Innovate or die. You read it in the headlines, you hear it in start-up podcasts. Businesses are evolving at a rapid pace. To keep up, companies must identify and kill bad ideas immediately. We see brands looking for different ways to continuously pioneer new models of innovation. One thing that remains the same, is the power of marketing and the brand’s influence remains a key component for keeping clients happy. The consumer is a moving target. What are organizations doing to stay in touch with their target market, in real-time. It’s easy to get distracted by technologies, organizations need to use technology to enable marketers to better understand, and keep up with the VERY smart consumer.

1. Cathy Fernandes
CHIEF EXECUTIVE OFFICER,
JONES MEDIA
TORONTO, ON ~ MAY 16 – 17, 2019 | DIGIMARCONCANADA.CA
#DigiMarConCanada
Innovating and
Understanding Consumer
Trends
KEYNOTE

2. Innovate or Die!
Connecting with your consumer

3. Hi. I’m Cathy.
Cathy Fernandes
President & CEO
JONES
www.mrandmrsjones.ca

4. Factually,
most companies have a
basic understanding of
their
consumer/customer

5. But, a deep emotional
understanding of your
consumer means
evolving your martech
tools & innovation

6. So, let’s assume you’re
part of the 95% of
companies out there
that wants this
connection.

7. You want to do it.

8. You want to do it.
You need to do it.

9. You want to do it.
You need to do it.
You don’t know where to start.

10. I’m going to share with you
five (out of 10) consumer
trends that will help drive
your marketing strategy.

11. these aren’t easy
trends to
align with

12. but if you can understand
them, your marketing &
innovation plan will
become easier to execute.

13. ready?

14. But first, you
need to answer a
question.

15. Can you answer
this question?
“Only we…”

16. This is the most difficult task
in business.

17. It forces you to figure out

18. It forces you to figure out
why you’re distinctive

19. It forces you to figure out
why you’re distinctive
why customers love you

20. It forces you to figure out
why you’re distinctive
why customers love you
and how you fit into the
marketplace.

21. So why do your customers
keep coming back?

22. So why do your customers
keep coming back?
What is the emotion that
connects your brand to
your consumer?

23. because they
love you?

24. they
emotionally
relate to you?

25. or they have
no other
choice?

26. Let’s dig into five of the
2019 trends…

27. TREND
{ONE}
We are becoming wiser

28. Everyone’s an expert

29. Everyone’s an expert
‘The customer is always
right’ has never been truer

30. Everyone’s an expert
‘The customer is always
right’ has never been truer
Social media has given new
meaning to ‘word of mouth’

31. VIEW:
Because everyone’s an expert now, brands
& retailers need to determine their story –
what do they want customers to say about
them when they are not in the room?

32. TREND
{TWO}
We are becoming more
self-sufficient

33. I can look after myself

34. I can look after myself
Consumers prioritise health,
happiness and simplicity and will
spend more to get it

35. I can look after myself
Consumers prioritise health,
happiness and simplicity and will
spend more to get it
Hype products have gone
hyperactive, leaving consumers
craving self-sufficient

36. VIEW:
The idea of being self-sufficient appeals to
consumers. There’s too much information
out there and its conflicting -
Consumers want educated, simplified
information that allows them to be in
control

37. TREND
{THREE}
We demand immediacy

38. I want it now

39. I want it now
The time premium is on the rise

40. I want it now
The time premium is on the rise
Mobile app technology helps
consumers keep up

41. VIEW:
Due to emerging tech players that better
streamline services -
Consumers have come to expect more and faster.
It’s not based on their last great experience,
hence compared to the entire consumer eco-
system

42. TREND
{FOUR}
We can really be together,
digitally

43. Proximity is no longer a
boundary

44. Proximity is no longer a
boundary
Faster internet fulfilling needs of
global consumers

45. Proximity is no longer a
boundary
Faster internet fulfilling needs of
global consumers
Together behaviour

46. VIEW:
Our growing need & comfort of sharing our
friends, location and activities online will lead
to further development to engage with one
another.
Capabilities will increase the potential of
experiencing everything together, remotely

47. TREND
{FIVE}
We want to be thoughtful

48. Animal-friendly rising fast
in developed economies in
2018

49. Animal-friendly rising fast
in developed economies in
2018
Being mindful in your
buying

50. Animal-friendly rising fast
in developed economies in
2018
Being mindful in your
buying
Ethical goes mainstream

51. VIEW:
The quest for improved transparency and
purpose is forcing brands to cater to the
ingredient-savvy consumer.
The Conscious Consumer is here to stay. And
they are influential and spreading to others

52. These trends seem to be
basic yet are being often
overlooked.

53. These trends seem to be
basic yet are being often
overlooked.
Question, what are your
competitors doing? Do they
understand these trends?

54. Study your competitors

55. Want an edge, then
ask yourself this
question.

56. What is the
common thread of
all 5 trends?

57. Intelligence.

58. The consumer
wants to be,
and is more
intelligent.

59. Is your brand
connecting
with this
consumer?

60. How can you
standout and
find a
connection with
your
intelligent
consumer?

61. Content that
resonates

62. What is our source
of rich content?

63. You have to do more than
tweet now and then and
update your company’s
LinkedIn page.

64. You need a source of rich
content to fuel your
channels that resonates.

65. You need a source of rich
content to fuel your
channels that resonates.
Something that provides real
value to your customers.

66. Whatever you choose, make it

67. Whatever you choose, make it
in-depth

68. Whatever you choose, make it
in-depth
searchable

69. Whatever you choose, make it
in-depth
searchable
quotable

70. Whatever you choose, make it
in-depth
searchable
quotable
and evergreen.

71. So, going back to the
original question.

72. Can you answer this
question?
“Only we…”

73. If not, start to examine each
trend and set expectations

74. If not, start to examine each
trend and set expectations
Then ask yourself this…

75. Are those expectations…
realistic?

76. Are those expectations…
realistic?
achievable?

77. Are those expectations…
realistic?
achievable?
focused?

78. One step at a
time.

79. Let’s Recap

80. 5TRENDS
1. Consumers are becoming wiser
2. Consumers are becoming more self- sufficient
3. Consumers demand immediacy
4. Consumers want to be together, digitally
5. Consumers want to be more thoughtful

81. That’s a lot to think about.

82. That’s a lot to think about.
But here’s the good news…

83. Understanding these 5
trends will put you on the
path to success.

84. Thank You