What To Give the Consumer Who Wants Everything

What to Give the Consumer Who Wants Everything

Nick Worth | CMO | @nsworth

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YET CEREAL SALES ARE DECLINING

WHILE FOOD BAR SALES SOAR

THE ENTITLED CONSUMER

en·ti·tledinˈtīdld, enˈtīdld/adjectivebelieving oneself to be inherently deserving of privileges or special treatment

CONVENIENCE EXPECTATIONS

• 90% EXPECT REAL-TIME CUSTOMER SERVICE

• 89% EXPECT TO SCHEDULE A SERVICE WHENEVER THEY NEED IT

• 78% EXPECT AUTOMATIC PAYMENTS AND CHECKOUTS

• 79% EXPECT SAME-DAY DELIVERY WITHIN 5 YEARS

Harris Poll, 2000 US Adults, 2014

PERSONALIZATION EXPECTATIONS

• 53% EXPECT SERVICE PROVIDERS TO LEARN THEIR TASTES AND MAKE SUGGESTIONS

• 48% EXPECT THAT THERE WILL BE A SERVICE THAT SHIPS PRODUCTS BEFORE THEY ORDER THEM

Harris Poll, 2000 US Adults, 2014

PERSONALIZED EXPERIENCES WIN

Millennials and Gen Z are hard coded to demand more

• Expect brands to know them not as a segment but as an specific individuals

• Less concerned about privacy

• Want brands to provide an individualized experience

AGE OF EXPECTATION

ENTITLED CONSUMER HARD TRUTHS

Convenience

Value Relevance

ENTITLEMENT IS NOT THE ONLY PROBLEM

Hyper-connectivity andLow cost digital communications

Are making consumers harder to engage than ever before

2015:5000

1970:500

AVERAGE NUMBER OF DAILY MARKETING MESSAGES PER CONSUMER

CURRENT AVERAGE HUMAN ATTENTION SPAN

LESS THAN GOLDFISH

ENTER:Continuous Partial Attention (CPA)

OVER-EMPHASIZE MASS COMMUNICATION

ACT AS THOUGH EVERYONE FOLLOWS THE SAME PATH TO PURCHASE

TREAT EVERYONE THE SAME

FAIL TO BE IN THE MOMENT

WE LIVE IN MOMENTS

KNOW

DO

GO

BUY

I-WANT-TO

MOMENTS

INTENT

CONTEXT IMMEDIACY

LOYALTYTO

NEEDS

FORGOT GIFT FOR SON

YOU NEEDA PLAN B

BRANDLOYALTY

DECLINES

Loyalty to

NEEDS.

v

THERE NEEDS TO BE A MINDSET SHIFT

Data

Message

Product

Channel

MARKETER FIRST

Integrity

Empathy

Relevance

Consumer

CONSUMER-FIRST

Respects Consumer Preference

• Respects the consumer's stated and inferred communication and content preferences

CONSUMER-FIRST MARKETING

Consumer-First Marketing helps brands build relationships on consumers’ terms It is marketing with integrity and empathy toward the consumer




Relatable

• Communication speaks to and sounds like the consumer





Relatable


Adds Value

• Communication explicitly focused on providing value. (i.e., inspire, convince, educate, entertain)





Relatable


Adds Value

• Communication explicitly focused on providing value. (i.e., inspire, convince, educate, entertain)

Contextually Relevant

• Communication that recognizes and responds based on the consumer's current state (mental and physical).


GETTING CONTEXTUAL WITH WEATHER

CONSUMER-FIRST PRINCIPLESSHOULD GUIDE DECISIONS

Identify & Recognize – in real-time & across channels

Insight-Driven – predictive & contextual

Relevant – to the individual & in the moment

Appreciated – respectful & valued

• Natively designed: Cohesive solution designed for data-driven engagement

• Unified data model: 360-degree consumer profile

• Efficient automation: Dynamic messaging based on current consumer data and context

• Consolidated reporting: Real-time metrics and insights

• Highest industry uptime: 99.99% track record for last 6 years

• Marketer-enabled execution: limited dependency on IT

THE VOYAGE TO CONSUMER-FIRST

• Rethink how you identify and recognize consumers

• Leverage predictive and contextual capabilities

• Build permission and earn your consumers’ attention

• Seek to become appreciated and valued by consumers

• Start small and build

“Integrated” Marketing Cloud

Unified Omnichannel Platform

Web

Email

SMS

Push

Social