Adapting Marketing For A New Era

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. Theme Your survival depends on how well you adapt

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. New “media” have mass appeal 3 billion 25 million 400 million >30 million 197 million 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. What’s 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?

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. Our P’s Product Price Place Promotion The Consumer P’s Permission Proximity Perception Participation Engage your consumer’s 4 P’s

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, “Defining Social 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)