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Navigating the Customer Landscape
- 2. Navigating the Customer Landscape
- 3. Itinerary โข Planning theMarketing Journey โข 5 Changing Peaks of the Customer Landscape โข Demographic Shifts โข Technological Innovations โข Globalization โข Saturation โข Brand Control โข Tickets to Success
- 4. Planning the MarketingJourney Reviewing the Globe โขMarketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007 by the American Marketing Association.) โขMarketing: one of many business functions created primarily to drive revenue and support business strategy (Dracos~Lemming Consulting, 2007.)
- 5. Understanding the Brand โDestinationโ Awareness The 5 Objectives of Marketing Brand Comprehension Cultivation Conversion Retention
- 6. Understanding the โDestinationโ The 5 Primary Roles of Marketing Activity Customer Mindset Explore Learn Assess Fulfill Evangelize Brand Brand Cultivation Conversion Retention Marketing Objective Awareness Comprehension Advertising Website Development e-marketing Technical Collateral Customer Relationship Management Public Relations Search Engine Thought Leadership Sampling Sample Tactics Optimization Retention Events Internet Direct Marketing Speaker Events Seminars / Talks e-marketing Out of Home Public Relations Sponsorships Personal Selling Mobile Media Social Media Tradeshows Direct Marketing Brand Collateral Loyalty Programs
- 7. The 5 ChangingPeaks of Customer Landscape Demographics Technology Globalization Saturation Brand
- 8. Changing Peak #1: Demographics USA: 1950 USA: 2010 โข Population: 152 MM โข Population: 309 MM = 2x โข Increased births โข Decreased deaths โข Immigration: 2,090,000 โข Immigration: 6,656,000 โข Age: 65+ = 8.1% โข Age: 65+ = 12.4%
- 9. Changing Peak #1: Demographics US Legal Immigration Country of Origin: State Destination: Metropolitan Destination: 1. Mexico 14.6% 1. California 1. NYC/New Jersey 2. China 6.0% 2. New York 2. Los Angeles 3. Philippine 5.3% 3. Texas 3. Miami 4. India 5.1% 4. Florida 4. Washington, DC 5. Dominican Republic 4.4% 5. Illinois 5. Chicago 6. Cuba 3.4% 6. New Jersey 6. San Francisco 7. Vietnam 2.6% Source: U.S. Census: 2010
- 10. Changing Peak #1: Demographics Age 1950: Source: CRS extractions from U.S. Census Bureau, International Data Base (IDB), http://www.census.gov/ipc/www/idb/country.php .
- 11. Changing Peak #1: Demographics Age 2000: Source: CRS extractions from U.S. Census Bureau, International Data Base (IDB), http://www.census.gov/ipc/www/idb/country.php .
- 12. Changing Peak #1: Demographics Age 2050: Source: CRS extractions from U.S. Census Bureau, International Data Base (IDB), http://www.census.gov/ipc/www/idb/country.php .
- 13. Changing Peak #2:Technology
- 14. Changing Peak #2:Technology โขSpeed: โข Communication: 24-hour news cycle โข Innovation: 100 weeks ago no iPad โข Information sharing: Email, IM, texting, tweeting, blogging โข Adoption: Tech-savvy, tech-enabled customers/members โขSmartphones: 33% CAGR over next 5 years โข Tablets: 81% CAGR over same period โขPersonalization: One web interface to 10 million interfaces
- 15. Changing Peak #2:Technology โข Connectivity: โข Proximity: geography unimportant โข Convergence: Seamless experience across touch points AND devices โข Virtual networks: social media โขData Capture: devices and companies will know you better than you know yourself (Siri, Kinect, Netflix)
- 16. Changing Peak #2:Technology โข Social Media: โข User-generated content that is shared over the internet via technologies that promote engagement, sharing and collaboration โข Social media are media for social interaction, using highly accessible and scalable publishing techniques โขSocial Media is word of mouth on steroids Source: 60 Second Marketer
- 17. Changing Peak #2:Technology โข Social Media: โข Users of social media are disproportionately female (56%) โข 40% of social media users access their content from a mobile device โข Nearly twice as many men use Linked In as women (63%) โข55+ age group doubled their mobile internet usage in one year โข 80% of Facebook users are outside the U.S. and Canada Source: 60 Second Marketer
- 18. Changing Peak #2:Technology Search Engines: Search Engines: โข Google 72% โข Baidu โข Yahoo 15% โข Soso โข Bing 10% โข Sogou Social Sites: โข Facebook 7.0B Social Sites: โข Twitter 182 MM โข Renren โข Pinterest 104 MM โข LinkedIn 86 MM โข Kaixin B2C E-commerce: โข 51.com โข Amazon B2C E-commerce: โข Wal-Mart โข 360buy.com โข Sears โข M18.com B2B E-commerce: โข Apple โข Joya โข Dell โข Staples Source: comScore, 2012 Source: Internet Marketing Inc., 2012
- 19. Changing Peak #3:Globalization Languages spoken in the United States โข English: 82.1% โข Spanish: 10.7% โข Other Indo-European: 3.8% โข Asian and Pacific island: 2.7% โข Other: 0.7% Source: U.S. Census, 2000
- 20. Changing Peak #3:Globalization
- 21. Changing Peak #3:Globalization
- 22. Changing Peak #4:Saturation
- 23. Changing Peak #4:Saturation Marketing 1985: Marketing 2012: โข 3 Network channels โข 1,000+ television โข 4 National magazines channels โข Healthy local newspapers โข 5,000+ publications โข AM and FM radio โข Direct Mail = monthly bills โข Declining print media โข No Cable TV โข 10,000+ traditional radio โข No internet stations โข No email โข Satellite radio โข No mobile devices โข Direct Marketing = $10B โข 2011 E-commerce = $2.2B
- 24. Changing Peak #4:Saturation Advertisements viewed per day: โข 5,000+ (Yankelovich, 2007) Venues: Logoed apparel Lavatories Sky writing Stadiums Airplane seatbacks Taxis Backlash: Do Not Call Do Not Mail Spam blockers/filters Do Not Track Tivo/DVRs No solicitation legislation
- 25. Changing Peak #4:Saturation Launching a Product: Then Launching a Product: Now
- 26. Changing Peak #5:Brands โข brandn. 1. A trademark or distinctive name identifying a product or a manufacturer. 2. A distinctive mark burned into or upon with a hot iron, to indicate quality, ownership, etc., personalityn. 1. The totality of qualities and traits, as of character or behavior, that are peculiar to a specific person
- 27. Changing Peak #5:Brands โข Brand = EXPERIENCES, not logos โข Brand = TRUST โขS-Corporations: higher purpose โข Brand = TRANSPARENCY โขBrand = RELATIONSHIPS
- 28. Changing Peak #5:Brands โข Control of brand = hands of consumer (C2C) โข Reverse segmentation: โBrands no longer segmenting customers, customers segmenting brands; loyalty not customer to company but company to customerโ* โขBrand passion: โI love Googleโ = 3.27mm hits โข Brand passion = lower churn and higher revenue
- 29. Changing Peak #5:Brands Trust in Financial brands at an all time low โข Scandals โข Executive compensation โข Mortgage crisis โข Failures โข Sagging morale
- 30. Changing Peak #5:Brands Bank/Credit Union Brand Factors: โข Branch experience Branch โข Online experience โข Speed of service โข Service quality Brand Products Online โข Competitive pricing โข Staff friendliness Staff
- 31. The Ticket toSuccess โข Know your customer/member โข Deliver the right content โข With on-brand and relevant messaging โข Using the right marketing tactic โข Sent with appropriate timing โข Helps address an immediate need โข And drives meaningful action
- 32. The Ticket toSuccess Wishing you smooth sailing past the ever-changing peaks of Marketing in the 21st century!
- 33. THANK YOU! ellen@dracoslemming.com 404-307-4665
Editor's Notes
- #3ย GM: thank you for opportunity. Take you on a journey. How many marketers do we have in the room? Great โ lots of data โ almost each concept could be a session in itself. High-level overview.
- #4ย Thank you for opportunity: apologies in advance โ consumer/customer/member = same idea. Take you on a journey this morning to navigate the rapidly changing customer landscapeโฆ again LOTS of data being presented โ hope some will strike you as new and important.
- #5ย Before we unearth the 5 key peaks of marketing, I wanted to make sure we are all on the same page. Many definitions of Marketing: the one I will emphasize.
- #6ย Before set off on journey, have to know the destination. 5 possibilities
- #7ย Not only do we have destinations, but we have mindsets and tactics. For example:
- #9ย 103% growth rate in US, while 21% in Germany and 30% in Italy; 75% of all heart attack patients now liveโฆ
- #10ย 103% growth rate in US, while 21% in Germany and 30% in Italy
- #11ย Christmas Tree
- #12ย Christmas bush
- #13ย Shrubbery; 2050: 1 in 5 Americans will be over 65 yrs. Old. Implications: large and small: older personsโ preferences, disabilities, even larger type!
- #14ย Trying to keep up is like driving the bus in Speedโฆdonโtโ know where youโre going, but youโre going awfully fast!
- #15ย Implications: INVEST, be open and flexible: Big Brother is watching โ banks have volumes of data to mine. If youโre not paying attention to tablets you will get left behind.
- #16ย IT DOESNโT MATTER WHERE YOUR CUSTOMERS ARE โ must reach them virtually.
- #17ย Implications: INVEST, be open and flexible: Big Brother is watching โ banks have volumes of data to mine.
- #18ย Implications: Never trust anyone over 40? Never trust anyone with an email account.
- #21ย NA = 12% of ww internet users; Asia is 800lb. gorilla
- #22ย However, NOT SO FAST. Av. Penetration is only 33%
- #23ย 103% growth rate in US, while 21% in Germany and 30% in Italy
- #24ย 103% growth rate in US, while 21% in Germany and 30% in Italy
- #25ย The self-inflicted wound; Implication: build relationships not advertising
- #29ย The self-inflicted wound; Implication: build relationships not advertising
- #32ย Delta Airline: Delta Assist on TwitterHospital Corp. of America: ER wait times on social media