Presentation on the changes in marketing
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The document discusses how customer acquisition has changed and will continue to change. It describes four types of customers: 1) digital customers who prefer multiple channels and have high expectations, 2) transitional customers who are digitally savvy but prefer self-research, 3) experimental customers who are also digitally savvy and self-research oriented, and 4) traditional customers who prefer traditional channels and buy from habit. Sellers now have access to more customer feedback through digital conversations as information flows more like a two-way conversation between customers and sellers.
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Presentation on the changes in marketing
- 1. CUSTOMERS THEN & NOW James Rohrbach STRATEGIC CONNECTORS & STARTUP MAVENS Our Tribe: Investors – Entrepreneurs – Enablers of Innovators www.305StartUp.Org | Tele: 305-Start Up | Twitter: 305StartUp www.Startup-Miami.Com The future of Customer Acquisition and how it will change again © Miami Innovation Corporation all rights reserved
- 2. CUSTOMERS THEN Sellers Distribution Channels Customers Information flowed one way primarily by advertising marketing The future of Customer Acquisition and how it will change again © Miami Innovation Corporation all rights reserved
- 4. CUSTOMERS GET MORE INFORMATION Re Sellers Sellers Customers Brand Controlled information flowed 1 ay primarily by advertising & channel
- 5. CUSTOMERS GET BETTER INFORMATION Re Sellers Sellers Customers Information flows more as a Conversation – Permission based – Trust – Influence- Use SELLERS GET MORE FEED BACK
- 6. NON STOP CUSTOMERS EXPERIENCE Gate Keepers Sellers Customers Information now flows as a Conversation – Permission based - Cheaper
- 7. Experimental Customer Transitional Customer Digital Customer Traditional Customer
- 9. CUSTOMER INTERACTIONS Digital Transitional Experimental Traditional
- 10. Lane 1 Digital Customer Multiple Channels - Social Media Mobile High Expectations Emerging Markets They choose their Speed
- 11. Lane 2 Lane 2 Transitional Customer Digital Savvy Prefer Do It your Self Research Tend to be somewhat loyal Will Switch for right Incentive
- 12. Lane 3 Experimental Customer Digital Savvy Prefer “Do It your Self” Research Tend to be somewhat loyal
- 13. Lane 4 Traditional Customer Traditional Channels Physical Stores Less Research buys out of habit Most loyal
- 16. Guide them to the “right” lane Experimental Consumers
- 17. Conclusion • Word of mouth, relied upon by 79 percent of consumers to get information about providers • Corporate websites, used by nearly three-quarters (71 percent) of consumers • Online sources such as expert review sites, news sites and product comparison sites, used by nearly 63 percent • Social media sites such as Facebook and Twitter, used by 47 percent of consumers • Nearly a third of consumers say they trust comments by people they know, echoing the importance of word of mouth. • More than a quarter (28 percent) say positive comments in social media affect purchasing decisions • and 28 percent say negative comments do so.
- 18. Tele: 305-Start Up www.305tartUp.Org www.StartUp-Miami.Com Twitter: 305StartUp THANK YOU FOR PARTICIPATING