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smAlbany 2013 presentation http://ww.smAlbany.org
Citation preview
The Consumer’s New Behavior: How Do You Effectively Reach
Today’s Consumers
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Michael ArceOnline Content Directoraka - “Mike The Web Guy”
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HOW TO NOT SELL ANYTHING TO
MY GENERATION3
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1968 Events- MLK killed- Bobby Kennedy Shot- DNC in Chicago
All of this was being watched in American homes for the 1st time.
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Then > Now
1968
1968 Events- MLK killed- Bobby Kennedy Shot- DNC in Chicago
All of this was being watched in American homes for the 1st time.
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Top TV Shows:
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Then > NowTop TV Shows:
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Then > NowTop TV Shows:
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Media:TV - 3 Channels
3 TV networks: ABC, CBS, and NBC
Don’s social network was family, friends, and neighbors. He had to fly out to LA to meet people from California.
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Then > NowMedia:TV - 3 Channels
3 TV networks: ABC, CBS, and NBC
Don’s social network was family, friends, and neighbors. He had to fly out to LA to meet people from California.
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Then > NowMedia:TV - 3 Channels
Handful of AM Radio stationsMore Newspapers in Print
“Social” Network
3 TV networks: ABC, CBS, and NBC
Don’s social network was family, friends, and neighbors. He had to fly out to LA to meet people from California.
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This is the latest infographic of our Digital Media.
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This is the latest infographic of our Digital Media.
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45 years later... most businesses are still using the same practices to
reach consumers.
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Who is Today’s Consumer?We live in an “on-demand” world.
Half of all adult cell phone owners now incorporate their mobile devices into their television watching experiences.
(Princeton Survey Research Associates International study)
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Who is Today’s Consumer?We live in an “on-demand” world.
We are better informed. eMarketer reports, "Consumer reviews are significantly more
trusted — nearly 12 times more — than descriptions that come from manufacturers."
Half of all adult cell phone owners now incorporate their mobile devices into their television watching experiences.
(Princeton Survey Research Associates International study)
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Who is Today’s Consumer?We live in an “on-demand” world.
We are better informed. eMarketer reports, "Consumer reviews are significantly more
trusted — nearly 12 times more — than descriptions that come from manufacturers."
We are “hyper-connected.”"Society is becoming conditioned into dependence on
technology in ways that, if that technology suddenly disappears or breaks down, will render people functionally useless."
—Richard Forno, cybersecurity expert
Half of all adult cell phone owners now incorporate their mobile devices into their television watching experiences.
(Princeton Survey Research Associates International study)
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Tell David using his DROID for finding things on vacation.
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Today’s Consumer’s Expectations
Tell David using his DROID for finding things on vacation.
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Today’s Consumer’s Expectations
• Now: Consumers will want to interact anywhere at any time.
• Can I: They will want to do things that create a valuable experience for them.
• For me: They will expect all data stored about them to be targeted precisely to their needs or used to personalize what they experience.
• Simple: They will expect all interactions to be easy.
Tell David using his DROID for finding things on vacation.
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Tell how today’s consumer moves in and out of media platforms throughout their day.
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Does Advertising Work?
Tell how today’s consumer moves in and out of media platforms throughout their day.
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Does Advertising Work?Millennials are surprisingly open to brand
engagement and advertising, if brands have the right approach: Only 3 percent of Millennials
thinks all advertising is boring, and 80 percent want brands to entertain them. Edelman™
Keep in mind... these are the same people who post funny TV commercials on YouTube and
share them on facebook/twitter.
Tell how today’s consumer moves in and out of media platforms throughout their day.
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HOW TO REACH THEM‣ Web Presence. 93% of social media users believe a
company should have a presence in social media.
‣ Be Authentic. Your customers don’t want a “relationship” with a big, monolithic organization that simply wants them to be brand loyal. Your brand should have a personality, too.
‣ Be Where They Are. We consumer media throughout the day. You need a media mix to support our branded campaign.
‣ Experience Value (not $). Answer their “want” question. Allow them to have a positive experience and share with their friends.
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Michael ArceOnline Content Directoraka - “Mike The Web Guy”
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