The world has changed, but marketing is still applying the principles I learned in business school. This needs to change and this presentation is an "open source" call to help achieve this change.
I have given it on April 23, 2009 in Helsinki at the F Word event. It is an unfinished piece of work in which we don't have all the answers either. So I invite you to join us at www.futurelab.net to help make it better.
The world has changed, but marketing is still applying the principles I learned in business school. This needs to change and this presentation is an "open source" call to help achieve this change.
I have given it on April 23, 2009 in Helsinki at the F Word event. It is an unfinished piece of work in which we don't have all the answers either. So I invite you to join us at www.futurelab.net to help make it better.
'Building for a Rapidly Evolving Mobile Future' Джефф Мориарти, вице-президен...newreporter
'Building for a Rapidly Evolving Mobile Future'
Джефф Мориарти, вице-президент ИД The Boston Globe. Выступление на форуме "Медиа будущего", проведенного 19-21 июня в Москве агентством "РИА Новости"
Meine Präsentation zu den Trends an der Schnittselle von TV und Internet auf dem Media Future Day des TPC am 26.01.2012. http://www.tpcag.ch/de/news/wegweisender-media-future-day-2012.html
Presentation to the British Chamber of Commerce Thailand on May 13 2009 by Ian Fenwick (Advisor to Sasin, and co-author of DigiMarketing: The Essential Guide to New Marketing & Digital Media.
Looks at the reasons why digital is ideal for a downturn, and gives hands-on advice on how to start.
Brands have a huge amount to gain from having a social media presence. The question is no longer “why”, but “what, and how?” And of course, how do we measure it?
The world has changed, but marketing is still applying the principles I learned in business school. This needs to change and this presentation is an "open source" call to help achieve this change.
I have given it on April 23, 2009 in Helsinki at the F Word event. It is an unfinished piece of work in which we don't have all the answers either. So I invite you to join us at www.futurelab.net to help make it better.
'Building for a Rapidly Evolving Mobile Future' Джефф Мориарти, вице-президен...newreporter
'Building for a Rapidly Evolving Mobile Future'
Джефф Мориарти, вице-президент ИД The Boston Globe. Выступление на форуме "Медиа будущего", проведенного 19-21 июня в Москве агентством "РИА Новости"
Meine Präsentation zu den Trends an der Schnittselle von TV und Internet auf dem Media Future Day des TPC am 26.01.2012. http://www.tpcag.ch/de/news/wegweisender-media-future-day-2012.html
Presentation to the British Chamber of Commerce Thailand on May 13 2009 by Ian Fenwick (Advisor to Sasin, and co-author of DigiMarketing: The Essential Guide to New Marketing & Digital Media.
Looks at the reasons why digital is ideal for a downturn, and gives hands-on advice on how to start.
Brands have a huge amount to gain from having a social media presence. The question is no longer “why”, but “what, and how?” And of course, how do we measure it?
The Global Social Media Check-Up examined how the Global Fortune 100 are using popular social media platforms to communicate with their stakeholders.
The data for this study was collected between November 2009 and January 2010 among the top 100 companies of the 2009 Fortune Global 500 companies. Sample size for countries/regions: U.S. = 29 companies, Europe = 48 companies, Asia-Pacific = 20 companies, Latin America = 3 companies. Because of the low sample size for Latin America, data is only broken out for this region for overall activity rates. “Active” accounts have at least one post in the past 3 months. Outliers have been noted. Data was collected by Burson-Marsteller’s global research team.
This document is the support i have used while the introduction keynote i have done for the CrossVideoDays. This is a kind of state of art of the online video and connected TV ecosystem + some inputs and questions about the consequences on the video content value chain
The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...InsightInnovation
There is a new reality for marketing and market research, and the main force provoking the changes are the consumers themselves. With consumers going digital, multi-tasking and having the world at their fingertips everywhere and anywhere, brands need to learn to engage with new consumers and take the opportunity to interact with them, gathering real-time insights, opinions and feedback.
In this new environment, we believe the most natural way for the MR industry to evolve is to let consumers co-create and share their experiences with us in innovative ways that go beyond traditional surveys.
This paper will share with the audience our vision on how market research will evolve to be always on, participating, inspiring and co-creating, as well as our experience in the last two years building a multidimensional research platform that combines social, gamification, online communities, mobile and DIY tools. The interaction with thousands of consumers in Latin America has enabled us to:
Collect and analyze consumer generated media (CGM) to understand consumer behavior and their relationship with product and brands
Use social networking platforms and web 2.0 tools to provide consumers with the opportunity to actively connect with one another while also creating a channel that brands can utilize to engage with consumers in a two-way relationship to share about their experiences, preferences, needs and therefore generate rich actionable insights.
This paper will include analysis of different activities performed in the development of the multidimensional research platform, its communities, games, applications, tools, knowledge base creation, as well as the results obtained.
An interactive presentation, with multimedia content and special effects will be used to promote an enjoyable experience for the target audience.
It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...InsightInnovation
The ubiquity of mobile in our world is undeniable. Yet, why are we holding onto our desktop mentality when research “wants to be freed.” Using a methodological lens, see how factors such as cost, logistics and history are playing into our apprehension about mobile—but, is it legitimate or mere skepticism?
Review the top ten areas of convergence between mobile and market research
Learn how an iterative approach is critical to moving from inertia to impact
See examples of mobile research in motion
One of the most hyped topics in the worlds of marketing, technology, and consumer insights is Big Data. Join our panel of experts for a discussion that's going to clear the hype away. Gain a real perspective on the subject and a better understanding of what Big Data can deliver today.
Michael Wolfe, Bottom Line Analytics
David Johnson, Decooda
Greg Pharo, AT&T
David Weinberger, Customer Centric Strategy
Our distinguished panelists offer clear views on:
The business drivers and ROI of Big Data investment
Actual use cases, success stories, and who’s doing it today
The role of analytics in turning big data into insights
[Webinar] The Internet of Things and the Coming Data DelugeInsightInnovation
"The Internet of Things" was one of the hottest topics in 2014, and is set to grow even faster this year, as we move to a world where the internet isn't just about connecting computers, but is now connecting all of the everyday devices that we use.
The Global Social Media Check-Up examined how the Global Fortune 100 are using popular social media platforms to communicate with their stakeholders.
The data for this study was collected between November 2009 and January 2010 among the top 100 companies of the 2009 Fortune Global 500 companies. Sample size for countries/regions: U.S. = 29 companies, Europe = 48 companies, Asia-Pacific = 20 companies, Latin America = 3 companies. Because of the low sample size for Latin America, data is only broken out for this region for overall activity rates. “Active” accounts have at least one post in the past 3 months. Outliers have been noted. Data was collected by Burson-Marsteller’s global research team.
This document is the support i have used while the introduction keynote i have done for the CrossVideoDays. This is a kind of state of art of the online video and connected TV ecosystem + some inputs and questions about the consequences on the video content value chain
The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...InsightInnovation
There is a new reality for marketing and market research, and the main force provoking the changes are the consumers themselves. With consumers going digital, multi-tasking and having the world at their fingertips everywhere and anywhere, brands need to learn to engage with new consumers and take the opportunity to interact with them, gathering real-time insights, opinions and feedback.
In this new environment, we believe the most natural way for the MR industry to evolve is to let consumers co-create and share their experiences with us in innovative ways that go beyond traditional surveys.
This paper will share with the audience our vision on how market research will evolve to be always on, participating, inspiring and co-creating, as well as our experience in the last two years building a multidimensional research platform that combines social, gamification, online communities, mobile and DIY tools. The interaction with thousands of consumers in Latin America has enabled us to:
Collect and analyze consumer generated media (CGM) to understand consumer behavior and their relationship with product and brands
Use social networking platforms and web 2.0 tools to provide consumers with the opportunity to actively connect with one another while also creating a channel that brands can utilize to engage with consumers in a two-way relationship to share about their experiences, preferences, needs and therefore generate rich actionable insights.
This paper will include analysis of different activities performed in the development of the multidimensional research platform, its communities, games, applications, tools, knowledge base creation, as well as the results obtained.
An interactive presentation, with multimedia content and special effects will be used to promote an enjoyable experience for the target audience.
It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...InsightInnovation
The ubiquity of mobile in our world is undeniable. Yet, why are we holding onto our desktop mentality when research “wants to be freed.” Using a methodological lens, see how factors such as cost, logistics and history are playing into our apprehension about mobile—but, is it legitimate or mere skepticism?
Review the top ten areas of convergence between mobile and market research
Learn how an iterative approach is critical to moving from inertia to impact
See examples of mobile research in motion
One of the most hyped topics in the worlds of marketing, technology, and consumer insights is Big Data. Join our panel of experts for a discussion that's going to clear the hype away. Gain a real perspective on the subject and a better understanding of what Big Data can deliver today.
Michael Wolfe, Bottom Line Analytics
David Johnson, Decooda
Greg Pharo, AT&T
David Weinberger, Customer Centric Strategy
Our distinguished panelists offer clear views on:
The business drivers and ROI of Big Data investment
Actual use cases, success stories, and who’s doing it today
The role of analytics in turning big data into insights
[Webinar] The Internet of Things and the Coming Data DelugeInsightInnovation
"The Internet of Things" was one of the hottest topics in 2014, and is set to grow even faster this year, as we move to a world where the internet isn't just about connecting computers, but is now connecting all of the everyday devices that we use.
Storytelling and TV Advertising (No Story, No Glory)Alain Thys
This is a presentation I gave last April at the VTM TV Day to an audience of TV advertising professionals (proudly sharing the stage with Luc Besson :-)
Copyright notice: All photography has been selected from the Futurelab (purchased) image library or promotional materials. If you would nonetheless feel your rights to be violated, do get in touch and this will be addressed.
Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamif...InsightInnovation
Learn the secret to using big data and gamification to motivate, engage, and engender true loyalty among your customers, employees, and partners.
As our lives move online and nearly everything we do is being mediated by technology, all of our activity is generating reams of data – we are all “walking data generators.” Loyalty 3.0 reveals how to combine this “big data” with the latest understanding of human motivation to power gamification – the data-driven motivational techniques used by game designers to stimulate engagement, participation, and activity. With this potent combination, businesses now have a powerful engine for creating true loyalty among their customers and for generating a sustainable competitive advantage in their markets.
Consumer trends and the way they affect retailAlain Thys
This Slideshare focuses on some of the key consumer trends in the market and the way customer-centric retailers can adapt to them. It is a compilation of presentations Alain Thys gave to groups of retailers in Vilnius (Nov 2013) and Tallinn (March 2014).
Brian O’Connor is Mintel Ireland’s Senior Consumer Analyst and Research Production Manager. Holding a BSc Hons degree in Marketing with a Diploma in Industrial Studies, Brian has worked for Mintel Ireland since 2007 and has strong experience in all major consumer markets.
Mintel is the world’s leading market intelligence agency, with offices in London, Chicago, Shanghai, Belfast, Kuala Lumpur, Mumbai, Munich, New York, São Paulo, Singapore, Sydney, Tokyo and Toronto.
Brian is tasked with overseeing the publication of Mintel Ireland’s report range, while also an active report writer. During his time at Mintel
Ireland, Brian has worked on a wide variety of reports across Leisure & Tourism, FMCG, Retail, Finance and Industrial sectors. However, Brian’s primary areas of expertise are in the Irish hospitality industry and tourism markets.
Brian’s presentation during Enterprise Week will be of enormous benefit to any business in Donegal interested in the area of market research.
This is a presentation I gave Nov 29 at the Marketing3 conference at Media Plaza in the Netherlands. A big thank you to Lynette Webb who's visual posts and pictures have provided inspiration for quite a few of the slides.
Why Now is Great Time to be Media Sales (and other Media Trends)Greg Stuart
This was a presentation that I was paid to prepare and give to a B2B Media companies about Why Now is Great Time to be in Media Sales (which I was nervous about doing). It uses some digital media trends from 2010 and some material from my book, What Sticks, to make the case that Media Companies need to take more control over their future and much more responsibility for the effectiveness of the advertising (in fact it's imperative that they do so).
This is the 2nd time (first time was to Digital Media CEO’s from around the world) I've given a variation of this talk and the response has been extraordinary from Media Sales people. Appears this really strikes a nerve for Media companies and especially those that sell advertising today.
Topics include:
- Global Internet Populations
- How the World Uses the Web
- Global Top Properties
- Websites to Watch
- Share Gainers
- Social Networking
- Video & Entertainment
- Video Cross-Media Survey
- Global Search
- Display Advertising
- Advertising Effectiveness
- eCommerce
- Mobile Internet Usage
- Mobile Internet Demographics
The speech was delivered in "New Era, New TV" seminar organized by Orange Labs Beijing. The presentation focuses on the business models and market trends of online video/TV and mobile TV.
comScore, Avrupa’daki dijital manzaraya bir bakış sunan ve internet kullanımı, mobil, online video ve arama eğilimlerini konu alan “2013 Europe Digital Future in Focus” raporunu yayınladı.
CDI UK Feasibility Study 2009 - Digital Inclusion ResearchIris Lapinski
This is the summary report of the CDI UK feasibility study produced by Zeitgeist Advisors. Please share and attribute on a non-commercial Creative Commons licence basis.
'Minimising the experiential gap in today’s digital world' - Kantar (Mobile R...QuestBack AG
A look at how mobile research can help close the experiential gap between how everyday consumers engage in digital environments, and how traditional research is conducted. Doing so may help researchers overcome declining response rates, engage and retain more research panellists/community members, and protect data quality.
5 ancient orthodoxies that still shape the way we work todayAlain Thys
I’ve always been fascinated by orthodoxies. The things we take for granted without knowing where they come from. When I recently worked on a new office experience, they were a topic of daily conversation.
So I compiled a few of the main ones we encountered in this mini-presentation. They're fun to know about, and I leave it up to you to decide which ones are still valid today.
This presentation explores the future of the leisure travel experience by applying every currently available technology to the traveller's journey. Subsequently, it looks at the ways travel companies can prepare themselves for the digital future (and whether they should).
This is a presentation from 2011 I bumped into on customer-centric innovation. While my thinking has somewhat evolved, it's actually still quite relevant :-)
On 28/2 I was the closing speaker of the FutuRetail event which took place at Google's offices in London. Pushed to come with "something innovative and different", I tried to bring a level-headed view on the ways I believe 3D Printing will affect retail in the coming 5+ years.
Many in the audience tended to agree, and if you do to (or not) feel free to leave your comments. Also, should you wish to look at the opportunities for 3D printing in your business (retail or B2B) do not hesitate to get in touch :-)
This is a presentation I gave at the Fred Reichheld NPS Masterclass which took place on May 10, 2012 in Breda.
The presentation is part of a series on customer-centricity, which is linked to my recent book "So You Want To Be Customer-Centric?"
From Sales Promotions to Sales PromotersAlain Thys
This speech I gave in Bucharest makes a case for consumer brands to reduce the weight of ’sales promotions’ in their marketing plan. Instead, I call for an increased focus on delighting consumers to the point that they become "sales promoter" for the brand.
This is a Futurelab Action Guide I wrote up on the topic of customer centricity.
Before you criticise the small fonts: it's designed for use on a small/computer screen only :-)
There is a disconnect between what brands want and agencies deliver. Download the FREE 40 page report Reconsidering the Advertising Industry and learn how agencies can bridge this gap (go to: http://tinyurl.com/55cs9o)
This is an opening keynote I gave at the Bucharest Retail Innovation Forum on May 29, 2008. It covers the future evolutions in Romanian retail development and the market opportunities that still exist for local retailers and brands.
Marketing Challenge: Can We Profit From Povery?Alain Thys
I made this presentation as a call to action for marketers to get involved in the fight against poverty. Not by "donating more" (though this never hurts) yet by helping to figure out business models which makes it possible to do good and make money. Imho this is the only way "serious money" will go to poverty alleviation.
As marketing is considered by many to be a dishonerable profession, I wanted to make a start with a "Code of Honour" that helps restore the respect for the profession
हम आग्रह करते हैं कि जो भी सत्ता में आए, वह संविधान का पालन करे, उसकी रक्षा करे और उसे बनाए रखे।" प्रस्ताव में कुल तीन प्रमुख हस्तक्षेप और उनके तंत्र भी प्रस्तुत किए गए। पहला हस्तक्षेप स्वतंत्र मीडिया को प्रोत्साहित करके, वास्तविकता पर आधारित काउंटर नैरेटिव का निर्माण करके और सत्तारूढ़ सरकार द्वारा नियोजित मनोवैज्ञानिक हेरफेर की रणनीति का मुकाबला करके लोगों द्वारा निर्धारित कथा को बनाए रखना और उस पर कार्यकरना था।
31052024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
In a May 9, 2024 paper, Juri Opitz from the University of Zurich, along with Shira Wein and Nathan Schneider form Georgetown University, discussed the importance of linguistic expertise in natural language processing (NLP) in an era dominated by large language models (LLMs).
The authors explained that while machine translation (MT) previously relied heavily on linguists, the landscape has shifted. “Linguistics is no longer front and center in the way we build NLP systems,” they said. With the emergence of LLMs, which can generate fluent text without the need for specialized modules to handle grammar or semantic coherence, the need for linguistic expertise in NLP is being questioned.
‘वोटर्स विल मस्ट प्रीवेल’ (मतदाताओं को जीतना होगा) अभियान द्वारा जारी हेल्पलाइन नंबर, 4 जून को सुबह 7 बजे से दोपहर 12 बजे तक मतगणना प्रक्रिया में कहीं भी किसी भी तरह के उल्लंघन की रिपोर्ट करने के लिए खुला रहेगा।
role of women and girls in various terror groupssadiakorobi2
Women have three distinct types of involvement: direct involvement in terrorist acts; enabling of others to commit such acts; and facilitating the disengagement of others from violent or extremist groups.
01062024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
03062024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
1. FUTURELAB
THE ARCHITECTS
We assist
Marketers to maximise the return
on their investments
Innovators to create more
successful propositions.
CEO’s to grow profits through
customer-centricity.
Special
Athens Some Credentials
Relationship
Brussels Astra Zeneca
Bucharest Deloitte
Hamburg Fortis Investments
Iasi Heineken
Gemalto
Kiev Hewlett Packard
Lexus
Moscow Lego
Philips
Shanghai Mobistar
Pireaus
4. The traditional marketing
model is being challenged, and
(CMOs) can foresee a day
when it will no longer work.
McKinsey Quarterly, 2005, Number 2
FUTURELAB
6. FUTURELAB
US media fragmentation and the demise of the “big 3”
Over one-third of US consumers are watching TV shows online
Source: Deloitte – State of the Media Democracy Survey, 2008
7. FUTURELAB
TV Ads are being “tuned out”
DVR Growth by Region UK DVR owners who fast-forward the adverts
(millions of units) (% of recorded programmes)
Never ; 6%
Hardly
48.2
ever, 3%
About half
2008 the time, 7%
2013
9.4
8.6
Always &
1.1 almost
always; 88%
Europe West Europe East/ME
Source: Informa Telecoms & Media, Q4-2008
Source: Ofcom Research, February-March 2008
8. FUTURELAB
In Europe, Internet will soon be bigger than TV
European Internet vs. TV consumption
Hours/week
37% of french consumers
already listen to radio via the
internet (IT,UK,DE = ca. 1/3)
Internet usage on PC will
drop from 95% today to 50%
in 5 years time as people
switch to other methods
Source: Europe Logs On, Microsoft, April 2009
9. FUTURELAB
And it ain’t just the kids
Internet vs. real world population by age group
United States, December 2008
30%
26% % of total population
23% 22% % of internet population
20% 20%
13%13%
9% 9%
7%
4%
18-32 33-44 45-54 55-63 64-72 73+
Source: Pew Internet and Americal Life Project December 2008 Survey
11. FUTURELAB
After all, there is an ever expanding universe to play with
“The workers
should
appropriate
the means of
production”
12. FUTURELAB
And engagement goes deep ... very deep
84% of Germans under 30
would rather give up their car or
partner than live without internet
or mobile telephone.
Source: Bitkom study via Onlinekosten.de – March 2, 2009
72% of British male gamers
would avoid having sex for a
chance to try their hands on a
brand new PS3-game.
Source: PS3 Price Compare study, via Itproportal, March 3, 2009
13. The Sad Reality
Many digital
marketing herd
activities just don’t
cut it either ...
FUTURELAB
14. FUTURELAB
Different Channel, Same Problem
78% of consumers consider in-stream advertising as
“intrusive”. Half of viewers stop watching an online
video once they encounter an in-stream ad.
Source: Burstmedia, January 2008
29% of consumers leave a website that appears to be
cluttered with advertising.
Source: Burstmedia, December 2008
BANNER/AD BLINDNESS
Only 13% of UK consumers pay attention
to ads on social networking sites.
NEW !!
Source: Ebay Advertising, March 2009
TWITTER SPAM
15. FUTURELAB
Different Channel, Same Problem
Reality Check
What does this
mean for the
business???
“If I tell my Facebook friends about your brand, it’s not because
I like your brand, but because I like my friends.”
Mike Arauz
16. FUTURELAB
“Informed” consumers
are much less reliant
on advertising for
product information
Out of 20 media
company blogs are
“least trusted” sources
of information.
Consumer product
ratings/reviews are the
second most trusted
source.
(Forrester, Q2-2008
“The problem is not the [online] medium, the problem is the message, and the
fact that it is not trusted, not wanted, and not needed”
Eric Clemons
17. FUTURELAB
Across the board (including digital) ...
MarCom Needs A Reboot
18. Image: (c) Adambooth
The Core Issue
People who live near
train lines adjust to
the noise.
They do the same
with advertising.
FUTURELAB
19. FUTURELAB
STOP BEING NOISE
Also in the digital space
BRANDS HAVE TO
21. FUTURELAB
• Harry Potter Books ( + 3000 pages)
• General Hospital (11,800 episodes)
• The Matrix
• Star Academy
• Fan Protest Save Jericho
It can be done • Harrypotterfanfiction.net (54,000 stories)
• Of Gods and Men
25. FUTURELAB
To make me pay attention, stop looking at yourself
BRAND-CENTRIC HUMAN-CENTRIC
COMMUNICATION PLANNING COMMUNICATION PLANNING
Starts from what the customers want to “hear”
Starts from what the brand wants to say and
how to efficiently get it to pre-defined and and being relevant to their
homogeneous audiences. situation, environment, interests and needs.
28. FUTURELAB
relevance = f(personality, need, situation)
Human Centric Communication Planning
What would this man want to hear?
29. Human Communication Planning
A World of Opportunity
I consume a massive amount of media every moment of my day … it’s just not yours.
But as a brand, there is no reason why you can’t change this.
Audio/Video Books & Mobile Social Story Busstop
Mobile
Podcasts Magazines Television Applications Posters Conversations
Games
FUTURELAB
30. FUTURELAB
relevance = f(personality, need, situation)
Also in digital/web
Don’t look at the box, look at the person
31. Project Battlecry: Challenge 1
Introduce Human-Centric Communication Planning
TODAY:
STRUCTURAL SOLUTION
Take your existing plan
Establish a “human driven” communication
and ask yourself
planning model
“what’s in it for the
customer to give me
his media-time?”
How can I make it
more relevant and
interesting?
And if you don’t
know, go into the street
and ask.
FUTURELAB
34. FUTURELAB
• Seduce & Forget Campaigns
But in Reality they behave like a • Loyalty Scams
• The New Customer is Prettier
One Night Brand • Join This Week’s Community
• You are just a segment
35. FUTURELAB
After the lies, the forgetting, the disregard, the customer promiscuity
Would you still “engage”?
36. Project Battlecry: Challenge 2
Start Building Individual and Lasting Relationships
TODAY:
STRUCTURAL SOLUTION
For every of your
Shift from campaign based, mass-comms to life-
current
long personalised messages:
initiatives, validate how
customers can “really”
• Think microsegmentation or even individual
talk back (and who
customers
listens).
• Build customer life-time communication
Look at the explicit and
plans rather than campaigns
implicit promises you
• make, and check
Change your budget and people structure to
whether they are kept.
accomodate this changed reality.
Force your team and
business to “talk to the
customer” (cf. P&G
India).
FUTURELAB
37. Windfall: The Mass Market is an Illusion
Of 1,365 CPG brands studied
Only 2.5% of shoppers
made up 80% of Sales
Only 25 had a shopper base of over 10% driving
80% of their respective volume
FUTURELAB
38. Your windfall
Many CPG’s “could” know every customer
Imagine these figures travel to Finland
5,250,000 inhabitants
X 90% = 4,725,000 Shoppers
X 2.5% = 118,250 people representing 80% sales
FUTURELAB
40. FUTURELAB
To Illustrate the value of a reputation
Imagine that I want to convince you of my skills as a lover.
ADVERTISING
DIRECT SALES BUILD A REPUTATION
www.greatlover.com
I’m a great lover ... He’s a *great* lover !!
41. FUTURELAB
It’s the same for any brand
% of people who trust companies less in 2009 than in 2008
Source: Edelman Trust Barometer, 2009
Nearly 70% of consumers
When it comes to company Word-of-Mouth is the #1
information, a “peer” is as surveyed thought that
influence on business-
pharmaceutical information from
credible as an industry to-business buying
peers was credible and
analyst and only decisions
preceeded by an “expert” believable, even if the peers
were not experts.
Source: Keller Fay, July 2008
Source: Edelman Trust Barometer, 2009 Source: Keller Fay, 2006
42. FUTURELAB
The value of a reputation
Show Me the Money !!
Net Promoter Score is a registered trademark of Fred Reichheld, Satmetrix and Bain & Company
43. Net Promoter Score is a registered tradmark of Satmetrix, Fred Reichheld and Bain & Company
How likely are you to recommend ?
0 1 2 3 4 5 6 7 8 9 10
44. FUTURELAB
Those who speak well about you are more profitable
Case: Lifetime customer value Customers that are so happy
they recommend are the most
Disguised
profitable of all…
€42,000
-They spend more
-They negotiate less
€ 9,000 -They stay longer
-They are easier to service
€ 3,000 -They upgrade quicker
-They bring their friends
Detractors Neutrals Promoters
45. Case in Point: Apple
Source: Net Promoter ™ Economics: the Impact of WOM, Satmetrix, 2008
FUTURELAB
46. Case in Point: Apple
Total Customer Value of an Apple advocate is almost twice that
of the industry average, mainly driven by referrals
FUTURELAB Source: Net Promoter ™ Economics: the Impact of WOM, Satmetrix, 2008
47. FUTURELAB
Above all, your reputation drives your profit
Share of Wallet (B2B-markets)
“at the point of delight, there is
an exponential increase in the
share of wallet”
Source: http://www.ipsos-ideas.com/library/dl.cfm?pdf=IpsosLoyalty_WP_Delight.pdf
48. FUTURELAB
Project Battlecry: Challenge 3
Focus on it
TODAY: RECESSION DIGITAL PLAN
Build a reputation
Prove to your business that reputation matters and
can help create or safeguard 2009 sales
Helping your business
create promoters by High
Nurture to promotion Nurture &
delighting them Leverage
Helping these
Share of Wallet
promoters spread the
word …
Build business
Abandon
Low
Low Customer Score or NPS High
49. Relevance
€
BATTLECRY Reputation Engagement
AN OPEN SOURCE MODEL
Relevance: Introduce human-centric communication planning
Engagement: Start building individual and lasting relations
Reputation: Use digital marketing to create/leverage promoters
50. In which we should recognise
that we are all addicted
IN STEAD OF WE THINK
Relevance Our Brand
Engagement Standardisation
Reputation Doing cool stuff
FUTURELAB
51. … and that we are hostages of our own
making
Media-centric planning & buying systems
“Big Idea” creative execution
Efficiency-driven compensation systems
“Mass”-based orthodoxy
FUTURELAB
52. FUTURELAB
Customer Centricity
Challenge your agencies – your business – yourself to
Profit
Help invent a new marketing reality Innovation