what to give the consumer who wants everything
TRANSCRIPT
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What to Give the Consumer Who Wants Everything
Nick Worth | CMO | @nsworth
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PicturePicture
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YET CEREAL SALES ARE DECLINING
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WHILE FOOD BAR SALES SOAR
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THE ENTITLED CONSUMER
en·ti·tledinˈtīdld, enˈtīdld/adjectivebelieving oneself to be inherently deserving of privileges or special treatment
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CONVENIENCE EXPECTATIONS
• 90% EXPECT REAL-TIME CUSTOMER SERVICE
• 89% EXPECT TO SCHEDULE A SERVICE WHENEVER THEY NEED IT
• 78% EXPECT AUTOMATIC PAYMENTS AND CHECKOUTS
• 79% EXPECT SAME-DAY DELIVERY WITHIN 5 YEARS
Harris Poll, 2000 US Adults, 2014
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PERSONALIZATION EXPECTATIONS
• 53% EXPECT SERVICE PROVIDERS TO LEARN THEIR TASTES AND MAKE SUGGESTIONS
• 48% EXPECT THAT THERE WILL BE A SERVICE THAT SHIPS PRODUCTS BEFORE THEY ORDER THEM
Harris Poll, 2000 US Adults, 2014
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PERSONALIZED EXPERIENCES WIN
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Millennials and Gen Z are hard coded to demand more
• Expect brands to know them not as a segment but as an specific individuals
• Less concerned about privacy
• Want brands to provide an individualized experience
AGE OF EXPECTATION
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ENTITLED CONSUMER HARD TRUTHS
Convenience
Value Relevance
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ENTITLEMENT IS NOT THE ONLY PROBLEM
Hyper-connectivity andLow cost digital communications
Are making consumers harder to engage than ever before
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2015:5000
1970:500
AVERAGE NUMBER OF DAILY MARKETING MESSAGES PER CONSUMER
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CURRENT AVERAGE HUMAN ATTENTION SPAN
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LESS THAN GOLDFISH
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ENTER:Continuous Partial Attention (CPA)
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OVER-EMPHASIZE MASS COMMUNICATION
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ACT AS THOUGH EVERYONE FOLLOWS THE SAME PATH TO PURCHASE
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TREAT EVERYONE THE SAME
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FAIL TO BE IN THE MOMENT
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WE LIVE IN MOMENTS
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KNOW
DO
GO
BUY
I-WANT-TO
MOMENTS
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INTENT
CONTEXT IMMEDIACY
LOYALTYTO
NEEDS
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FORGOT GIFT FOR SON
YOU NEEDA PLAN B
BRANDLOYALTY
DECLINES
Loyalty to
NEEDS.
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v
THERE NEEDS TO BE A MINDSET SHIFT
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Data
Message
Product
Channel
MARKETER FIRST
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Integrity
Empathy
Relevance
Consumer
CONSUMER-FIRST
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Respects Consumer Preference
• Respects the consumer's stated and inferred communication and content preferences
CONSUMER-FIRST MARKETING
Consumer-First Marketing helps brands build relationships on consumers’ terms It is marketing with integrity and empathy toward the consumer
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Respects Consumer Preference
• Respects the consumer's stated and inferred communication and content preferences
CONSUMER-FIRST MARKETING
Relatable
• Communication speaks to and sounds like the consumer
Consumer-First Marketing helps brands build relationships on consumers’ terms It is marketing with integrity and empathy toward the consumer
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Respects Consumer Preference
• Respects the consumer's stated and inferred communication and content preferences
CONSUMER-FIRST MARKETING
Relatable
• Communication speaks to and sounds like the consumer
Adds Value
• Communication explicitly focused on providing value. (i.e., inspire, convince, educate, entertain)
Consumer-First Marketing helps brands build relationships on consumers’ terms It is marketing with integrity and empathy toward the consumer
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Respects Consumer Preference
• Respects the consumer's stated and inferred communication and content preferences
CONSUMER-FIRST MARKETING
Relatable
• Communication speaks to and sounds like the consumer
Adds Value
• Communication explicitly focused on providing value. (i.e., inspire, convince, educate, entertain)
Contextually Relevant
• Communication that recognizes and responds based on the consumer's current state (mental and physical).
Consumer-First Marketing helps brands build relationships on consumers’ terms It is marketing with integrity and empathy toward the consumer
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GETTING CONTEXTUAL WITH WEATHER
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CONSUMER-FIRST PRINCIPLESSHOULD GUIDE DECISIONS
Identify & Recognize – in real-time & across channels
Insight-Driven – predictive & contextual
Relevant – to the individual & in the moment
Appreciated – respectful & valued
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• Natively designed: Cohesive solution designed for data-driven engagement
• Unified data model: 360-degree consumer profile
• Efficient automation: Dynamic messaging based on current consumer data and context
• Consolidated reporting: Real-time metrics and insights
• Highest industry uptime: 99.99% track record for last 6 years
• Marketer-enabled execution: limited dependency on IT
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THE VOYAGE TO CONSUMER-FIRST
• Rethink how you identify and recognize consumers
• Leverage predictive and contextual capabilities
• Build permission and earn your consumers’ attention
• Seek to become appreciated and valued by consumers
• Start small and build
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“Integrated” Marketing Cloud
Unified Omnichannel Platform
Web
SMS
Push
Social