyfading, it goesmainstream in July(and gets evensillier).
  5. 5. But by August itfades again with nofurther mainstreamresurgences.
  6. 6. Memology: Photobombing- started by a squirrel?
  7. 7. Within weeks: thousands of photos, millions of hits.
  8. 8. Dogs wholook like theirowners memegoes global
  9. 9. 5 AugustMcKaylaMaroneywins silverat LondonOlympics
  10. 10. Within 2 days“McKayla is notimpressed”meme goesglobal
  11. 11. Meme key elements are:Creativity: contentCommunity: sharingCurrency: now issuesComedy: fun driven
  12. 12. Big data Game playing research In-situ research Online focus groups Online surveys App-based research Mystery shopping Observational studies Geo-tag links Focus groups Observational research Social research Tablet interviews Phone interviews Taste testing Ethnography Co-creation groups Mall intercept Customer satisfaction Online forum/ Community forumsData analysis Polling surveys discussion boards Audience responsePen & paper surveys Audience ratings CATI Generational research Video diaries