Transcript
Faithful Friend. Trusty Scout
THE SAVVY SHOPPER AND THE RISE OF THE SOCIAL ECONOMY
THE PHYSICAL AND DIGITAL BATTLE FOR CONSUMERS RAGES ON.
CONSUMER BEHAVIOUR IS CHANGING SO FAST AND SO OFTEN THAT BRANDS
AND AGENCIES STRUGGLE TO KEEP UP.
THE GAP BETWEEN THE LIVE ENVIRONMENT AND THE DIGITAL ENVIRONMENT IS BECOMING MORE AND MORE
BLURRED.
HENCE THE RISE OF ‘PHYGITAL’ MARKETING.
THE CONSUMER IS SHARPER THAN EVER AND MORE DEMANDING THAN EVER.
CONTEXT IS KING!
SOCIAL IS NO LONGER A “ME TOO” CHANNEL FOR BRANDS, BRANDS CAN NO
LONGER AFFORD THE RISK OF PITHY CONTENT POSTING.
SOCIAL MEDIA NEEDS PURPOSE, SOCIAL MEDIA DATA IS DRIVING A SEISMIC SHIFT IN VALUE, AND BRANDS ARE INVESTING
HEAVILY IN DATA LISTENING.
THE MORE THE CONSUMER BAFFLES US WITH THEIR EVER CHANGING
BEHAVIOURS.
THE MORE IMPORTANT DATA BECOMES.
INCREASINGLY, DATA IS DRIVING SOCIAL CAMPAIGNS, CREATIVITY BORN OUT OF DATA INSIGHT IS GIVING SOCIAL MEDIA
MORE PURPOSE.
AS TECHNOLOGY BECOMES MORE AND MORE ACCEPTED AND DEMANDED IN EVERYDAY LIFE.
CONSUMERS ARE TAKING MORE CONTROL OF THE PURCHASE MOMENT.
THEY BUY WHEN THEY WANT, WHERE THEY WANT!
THEREFORE… IF YOU DON’T HAVE A MULTI – PLATFORM SALES STRATEGY...
THEN FRANKLY...
YOU DON’T ACTUALLY HAVE A SALES STRATEGY!
THE BRANDS THAT ARE ON POINT AND TAKING NOTICE ARE STARTING TO SEE SO MANY MORE OPPORTUNITIES TO ENGAGE TODAYS MEDIA SAVVY
CONSUMERS.
THEY ARE ADAPTING THEIR ENGAGEMENT STRATEGY.
THEY ARE TAKING A ‘PHYGITAL’ APPROACH.
PLEASE, PLEASE ASSUME NOTHING!
THE MORE DIGITAL WE BECOME THE MORE DATA ABOUT OUR LIVES AND OUR CONSUMPTION CHOICES BECOMES AVAILABLE.
HOWEVER, DATA IS NOT WHAT IT USED TO BE, TRADITIONAL DEMOGRAPHIC PROFILING IS BECOMING DEFUNCT.
THE MORE THE BRAND LEARNS THROUGH DATA, RESEARCH AND INSIGHT…
THE MORE THE CONSUMER BAFFLES US WITH THEIR EVER CHANGING BEHAVIOURS.
THE TRADITIONAL APPROACH TO CONSUMER PROFILING IS FLAWED.
DEMOGRAPHIC NEEDS TO SHIFT TO
PSYCHOGRAPHIC.
“Psychographic segmentation involves dividing your market into segments based upon different personality traits, values,
attitudes, interests, and lifestyles of consumers. This segmentation is advantageous because it allows you to engage
in product design and marketing in a focused manner”.
UNDERSTANDING INFLUENCE AND PASSION ARE THE KEY TO ENGAGEMENT AND DEEPER RELATIONSHIPS WHICH IN TURN
(SHOULD) EQUAL REPEAT BUSINESS.
THINKING ABOUT YOUR CONSUMER AT ALL PHASES OF THE PRODUCT OR SERVICE DEVELOPMENT IS A MORE FOCUSED SOLUTION.
WE’VE ALL HEARD IT AND WE’VE ALL SAID IT…
“YOUR BRAND IS NO LONGER WHAT YOU SAY IT IS, ITS WHAT THE CONSUMER SAYS IT IS”
TODAY’S CONSUMERS WANT MORE AND TODAY’S CONSUMERS WANT IT NOW!
THEY ALSO WANT IT PERSONALISED AND RELEVANT TO THEIR LIFESTYLE AND THEIR SCHEDULE.
WE LIVE IN A TIME WHEN EVERYONE
WANTS TO BE DESIRED.
WE LIVE IN A TIME WHEN EVERYONE WANTS TO BE INFLUENCED AND TO BE AN
INFLUENCER.
TODAY’S CONSUMERS ARE TAKING MORE AND MORE CONTROL OVER THEIR
CONSUMPTION AND EXPERIENCE CHOICES.
BRANDS NEED TO ENSURE THAT SOCIAL AND DIGITAL ARE FULLY INTEGRATED INTO THEIR RETAIL STRATEGY.
TWITTER POWERED VENDING
ITS TIME TO EMBRACE ‘PHYGITAL’ MARKETING
LETS SEE HOW BENEFIT HAS EMBRACED THE SHIFT IN CONSUMER BEHAVIOUR
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Thank you.
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