The document discusses the paradigm shift in marketing due to changes in consumer behavior and the marketing landscape. It outlines four key changes: 1) Consumer discovery, comparison, decision making, and evaluation is highly personal. 2) Loyalty has become more important than ever. 3) Consumers decide differently and are influenced by high volumes of information. 4) Marketers must now manage and amplify the consumer voice, which has become more powerful. The changes require marketers to evolve from marketing "to", "at", and "for" consumers to marketing "with" consumers.

1. Today’s Consumer & The
Paradigm Shift
Snap guys. Things they are-a-changing.
Joanna Lord, CMO of BigDoor
@joannalord
www.BigDoor.com

2. paradigm shift [def]:
a fundamental change in approach
or underlying assumptions.

6. things are different now.

7. the truth is sometimes it feels
like, as marketers, we are just
trying to keep up.

8. let alone get ahead.

9. so what now?

10. door 1 : don’t evolve.

11. door 2. find an island somewhere.

12. door 3. evolve.

13. so what does that even mean?

14. [consumer behavior]
discovery
comparison
decision
evaluate

15. [consumer behavior]
discovery
comparison
decision
evaluate
[marketing channels]
seo
paid
email
content
social
product
brand
press
retargeting
community

16. [consumer behavior]
discovery
comparison
decision
evaluate
[marketing channels]
seo
paid
email
content
social
product
brand
press
retargeting
community
[marketing tactics]
fear-based
time-based
guilt-based
pride-based
images
storytelling
influencer
novelty

17. [consumer behavior]
discovery
comparison
decision
evaluate
[marketing channels]
seo
paid
email
content
social
product
brand
press
retargeting
community
[marketing tactics]
fear-based
time-based
guilt-based
pride-based
images
storytelling
influencer
novelty

18. lets walk through some changes.

19. 1. sh*t got personal.

20. "True personalization of
customer experience will
stop being reserved for a
select few and will need
to become an
operational principle for
any marketer who wants
to remain relevant in an
increasingly fragmented
and regulated
environment.”
Tamara Gruzbarg, Senior
Director of Analytics and
Research, Gilt Groupe

21. Permission marketing.
Authentication > cookies.
Cohort marketing.
Big data into smart data.
Marketing analysts everywhere.
Intent retargeting.
Customer journey mapping.
Bizographics gone wild.
Persona marketing.
http://blog.hubspot.com/blog/tabid/6307/bid/13829/60-Ways-Personalization-is-Changing-Marketing.aspx

22. “What’s in it for me?”

23. 2. loyalty matters
more than ever.

24. Loyalty before...
Was post conversion.
Customer service team.
Product team problem.
Was reactive.
Surveying.

25. Loyalty now...
Your next sale.
Your #1 sales team.
Advocacy.
Your trust signals.
WOM leverage.
Social team’s #1 purpose.

27. Customer
loyalty has
become a key
goal in every
marketing
campaign.

28. 3. we decide differently (like as in…science).

29. enter:
democratization of distribution

30. “Information is streamed in ever-greater volumes and at everrising velocities. Timelines for decision-making appear to have
been compressed. Pressures to deliver immediate results
seem to have intensified.
These forces have not just altered the way we act, but also the
way we think. Neurologically, our brains are adapting to
increasing volumes and velocities of information by shortening
attention spans. Technological innovation may have caused a
permanent neurological rewiring, as did previous technological
revolutions such as the printing press and typewriter.”
http://gigaom.com/2011/05/10/the-distribution-democracy-and-t

31. Brands as media companies.
“27,000,000 pieces of content are shared daily.”

33. Content marketing explodes.
“60% of the buyers journey is
complete before a prospect
reaches out to a vendor.”

35. Visual web explodes.
Over 500 million photos are uploaded per day to major social
media platforms. That means by the time I’m done rambling
13.5 million photos will be shared on the internet.

39. “Consumers ‘touch’ your brand, on
average, 56 times between inspiration
and transaction.”

40. 4. manage the consumer voice.

41. Before marketers really weren’t that involved.

42. Before marketers really weren’t that involved.
Rise of listening tools & we jumped up in there.

43. Before marketers really weren’t that involved.
Rise of listening tools & we jumped up in there.
We heard the story, shaped it and shared

44. Before marketers really weren’t that involved.
Rise of listening tools & we jumped up in there.
We heard the story, shaped it and shared
Then we facilitated the stories.

45. Before marketers really weren’t that involved.
Rise of listening tools & we jumped up in there.
We heard the story, shaped it and shared
Then we facilitated the stories.
Now we wrangle & amplify.

46. a.k.a.
We don’t control sh*t.

47. Consumers today…
Have the power.
Have the platforms.
Have the motivation.
Define brand experiences visually.
Shift brand identity.
Provide more feedback than ever
before.
Expect more than ever.
Are getting it from your competitors.
http://www.forbes.com/sites/kylewong/2013/11/05/how-consumersare-changing-the-face-of-your-brand/

48. Consumer is more
empowered than ever.
Our role in this has
changed.
#timetowearadifferentcape

49. you seeing the trend yet?

50. It’s not the channels, platforms, or tools.
ou seeing the trendactually
The significant change is yet?
happening with the consumer.

51. marketing to.
marketing at.
marketing for.
marketing with.

52. terrifying.

53. meh. we got this.
we love change.

54. look at what we’ve survived.

55. I’d argue us in the
room have led the
market.

56. plus in a lot of
ways I think we’ve
come full circle.

57. marketing that really
is better for the
consumer.

58. marketing that really
is better for the
company.

59. marketing that really
is better.

60. thank you for listening to me ramble.
questions? lets hear ‘em or tweet me at @joannalord
Joanna Lord, CMO of BigDoor
@joannalord
www.BigDoor.com