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Connecting with the Fluid Consumer: iStrategy 2012
This document discusses how brands must adapt to changing consumer behaviors and expectations. It outlines four trends in consumer behavior: consumers want immediate satisfaction of needs; seek contextual, easy-to-understand information; rely on aggregated data and opinions of others; and engage in collective, hive-minded behaviors. It argues that brands must shift from passive marketing to active assistance by being available wherever and whenever consumers need them. The key is providing value through serving consumers' productivity needs across their lifecycle with the brand.
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Connecting with the Fluid Consumer: iStrategy 2012
- 1. Connecting with the FluidCustomer Jan 31, 2012
- 2. TODAY’S AGENDA 1 A look at today‟s fluid consumer 2 Implications for today‟s brands 3 A framework for fluid marketing 4 Questions © 2012 Critical Mass. All Rights Reserved
- 3. We are amarketing agency creating extraordinary experiences.
- 4. A FULL SERVICE DIGITAL AGENCY A STRATEGY B EXPERIENCE DESIGN C SOCIAL D MOBILE E TECHNOLOGY F MEDIA & MARKETING G MARKETING SCIENCE H PROGRAM MANAGEMENT
- 5. Today‟s Brands MustFace Reality
- 6. TODAY‟S CONSUMER HAS HIGH EXPECTATIONS WEMUST MEET & EXCEEDTHEM
- 7. THERE IS ASEA CHANGE UNDERWAY FROM TO PASSIVE ACTIVE PLANNED AD HOC CAMPAIGNS PLATFORMS SIT BACK LEAN FORWARD INTERRUPTIONS ACTIVE JUST INTEGRATED ASSISTANCE SEQUENCED HIGHLY CONTEXTUAL FLUID
- 8. FLUID CONSUMERS EBB AND FLOW AT THEIR LEISURE SEEK THEIR OWN LEVEL FOLLOW THE PATH OF LEAST RESISTANCE ERODE THE BEST MARKETING INTENTIONS COLLECTIVELY, ARE A FORCE OF NATURE
- 9. TREND ONE STEPFOUR Touch Points Your consumer lives in the here & now • Real Time • More Demanding • Little Patience • Always-on 9
- 10. Mandate 1 Right here, right now Square Card Case mobile app uses Patagonia seamlessly shows partners geofencing to make as well as their own inventory putting charges on your tab easy.
- 11. TRENDFOUR STEPTWO Touch Points Your consumer seeks answers • Think Touch points, not channels • Blend Information and inspiration • Context becomes king
- 12. Mandate 2 Don’t Make Me Think! American mobile app Boston Globe elegantly adapts to the device is contextual across desktop, tablet or phone. to your travel situation.
- 13. TREND THREE STEP FOUR Touch Points Your consumer is plugged in • Data driven lives • Blend the collective with the personal • Facts, figures, ratings, likes, offers, and more
- 14. Mandate 3 Aggregate To Serve MedHelp aggregates health Mint aggregates finances information to help millions and advice to help a month live healthier lives consumers get out of debt
- 15. TREND FOUR STEP FOUR Touch Points Your consumers are hive-minded • Connect to like-minded buyers • Seek guidance from each other • Lead or validate your thinking • Amplify your messages
- 16. Mandate 4 Help Them Find the Crowd Pampers brings moms together Foot Locker’s Sneakerpedia to learn and share. connects sneaker collectors.
- 17. TRENDFOUR STEP FIVE TouchPoints Your consumer expects (extra) value • Help them achieve their goals • Be with them at the point of need • Blend product plus service • Curate to save them time
- 18. How do youserve the fluid consumer? Make your brand more productive.
- 19. Mandate 5 The Productive Brand WHAT IS DONE PRODUCTIVIT Y= WHAT IS REQUIRED TO DO IT TIME IS THE DENOMINATOR FOR TODAY‟S CONSUMER CONSUMER TIME FOUND = THE NEW MEASURE
- 20. Productive Brands recognizethat there‟s more engagement and revenue to be won by serving consumers than there is to be won from “marketing” to them.
- 21. 01 Build Anytime, Anywhere Value Your Consumer Cannot Live Without 02 DIGITAL Be Where Your Consumer Is with Contextual Relevance BRAND BUILDING 03 Continuously Innovate With FROM „SERVICE‟ Research to Stay Ahead of Customer & Competitive TO SERVING Demands 04 Bring the Brand Promise to Life in Emotion and Value 05 Align to Demonstrate Productivity of your Brand to your target
- 22. To connect withtomorrow‟s consumer brands must embrace new expectations and provide service at the point of need (and choice).
- 23. FLUID CONSUMERS USE NON-LINEARDECISION MAKING
- 24. THERE‟S A NEW MENTALMODEL FROM FUNNELS TO CONTEXTUAL CONNECTIONS
- 25. PRODUCTIVITY IS SERVICE APPLIEDACROSS THE FLUID LIFECYCLE GIVE ME A REASON Inspire me to engage HELP ME FIND ANSWERS Support everyday & ASSISTANCE adjacent learning & at the point of need discovery EXTEND THE PROPOSITION Reinforce the value proposition at every touchpoint, and make me comfortable to buy
- 26. UNDERSTAND THE GIVE EACH CONTEXT & EXPERIENCE SERVE A PURPOSE THE INTENT
- 27. 01 Start With Customer Insight Innovation based on customer needs and frustrations. PRODUCTIVE BRANDS CREATE NEW 02 Look For The Win / Win VALUE Align to create tools and experiences that help consumers across the lifecycle – from researching to ownership. AND FOSTER MORE MEANINGFUL 03 Don‟t Let Another Brand Steal CONNECTIONS The Show Treat productive extensions like products – invest to evolve and differentiate them.
- 28. Find us: www.criticalmass.com @criticalmass © 2012 Critical Mass. All Rights Reserved