two radical trends in marketing
DESCRIPTION
Two radical changes impacting theTRANSCRIPT
4/10/2012
Abundance of increasingly accessible and cheap information and computing power.
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Behavior is becoming information based enabled by anytime ,anywhere access through technology
4/10/2012 [email protected]
The rise of inquisitive audience: 9 out of 10 regular online Indians search for products on the net
Search took 300 million websites to become relevant.
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Google would not have existed if people had not put information on the web. [email protected]
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295 exabytes of information created in 2011 315 times more pieces of information than every grain of sand on every beach of earth.
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Trend of pulling information to do independent assessment will increase in future.
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Ubiquity of technology combined with advanced analytical tools, social and mobile computing platforms will reshape business opportunities.
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This technology connectivity will transform how people and businesses behave and will give customers…
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more purchase options
more valuable and
timely information
a greater degree of transaction simplicity
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Interaction will take on greater importance as the precursor to any transaction decision.
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With price-sensitive leisure travelers entering the market, capacity grew faster than demand and prices become the dominant factor.
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Decline in prices and cost cuts resulted in lower service quality and higher customer dissatisfaction. Customers became deal prone with little loyalty.
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With the advent of OTA’s, buyers became informed and found reliable, convenient high-quality service and competitive prices
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People look for richer, more interactive travel solutions, to access data and make connections as they travel.
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Power of 2 has
fundamentally altered the way consumers search, compare, select, buy and share travel experiences.
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"People will listen, for free, to music that comes out of a stationary box." Sasha Frere-Jones ,1960
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When music was made of polyvinyl chloride, it was hard to steal. Once it could be turned into a file, the price for many listeners fell to zero.
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Challenge for marketer as distribution of music becomes free on the net resulting in falling profits
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Customers discover new methods of acquiring content and adopted new listening habits?
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The listeners, now exert much more control than original artists over the narrative of our musical experience.
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Pandora creates radio based on artists and uses an algorithm to find songs that share the characteristics of those artists' music.
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Access will generate money, through subscriptions, advertising, bundling, sponsorship, product tie-ins etc.
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Power of 2 is creating a
fluid pricing system, involving subscriptions, bundles of various content types and countless value-added services.
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With the rise in popularity of tablets and digital book devices, the book industry is facing a major change in how the publishing business works.
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Publishers are reinventing their business and are forced to redraw their marketing and pricing tactics.
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Opportunities as content is available on multiple media, in multiple formats, on multiple platforms
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Traditional bookstores need to accentuate strengths of customer knowledge, customer retention, and competence along with distributing book content in all formats and all channels.
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Power of 2 has created
opportunities in: Producing information Storing information Disseminating
information Accessing information
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Bill Gates described banks as dinosaurs. Traditional banks are becoming obsolete due to technology.
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Efficiency to Proficiency: Consumers expect anytime, anywhere access to their banks and provide them compelling and consistent experience
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What banks deliver and how they deliver it has changed dramatically Contactless Credit
Cards The Virtual Wallet QR Codes
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Power of 2 will lead to cash
being electronic. We will progress from credit cards to smart cards and finally to electronic wallets.
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Bricks’n’Clicks Strategy: Retailers to play up the strengths of the bricks-and-mortar store while incorporating new technology into the experience.
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Power of 2 will change search,
buying and transaction experiences Mobile Shopping Assistant
(MSA) The Mobile Shopping List
application The “real,- App” on iPhone
or the iPod Touch [email protected]
4/10/2012 [email protected]
Eventually will remove the barriers preventing people from engaging with brands.
Power of 2