Connecting with theFluid Customer

Jan 31, 2012

TODAY’SAGENDA

1 A look at today’s fluid consumer

2 Implications for today’s brands

3 A framework for fluid marketing

4 Questions

© 2012 Critical Mass.All Rights Reserved

We are a marketing agency creating extraordinary

experiences.

A FULL SERVICE DIGITAL AGENCY

A STRATEGY

C SOCIAL

E TECHNOLOGY

G MARKETING SCIENCE

B EXPERIENCE DESIGN

D MOBILE

F MEDIA & MARKETING

H PROGRAM MANAGEMENT

Today’s Brands Must Face Reality

TODAY’S CONSUMER HASHIGH EXPECTATIONS

WE MUST MEET & EXCEEDTHEM

THERE IS A SEA CHANGE UNDERWAY

TO

ACTIVEAD HOCPLATFORMSLEAN FORWARDACTIVE ASSISTANCEHIGHLY CONTEXTUALFLUID

FROM

PASSIVEPLANNEDCAMPAIGNSSIT BACKINTERRUPTIONSJUST INTEGRATEDSEQUENCED

FLUID CONSUMERSEBB AND FLOW AT THEIR LEISURE

SEEK THEIR OWN LEVEL

FOLLOW THE PATH OF LEAST RESISTANCE

ERODE THE BEST MARKETING INTENTIONS

COLLECTIVELY, ARE A FORCE OF NATURE

9

Touch PointsSTEP FOUR

Your consumer lives in the here & now

TREND ONE

• Real Time• More Demanding• Little Patience• Always-on

Mandate 1 Right here, right now

Square Card Casemobile app uses

geofencing to makeputting charges on your

tab easy.

Patagonia seamlessly shows partners as well as their own inventory

Touch PointsSTEP FOUR

Your consumer seeks answers

TREND TWO

• Think Touch points, not channels• Blend Information and inspiration• Context becomes king

Mandate 2Don’t Make Me Think!

Boston Globe elegantly adapts to the deviceacross desktop, tablet or phone.

American mobile appis contextualto your travel

situation.

Touch PointsSTEP FOUR

• Data driven lives

• Blend the collective with the personal

• Facts, figures, ratings, likes, offers, and

more

Your consumer is plugged in

TREND THREE

Mandate 3Aggregate To Serve

Mint aggregates financesand advice to help

consumers get out of debt

MedHelp aggregates health information to help millionsa month live healthier lives

Touch PointsSTEP FOUR

Your consumers are hive-minded

TREND FOUR

• Connect to like-minded buyers• Seek guidance from each other• Lead or validate your thinking• Amplify your messages

Mandate 4Help Them Find the Crowd

Foot Locker’s Sneakerpediaconnects sneaker collectors.

Pampers brings moms togetherto learn and share.

Touch PointsSTEP FOUR

Your consumer expects (extra) value

TREND FIVE

• Help them achieve their goals• Be with them at the point of need• Blend product plus service• Curate to save them time

How do you serve the fluid consumer?

Make your brand more productive.

Mandate 5The Productive Brand

PRODUCTIVITY =

WHAT IS DONE

WHAT IS REQUIRED TO DO IT

TIME IS THE DENOMINATOR FOR TODAY’S CONSUMER

CONSUMER TIME FOUND = THE NEW MEASURE

Productive Brands recognize that there’s more engagement and revenue to be won by serving consumers than there is to be

won from “marketing” to them.

DIGITAL BRAND BUILDING

FROM ‘SERVICE’TO SERVING

01Build Anytime, Anywhere Value Your Consumer Cannot Live Without

02Be Where Your Consumer Is with Contextual Relevance

03Continuously Innovate With Research to Stay Ahead of Customer & Competitive Demands

04Bring the Brand Promise to Life in Emotion and Value

05Align to Demonstrate Productivity of your Brand to your target

To connect with tomorrow’s consumer brands must embrace new expectations and provide

service at the point of need (and choice).

FLUID CONSUMERS USENON-LINEAR DECISION MAKING

THERE’S A NEWMENTAL MODEL

FROM FUNNELS TO CONTEXTUAL

CONNECTIONS

PRODUCTIVITY IS SERVICE APPLIED ACROSS THE FLUID LIFECYCLE

GIVE ME A REASONInspire me to

engage

HELP ME FIND ANSWERS

Support everyday & adjacent learning &

discovery

EXTEND THE PROPOSITION

Reinforce the value proposition at every

touchpoint, and make me comfortable to

buy

ASSISTANCEat the point of

need

UNDERSTAND THECONTEXT &

SERVETHE INTENT

GIVE EACH EXPERIENCE

A PURPOSE

PRODUCTIVE BRANDSCREATE NEW

VALUE

AND FOSTER MOREMEANINGFUL

CONNECTIONS

01Start With Customer Insight

Innovation based on customer needs and frustrations.

02Look For The Win / Win

Align to create tools and experiences that help consumers across the lifecycle – from researching to ownership.

03Don’t Let Another Brand Steal The Show

Treat productive extensions like products – invest to evolve and differentiate them.

QUESTIONS

?

Find us:www.criticalmass.com@criticalmass

© 2012 Critical Mass.All Rights Reserved