The document discusses the evolution of marketing from mass communication to highly individualized approaches. It predicts that the next stage will be the rise of "consumer hives", where groups of consumers will organize themselves through technology to increase their collective bargaining power with brands. These hives will be initiated and structured by consumers, and will allow them to influence prices and other marketing decisions. The document suggests that marketers will need to change their approach to form more involved partnerships with these consumer hives in the future.

1. “Consumer Hives” – The
Future of Loyalty Clubs
November 2013
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2. Marketers were used to initiate
communication with consumers

3. It has begun in mass market
1

4. Followed by Segmenting in the late 1950’s
2

5. Micro-segmenting in the 1980’s
3

6. Individuals marketing in the 2000’s
4

7. and
One on One marketing
Real Time marketing

8. MARKETING EVOLUTION - THE TARGET AUDIENCE
Individuals
Micro
Segments
Segments
Mass
?

9. In order to understand
the novel stage, we need
to look at the current
structures of group
buying:

10. While, cost of grouping decreases,
we can define 2 structures:
Loyalty
Clubs
Acquisition
groups

11. Still,
Organized structures, with
specific goals and defined
leaders

12. WHAT NEXT?
Boosters
change
evolving
Economic
situation
people want to
get better
offers
Will find new
ways for
reducing prices
Technology
can easily
unite
Will unite
for each
cause
Social
state of
mind
Can influence
brands/
products
Will
influence
price

13. The beginning
of
#consumer
Hives
#A group of individuals.

14. MARKETING EVOLUTION – INITIATION
Individuals
Micro
Segments
hive
Segments
Mass
Initiated by companies in order to
meet specific customers’ needs
Initiated by consumers in
order to increase the
bargaining power

15. Characteristics
Their Goals are dynamic and evolve
over time

16. Characteristics
Consumers initiating joining the group

17. Characteristics
Their members are pro-active and
deeply engaged

18. Characteristics
Structure is dynamic

19. THE FUTURE OF MARKETING
•Consumer hives - a new form in marketing
•Consumers will be inspired to be part of
“hives” in order to get better prices
•It will dictate different relationships
•It will effect price and others 3 Ps
•Hives will be more involved with business
– from sharing to partnership

20. MARKETING EVOLUTION - THE TARGET AUDIENCE
Hives
Individuals
Micro
Segments
Segments
MASS
2014

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