todays consumer & the paradigm shift

Today’s Consumer & The

Paradigm ShiftSnap guys. Things they are-a-changing.

Joanna Lord, CMO of BigDoor

@joannalord

www.BigDoor.com

http://www.BigDoor.com

paradigm shift [def]:

a fundamental change in approach

or underlying assumptions.

things are different now.

the truth is sometimes it feels

like, as marketers, we are just

trying to keep up.

let alone get ahead.

so what now?

door 1 : don’t evolve.

door 2. find an island somewhere.

door 3. evolve.

so what does that even mean?

discovery comparison decision evaluate

[consumer behavior]


[marketing channels]

[consumer behavior]

email

content

social

product

brand

press

retargeting

community

seo

paid


[marketing channels]

[consumer behavior]

email

content

social

product

brand

press

retargeting

community

seo

paid

[marketing tactics]

images

storytellingfear-based

time-basedguilt-based

pride-based

influencer

novelty

lets walk through some changes.

1. sh*t got personal.

"True personalization of

customer experience will

stop being reserved for a

select few and will need

to become an

operational principle for

any marketer who wants

to remain relevant in an

increasingly fragmented

and regulated

environment.”

Tamara Gruzbarg, Senior

Director of Analytics and

Research, Gilt Groupe

http://www.adexchanger.com/digital-marketing-2/gilt-coms-2014-crystal-ball-personalization-will-drive-email-and-social-channels/

Permission marketing.

Authentication > cookies.

Cohort marketing.

Big data into smart data.

Marketing analysts everywhere.

Intent retargeting.

Customer journey mapping.

Bizographics gone wild.

Persona marketing.

http://blog.hubspot.com/blog/tabid/6307/bid/13829/60-Ways-Personalization-is-Changing-Marketing.aspx

“What’s in it for me?”

2. loyalty matters

more than ever.

Loyalty before...Was post conversion.

Customer service team.

Product team problem.

Was reactive.

Surveying.

Loyalty now...

Your next sale.

Your #1 sales team.

Advocacy.

Your trust signals.

WOM leverage.

Social team’s #1 purpose.

Customer

loyalty has

become a key

goal in every

marketing

campaign.

3. we decide differently (like as in…science).

enter:

democratization of distribution

“Information is streamed in ever-greater volumes and at ever-

rising velocities. Timelines for decision-making appear to have

been compressed. Pressures to deliver immediate results

seem to have intensified.

These forces have not just altered the way we act, but also the

way we think. Neurologically, our brains are adapting to

increasing volumes and velocities of information by shortening

attention spans. Technological innovation may have caused a

permanent neurological rewiring, as did previous technological

revolutions such as the printing press and typewriter.”

http://gigaom.com/2011/05/10/the-distribution-democracy-and-the

http://gigaom.com/2011/05/10/the-distribution-democracy-and-the-future-of-media/

Brands as media companies.

“27,000,000 pieces of content are shared daily.”

Content marketing explodes.

“60% of the buyers journey is

complete before a prospect

reaches out to a vendor.”

Over 500 million photos are uploaded per day to major social

media platforms. That means by the time I’m done rambling

13.5 million photos will be shared on the internet.

Visual web explodes.

“Consumers ‘touch’ your brand, on

average, 56 times between inspiration

and transaction.”

4. manage the consumer voice.

Before marketers really weren’t that involved.


Rise of listening tools & we jumped up in there.



We heard the story, shaped it and shared




Then we facilitated the stories.




Then we facilitated the stories.

Now we wrangle & amplify.

a.k.a.

We don’t control sh*t.

Consumers today…Have the power.

Have the platforms.

Have the motivation.

Define brand experiences visually.

Shift brand identity.

Provide more feedback than ever

before.

Expect more than ever.

Are getting it from your competitors.

http://www.forbes.com/sites/kylewong/2013/11/05/how-consumers-

are-changing-the-face-of-your-brand/

http://www.forbes.com/sites/kylewong/2013/11/05/how-consumers-are-changing-the-face-of-your-brand/

Consumer is more

empowered than ever.

Our role in this has

changed.

#timetowearadifferentcape

you seeing the trend yet?

you seeing the trend yet?It’s not the channels, platforms, or tools.

The significant change is actually

happening with the consumer.

marketing to.

marketing at.

marketing for.

marketing with.

terrifying.

meh. we got this.

we love change.

look at what we’ve survived.

I’d argue us in the

room have led the

market.

plus in a lot of

ways I think we’ve

come full circle.

marketing that really

is better for the

consumer.


is better for the

company.


is better.

thank you for listening to me ramble.

questions? lets hear ‘em or tweet me at @joannalord

Joanna Lord, CMO of BigDoor

@joannalord

www.BigDoor.com

http://www.BigDoor.com