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Chapter 2: The Paradoxes of Marketing to Connected Customers

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Chapter 2: The Paradoxes of Marketing to Connected Customers

  1. 1. Digital Marketing …there’s a new breed of customers who will shape the future.
  2. 2. Highly demanding, less compromising Significant purchasing power Value experiences Trust circle Brand touchpoint through every activity Move through networks; continuous connectivity
  3. 3. Emergence of “e-tailing”/ e-commerce Active rather than passive relationship More accessible to consumers Breaking Myths of Connectivity
  4. 4. Growth of e-commerce with different platforms that are available: Lazada, Facebook, Google, Sephora, Carousell, etc Breaking Myths of Connectivity
  5. 5. Breaking Myths of Connectivity TYPES OF CONECTIVITY: …internet used as a means of MOBILE – basic communication EXPERIENTIAL – for delivering superior customer experience in touchpoints between customers and brands SOCIAL – strength of connection in communities of customers; fostering relationships of a collective unit
  6. 6. Breaking Myths of Connectivity However, even if the millennial market is growing, we cannot discount on the “older” generation There are platforms catered to the mature and professional market: LinkedIn, even Facebook and Youtube as well
  7. 7. Paradox 1: Online vs. Offline …is it true that when something new comes, it’s better?
  8. 8. Phasing out of brick-and- mortar /physical stores WILL THERE COME A TIME WHERE MALLS WILL STOP TO EXIST? Feature article: As nationwide chains gobbled up retail space across the country, they did so at the expense of smaller mom-and- pop shops. But now, as the brick-and- mortar chains die a slow and painful death, small businesses could make a comeback by filling the void, according to two Goldman Sachs executives. “I think there will become a degentrification, for lack of a better word,” says Posnett. “We will see the rents come down, and mom and pops shops will come back in a much more curated, personal way that goes along these lines of creating great service and a sense of community, and a desire to support your community.” “Collaboration with competitors and co- creation with customers are central” Paradox 1: Online vs. Offline
  9. 9. Calls for: adaptation to modern ways Collaboration of physical AND digital experience to leverage consumer experience Paradox 1: Online vs. Offline
  10. 10. STRATEGIC role of connectivity *using the “digital experience” to strengthen brand *even collaborating with competitors: in the book, P&G partnered with other companies just to forward the Febreeze line Paradox 1: Online vs. Offline
  11. 11. “seamless blend of online and offline experiences across consumer paths” Paradox 1: Online vs. Offline
  12. 12. Paradox 2: Informed vs. Distracted …are consumers really getting information which helps in their purchases? Or are they just more distracted than ever? *estimates of 60,000 ads seen everyday! #InfoOverload
  13. 13. Paradox 2: Informed vs. Distracted 3 FACTORS INFLUENCING PURCHASE DECISIONS: Marketing communications Social Personal past experiences
  14. 14. Paradox 2: Informed vs. Distracted Challenge: Marketers need to win consumer attention Marketers need to create brand conversations *what’s the line between DISTRACTING and INFORMING a customer? *when will consumers say “it’s too much information!”?
  15. 15. Paradox 2: Informed vs. Distracted WOW! Factor Effective + Efficient =Loyals/advocates/defende rs who sway decision in the brand’s favor through referral system
  16. 16. Paradox 3: Negative vs. Positive “Connectivity allows customers to express opinions that others may listen to. It changes the mindset of customers to admit that advice from strangers might be more credible than a recommendation from celebrity or brand endorsers.”
  17. 17. Paradox 3: Negative vs. Positive Connectivity creates a perfect environment from customer advocacy of brands. Net Promoter Score designed by Frederick Reichheld: promoters, passives, detractors
  18. 18. Paradox 3: Negative vs. Positive Another form of advocacy – a brand recommendation that results from triggers by others. This type of advocacy, while very common, is dormant. When a brand has strong prompted advocacy, it needs to be activated by either customer enquiries or negative advocacy.

Editor's Notes

  • Highly demanding, less compromising
    Madaming options na available, so syempre pihikan
    Can easily search through their mobile devices with just a click, kaya ang consumer ngayon bago bumili ng purchase or may gawin, search muna sa internet

    Significant purchasing power
    Working class na rin kasi kaya may pera na, yung iba aside sa pagiging independent, parents may sagot nung ibang mga gastusin kaya money for pleasure lang

    Value experiences
    Lahat ipakita sa social media; photos and food
    Rather than owning things – for example uber and grab, shared transportation rather than ownership

    Trust circle
    Since always connected sila sa social media, they always get the opinion of their friends and close ones
    Innate feeling to stay connected; social kasi ang tao, especially this generation
    Self-gratification/feeling of belongingness nakikita agad bawat like, bawat heart, bawat share. So napaka dali for an individual to be “verified” and feel supported by the people around hm/her

    Brand touchpoint through every activity
    Palaging may phone. Palaging connected. AT ALL TIMES. Kaya for the brand, mas maiging i-reach ang consumers kasi sa lahat ng activity nila, chance para ipakita yung brand. Magbukas ng fb, pwede ng ads. Magbukas ng tv, magsearch sa net, lahat ng daily life ng isang tao, are opportunities para ma-involve ang brand.

    Move through networks; continuous connectivity

  • CONNECTIVITY – significantly reduces the costs of interaction among companies, employees, channel partners, customers and other relevant parties

    E-commerce had grown through different platforms, lazada, facebook, google

    *the market has grown to be more INCLUSIVE
    Including more members, more de-centralization
    Being consumer-centric in a way na bringing everything more to the consumers
    Example: online businesses *meron example sa book about Netflix, Grabd and Uber
    >more “be demand” services
    >pull marketing wherein consumers look for the offerings themselves rather than products/services being pushed to them
  • Right now, almost anyone can sell something!
  • *see explanation on photo 34
  • In this feature articles, you see some malls are “dying”
    But just because this is happening, doesn’t predict that the era of malls will eventually die
    This calls for modern ways in which companies can leverage consumer experience
  • >ADAPTING to the changes
    >incorporate technology wherein physical shops are complemented rather than competed upon
  • Calls for high-touch interaction
    Digital world AND physical world
    Not that they are different audience, the digital OR physical, but the consumer experience should be multi-faceted and experienced in different ways to forward are total experience and thus adapt to the changes technology calls for
    “seamless blend of online and offline experiences across consumer paths”
  • Customers have found a new platform of expressing themselves. A language.
    In order for companies to understand the consumers and build relationships with them to serve their needs and wants, companies should also adapt and learn the new “language” customers are now getting into.
  • The line differentiating distraction from information happens when the brand TRULY CONNECTS to the audience. In the example, you see Jollibee gaining earned media and organic social media popularity because Jollibee was able to target the audience based on what makes them act: FEELINGS
    Basic principle applies: in doing your homework, if you love reading about it, if you relate to it, then you won’t get tired doing it. If the advertisement hits you as something you love, you won’t see it as an ad or as an intrusion.
  • There is a point of saturation for ads
    People are bombarded with ads
    Brands need the WOW factor to get their message across
    >something effective (concise but relevant)
    >something efficient (take note of the costs as well
  • PROMOTERS – recommend the brand
    PASSIVES – neutral
    DETRACTORS – unlikely to recommend
    *brand must be aware of its audience classifications and undergo plans of maximizing its consumers are its “promoters”