Pre-Digital Consumers
- Limited choice/information/price/negotiation
- Limited supply/dialogue/redress
- Relatively powerless
- Old marketing methods
Modern Consumer - The 'Smartphone' Influence
- Connected
- Active
- Engaged
- Mobile
- Open
- Impatient
- Demanding
- Powerful
- Access to Information - brand/peer/structured/real time
- Choice - greater supply/global market/faster manufacturing/improved logistics
The New Market
- Two-way
- Targeted
- Interactive
- Reactive
- Effective
- Mobile
- Fluid
- Efficient
New Marketing Methods
- Creating a dialogue
- Informing not selling
- Informed by consumers not marketers
- Shared values - trust/integrity/authenticity/involvement/respect/community
Consumercentic Marketing
- Social media
- Art of the trench - Burberry - Photo sharing/brand ambassadors/set up in 2009/ http://artofthetrench.com
- Mass Customisation
- Democratic
- Supportive
Principles
- Facilitate conversation
- Provide a platform
- Offer access
- Encourage participation
- Enable storytelling
- Provide information
- Share learning
- Reward involvement
Brand Objectives
- Lead
- Validate
- Engage
- Nudge
- Support
5 Key Trends
- Mobile
- Video
- Upgrade
- Image
- Social
BIG DATA
- Wants
- Needs
- Profile
- History
- Time
- Location
- Connections
- Incentive
- Privacy
The Future Consumer
- Technology - 3D printing/Nano
- Authenticity
- Immediacy
- Customisation
- Resourced - sustainability/sharing
- Ethics
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