changing consumer behaviorsand marketing implications

vince santo16 april 2009

vince santo vince@vincesanto.com

• 25 years of diverse experience in the consulting services & technology space:

– Management Consulting– Brand Strategy– Web Agency– Innovation & Design– Systems Integration– Global Outsourcing

• entrepreneur, distance runner & mountain climber

discussion topics

• mega trends

• changing consumer behaviors and marketing implications

• two brands doing an excellent job of experimentation & innovation

• future directions

• key challenges going forward

• recommended readings

quick consumer behavior survey

when was the last time that you visited one of these stores?

how many people own these products / services?

how many people use these social networking sites?

• consumers engage brands when, where and how they want to -- time / place shifting

• consumers have become more tech savvy and socially conscious

• we expect immersive brand experiences in personal & professional brand interactions

• consumers have grown accustomed to free digital assets

• consumers have integrated social networks into their daily lives

• content producers can establish a digital franchise w/o using big marketers / distributors

• brands have integrated social networking into their products / services

• in many instances the experience has become the product / service

mega trends

in the good old days

• push model - one way flow of information from brand to consumer• brands controlled the message and conversation• targeted homogeneous demographics, psychographics market segments• fewer / less complex touch points TV, Print Newspapers and Magazines, Radio and Retail

• “big hit” series attracted large audiences• the 30 second ad spot was king• agencies generated “big ideas” for TV ad campaigns (Apple 1984 Ad)• nielsen ratings as primary source of ad effectiveness and measurement

1984

“Mad Men” era is over

Chiat/Day

• consumers are in control

• TiVo / DVR technology for commercial skipping

• VOD, internetTV enables popular and long-tail content anytime and anyplace

• TV respond with branded web sites free content• cable experimenting with subscription-based content model tv everywhere / fancast

• cable companies experimenting with interactiveTV and social net based set top box applications

• branded entertainment as alternative immersive brand experience and identification

• digital web and cable microtargeting vs homogeneous segmentation

changing consumption habits & industry responses

• newspapers / magazines storytelling -- paid subscriptions, advertising and classified revenue models

• radio hit songs, news, shock jocks -- ads based on delivering audience segments

newspaper, magazines & radio…the good old days

• information “snacking” free -- blogs, podcasts, e-zines, online news, print, etc.

• news as commodity…news-analysis and POV, compelling experience based differentiation

• advertising / classified dollars rapidly shifting online…Craigslist as newspaper killer?

• Kindle reader pioneering new space…USA Today, FT & Newsweek…is this the future?

• XM Satellite / Sirius and iTunes -- genre-specific ad-free music anytime, anyplace…radio killer?

• Pandora - personalized internet radio, social network-based music sharing free

• DRM-free / sharable music available on iTunes

• musicians direct to consumers via services like bandzoogle

changing consumption habits & industry responses

– b&m retail stores and catalogs…– “trusted” sources evaluate & influence purchase decisions– e.g., travel agency as value-add one-stop-shop

From To

changing shopping habits & industry responses

– stores as showrooms to check-out products live…buy online– e-tailers like Amazon, Wal Mart, eBay auctions, Craigslist– comparative shopping engines like shopzilla, priceline– pricegrabber.com iPhone comparison shopping– e.g., travel agency commodity…

two innovative brands doing it right

how does nike differentiate itself in a crowded market?

immersive cross-platform runners experience

tv & print adsnike & iPodsports kit

co-brandedrunning system

follow nike brand on facebook

Niketown retail

runners social networking community

follow nike brand on twitter

sponsored events

immersive cross-platform runners experience

http://nikeplus.nike.com/nikeplus/?locale=en_us

how does cnn differentiate in a commoditized information market?

immersive cross-platform information experience

cnn mobilebreaking news alerts

cnn use of perceptive pixel during election

cnn facebook live streaming of inauguration

cnn cable broadcast

cnn interactive tv

cnn.com

cnn print ad

future directions

convergence

smart phones?

other trends

Skype to Launch iPhone SoftwareApple bows to AT&T

T-Mobile Blocks iPhone Skype Over 3G and WiFi

• skype on smart phones• mobile location-based ads and applications…proximity marketing• Kindle and iPhone up-scale…future newspaper / magazines / books..ads / classified• ambient awareness -- Twitter tweets, Facebook News Feeds, LinkedIn Net Updates• google android as ubiquitous platform OS…closed-loop microtargeting + measurement

ambient awareness

on the horizon

• ubiquitous computing “ubicomp” -- smart homes / offices / grids, etc.• wearable technology• sustainable, green movement• global emerging markets…

Wireless Firms Eye 'Smart Grids'Cellphone Carriers Cut Prices in

Aggressive Push for Deals With Utilities

EBay Clears Gmarket Acquisition With Antitrust Authorities

challenges ahead

marketing strategists ”how do we”:

• build loyalty / trusted brand in a media-fragmented / consumer-ADD market ?• create on-brand, cross-platform, immersive brand experiences?• differentiate when products / services are rapidly commoditized?• monetize products / services when consumers are used to free?• keep up with the rate of change!

interesting reading

more interesting reading

interactive tv today