View
783
Download
2
Category
Tags:
Preview:
DESCRIPTION
More Trends? Visit http://www.thetrendwatch.com or http://www.facebook.com/thetrendwatch
Citation preview
True Lies
This is NOT a rabbit
I’m a rabbit!
Preach brand leadership and product benefits
Build a love story with your consumer
Build a love story with your consumer
Marketing is about creating best sellers, blockbusters and hits
The future is about selling less of more
The future is about selling less of more
Drive traffic in-store and to your website
Fish where fish are
Listen to consumer tests
Listen to consumer tests
‘What kind of coffee do you prefer?’DARK - RICH - HARDY - ROAST
89%
Listen to consumer tastes
Listen to consumer tastes
Test
Listen to consumer tastes
Happy27% NOT satisfy
73%
Test
Listen to consumer tastes
Happy27% NOT satisfy
73%
Test Universality
Listen to consumer tastes
Happy60%
NOT satisfy40%
Happy27% NOT satisfy
73%
Test Universality
Listen to consumer tastes
Happy60%
NOT satisfy40%
Happy27% NOT satisfy
73%
Test Universality Variability
Listen to consumer tastes
Happy60%
NOT satisfy40%
Happy78%
NOT satisfy22%
Happy27% NOT satisfy
73%
Test Universality Variability
Listen to consumer tastes
Embrace the diversity!
Happy60%
NOT satisfy40%
Happy78%
NOT satisfy22%
Happy27% NOT satisfy
73%
Test Universality Variability
Advertise the right message
Play your genuine brand role
Play your genuine brand role
Internet and mobile help your brand go global
New media use is mainly personal and local
Control the 4 Pʼs
Let the consumer do YOUR job
TV is THE place to do branding
TV is THE place to do branding
Web47%
Magazines3%
Newspapers3%
TV25%
Radio22%
Time Spent
Digital & Mobile5%
Outdoor7%
Print9%
TV73%
Radio5%
Cinema1%
Budget Spent
Consumer TV ad recall continues to drop
Consumer TV ad recall continues to drop
Media fragmentation is a nightmare
Media fragmentation is a nightmare
39% of North Americans
simultaneously watch TV and use the Internet
Multi-tasking is a land of opportunities
1.71.9 2.7
2.4
8.2
11.7
1.8
0.5 1.9 2.7
6.8
11.2
Net Users Others
Reading Paper Maga
zines
Watching DVDs
Reading Paper Newsp
apers
Listening to Ra
dio
Watching TV
Weekly Hours spent
+13
Playing PC Games
Multi-tasking is a land of opportunities
Optimize your media investment
Synergyze your media investment
Synergyze your media investment
Monitoring and measuring ROI is mandatory
1- InterestFrom ʻWho are you?ʼto ʻWhat do you propose?ʼ
3 - AcquisitionFrom ʻLet me check...ʼto ʻOk! Letʼs try!ʼ
5 - AmbassadorshipFrom ʻThereʼs something special between us.ʼto ʻI love you.ʼ
4 - RelationshipsFrom ʻOk! Letʼs try!ʼ to ʻThereʼs something special between us.ʼ
2 - SearchFrom ʻWhat do you propose?ʼto ʻLet me check...ʼ
Awareness
Foretelling is now possible
ʻStarifyʼ your product
Fix your product
Consumer Relationship Management is the holy grail
Consumer Relationship Management is the holy grail
Who REALLY controls
the interactions between
the vendor and
the customer?
Vendor Relationship Management drives more business
Providing customers with tools and methodologies to engage with me on the market
Best practices improve your business
Best practices lead to average
Best practices lead to average
Social network
Technology
CommerceContent
Power
Mobility
Document
Personalization
Audio
Video
Integrated document
Cognitive deduction
Brand
Institution
Opinion leaders
Everyone
Collective intelligence
Interactive document
HTMLMeta Tags
XMLRSS
AJAX
Web Semantic
FolksonomyMashup
Open Source
LegalAll Right reserved
Creative Commons
Personal website
Online community
Blogs
Sharing platform
Media Aggregator
tv
computeripod
radio
cellphonesmartphone
access point
e-commerceshop in the shop
long tail era
mashup
multi actor development
life integrated consumption
R&D Advertising
R&D
User participation
User Lead
Agencies
Co-creation
User generated content
Itʼs not about marketing changes
Itʼs about changing marketers
Recommended