Marketing in the Age of Customer

1. Marketing in the Age of
Customer
ROYA SAQIB, NADINE WALKER-MOONEY, MARANA AVANT
Key words: E-Commerce, Social Media, Age of the Cusomter, Truth-based Marketing, Customer
Intelligence, Customer Experience

2. INTRODUCTION
Business Disruption by
Empowered
Customers
Business Responses
Business Reinvention

3. History of Traditional Marketing
Practices
 Business Intelligence
 Data Mining and Data Analytics
 Customer Intelligence
 Target Market Segmentation

4. HISTORY
According to David Cooperstein, et al in “Competitive Strategy in the Age of the
Customer”
1900
Age of
Manufacturing
1960
Age of
Distribution
1990
Age of
Information
2010
Age of the
Customer

5. CUSTOMER POWER
“Our research indicates that customer power
in this Internet era is driven by three factors:
more options, more information, and simpler
transactions”
-G. Urban (2002)

6. CUSTOMER POWER
E-Commerce
 E-Commerce
 Options
 Information
 Transactions
 U.S. consumers are exposed to 5.3 trillion ad impressions per year
 6.8 billion mobile subscriptions in place (7.1billion people on the whole planet!)

7. CUSTOMER POWER
Social Media

8. RESPONSE TO CUSTOMER POWER
“Where the buyer has full information about
demand, actual market prices, and even supplier
costs, this usually yields the buyer greater
bargaining leverage.”
- Michael E. Porter (1980)

9. Marketing in the Age of CUSTOMER
Traditional pure push marketing Focus on Trust-Based Marketing

10. RESPONSIVENESS
Be responsive
a) Listen,
b) Respond
c) Prevent

11. BUSINESS RESPONSE TO CUSTOMER
POWER
 Develop effective social media strategies
a)Get a social media monitoring tool (Social CRM tools)
b)Know what data to extract and why (actionable data),
Turned data contextualized customer experience
Caution: Balance between too personal and too
superficial use of data

12. RESPONSE TO CUSTOMER POWER
 Get your customers to advocate on your behalf

13. The most successful companies in the age of customer
will be those who craft customer relations and
experiences into their business strategies for a win/win
outcome.

14. References
Bigus, P. (2012). The Public Relations Box Office Flop. Richard Ivey School of Business, University of West
Ontario.
Cooperstein, D. e. (2013). Competitive Stratiegy in the Age of the Customer. Forrester Publication.
Porter, M. (1980). Competitive Strategy Techniques for Analyzing Industries and Competitors.
Surma, J. (1980). Business Intelligence: Making Decisions Through Data.
Urban, G. (2002). Wy is Consumer Power Growing and How Should Companies Respond? MIT Sloan.
Washkuch, F. (2011). Netflix Fixes What Was Never Broken. PRWeek, 8-8.

15. References
Glen, U. Interacting with Social Customers, 101, Why Is Consumer Power Growing and How Should Companies Respond?
Margaret, R. (Jan, 2013). Social Media listening, Retrieved from: http://searchcrm.techtarget.com/definition/Social-media-monitoring
Rosemary, C. (2011). Tread carefully with social media-based customer loyalty programs, Retrieved from:
http://searchcrm.techtarget.com/news/2240110333/Tread-carefully-with-social-media-based-customer-loyalty-programs
References for graphics:
http://unbounce.com/email-marketing/an-introduction-to-behavioural-email/
http://jesperlowgren.com/marketing-concepts/
http://www.entrepreneur.com/article/235413
http://nowmediagroup.tv/genuine-online-reviews-make-a-difference/
http://brandingtype.com/klm-royal-dutch-airlines/

16. Q & A