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Power Shifts to the Connected Customer - a 4 Minute Video Demonstration

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Ateneo Graduate School of Business
Ateneo Graduate School of Business

Power Shifts to the Connected Customer - this is the powerpoint used to create a 4 minute COSLA Chapter Overview Synthesis and Local Application

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Power Shift from Marketing 4.0 Fundamental Trends Shaping Marketing Companies Brands
Power Shift to Customers Marketing 4.0 Fundamental Trends Shaping Marketing Companies Brands Customers
Power Shift to Connected Customers Marketing 4.0 Fundamental Trends Shaping Marketing Companies Brands Customers Connected
Power Shift to Connected Customers Prof. Bong De Ungria Ateneo Graduate School of Business Marketing 4.0 Fundamental Trends Shaping Marketing Companies Brands Customers Connected
1. Power from Connectivity 2. With 3 HIS Shifts: A. Vertical to Horizontal B. Exclusive to Inclusive C. Individual to Social 3. Local Application : MBA COSLA Outline Power Shift from Companies to Customers Connected Customer is King
1980’s Power was with Brands & Companies… Companies Brands
1. Power Shift in the 21st Century Today, connected customers have more power vs. brands & companies… Brands Companies Connected Customers Are King
1. Vertical to Horizontal 2. Exclusive to Inclusive 3. Individual to Social 2. Why? 3 HIS Power Shifts happening Customers are Powerful
2A. Why? 1980’s Target Markets were identified and served
2A. Why? 1980’s Vertical Companies pushed communication & goods vertically to target segments Target Markets were identified and served Supply Make Distribute Advertise Sell
2A. Why? 1980’s Vertical Companies pushed communication & goods vertically to target segments Other segments neglected Target Markets were identified and served Supply Make Distribute Advertise Sell
2A. Why? Vertical to Horizontal: Today, Connected Customers communicate and demand MORE Supply Make Distribute Advertise Sell Social Media, Word of Mouth, Crowd Sourcing, Good and Fake News, Viral Photos & Videos
2A. Why? Vertical to Horizontal: To adapt, companies collaborate horizontally with external partners for key processes Supply Make Distribute Advertise Sell Poof of suppliers Toll Manufacturers 3rd Party Logistics Social Media, Word of Mouth, Crowd Sourcing, Good and Fake News, Viral Photos & Videos
1. Globalization Leveled Playing field 2. Co-Creation (with Customers and Partners) 3. Co-opetition (With Competitors) 4. Customer Trust from Four F-Factor ( Friends, Families, Facebook Fans, Followers) 5. Brands need to be peers, friends of the customers 6. Innovation driven by ideas from market/customers 2A. Why? Vertical to Horizontal: 6 Horizontal Effects: Toll Manufacturers
1. Allows Bigger Target Markets 2. Required by Economic, Demographic Changes 3. Accelerated by Social Media 4. Enabled by Technology 5. In Converging Industries (Telco + Banks) 6. In New Business Models (AirBnB, Grab Delivery, Angkas) 2b. Why? Exclusive to Inclusive: 6 Inclusivity Effects
1. Purchase drivers: A. Individual Preference B. Desire for Social Conformity 2c. Individual to Social: Buying Decision is More Social
1. Purchase drivers: A. Individual Preference B. Desire for Social Conformity 2. Communities now control brand conversation 2c. Individual to Social: Buying Decision is More Social Social Pressure from Groups Conform or Be Ostracized
1. Power from Connectivity 2. With 3 HIS Shifts: A. Vertical to Horizontal B. Exclusive to Inclusive C. Individual to Social 3. Local Application : MBA COSLA Outline Power Shift from Companies to Customers Connected Customer is King
Concept Application “Powerful” Students have easy, connected access to information Professor Textbook Class Session Word of Mouth, Google, Student Evaluation, Social Media, Viber, Messenger, SMS, Notes and Assignments form Other Clasess Connected Thru Mobile Customers can Easily Interact
2A. Local Example: Vertical to Horizontal: Today’s teaching & coaching 4.0 must match with the students demands 4.0 Professor Textbook Class Session Word of Mouth, Google, Student Evaluation, Social Media, Viber, Messenger, SMS, Notes and Assignments form Other Clasess Youtube & Google Student Work On Line Links Customers can Easily Interact Connected Thru Mobile
2b. Local Example: Exclusive to Inclusive: Students from different classes and different semesters easily share, compare, copy AND adapt... Class 2 Jan 2021 Prof Bong Class 3 June 2020 Prof Juan Class 1 Dec 2020 Prof Bong
1. From Powerpoint to Blog to Video POWER SHIFT : (Actionable Insights) Vcoach Bong: Transform 2.0 to 4.0
1. From Powerpoint to Blog to Video 2. Targeted online posting POWER SHIFT : (Actionable Insights) Vcoach Bong: Transform 2.0 to 4.0
1. From Powerpoint to Blog to Video 2. Targeted online posting 3. Manage touchpoints. POWER SHIFT : (Actionable Insights) Vcoach Bong: Transform 2.0 to 4.0
1. From Powerpoint to Blog to Video 2. Targeted online posting 3. Manage touchpoints. 4. Use latest, locally relevant info POWER SHIFT : (Actionable Insights) Vcoach Bong: Transform 2.0 to 4.0
1. Power from Connectivity 2. With 3 HIS Shifts: A. Vertical to Horizontal B. Exclusive to Inclusive C. Individual to Social 3. Local Application : MBA Summary Powerful Customers, Weaker Companies Connected Customer is King
Power Shift to Connected Customers Prof. Bong De Ungria Ateneo Graduate School of Business Marketing 4.0 Fundamental Trends Shaping Marketing Companies Brands Customers Connected

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Power Shifts to the Connected Customer - a 4 Minute Video Demonstration

  • 1.
  • 2. Power Shift from Marketing 4.0 Fundamental Trends Shaping Marketing Companies Brands
  • 3. Power Shift to Customers Marketing 4.0 Fundamental Trends Shaping Marketing Companies Brands Customers
  • 4. Power Shift to Connected Customers Marketing 4.0 Fundamental Trends Shaping Marketing Companies Brands Customers Connected
  • 5. Power Shift to Connected Customers Prof. Bong De Ungria Ateneo Graduate School of Business Marketing 4.0 Fundamental Trends Shaping Marketing Companies Brands Customers Connected
  • 6. 1. Power from Connectivity 2. With 3 HIS Shifts: A. Vertical to Horizontal B. Exclusive to Inclusive C. Individual to Social 3. Local Application : MBA COSLA Outline Power Shift from Companies to Customers Connected Customer is King
  • 7. 1980’s Power was with Brands & Companies… Companies Brands
  • 8. 1. Power Shift in the 21st Century Today, connected customers have more power vs. brands & companies… Brands Companies Connected Customers Are King
  • 9. 1. Vertical to Horizontal 2. Exclusive to Inclusive 3. Individual to Social 2. Why? 3 HIS Power Shifts happening Customers are Powerful
  • 10. 2A. Why? 1980’s Target Markets were identified and served
  • 11. 2A. Why? 1980’s Vertical Companies pushed communication & goods vertically to target segments Target Markets were identified and served Supply Make Distribute Advertise Sell
  • 12. 2A. Why? 1980’s Vertical Companies pushed communication & goods vertically to target segments Other segments neglected Target Markets were identified and served Supply Make Distribute Advertise Sell
  • 13. 2A. Why? Vertical to Horizontal: Today, Connected Customers communicate and demand MORE Supply Make Distribute Advertise Sell Social Media, Word of Mouth, Crowd Sourcing, Good and Fake News, Viral Photos & Videos
  • 14. 2A. Why? Vertical to Horizontal: To adapt, companies collaborate horizontally with external partners for key processes Supply Make Distribute Advertise Sell Poof of suppliers Toll Manufacturers 3rd Party Logistics Social Media, Word of Mouth, Crowd Sourcing, Good and Fake News, Viral Photos & Videos
  • 15. 1. Globalization Leveled Playing field 2. Co-Creation (with Customers and Partners) 3. Co-opetition (With Competitors) 4. Customer Trust from Four F-Factor ( Friends, Families, Facebook Fans, Followers) 5. Brands need to be peers, friends of the customers 6. Innovation driven by ideas from market/customers 2A. Why? Vertical to Horizontal: 6 Horizontal Effects: Toll Manufacturers
  • 16. 1. Allows Bigger Target Markets 2. Required by Economic, Demographic Changes 3. Accelerated by Social Media 4. Enabled by Technology 5. In Converging Industries (Telco + Banks) 6. In New Business Models (AirBnB, Grab Delivery, Angkas) 2b. Why? Exclusive to Inclusive: 6 Inclusivity Effects
  • 17. 1. Purchase drivers: A. Individual Preference B. Desire for Social Conformity 2c. Individual to Social: Buying Decision is More Social
  • 18. 1. Purchase drivers: A. Individual Preference B. Desire for Social Conformity 2. Communities now control brand conversation 2c. Individual to Social: Buying Decision is More Social Social Pressure from Groups Conform or Be Ostracized
  • 19. 1. Power from Connectivity 2. With 3 HIS Shifts: A. Vertical to Horizontal B. Exclusive to Inclusive C. Individual to Social 3. Local Application : MBA COSLA Outline Power Shift from Companies to Customers Connected Customer is King
  • 20. Concept Application “Powerful” Students have easy, connected access to information Professor Textbook Class Session Word of Mouth, Google, Student Evaluation, Social Media, Viber, Messenger, SMS, Notes and Assignments form Other Clasess Connected Thru Mobile Customers can Easily Interact
  • 21. 2A. Local Example: Vertical to Horizontal: Today’s teaching & coaching 4.0 must match with the students demands 4.0 Professor Textbook Class Session Word of Mouth, Google, Student Evaluation, Social Media, Viber, Messenger, SMS, Notes and Assignments form Other Clasess Youtube & Google Student Work On Line Links Customers can Easily Interact Connected Thru Mobile
  • 22. 2b. Local Example: Exclusive to Inclusive: Students from different classes and different semesters easily share, compare, copy AND adapt... Class 2 Jan 2021 Prof Bong Class 3 June 2020 Prof Juan Class 1 Dec 2020 Prof Bong
  • 23. 1. From Powerpoint to Blog to Video POWER SHIFT : (Actionable Insights) Vcoach Bong: Transform 2.0 to 4.0
  • 24. 1. From Powerpoint to Blog to Video 2. Targeted online posting POWER SHIFT : (Actionable Insights) Vcoach Bong: Transform 2.0 to 4.0
  • 25. 1. From Powerpoint to Blog to Video 2. Targeted online posting 3. Manage touchpoints. POWER SHIFT : (Actionable Insights) Vcoach Bong: Transform 2.0 to 4.0
  • 26. 1. From Powerpoint to Blog to Video 2. Targeted online posting 3. Manage touchpoints. 4. Use latest, locally relevant info POWER SHIFT : (Actionable Insights) Vcoach Bong: Transform 2.0 to 4.0
  • 27. 1. Power from Connectivity 2. With 3 HIS Shifts: A. Vertical to Horizontal B. Exclusive to Inclusive C. Individual to Social 3. Local Application : MBA Summary Powerful Customers, Weaker Companies Connected Customer is King
  • 28. Power Shift to Connected Customers Prof. Bong De Ungria Ateneo Graduate School of Business Marketing 4.0 Fundamental Trends Shaping Marketing Companies Brands Customers Connected