Transcript
Today’s Consumer & The
Paradigm ShiftSnap guys. Things they are-a-changing.
Joanna Lord, CMO of BigDoor
@joannalord
www.BigDoor.com
paradigm shift [def]:
a fundamental change in approach
or underlying assumptions.
things are different now.
the truth is sometimes it feels
like, as marketers, we are just
trying to keep up.
let alone get ahead.
so what now?
door 1 : don’t evolve.
door 2. find an island somewhere.
door 3. evolve.
so what does that even mean?
discovery comparison decision evaluate
[consumer behavior]
discovery comparison decision evaluate
[marketing channels]
[consumer behavior]
content
social
product
brand
press
retargeting
community
seo
paid
discovery comparison decision evaluate
[marketing channels]
[consumer behavior]
content
social
product
brand
press
retargeting
community
seo
paid
[marketing tactics]
images
storytellingfear-based
time-basedguilt-based
pride-based
influencer
novelty
discovery comparison decision evaluate
[marketing channels]
[consumer behavior]
content
social
product
brand
press
retargeting
community
seo
paid
[marketing tactics]
images
storytellingfear-based
time-basedguilt-based
pride-based
influencer
novelty
lets walk through some changes.
1. sh*t got personal.
"True personalization of
customer experience will
stop being reserved for a
select few and will need
to become an
operational principle for
any marketer who wants
to remain relevant in an
increasingly fragmented
and regulated
environment.”
Tamara Gruzbarg, Senior
Director of Analytics and
Research, Gilt Groupe
Permission marketing.
Authentication > cookies.
Cohort marketing.
Big data into smart data.
Marketing analysts everywhere.
Intent retargeting.
Customer journey mapping.
Bizographics gone wild.
Persona marketing.
http://blog.hubspot.com/blog/tabid/6307/bid/13829/60-Ways-Personalization-is-Changing-Marketing.aspx
“What’s in it for me?”
2. loyalty matters
more than ever.
Loyalty before...Was post conversion.
Customer service team.
Product team problem.
Was reactive.
Surveying.
Loyalty now...
Your next sale.
Your #1 sales team.
Advocacy.
Your trust signals.
WOM leverage.
Social team’s #1 purpose.
Customer
loyalty has
become a key
goal in every
marketing
campaign.
3. we decide differently (like as in…science).
enter:
democratization of distribution
“Information is streamed in ever-greater volumes and at ever-
rising velocities. Timelines for decision-making appear to have
been compressed. Pressures to deliver immediate results
seem to have intensified.
These forces have not just altered the way we act, but also the
way we think. Neurologically, our brains are adapting to
increasing volumes and velocities of information by shortening
attention spans. Technological innovation may have caused a
permanent neurological rewiring, as did previous technological
revolutions such as the printing press and typewriter.”
http://gigaom.com/2011/05/10/the-distribution-democracy-and-the
Brands as media companies.
“27,000,000 pieces of content are shared daily.”
Content marketing explodes.
“60% of the buyers journey is
complete before a prospect
reaches out to a vendor.”
Over 500 million photos are uploaded per day to major social
media platforms. That means by the time I’m done rambling
13.5 million photos will be shared on the internet.
Visual web explodes.
“Consumers ‘touch’ your brand, on
average, 56 times between inspiration
and transaction.”
4. manage the consumer voice.
Before marketers really weren’t that involved.
Before marketers really weren’t that involved.
Rise of listening tools & we jumped up in there.
Before marketers really weren’t that involved.
Rise of listening tools & we jumped up in there.
We heard the story, shaped it and shared
Before marketers really weren’t that involved.
Rise of listening tools & we jumped up in there.
We heard the story, shaped it and shared
Then we facilitated the stories.
Before marketers really weren’t that involved.
Rise of listening tools & we jumped up in there.
We heard the story, shaped it and shared
Then we facilitated the stories.
Now we wrangle & amplify.
a.k.a.
We don’t control sh*t.
Consumers today…Have the power.
Have the platforms.
Have the motivation.
Define brand experiences visually.
Shift brand identity.
Provide more feedback than ever
before.
Expect more than ever.
Are getting it from your competitors.
http://www.forbes.com/sites/kylewong/2013/11/05/how-consumers-
are-changing-the-face-of-your-brand/
Consumer is more
empowered than ever.
Our role in this has
changed.
#timetowearadifferentcape
you seeing the trend yet?
you seeing the trend yet?It’s not the channels, platforms, or tools.
The significant change is actually
happening with the consumer.
marketing to.
marketing at.
marketing for.
marketing with.
terrifying.
meh. we got this.
we love change.
look at what we’ve survived.
I’d argue us in the
room have led the
market.
plus in a lot of
ways I think we’ve
come full circle.
marketing that really
is better for the
consumer.
marketing that really
is better for the
company.
marketing that really
is better.
thank you for listening to me ramble.
questions? lets hear ‘em or tweet me at @joannalord
Joanna Lord, CMO of BigDoor
@joannalord
www.BigDoor.com
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