7.5 consumer trends affecting marketing in 2013/14
DESCRIPTION
Consumer behavior changes rapidly and marketing has to adjust to be effective.TRANSCRIPT
![Page 1: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/1.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S7.5 CONSUMER BEHAVIOUR Trends
& the IMPACT on marketing
for 2013 and beyond
July 15, 2013
![Page 2: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/2.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S7.5 CONSUMER BEHAVIOR Trends
& the IMPACT on marketing
for 2013 and beyond
July 15, 2013
![Page 3: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/3.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S7.5 CONSUMER BEHAVIOUR Trends
& the IMPACT on marketing
for 2013 and beyond
July 15, 2013
![Page 4: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/4.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
4
![Page 5: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/5.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
5
![Page 6: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/6.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
6
![Page 7: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/7.jpg)
| p. 7
![Page 8: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/8.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
8
![Page 9: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/9.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
9
![Page 10: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/10.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
10
![Page 11: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/11.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
11
![Page 12: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/12.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
12
![Page 13: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/13.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
13
![Page 14: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/14.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
14
![Page 15: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/15.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
15
![Page 16: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/16.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
16
![Page 17: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/17.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
17
![Page 18: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/18.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
18
![Page 19: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/19.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
19
![Page 20: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/20.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
20
![Page 21: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/21.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
21
![Page 22: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/22.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
22
![Page 23: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/23.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
23
![Page 24: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/24.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
1. Move from the
ATTENTION ECONOMY to the ATTRACTION
ECONOMY
![Page 25: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/25.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
1. Move from the
ATTENTION ECONOMY to the ATTRACTION
ECONOMY
![Page 26: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/26.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
1. Move from the
ATTENTION ECONOMY to the ATTRACTION
ECONOMY
![Page 27: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/27.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
1. Move from the
ATTENTION ECONOMY to the ATTRACTION
ECONOMY
![Page 28: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/28.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
1. Move from the
ATTENTION ECONOMY to the ATTRACTION
ECONOMY
![Page 29: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/29.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
1. Move from the
ATTENTION ECONOMY to the ATTRACTION
ECONOMY
![Page 30: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/30.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
1. Move from the
ATTENTION ECONOMY to the ATTRACTION
ECONOMY
![Page 31: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/31.jpg)
| p.
ATTRACTIONECONOMY
ATTENTION ECONOMY
Interruption Engagement
Directors Connectors
One-to-many Many-to-one
Reactive Interactive
Return on Investment Return On Involvement
Heavy users Inspirational Consumers
Big promises Intimate gestures
What you need What I want
![Page 32: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/32.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
1. What’s your role in the
ATTRACTION ECONOMY?
![Page 33: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/33.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
33
![Page 34: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/34.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
34
![Page 35: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/35.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
35
![Page 36: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/36.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S 2. Evolution from
CONSUMER to PROSUMER to
SELLSUMER
![Page 37: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/37.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
37
![Page 38: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/38.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
38
![Page 39: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/39.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
39
![Page 40: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/40.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
40
![Page 41: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/41.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
41
![Page 42: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/42.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
42
![Page 43: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/43.jpg)
| p. 43
![Page 44: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/44.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
CONSUMER = Extracting Value
PROSUMER/SELLSUMER
= Adding Value
![Page 45: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/45.jpg)
| p. 45
![Page 46: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/46.jpg)
| p. 46
![Page 47: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/47.jpg)
| p. 47
![Page 48: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/48.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
2. The Collaborative Economy
![Page 49: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/49.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
2. Every brand must evaluate a business model of renting, lending,
or gifting their products and services
![Page 50: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/50.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
2. Every brand must evaluate a business model of renting, lending,
or gifting their products and services
![Page 51: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/51.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
2. Every brand must evaluate a business model of renting, lending,
or gifting their products and services
![Page 52: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/52.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
2. Every brand must evaluate a business model of renting, lending,
or gifting their products and services
![Page 53: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/53.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
2. How are you ADDING VALUE?
How are you COLLABORATING WITH
CONSUMERS?
![Page 54: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/54.jpg)
| p. 54
![Page 55: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/55.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
55
![Page 56: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/56.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
56
![Page 57: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/57.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
57
![Page 58: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/58.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
3. Our day is filled with
MOBILE MOMENTS
![Page 59: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/59.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
59
![Page 60: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/60.jpg)
| p. 60
![Page 61: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/61.jpg)
| p. 61
![Page 62: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/62.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
3. How are you enhancing
MOBILE MOMENTS?
![Page 63: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/63.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
63
![Page 64: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/64.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
64
![Page 65: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/65.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
65
![Page 66: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/66.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
66
![Page 67: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/67.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
4. The EXPECTATION ECONOMY
![Page 68: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/68.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
68
![Page 69: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/69.jpg)
| p. 69
![Page 70: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/70.jpg)
| p. 70
![Page 71: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/71.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
71
![Page 72: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/72.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
4. How are you
SURPRISING and DELIGHTING?
![Page 73: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/73.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
73
![Page 74: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/74.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
74
![Page 75: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/75.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
75
![Page 76: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/76.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
4. Advertising is now
LESS ABOUT MESSAGING and more about
CONTENT CURATION/DISTRIBUTION
and increasingly about UTILITIES
and SERVICES
![Page 77: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/77.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
4. Advertising is now
LESS ABOUT MESSAGING and more about
CONTENT CURATION/DISTRIBUTION
and increasingly about UTILITIES
and SERVICES
![Page 78: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/78.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
From changing perceptions to changing
reality
![Page 79: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/79.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
79
![Page 80: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/80.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
80
![Page 81: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/81.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
81
![Page 82: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/82.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
5. What SERVICE does
your ADVERTISING PROVIDE?
How are you changing
REALITY?
![Page 83: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/83.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
83
![Page 84: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/84.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
84
![Page 85: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/85.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
85
![Page 86: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/86.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
86
![Page 87: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/87.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
6. The ONE SCREEN WORLD
![Page 88: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/88.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
6. The ONE SCREEN WORLD
![Page 89: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/89.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
6. The ONE SCREEN WORLD
![Page 90: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/90.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
6. The ONE SCREEN WORLD
![Page 91: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/91.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
6. What’s your
ONE SCREEN STRATEGY?
What makes you
INTERESTING?
![Page 92: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/92.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
92
![Page 93: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/93.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
93
![Page 94: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/94.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
94
![Page 95: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/95.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
95
![Page 96: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/96.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S7. Nobody knows
ANYTHING.WE ARE ALL
LEARNING.
![Page 97: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/97.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S7. Nobody knows
ANYTHING.WE ARE ALL
LEARNING.
![Page 98: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/98.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S7. Nobody knows
ANYTHING.WE ARE ALL
LEARNING.
![Page 99: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/99.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S7. Nobody knows
ANYTHING.WE ARE ALL
LEARNING.
![Page 100: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/100.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S7. Nobody knows
ANYTHING.WE ARE ALL
LEARNING.
![Page 101: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/101.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
7. What’s your INNOVATION STRATEGY?
![Page 102: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/102.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
102
![Page 103: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/103.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
103
![Page 104: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/104.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
104
![Page 105: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/105.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
105
![Page 106: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/106.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
7. Advertising needs more
T-SHAPED PEOPLE!
![Page 107: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/107.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
107
![Page 108: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/108.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
108
![Page 109: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/109.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
109
![Page 110: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/110.jpg)
| p.
I N S I G H T S • I D E A S • R E S U LT S
7.5. Do you nurture a
T-SHAPED CULTURE?
![Page 111: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/111.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
111
![Page 112: 7.5 Consumer Trends affecting Marketing in 2013/14](https://reader038.vdocuments.us/reader038/viewer/2022103109/546b9e4daf79593a7f8b6792/html5/thumbnails/112.jpg)
| p.
Purpose
• Introduce a “ceiling” recommendation to stretch
investment levels considerably and achieve a new level of
partner status, resulting in more impactful, ambitious
campaigns for Visa
‒ Approach should incentivize Google and Facebook to be more
proactive in Service Levels, Innovative Solutions and Training &
Education
• Provide further explanation of methodology used to
determine “floor” partnership allocations
112