Sustainable Consumers vs. Sustainable Brands 3rd_คุณอ้อม... · 4.0 BEHAVIOR Brands...
Transcript of Sustainable Consumers vs. Sustainable Brands 3rd_คุณอ้อม... · 4.0 BEHAVIOR Brands...
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Sustainable Consumers
vs. Sustainable Brands
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13Seconds in 2000
9Seconds for gold fish
8Seconds in 2013
Consumers’ brain does not want to work hard. The ‘Lazy Brain’ is always on!
More Choices
WE ARE IN THE
ERA OF CHOICES
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Consumers are
still human,
but become PROsumers
[ Professional + C. Consumers ]
C: Connected, Convenient, Collaborative
BETTERMENT
ความส าเร็จ เคารพ เป็นท่ียอมรับ
เพ่ือน คนรัก ครอบครัว
ความปลอดภยัในชีวิต
หน้าท่ีการงาน สขุภาพ ทรัพย์สมบตัิ
ปัจจยั 4
ขบัถ่าย พกัผอ่น นอนหลบั
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4.0 BEHAVIOR Brands have become target, not consumers
Current
เดี๋ยวนี ้2.
Collaboration
มีสว่นร่วม4.
Community‘Crowd-culture’วฒันธรรมฝงูชน
5.
Connection1.
เช่ือมตอ่
THE C GENERATION
Convenience3.สะดวก
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KEY SOCIAL MEDIA MARKETING TREND
Employee as a brand advocacyKOL & MICRO-INFLUENCER
Augmented Reality (AR)One-on-One/ Personal Social Message Live Streaming
Ephemeral Content
1. 2.
3.
4. 5.
6.
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RISE OF KOL
(KEY OPINION LEADER) Social Media Marketing Trend
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TYPE OF INFLUENCER
Celebrities
Professional Bloggers
Thought Leaders
Everyday Influencer
Brand Advocates
Micro-influencer[1K-100K followers]
Macro-influencer[100K-500K followers]
Mega-influencer[500-1M+ followers]
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Projected Image, Behavior
Belief
Group Norm
Learnt Values
Genetic Values
Conscious
Unconscious
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12
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Which shop will you buy?
#1 #2
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Source: ศนูย์วิจยัเศรษฐกิจธุรกิจ หรืออีไอซี ธนาคารไทยพาณิชย์ 2017: 5,701 ตวัอย่าง 67% ผู้หญิง และ 33% ผู้ชาย
Digital Landscape Update
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UNDERSTANDING CONSUMERS IN SOCIAL
MEDIA AND DIGITAL ERA IS ABOUT
PSYCHOLOGY, NOT THE TECHNOLOGY
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THE PSYCHOLOGY OF CONFORMITY LEADS TO THE RISE OF INFLUENCER MARKETING
Being Liked
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WHAT DRIVES CONFORMITY
The desire to be LIKED
People conform to fit in, not being left out.
The desire to be RIGHT
People conform because they’re unsure of situation or don’t have enough knowledge
Normative Influence Informational Influence
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THE RISE OF MICRO INFLUENCER
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DON’T UNDERESTIMATE PROSUMERS
64% 60%
45% 47%
36% 40%
55% 53%
15-24 yrs. 25-34 yrs. 35-44 yrs. 45-50 yrs.
YES
NO
Do you believe that celeb/ presenter has used the product before review?
Powered by Asia Mobile Channel; 1,000n within 3 days
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DON’T UNDERESTIMATE PROSUMERS
Product must be somewhat good, so celeb accepts to review
Just an ad, nothing related to quality
15-24 yrs. 25-34 yrs. 35-44 yrs. 45-50 yrs.
13% 15% 15% 10%
24% 25% 40% 43%
Powered by Asia Mobile Channel; 1,000n within 3 days
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YOUNG-ZA:
OUR SILVER PAGE
“จะขายอะไรก็บอกมาตรงๆเลย!”
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CompetencyCustomer
CentricCollaboration
Communication:
Paid media to tell the story
Earned media,
customer talk about the story
Consumer tell the story
Promise: Functional Emotional Spiritual
REVOLUTION OF MARKETINGวิวัฒนาการทางการตลาด
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FROM AUTHORITY TO PEERS
Source : Harvard business review and Opinion leader
Past
Most tr
uste
d s
ou
rce
Present
Man on street
Family & Friends
Celebrity
LeaderMan on street
Family & Friends
Celebrity
Leader
Reviews from others who they don’t even know are more believable than the message from brands
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STP – THE STARTING POINTเราไมส่ามารถตอบโจทยท์กุคนได้
S T P
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Starts your next adventure with Airbnb
CONSUMERS DON’T BUY PRODUCT,
THEY BUY THE END RESULT
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LIFESTYLE VS. DEMO
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EXPECTATION VS. EXPERIENCE
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What Prosumers Expect from Brands
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BRANDS THAT CARE
A R EAuthenticity Empowering
Self Actualization
Relationship
C
Contextual Omnipresence
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CONTEXTUAL OMNIPRESENCE
Available at the right time and right place, don’t think just conventional channel!
มีในเวลาท่ีลกูค้าต้องการ!
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Be thereBe relevant
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In just 18 seconds, all 100 of the brand’s SUV Levantequota were ordered. One of the reasons, was this particular Maserati model had not been released at local dealerships yet.
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เจควิปูม้า คลกิส่ังอย่างเดียว ท าโซเชียลป่ันยอดขาย 10 ล้านต่อเดือน
วธีิส่ังอาหาร: โทรศัพท์ FB, lines, IG
วธีิส่ง: ในกทม.สง่ด้วยมอเตอร์ไซค์ใช้เวลาประมาณ1-2 ชม. สว่นลกูค้าต่างจงัหวดัจะสง่ผ่านรถทวัร์หรือรถตู้สาธารณะ หรือทางเคร่ืองบนิไปยงัสนามบนิที่อยู่ใกล้ลกูค้ามากท่ีสดุแต่ลกูค้าต้องมารับเองท่ีสนามบนิ คิดค่าสง่และค่าบริการตามจริง เช่น สายการบนินกแอร์คิดค่าสง่กิโลกรัมละ 18 บาท เป็นต้น ทัง้นีถ้้าหากลกูค้าอยู่ในเส้นทางเดียวกนัสามารถแชร์ค่าสง่ร่วมกนัได้
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NO NEED TO BE PERFECT, BUT REAL
authenticity
แบรนดไ์มต้่องเพอรเ์ฟค แต่ต้องซ่ือสตัย์
A
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“We Can't Trust Anyone, Not Even the Puppy in
That KLM Airlines Video”
Brand is the TARGET, not consumers
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RELATIONSHIP ‘WITH’ Don’t talk your brand’s vision/ mission statement.
เอาลกูค้ามาเป็นส่วนร่วม
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ของแจกส าหรับนศ ใหม่
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EMPOWERING CONSUMERS, NOT BRAND!
Empowerment
Consumers do not buy product nor brand, they buys things to fulfill their needs.
E
ให้ลกูค้าเป็นใหญ่ ไมใ่ช่แบรนด์
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SK-II: Skincare brand's campaign challenges idea of 'leftover women'
In China, if women are not married by the age of 27, they are labelled ‘leftover women
‘I won’t die in peace unless you’re married,’ said one father.
‘If she really can’t find the one, it will be a heart disease for me,’ said another father
Crowd-Culture Impact คิดถึงจิตวิญญานของคน!
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‘Even if I’m alone, I will be happy, confident and have a good life,’ and ‘I want to take time to find the right person.’
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.
"สตาร์บคัส์เขาเป็นเบนซ์ เรากาแฟรถเข็น จะท าอย่างไรให้สู้ เขาได้ ก็ต้องท าแพก็เกจ หจูับ แก้วที่พมิพ์ เปล่ียนตลอด ผมมีอาร์ตอยู่ 3 คน เงินเดือนหลกัหม่ืนขนน้ทัง้นัน้ มีฝ่ายเขียนเร่ือง อย่างนีถ้นงจะสู้ เขาได้ ผมเลยจะเปรียบเทียบวา่ผมจะท าราชรถ จะไม่ท าเกวียนธรรมดา จนงจะแย่งตลาดของเบนซ์ได้ ขอให้เข้าใจตรงนี"้
"ฉะนัน้ขอความกรุณาอย่าหมัน่ไสผ้ม"
ท่านอธิบายตอ่วา่ "คิดด ูมีคนขบัรถตู้คนหนนง่มาบอกวา่ขายกาแฟอย่างนีค้นขบัรถตู้อย่างผมจะกินได้ยงัไง ผมก็บอกเขาว่า ไม่ควรกิน คุณเอาเงนิไปเลีย้งลูกดกีว่า คุณไม่ควรจะซือ้รถเบนซ์ด้วย คุณควรขับมอเตอร์ไซค์
เขาก็งงๆ ไม่เข้าใจ"
กาแฟไทย 400 บาท ต่อ 1 แก้ว
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Copyright© 2018 INTAGE (Thailand) Co., Ltd. All Rights Reserved.
http://marketingforexp.blogspot.com/2012/09/sf-awards-part-ii.html Em
po
weri
ng
Bra
nd
s
Not em
pow
ering
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Copyright© 2018 INTAGE (Thailand) Co., Ltd. All Rights Reserved.
PURPOSEFUL CONSUMERS WANT CARE BRANDS
CA
RE
Bra
nd
s
No
t C
AR
E b
ran
ds
ความดีงาม
ความส าเร็จ ความเคารพ เป็นที่ยอมรับ
เพื่อน คนรัก ครอบครัว
ความปลอดภยัในชีวิต
หน้าที่การงาน สขุภาพ ทรัพย์สมบตัิ
ปัจจยั 4
ขบัถ่าย พกัผอ่น นอนหลบั
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Copyright© 2018 INTAGE (Thailand) Co., Ltd. All Rights Reserved.
BETTERMENT IS THE KEY TREND
Better Me
Better World
Better Community
with Internet of Citizen
with Crowd-culture
with CARE brands
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Copyright© 2018 INTAGE (Thailand) Co., Ltd. All Rights Reserved.
OUTSIDE-IN NOT INSIDE-OUT
CONSUMERS VS. MARKETERS
ROI
Return on Investment Return on Influence
USP
Unique Selling Point Unique Shared Purpose
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Copyright© 2018 INTAGE (Thailand) Co., Ltd. All Rights Reserved.
SHARED PURPOSEPurpose are not real unless they can influence behavior and decision: “I want to”
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Copyright© 2018 INTAGE (Thailand) Co., Ltd. All Rights Reserved. 61
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Shared Purpose
brand
engages
& drives
real ACTION!
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Copyright© 2018 INTAGE (Thailand) Co., Ltd. All Rights Reserved.
PURPOSEFUL BRAND: 3PS
PlanetEnvironmental Performance
[Eco-efficiencies/ effectiveness]
ProfitEconomic Performance
[Growth, Job, Product/Service]
PeopleSocial Performance
[Employees, Community, World]
Sustainability
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Copyright© 2018 INTAGE (Thailand) Co., Ltd. All Rights Reserved. 64
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Copyright© 2018 INTAGE (Thailand) Co., Ltd. All Rights Reserved.
WHAT IS YOUR BRAND’S
PURPOSE?
Everyone is talking about
sustainable development
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Copyright© 2018 INTAGE (Thailand) Co., Ltd. All Rights Reserved. 66
RIGHT and LIKE
It is your RESPONSIBILITY
for SUSTAINABILITY
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INFLUENCETHE
DIFFERENCE
Let’s
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FM-PD-01-06
INTAGE ACADEMY
Intelligence Inspiring Marketing Innovation