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Keynote: Consumer 3.0

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Consumer shopping behavior is changing at breakneck speed. Coming out of the .com boom into the social media era and now e-commerce/DTC, how brands (not just “retailers”) identify, engage and relate to consumers is very different than it was, even decade ago. The former CMO of Boxed and new GM of DTC for Clorox explores the role of technology, transparency and data in this evolution and how the new equation applies to all organizations and verticals. And what is the power of brand for Consumer 3.0 in the 2020s?
KEYNOTE
Jackson Jeyanayagam, Vice President, General Manager DTC Nutranext, The Clorox Company

Published in: Business
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Keynote: Consumer 3.0

  1. 1. CONSUMER 3.0 NOVEMBER 11, 2019 PRESENTED BY JACKSON JEYANAYAGAM
  2. 2. SOME OF THE MOST TRANSFORMATIONAL BRANDS ARE KINDA’ BORING
  3. 3. WHY DTC IS THRIVING WITH THIS NEW CONSUMER • Obsession with product/market/fit • Close loop on the path to purchase • Ability to know the customer’s shopping behavior & continually optimize against it • MTA provides an understand of each platform’s purpose and who / how /where to best engage • Can take risks and constantly test (but also course-correct ASAP) • Forces integration between creative, tech, partnerships, media and product teams
  4. 4. BUT IT’S ALSO CHANGING AT A RAPID RATE • Lack of scale/predictability with Facebook & Google and the rise of Amazon advertising • The role of organic everything • “Influence” is important…but only as a function of loyalty • Need for a physical presence to complement digital • Traditional tactics still work (direct mail; sponsorships; PR; ATL, etc.) • Strategic partnerships • More and more critical to stand for something more than profit
  5. 5. HOW AN ANCIENT BRAND TRANSFORMED ITSELF WITH SOCIAL MEDIA
  6. 6. DRIVEN BY A VALUE VS. VALUES-DRIVEN
  7. 7. Confidential – Internal Use Only
  8. 8. LEARNINGS FROM BOTH? • An awesome product and CX • Clear vision and focus • Transparency even when it’s uncomfortable • Balancing short-term with the long-term • Stay the course, BUT… • Have the ability to adapt when needed • Be true to yourself as a brand • Executive accountability matters…now, more than ever
  9. 9. WHAT ALL THIS MEANS FOR YOU • Don’t get away from what makes you great (see Gilt) • But don’t wait too long to embrace change and adapt (remember Blockbuster Video?? Either do i) • Create an innovation/test hub that you can experiment with • Recruit differently and find your internal “misfits” • Ask “why?” over and over again…don’t just accept face value • Be opportunistic with - and embrace - new corporate realities (i.e., sustainable packaging; vulnerable leadership; employee-first mindset, etc.)
  10. 10. Great Service/Experience Right Product Offering Ease of Use Great Execution Keeping ‘consumer 3.0’ in mind with your focus areas
  11. 11. FIN

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