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Navigating the Customer Landscape

This document discusses navigating the changing customer landscape. It outlines 5 major shifts impacting customers: 1) demographic shifts like population growth and aging, 2) technological innovations increasing speed, connectivity and data capture, 3) globalization resulting in more diverse languages and markets, 4) saturation of marketing channels reducing impact, and 5) brands experiencing less control and needing to focus on experiences, trust and transparency over logos. Success requires understanding these changes and how they impact customer mindsets at each stage from awareness to evangelism.

Business◦Technology◦
Related topics:
Market Research• Marketing Strategy•
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Navigating the Customer Landscape
Itinerary • Planning the Marketing Journey • 5 Changing Peaks of the Customer Landscape • Demographic Shifts • Technological Innovations • Globalization • Saturation • Brand Control • Tickets to Success
Planning the Marketing Journey Reviewing the Globe •Marketing 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.) •Marketing: one of many business functions created primarily to drive revenue and support business strategy (Dracos~Lemming Consulting, 2007.)
Understanding the Brand “Destination” Awareness The 5 Objectives of Marketing Brand Comprehension Cultivation Conversion Retention
Understanding the “Destination” 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
The 5 Changing Peaks of Customer Landscape Demographics Technology Globalization Saturation Brand
Changing Peak #1: Demographics USA: 1950 USA: 2010 • Population: 152 MM • Population: 309 MM = 2x • Increased births • Decreased deaths • Immigration: 2,090,000 • Immigration: 6,656,000 • Age: 65+ = 8.1% • Age: 65+ = 12.4%
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
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 .
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 .
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 .
Changing Peak #2: Technology
Changing Peak #2: Technology •Speed: • Communication: 24-hour news cycle • Innovation: 100 weeks ago no iPad • Information sharing: Email, IM, texting, tweeting, blogging • Adoption: Tech-savvy, tech-enabled customers/members •Smartphones: 33% CAGR over next 5 years • Tablets: 81% CAGR over same period •Personalization: One web interface to 10 million interfaces
Changing Peak #2: Technology • Connectivity: • Proximity: geography unimportant • Convergence: Seamless experience across touch points AND devices • Virtual networks: social media •Data Capture: devices and companies will know you better than you know yourself (Siri, Kinect, Netflix)
Changing Peak #2: Technology • Social Media: • User-generated content that is shared over the internet via technologies that promote engagement, sharing and collaboration • Social media are media for social interaction, using highly accessible and scalable publishing techniques •Social Media is word of mouth on steroids Source: 60 Second Marketer
Changing Peak #2: Technology • Social Media: • Users of social media are disproportionately female (56%) • 40% of social media users access their content from a mobile device • Nearly twice as many men use Linked In as women (63%) •55+ age group doubled their mobile internet usage in one year • 80% of Facebook users are outside the U.S. and Canada Source: 60 Second Marketer
Changing Peak #2: Technology Search Engines: Search Engines: • Google 72% • Baidu • Yahoo 15% • Soso • Bing 10% • Sogou Social Sites: • Facebook 7.0B Social Sites: • Twitter 182 MM • Renren • Pinterest 104 MM • LinkedIn 86 MM • Kaixin B2C E-commerce: • 51.com • Amazon B2C E-commerce: • Wal-Mart • 360buy.com • Sears • M18.com B2B E-commerce: • Apple • Joya • Dell • Staples Source: comScore, 2012 Source: Internet Marketing Inc., 2012
Changing Peak #3: Globalization Languages spoken in the United States • English: 82.1% • Spanish: 10.7% • Other Indo-European: 3.8% • Asian and Pacific island: 2.7% • Other: 0.7% Source: U.S. Census, 2000
Changing Peak #3: Globalization
Changing Peak #3: Globalization
Changing Peak #4: Saturation
Changing Peak #4: Saturation Marketing 1985: Marketing 2012: • 3 Network channels • 1,000+ television • 4 National magazines channels • Healthy local newspapers • 5,000+ publications • AM and FM radio • Direct Mail = monthly bills • Declining print media • No Cable TV • 10,000+ traditional radio • No internet stations • No email • Satellite radio • No mobile devices • Direct Marketing = $10B • 2011 E-commerce = $2.2B
Changing Peak #4: Saturation Advertisements viewed per day: • 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
Changing Peak #4: Saturation Launching a Product: Then Launching a Product: Now
Changing Peak #5: Brands • 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
Changing Peak #5: Brands • Brand = EXPERIENCES, not logos • Brand = TRUST •S-Corporations: higher purpose • Brand = TRANSPARENCY •Brand = RELATIONSHIPS
Changing Peak #5: Brands • Control of brand = hands of consumer (C2C) • Reverse segmentation: “Brands no longer segmenting customers, customers segmenting brands; loyalty not customer to company but company to customer”* •Brand passion: “I love Google” = 3.27mm hits • Brand passion = lower churn and higher revenue
Changing Peak #5: Brands Trust in Financial brands at an all time low • Scandals • Executive compensation • Mortgage crisis • Failures • Sagging morale
Changing Peak #5: Brands Bank/Credit Union Brand Factors: • Branch experience Branch • Online experience • Speed of service • Service quality Brand Products Online • Competitive pricing • Staff friendliness Staff
The Ticket to Success • Know your customer/member • Deliver the right content • With on-brand and relevant messaging • Using the right marketing tactic • Sent with appropriate timing • Helps address an immediate need • And drives meaningful action
The Ticket to Success Wishing you smooth sailing past the ever-changing peaks of Marketing in the 21st century!
THANK YOU! ellen@dracoslemming.com 404-307-4665