Adapting Marketing for a New Era

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  • 1. Adapting Marketing For A New Era
    David M. Cooperstein
    Vice President
    Forrester Research

2. Digital Forces Companies to Adapt
3. Viewers evolved
News became an all-day, on-demand activity.
Access to news came from non-branded media sites like RSS feeds and portals that aggregated my content.
Search engines answered the rest.
4. Distribution evolved . . .
5. . . . forcing journalists to adapt
24 hour news cycles
Self-amplification
Audience engagement with comments and conversations in multiple venues
Competition from Peer Influencers like HuffingtonPost.com, Daily Beast, TechCrunch, and Perez Hilton
6. Marketers are the new journalists
7. Your survival depends on how well you adapt
Theme
8. Agenda
How has the customer evolved with the onslaught of digital and social media?
How are marketing leaders adapting their approach to embrace this evolution?
What can you do today to adapt your marketing efforts?
9. How has the customer evolved with the onslaught of digital and social media?
Source: http://www.masternewmedia.org/images/email-vs-social-media_id13991621_size485.jpg
10. Top 10 information sources
How much do you trust* the following information sources?
Base: US online adults
*Trust is defined as a 4 or 5 on a scale from 1 [do not trust at all] to 5 [trust a lot].
Source: North American Technographics Interactive Marketing Online Survey, Q2 2009 (US)
11. Gen Y and Gen X watch and surf simultaneously
In the typical week, how much of the time were you watching TV and also using a computer?Answer: More than half the time.
Base: 4,651 US online adults(percentages may not total 100 because of rounding)
Source: North American Technographics Entertainment And Media Online Survey, Q3 2009 (US)
12. Simultaneous usage does not mean simultaneous content
Which of the following describe your experience watching TV and using a PC at the same time?
I browse the internet on topics not
related to what I am watching on TV
I email, chat, visit social networking
sites on topics not related to what I
am watching on TV
I use my PC to chat, browse, or research
the show I am watching on TV
Base: 3,583 US online adults who watch TV and use PC at the same time
(multiple responses accepted)
Source: North American Technographics Entertainment And Media Online Survey, Q3 2009 (US)
13. 3 billion
25 million
400 million
>30 million
197 million
New media have mass appeal
Source: comScore, February 2010; YouTube ,5/5/2010;FacebookInside company blog ,2/1/2010; allfacebook.com
14. Social Technographics
Creators - 13%
Critics - 19%
Collectors - 15%
Joiners - 19%
Spectators -33%
Inactives - 52%
Source: January 15, 2010, Introducing The New Social Technographics Forrester report
15. Social Technographics
Creators - 24%
83%
Conversationalists - 33%
Critics - 37%
Collectors - 20%
Joiners - 59%
Spectators -70%
Inactives -17%
Source: January 15, 2010, Introducing The New Social Technographics Forrester report
16. Social campaigns
Source: Burberry (http://www.burberry.com/)
17. Social campaigns
Source: Burberry (http://www.burberry.com/)
18. Social campaigns
Source: Burberry (http://www.burberry.com/)
19. Mobile Technographics
SuperConnecteds 12%
Entertainers 20%
Connectors 19%
Communicators 13%
Talkers 35%
Inactives 19%
Source: April 9, 2009, Mobile Technographics Forrester report
20. Mobile activity varies widely
Source: Apple (http://www.apple.com/iphone/apps-for-iphone/)
21. Mobile activity varies widely
Source: Apple (http://www.apple.com/iphone/apps-for-iphone/)
22. Mobile activity varies widely
Source: Apple (http://www.apple.com/iphone/apps-for-iphone/)
23. Whats next?
24. Hyperlocal insight
25. Hyperlocal insight
26. eReader behaviors
27. eReader behaviors
28. Social gaming opportunities
29. How are marketing leaders adapting their approach to embrace this evolution?
30. 31. Change is good
The things we fear most in organizations fluctuations, disturbances, imbalances are the primary sources of creativity.
Margaret J. Wheatley, president emeritus of The Berkana Institute
32. Definition of adaptive marketing
A flexible approach in which marketers respond quickly to their environment to align customer and brand goals and maximize return on brand equity.
33. Adaptive Marketing Looks Like This
Offline media
CRM
Social initiatives
CustomerService
eCommerce
Mobile
Interactive Media
Retail
34. Engage your consumers 4 Ps
Our Ps
Product
Price
Place
Promotion
The Consumer Ps
Permission
Proximity
Perception
Participation
35. Three tenets of adaptability
Think and move differently.
Listen more, react intelligently.
Target people, not statistics.
36. Think and move differently
37. The brand platform lives in many places
38. The brand platform lives in many places
39. The brand platform lives in many places
40. The brand platform lives in many places
41. Listen more and react intelligently
INFORMS
DRIVES
CREATES
INSPIRES
Source: March 12, 2010, DefiningSocial Intelligence Forrester report
42. Hyundai responded to current consumer needs
43. Hyundai responded to current consumer needs
Hyundai Think Tank revealed customer needs
Hyundai Assurance program
Gas Lock program
44. Hyundai responded to current consumer needs
Hyundai Think Tank revealed customer needs
Hyundai Assurance program
Gas Lock program
45. Communities help shape messages and product decisions
Source: Mercedes-Benz (https://www.mercedesbenzadvisors.com/login); www.mbusa.com
46. Communities help shape messages and product decisions
Source: Mercedes-Benz (https://www.mercedesbenzadvisors.com/login); www.mbusa.com
47. Target people, not data or audiences
Brand
Women 25-44
with two kids in
household
Data
Channel
Line of business
48. Target people, not data or audiences
Brand
Data
Channel
Line of business
Mother with toddler
and infant
49. Target people, not data or audiences
Source: Procter & Gamble (http://www.pg.com/en_US/index.shtml)
50. 51. What can you do today to adapt your marketing efforts?
52. Adapt your approach to new ideas
New channel,
interaction,
engagement
Groundswell
New audience
type
Integration
Experimentation
53. Adapt the roles of your team
Brand advocate
Brand strategist

  • Rolls up feedback from all markets

54. Sets the core platform for the brand 55. Ensures that tone and meaning are consistent across markets 56. Understands and engages the local market 57. Communicates nuances 58. Leads local communities 59. Observes cultural norms and regulationsSource: Flickr (www.flickr.com)
60. Adapt your process
Plan iteratively and frequently.
Partner for creativity, not durability.
Use predictive metrics in addition to descriptive ones.
61. Adapt your mix of media
Earned Media
The Result
Paid Media
The Catalyst
Owned Media
The Portable Brand
62. Summary
Consumers evolve.
You must follow them to the outposts where they spend their time and engage with them on their terms.
Marketers, adapt!
You must change the pace at which you think, learn, and converse with your customers.
Start today.
Adapt the processes you have held onto for too long in terms of the approach to new ideas, new people, how you plan, and your use of media.
63. Thank you
David M. Cooperstein
+1 212.857.0758
dcooperstein@forrester.com
@minicooper
www.forrester.com