Two radical trends in marketing

People formerly
known as
consumers has

4/10/2012
the Power of
VinishJoshi@yahoo.com
2

Information
&
Accessibility

4/10/2012 VinishJoshi@yahoo.com

Abundance of
increasingly accessible
and cheap information
and computing power.


Behavior is becoming
information based enabled
by anytime ,anywhere
access through technology


The rise of inquisitive
audience: 9 out of 10
regular online
Indians search for
products on the net


Search took 300
million websites to
become relevant.

Google would not
have existed if
people had not
put information on
4/10/2012 the web.

295 exabytes of
information created in
2011

315 times more pieces
of information than
every grain of sand on
every beach of earth.

Trend of pulling information
to do independent
assessment will increase in
future.


Ubiquity of technology
combined with
advanced analytical
tools, social and mobile
computing platforms
will reshape business
opportunities.

This technology
connectivity will
transform how people
and businesses behave
and will give customers…


more purchase options

more valuable and
timely information

a greater degree of
transaction simplicity

Interaction will take on
greater importance as the
precursor to any
transaction decision.


What we do as human
beings and how we
share our experiences.


The need for information
from our immediate
environment.


“Always on-the-go”
nature.


Power of : 2
Impacting
Industries


Travel
PERSONAL TO SOCIAL


With price-sensitive leisure
travelers entering the
market, capacity grew faster
than demand and prices
become the dominant factor.


Decline in prices and cost
cuts resulted in lower
service quality and higher
customer dissatisfaction.

Customers became deal
prone with little loyalty.


With the advent of OTA’s,
buyers became informed and
found reliable, convenient
high-quality service and
competitive prices


Emotions and Experiences
became the new mantra of
travel.


People look for richer, more
interactive travel solutions,
to access data and make
connections as they travel.


Power of 2 has
fundamentally altered
the way consumers
search, compare, select,
buy and share travel
experiences.


Music
SERVICE TO PRODUCT AND BACK AGAIN


"People will listen, for
free, to music that comes
out of a stationary box."
Sasha Frere-Jones ,1960


When music was made
of polyvinyl chloride, it
was hard to steal.

Once it could be turned
into a file, the price for
many listeners fell to
zero.

Challenge for marketer
as distribution of music
becomes free on the net
resulting in falling profits


Customers discover
new methods of
acquiring content and
adopted new listening
habits?


The listeners, now exert
much more control than
original artists over the
narrative of our musical
experience.


Pandora creates radio based
on artists and uses an
algorithm to find songs that
share the characteristics of
those artists' music.


Access will generate
money, through
subscriptions, advertising,
bundling, sponsorship,
product tie-ins etc.


Power of 2 is creating a
fluid pricing system,
involving subscriptions,
bundles of various content
types and countless value-
added services.


Books
ACCESS TO REPLACE OWNERSHIP


With the rise in popularity
of tablets and digital book
devices, the book industry
is facing a major change in
how the publishing
business works.


Publishers are reinventing
their business and are
forced to redraw their
marketing and pricing
tactics.


Opportunities as
content is available
on multiple media, in
multiple formats,
on multiple platforms


Traditional bookstores
need to accentuate
strengths of customer
knowledge, customer
retention, and competence
along with distributing
book content in all formats
and all channels.

Power of 2 has created
opportunities in:

Producing information
Storing information
Disseminating
information
Accessing information

Banking
DIVERSE AND UBIQUITOUS


Bill Gates described
banks as dinosaurs.

Traditional banks are
becoming obsolete due
to technology.


Efficiency to Proficiency:
Consumers expect
anytime, anywhere
access to their banks
and provide them
compelling and
consistent experience


What banks deliver and
how they deliver it has
changed dramatically

Contactless Credit
Cards

The Virtual Wallet

4/10/2012
QR Codes

Power of 2 will lead to cash
being electronic.

We will progress from credit
cards to smart cards and
finally to electronic wallets.


Retail
CONVENIENCE AND INTERACTION BEFORE
TRANSACTION


Apple has made its
stores more of a
destination and less of
an errand.


Bricks’n’Clicks Strategy:
Retailers to play up the
strengths of the bricks-
and-mortar store while
incorporating new
technology into the
experience.

Power of 2 will change search,
buying and transaction
experiences

Mobile Shopping Assistant
(MSA)
The Mobile Shopping List
application
The “real,- App” on iPhone
4/10/2012
or the iPod Touch

Power of 2

Eventually will remove the barriers preventing
people from engaging with brands.

Two radical trends in marketing

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