Adapting Marketing For A New EraDavid M. CoopersteinVice PresidentForrester Research
Digital Forces Companies to Adapt
“Viewers” evolved
• News became an all-day, on-demand activity.• Access to news came from non-branded media sites like
RSS feeds and portals that aggregated “my” content.• Search engines answered the rest.
Distribution evolved . . .
. . . forcing journalists to adapt
• 24 hour news cycles• Self-amplification• Audience engagement with comments and
conversations in multiple venues• Competition from “Peer Influencers” like
HuffingtonPost.com, Daily Beast, TechCrunch, and Perez Hilton
Marketers are the new journalists
Your survival depends on how well
you adapt
Theme
Agenda• How has the customer evolved with the
onslaught of digital and social media?
• How are marketing leaders adapting their approach to embrace this evolution?
• What can you do today to adapt your marketing efforts?
Source: http://www.masternewmedia.org/images/email-vs-social-media_id13991621_size485.jpg
How has the customer evolved with the onslaught of digital and social media?
Top 10 information sources
*Trust is defined as a 4 or 5 on a scale from 1 [do not trust at all] to 5 [trust a lot].
“How much do you trust* the following information sources?”
32%
37%
39%
39%
41%
42%
43%
49%
50%
74%
TV
Radio
Print magazines
Social networking profile from someone you know
Portals
Blogs written by someone you know
Print newspapers
The Yellow Pages
Customer ratings and reviews
Email from someone you know
Source: North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US)
Base: US online adults
Gen Y and Gen X “watch and surf” simultaneously
45%
50%
Gen X (30-43)
Gen Y (18-29)
“In the typical week, how much of the time were you watching TV and also using a computer?” Answer: More than half the time.
Base: 4,651 US online adults(percentages may not total 100 because of rounding)
Source: North American Technographics® Entertainment And Media Online Survey, Q3 2009 (US)
Simultaneous usage does not mean simultaneous content
34%
44%
53%
“Which of the following describe your experience watching TV and using a PC at the same time?”
Base: 3,583 US online adults who watch TV and use PC at the same time(multiple responses accepted)
Source: North American Technographics® Entertainment And Media Online Survey, Q3 2009 (US)
I browse the internet on topics notrelated to what I am watching on TV
I email, chat, visit social networkingsites on topics not related to what I
am watching on TV
I use my PC to chat, browse, or researchthe show I am watching on TV
3 billion
197 million
>30 million
400 million25 million
New “media” have mass appeal
Source: comScore, February 2010; YouTube ,5/5/2010; FacebookInside company blog ,2/1/2010; allfacebook.com
Social Technographics®
Source: January 15, 2010, “Introducing The New Social Technographics®” Forrester report
Creators - 13%
Critics - 19%
Collectors - 15%
Joiners - 19%
Spectators -33%
Inactives - 52%
Social Technographics®
Source: January 15, 2010, “Introducing The New Social Technographics®” Forrester report
Conversationalists - 33%
Creators - 24%
Critics - 37%
Collectors - 20%
Joiners - 59%
Spectators -70%
Inactives -17%
83%
Social campaigns
Source: Burberry (http://www.burberry.com/)
Social campaigns
Source: Burberry (http://www.burberry.com/)
Social campaigns
Source: Burberry (http://www.burberry.com/)
Mobile Technographics®
SuperConnecteds 12%
Entertainers 20%
Connectors 19%
Communicators 13%
Talkers 35%
Inactives 19%
Source: April 9, 2009, “Mobile Technographics” Forrester report
Mobile activity varies widely
Source: Apple (http://www.apple.com/iphone/apps-for-iphone/)
Mobile activity varies widely
Source: Apple (http://www.apple.com/iphone/apps-for-iphone/)
Mobile activity varies widely
Source: Apple (http://www.apple.com/iphone/apps-for-iphone/)
What’s next?
Hyperlocal insight
Hyperlocal insight
eReader behaviors
eReader behaviors
Social gaming opportunities
How are marketing leaders adapting their approach to embrace this evolution?
Change is good
“The things we fear most in organizations — fluctuations, disturbances, imbalances — are the primary sources of creativity.”
— Margaret J. Wheatley, president emeritus of The Berkana Institute
Definition of adaptive marketing
– A flexible approach in which marketers respond quickly to their environment to align customer and brand goals and maximize return on brand equity.
Adaptive Marketing Looks Like This
Retail
Mobile
CustomerService
CRM
Offline media
eCommerce
Interactive Media
Social initiatives
Engage your consumer’s 4 P’s
• Our P’s– Product– Price– Place– Promotion
• The Consumer P’s– Permission– Proximity– Perception– Participation
Permission Consumers choose with whom and when to engage
Proximity Consumers tap into networks and affiliations that come closest to their needs
Perception Consumers inhabit multiple personalities
Participation Consumers participate to get a sense of connectedness
Three tenets of adaptability
• Think and move differently.• Listen more, react intelligently.• Target people, not statistics.
Think and move differently
The brand platform lives in many places
The brand platform lives in many places
The brand platform lives in many places
The brand platform lives in many places
Listen more and react intelligently
Source: March 12, 2010, “Defining Social Intelligence” Forrester report
Strategy
Marketing
Online Discussion
Social Media Data DRIVES
INSPIRES
CREATES
INFORMS
Hyundai responded to current consumer needs
Hyundai responded to current consumer needs
• Hyundai Think Tank revealed customer needs– Hyundai Assurance program– Gas Lock program
Hyundai responded to current consumer needs
• Hyundai Think Tank revealed customer needs– Hyundai Assurance program– Gas Lock program
Communities help shape messages and product decisions
Source: Mercedes-Benz (https://www.mercedesbenzadvisors.com/login); www.mbusa.com
Communities help shape messages and product decisions
Source: Mercedes-Benz (https://www.mercedesbenzadvisors.com/login); www.mbusa.com
Target people, not data or “audiences”
Brand
Channel
Line of business
DataWomen 25-44
with two kids inhousehold
Target people, not data or “audiences”
Brand
Channel
Line of business
Data
Mother with toddlerand infant
Target people, not data or “audiences”
Source: Procter & Gamble (http://www.pg.com/en_US/index.shtml)
What can you do today to adapt your marketing efforts?
Adapt your approach to new ideas
Groundswell
New audiencetype
Integration
New channel,interaction,
engagement
Experimentation
Adapt the roles of your teamBrand advocate Brand strategist
Source: Flickr (www.flickr.com)
– Understands and engages the local market
– Communicates nuances– Leads local communities– Observes cultural norms and
regulations
– Rolls up feedback from all markets
– Sets the core platform for the brand
– Ensures that tone and meaning are consistent across markets
Adapt your process
• Plan iteratively and frequently.• Partner for creativity, not durability.• Use predictive metrics in addition to descriptive ones.
Adapt your mix of media
Paid Media“The Catalyst”
Owned Media“The Portable Brand”
Earned Media“The Result”
Summary• Consumers evolve.
– You must follow them to the outposts where they spend their time and engage with them on their terms.
• Marketers, adapt! – You must change the pace at which you think, learn,
and converse with your customers.
• Start today. – Adapt the processes you have held onto for too long
in terms of the approach to new ideas, new people, how you plan, and your use of media.
Thank you
David M. Cooperstein
+1 212.857.0758
@minicooper
www.forrester.com