The End of Mass Marketing

8/9/2019 The End of Mass Marketing

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Marke+ngtoMarke+ngtotheindividual

TheEndofMassMarke+ng

TheBeginningofMarke+ngtoindividuals

Marke&ngtoempoweredconsumers


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Marke+ngtoMarke+ngtotheindividual Itusedtobe..

Yousegmentedyouraudienceondemographics.

Youdevelopedandtestedmarke&ngmessagesforthosesegments.

Youusedmassmediatoeffec&velyreachyouaudience.

Youwaitedforthesalesnumberstoincrease.


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Buttodaymassmarke&ngis

headedtowardsex&nc&on

Consumerswantmorefrombrandsandproducts.

Theyareskep&calthatcorporateAmericawilldowhatisright.

Theyarepurchasingmoreprivatelabelproducts.

TheInternet,andsocialmedia,hasgiventhema

channelwithalotof

power.


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Marke+ngtoMarke+ngtotheindividual Becausecustomersarerealpeople

Iamyourcustomer.Arealperson,ahumanbeing.

Fortoolongyouhavetreatedmeasafacelessnumberandlumpedmeintoasegmentinamassmarket.

Imnotasegment,andIwonttoleratethatanymore.Iamanindividual.

Theremayhavebeena&mewhenIdidnthavemuchchoice,butnowIhavemany

choices,soyouneedmorethanIneed

you.

IhavethepowerIamincontrol.


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Andforthemostpartthey

areignoringyourads


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Theyarealsosmarterandmore

frugalshopperstoday

Astheeconomicdownturnhascon&nued,thepercentofshopperswhotypicallybuythebrandstheywantmosthas

steadilydeclinedacrossthecategoriesexamined.

InMarch2010,lessthan50%ofshoppersreportpurchasingthebrandtheywantmost.


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Withdeeprootedcynicismtowards

companies

58%sampledfeltthatcompaniesareonlyinterestedinsellingproductsand

servicestome,notnecessarilythe

productorservicethatisrightforme.

Only9%trustedcompaniestoalwaysactintheirbestinterestalthoughmore

than50%thoughttheysome&mesdid.

Only5%trustedadver&singand8%whatthecompanysaysaboutitself.

Only17%(10%UK,23%US)ofrespondentsthoughtcompaniestook

noteofwhatthey

Source:Alterian,BrandsatRisk,2010survey


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Its&meformarketerstostop

beingzombies


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Marke+ngtoMarke+ngtotheindividual Andacceptreality


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Marke+ngtoMarke+ngtotheindividual Massmarke&ngisdead..


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Itstartedwiththeendto

tradi&onalsegmenta&on

The+meofmasssocialsegmenta+onisover.Now

peopleareclusteredin

microsegments. Youaremorelikelytohave

moreincommonwithsomeone

youfriendonsocialmediathan

yournextstoreneighbor.

Amarke&ngprogramcanbereallysuccessfulifitreaches

keyinfluencers.


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Isthisaparadigmshi]?


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No,itstheevolu&onof

consumers

Themorechoicespeoplehave,themoretheysegregate

themselvesintosmallerand

smallernichesinsociety.

TheInternethasallowedpeopletoreachouttoeachotherand

becomeapowerfulforceofone.

Therecession,whichistheworstmostofushaveeverexperienced,isleadingtothewayconsumers

shopandthinkaboutthebrand-

customerrela&onship.


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Leadingtopermanentchanges

inconsumerbehavior

Consumerstoday..

makepurchasedecisionsinanaverageof2.6seconds

abandon>50%ofshoppingcartsonlinewithoutevermakingapurchase

knowfundamentallythatpowerhasshi]edfromcompaniestothem,andthey

donto]engivebrandsasecondchance

areyourbusinesssscarcestresourceandmostvaluableasset.


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Timetoshi]focustoindividuals

ratherthanthemasses 20%ofyourcustomersproduce80%

ofyourrevenue

10%giveyou90%ofyourprofit. Asa&sfiedcustomerwilltell3

people,butadissa&sfiedcustomer

willtell

12otherpeople.

Itcost12&mesmoretowinbackdissa&sfiedcustomers

a5%increaseinreten&onwouldincreaseprofits25-55%


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Socialmediaisanimportantpart

ofastrategytoreachindividuals

WhileconsumersconsiderWebsitestobetheplacetogofor

informa&onaboutabrandandpromo&onaloffers,theyfind

Facebooktobetheidealpla@ormforvoicingtheiropinionsand

connec+ngwithothercustomers.


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Whypeopleusesocialmedia

whenitcomestoconsumerbrands1. Shareexperiences.2. Becomebrandadvocates.

i.e.Apple,BMW3. Gethelpwithtechnological

issues.

i.e.Vizio,Nokia,Samsung4. Complainaboutpoorperforming

brands/products.

5. Getspecialoffers/discounts.6. Learnmoreaboutviavalue

addedcontent.

7. Connectwithotherswhohavesimilarinterests.

i.e.Subaru,TrekBikes


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Marke+ngtoMarke+ngtotheindivi

dual

Consumersaresharingopinions

viasocialmediaonCPGs

Whenconsumerswantto"share

opinions/experiences"regardingaCPG

brand;

57%usethebrand'sFacebookpage, 50%itsWebsiteand38%itsTwier

page.

Whentheywantto"connectwithothercustomers,"54%usethe

Facebookpage,48%thebrandWeb

siteand35%theTwierpage.


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dual

Butdontmistakenlybelieve

thatyourbrandneedssocialmedia Isyourproduct/brandworth

talkingabout?

Canyouprovideareason,otherthandiscounts,forpeopletoengagewithyouonsocialmedia?

Doesyourproducto]enrequiretechnicalassistance?

Doyougetalotofcallsfromintocustomerservice?

Arepeopleinterestedinsharingexperiencesofhowtoswhenit

comestoyourproduct.


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dual

Anddontmakethesemistakes

whenitcomestosocialmedia

Don'tthinkyoucanjustpluginandgo. Managingcommuni&esrequiresmorethantechnologicalskillsandso]ware;technology

isjustanenabler.Ifyoudon'thavepeoplewhounderstandyourbusinessandhavethe

skillstofacilitatevibrantdiscussionswithoutdomina&ngtheconversa&onyouwon't

generategoodinsights.

Don'tbelievebiggerisbeer. Companieso]enbelievethatthebiggertheonlinecommunity,thebeertheinsights,

andsotheybuildcommuni&eswiththousandsofmembers.

Infact,largecommuni&esarelesseffec&vethansmalleronesatnurturingrela&onshipsamongmembers,andbetweenmembersandthebrand.Theyaremoretransient,less

"s&cky,"andlesssa&sfyingallaround.Whenthegoalisdeepcustomerinsights,smaller,

privatecommuni&es(upto400members)arebestfordevelopingtrust.

Don'texpectpeopletos+ckaroundfornothing. Communitymembersneedtobenefitfromtheirpar&cipa&on.Tosustaintheirinterest,

designengagingac&vi&es(onlineoroff)thatallowthemtotalkaboutthebrandinthe

contextoftheirlivesandbuildpersonalorprofessionalrela&onships.Givethemwaysto

talkwitheachother,andwithyou.


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Don't"sell". You'dbeamazedathowmanycompaniesgetcustomercommuni&esupandrunning

onlytosabotagethembytryingtoturnthemintoanothersaleschannel.Customers

wanttofeellikeyoumeanit,andtheyknowwhenthey'rebeingsuckered.They'llclam

upassoonastheygetaslicksalesvibe.Buildtrustandyourcommunitymemberswill

tellyoumore-andbuymorefromyou.

Don'tdroptheball. Showmembersthatyouareac&velylisteningandyouvaluethem:contributetothe

conversa&on,buildingontheircomments,andtellthemwhatyou'redoingwiththeir

input.Theworstthingyoucandoisstopengagingwhenyouthinkyou'vegotyour

"answer."Developalong-termrela&onshipwithyourcommunity.Deepinsighttakes

&metoemerge.

Dontmakethesemistakeswhen

itcomestosocialmedia(cont)


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ke+ngtotheindividual

Consumerss&llusebranded

productwebsitestoo Intheconsumer-packaged-goods

(CPG)sector,there'snoshortageof

onlineinterac&onbetween

consumersandbrandsthesedays.

Inthefood/beveragerealm,26%saidthey'dbelikelytogotoabrand'sWebsite,15%toabrand's

Facebookpageand12percenttoa

brand'sTwierpage.

Thepaernwasquitesimilarforhouseholdproducts(26%Website,13%Facebook,12%Twier)

personalproducts(23%Website,13%Facebook,12%Twier)

beautyproducts(26%Website,13%Facebook,11%Twier).

IpsosMarke=ng,ConsumerGoods


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Infactitswhereconsumersgo

firstwhentheywantinforma&on

Whenthepurposeisto"obtain

informa+onaboutabrand

74%saidtheygotothebrand'sWebsite

34%toitsFacebookpage 28%toitsTwierpage. Thenumberswerenearlyiden&cal

whenitcomestogengcouponsor

promo&onaloffers.


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SmartphoneappsaregrowingtooForbrandedcontent

WeseeTideastheauthorityinstainremoval,andwevehadstainsolu+onson

ourWebsiteforsome&me,andwewanted

toextendoutofhometoreachconsumers.

Wesee?Whataboutconsumers?Dotheyreallyneedtotakeupspaceontheir

smartphoneswithanappthatremindsthem

howmuchtheyhatecleaning?

Itmaybedownloadedalotatfirstbecauseitsfreebutitprobablybedeleteda]erashort&me

becauseoflileuse.

Think:Howconsumerswanttogettheirinforma+onandifyourtargetaudienceis

usingthechannel.


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Akeystepinmarke&ngto

individualconsumers:iden&fybarrierstoconversion

Onceyouhaveawarenessandconsumersareconsideringyour

brandthenextstepistodevelopa

decisiontreeanalysis;

Whatproblemsdoesyourbrandsolve?

Whatarethepoten&albarrierstoconversionas

seenbyconsumers?

Whatisbestwaytoovercomethesebarriers?

Whatisthebestchanneltoovercomethesebarriers?


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Overcomingbarriersto

conversion Onceyouhaveiden&fiedbarrierstoconversionusethebest

channeltoovercomethem.

Web:Differenthomepagesbasedonkeywords Web:Intui&venaviga&on(navbasedonthewayconsumersgo

throughbuyingprocesswithobjec&onsovercomealongtheway)

SocialMedia:Solveproblems,talkaboutyourproductinhumantermsnotsalestalk.

Printads:differentprintadsfordifferentpublica&ons.Advetorialsbasedonquality,valueaddedcontent.

Onlineads:contentcustomizedforeachsitebasedonpsychographicsandbehavioraltarge&ngofvisitors.

CRM:extensivedatabasewithcontentthatispulledbasedondataofcustomerbehavior.


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Marke&ngtotheindividualPrintMedia

Dated

Matchtargetmarketdemographicswith

magazinereadersandrunads.

NewMarke+ng

Customizedcontent(notjustads)basedon

psychographicsand

demographicsofmagazine

readers.


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Marke&ngtotheindividualBrandWebsites

Dated

Onehomepageandwebsiteforeveryone.Usesearchto

drivetraffic.

NewMarke+ng

Differenthomepagesbasedonsearchterms.

Uniquenaviga&onalpathsthroughsiteby

microsegments.

Usecookiestorotatecontent.


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Marke&ngtotheindividualSocialMedia

Dated

Usesocialmediaasanotherchanneltosellcustomers.

NewMarke+ng

Usesocialmediatolistentoyourcustomers.

Engageindialogueratherthanmonologue.

Usesocialmediaforcustomerservice.

Createbrandevangelists


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Marke&ngtotheindividualPromo&ons

Dated

Focusonpriceanddiscounts.

NewMarke+ng

Bringpeopletogethertocelebrateyourandshare

brandedcontent.

Customizepromo&onsviaindividualsratherthan

masses.


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Marke&ngtotheindividualSearchMarke&ng

Dated

Bidonkeysearchtermsandpaycostperclick.

NewMarke+ng

Understandwhatyouaresellingandusesearchterms

todrivetospecificcontent

withinyoursiteand

differenthomepages.

Costpertargetedac&onnotcostperclick.


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Marke&ngtotheindividualCustomerService

Dated

1-800#withphonetree Pleasestayonthelineacustomer

servicerepresenta&vewillbewith

youshortly.

NewMarke+ng

CustomerServiceonthecustomersterms. Twier,Facebook,Websiteinstant

chatpop-up.

FAQsupdatedbasedonfeedbackfromcustomerservicepeople.


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Marke&ngtotheindividualCRM

Dated

Customersignsupviawebsiteandreceivesemailswhichthey

usuallyignore.

NewMarke+ng

CRMbasedonprovidingvaluetotheindividualnot2-4segments.

Valuehastobetoconsumersnotmarketers.

Donttrytohardtosell


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Marke&ngtotheindividualTV(isitdead?)

No

TVisgreatforgenera&ngawarenessofnewproductsbutmarketershaveto

movefromapushmessagetoanengagementstrategyonceawareness

hasreachedacertainmeasurable

point.

Thereisverylilecorrela&onbetweenawarenessandconversioneventhoughtradi&onalmediacompaniesandad

agencieswouldhaveyoubelieve

different.


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Buttoomanyimpressioncan

wastemarke&ngdollars

Progressiveinsurancespentover$200millionontheFlo

marke&ngcampaignandtheir

marketsharewentup0.2%Progressiveinsuranceconsidera&onrose23%andits

brandimpressionsroseby18%?

Atsomepointyouhavetoaskcan

webeerspendthemoneyto

convertcustomersthaninterrup&ng

themagainandagainwiththesame

commercials?


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ke+ngtotheindividual Onemoreimportantthing

Execu+ononALLconsumertouchpointshastoexceedcustomer

expecta+ons.

Ifyouscrewup,askforforgivenessandmoveon.

Viewyourmarke+ngfromaconsumerspoint-of-viewbut

ensurethatitprovidesaROIfor

yourbusinessobjec+ves.

Staythecourse.Dontletshorttermsetbacksderailyour

marke+ngefforts.


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Customerexcellenceshouldbe

partofacompanyculture

Createsuperiorvalueforcustomersthroughdeeperinsights

andsolvetheirproblemswithyour

product.

Createshareholdervaluethroughsustainablegrowth,enhanced

margins,andareducedriskof

customerloss.

Customervalueisastar&ngpoint-notthefinancialvalueofthe

customertous,butthevalueyou

createforthem.


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About me

Richard Meyer

My CV http://www.richardameyer.com My marketing BLOG http://www.richsblog.com MY DTC BLOG http://www.worldofdtcmarketing.com

hp://www.twier.com/richmeyer

hp://www.facebook.com/richardameyer

hp://www.linkedin.com/in/richardameyer

The End of Mass Marketing

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