21st Century Customers: Engaging with Global Consumers
Jul 06, 2015
Social Researcher Mark McCrindle analyses the emerging global consumers. He defines new customers & the shifts: from low loyalty to brand evangelists and from digital transactors to digital integrators- and how marketers should respond: from power to influence, and from structured delivery to interactivity. From a study of memes, to the consumer value wheel, you'll find this presentation on customer engagement very useful.
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Transcript
May 2011 The planking meme begins
Its origins are uncertain- perhaps an accident?
By June 2011 it hits Australia (Canberra can have this effect on people).
After quickly fading, it goes mainstream in July (and gets even sillier).
But by August it fades again with no further mainstream resurgences.
Memology: Photobombing- started by a squirrel?
Within weeks: thousands of photos, millions of hits.
Dogs who look like their owners meme goes global
5 August McKaylaMaroneywins silver at London Olympics
Within 2 days “McKayla is not impressed” meme goes global
Meme key elements are:Creativity: contentCommunity: sharingCurrency: now issuesComedy: fun driven
Data analysis
Pen & paper surveys
Focus groups
Phone interviews
Mall intercept
Polling
Audience ratings
Mystery shopping
Observational research
Taste testing
Customer satisfaction
surveys
CATI
In-situ research
Online surveys
Observational studies
Social research
Ethnography
Online forum/
discussion boards
Generational research
Big data
Game playing research
Online focus groups
App-based research
Geo-tag links
Tablet interviews
Co-creation groups
Community forums
Audience response
Video diaries
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