Guide Complete Set of Residential Architectural Drawings PDF
Marketing tsunami
1. The
Marke)ng
Tsunami
The
Marke)ng
Tsunami
The
wave
of
changes
in
marke)ng
in
an
era
of
empowered
consumers
Rich
Meyer
Online
Strategic
Solu)ons
November
2010
2. The
Marke)ng
Tsunami
What
is
the
Marke)ng
Tsunami
?
SWEEPING
CHANGE:
• CHANGE
IN
CONSUMERS
• CHANGE
IN
THE
WAY
OF
THINKING
ABOUT
CONSUMERS
• CHANGE
IN
THE
WAY
CONSUMERS
THINK
ABOUT
BRANDS
3. The
Marke)ng
Tsunami
Changes
like
frugal
consumers
• A
new
poll
from
Harris
indicates
that
consumers,
in
general,
are
willing
to
make
do
with
less
stuff
and
save
money.
• Over
the
past
six
months,
three
in
five
U.S.
adults
(62%)
have
purchased
more
generic
brands.
4. The
Marke)ng
Tsunami
And
changes
in
trusted
media
• Consumers
have
a
unified
voices
via
social
media.
• Consumers
trust
each
other
more
than
adver)sers.
• Consumers
don’t
want
to
be
sold.
• Consumers
expect
more
from
brands
and
they
are
willing
to
pay
for
it.
5. The
Marke)ng
Tsunami
Think
it’s
just
a
temporary
thing
?
Key
sta)s)cs
from
the
2010
American
Pantry
Study:
• 93%
expect
to
con)nue
spending
cau)ously
even
when
the
economy
improves
• 92%
have
made
some
kind
of
change
in
their
pantry-‐related
shopping
habits
• 89%
feel
they
have
become
more
resourceful
because
of
the
economy
• 84%
have
become
a
lot
more
precise
in
what
they
buy
• 81%
find
it
fun
to
see
how
much
they
can
save
with
coupons
or
loyalty
cards
• 55%
of
those
cu_ng
back
suffered
no
decline
in
income,
but
simply
felt
they
“should
be”
cu_ng
back
Source:
The
2010
American
Pantry
Study,
Deloi:e
KnowledgeCo
LLC
and
Harrison
Group
6. The
Marke)ng
Tsunami
Less
than
50%
of
shoppers
report
purchasing
the
brand
they
want
most
7. The
Marke)ng
Tsunami
Then
there
is
the
change
from
passive
consumers
to
empowered
consumers
Welcome
to
the
era
of
the
empowered
consumer,
in
which
companies
are
challenged
to
adapt
and
innovate
in
a
diverse
any)me-‐anywhere
(and
oden
free)
world
9. The
Marke)ng
Tsunami
Some
brands
believe
that
social
media
is
the
answer
but
Unlike
adver)sing,
Social
Media
can't
save
a
bad
product
or
service.
• Social
Media
is
the
last
thing
you
should
be
doing
if...
– The
majority
of
people
have
nothing
nice
to
say
about
your
brand.
– Your
customer
service
center
is
over-‐worked
with
complaints
and
issues.
– Your
current
brand
strategy
revolves
around
trying
to
make
your
products
sound
beger
than
they
are.
– You
really
don't
care
about
customers
and
only
care
about
selling.
– You
don't
have
the
)me,
passion
and/or
commitment
to
do
Social
Media
with
transparency,
credibility
and
authen)city.
Social
Media
won't
save
a
bad
brand.
It
will
only
shine
a
brighter
light
on
your
brands
flaws
and
shorQalls
10. The
Marke)ng
Tsunami
A
great
example:
“Liking”
a
brand
on
Facebook
=
digital
bumper
s)cking
• Facebook
fan
pages
are
not
magic
marke)ng
po)ons.
• People
“like”
companies
with
which
they’ve
transacted.
• Why
would
you
become
a
fan
of
something
you’ve
never
experienced?
• ExactTarget’s
research
on
“Facebook
X-‐Factors”
shows
that
only
30%
of
Facebook
“likers”
believe
clicking
“like”
equates
to
“giving
the
company
permission
to
market
to
me”.
• Facebook
“likes”
is
the
most
dispropor)onately
important
metric
ever
devised
in
marke)ng.
• Remember,
the
goal
isn’t
to
be
good
at
Facebook.
The
goal
is
to
be
good
at
business
because
of
Facebook.
11. The
Marke)ng
Tsunami
So
what
does
it
all
mean
?
With
consumers
undoubtedly
in
control,
companies
need
to
step
away
from
tradi)onal
business
models
and
collaborate
in
new
ways
especially
with
their
customers.
12. The
Marke)ng
Tsunami
And
expecta)ons
for
marke)ng
have
never
been
higher
• Expecta)ons
for
marke)ng
has
never
been
higher
at
a
)me
when
the
challenges
have
never
been
greater.
• Majority
of
marketers
said
they
expect
to
see
either
ligle
to
no
growth
in
their
budgets
or
an
actual
decline.
That
squeeze
comes
at
a
)me
when
marke)ng
organiza)ons
must
transform
themselves
to
target
empowered
consumers.
• Three
in
five
execs
believe
the
marke)ng
func)on
will
"fundamentally
change
during
the
next
five
years"
because
of
the
bagering
consumers
have
taken
in
the
economic
downturn.
Accenture
survey,
2010
13. The
Marke)ng
Tsunami
However
with
new
challenges
comes
more
opportunity
Marketers
must
meet
today's
challenges
with
laser-‐focused
precision
that
is
guided
by
insights
from
robust
customer
analy)cs
capabili)es.
For
example,
women
crave
targeted
ads
as
long
as
they
provide
something
of
value
and
pertain
to
her
individual
lifestyle.
19
percent
of
women
"want"
brands
to
get
to
know
them
beger.
16. The
Marke)ng
Tsunami
1.
Know
your
customers
beger
than
they
know
themselves
• Collect
data
and
mine
it
for
ac)onable
insights.
• Develop
a
business
model
to
leverage
consumer
insights.
• Use
social
media
to
listen
to
the
pulse
of
the
market.
• Micro
target
consumers
via
offers/
informa)on
that
is
relevant
to
them.
• An)cipate
their
needs
&
solve
their
problems.
17. The
Marke)ng
Tsunami
2.
Ensure
that
every
customer
touch
point
is
an
excellent
brand
experience
• Exceed
customer
expecta)ons
at
every
touch
point.
• Reward
your
most
loyal
customers.
• Look
at
everything
from
packaging
to
customer
service.
• Look
at
your
product/brand
as
a
customer
not
a
marketer.
• Listen
to
what
your
customers
want,
need.
18. The
Marke)ng
Tsunami
3.
Use
emo)on
to
connect
with
consumers
• 15%
of
decision
making
is
ra)onal
85
%
of
decision
making
is
emo)onal.
• Brands
don’t
segment
consumers
—
consumers
segment
brands
• Use
ideas
that
connect
with
sensory
touch
points,
transform
consumers
emo)onally,
and
deliver
memorable,
sensuous
experiences
19. The
Marke)ng
Tsunami
4.
Keep
improving
customer
service
CONSUMERS
WILL
PAY
MORE
FOR
A
GREAT
CUSTOMER
EXPERIENCE
• Research
shows
that
a
great
experience
not
only
influences
where
they
chose
to
buy…
– 55%
became
a
customer
of
a
company
because
of
their
reputa)on
for
great
customer
service.
– 40%
began
purchasing
from
a
compe))ve
brand
simply
because
of
their
reputa)on
for
great
customer
service.
• …but
also
how
much
they
chose
to
spend!
85%
of
consumers
said
they
would
be
willing
to
pay
more
over
the
standard
price
in
order
to
ensure
a
superior
customer
experience.
*Source
Right
Now
survey
was
conducted
online
within
the
United
States
between
June
30-‐July
2,
2010
among
2,217
adults.
20. The
Marke)ng
Tsunami
5.
Align
business
processes
around
consumers
and
customers
• Having
the
best
data
in
the
world
doesn’t
mean
a
damn
thing
if
it’s
not
ac)onable.
• Develop
business
processes
to
ask;
– What
does
this
mean
?
– What
is
this
telling
us
?
– How
can
we
leverage
this
into
our
current
marke)ng
?
• Implement
with
speed
21. The
Marke)ng
Tsunami
6.
Ask
yourself
“what
are
we
really
selling
?
• How
does
our
product/brand
appeal
to
consumers
emo)ons
?
• How
does
it
make
them
feel
beger
?
• What
problem(s)
does
it
solve
?
• How
can
we
make
every
customer
feel
as
though
they
are
important
to
us
?
Starbucks
has
regained
its
markeJng
voice
invesJng
in
customer
service
and
a
be:er
product
and
customers
have
noJced
but
more
importantly
the
brand
is
growing
again.
22. The
Marke)ng
Tsunami
7.
Listen
more,
sell
less
• Consumers
don’t
want
to
be
sold
today.
• They
want
brands
to
listen
and
acknowledge
their
ques)ons
&
needs.
• Answer
customers
ques)ons,
complaints,
sugges)ons,
in
Internet
)me.
• Use
social
media
to
listen,
it
provide
a
treasure’s
worth
of
market
and
customer
informa)on.
• Make
sure
you
have
people
who
can
translate
customer
feedback
into
marke)ng
and
brand
ac)onable
insights.
• Always
measure
and
ask
“how
are
we
doing”
with
your
customers.
23. The
Marke)ng
Tsunami
8.
Get
out
and
shop
more
with
consumers
• Marketer’s
will
spend
countless
hours
and
dollars
on
market
research
but
it’s
es)mated
that
less
than
10%
of
marketers
actually
go
shopping
with
consumers.
• “One
of
the
best
agributes
of
any
marke)ng
person
is
the
ability
to
think
like
a
consumer
instead
of
a
salesperson.
24. The
Marke)ng
Tsunami
In
the
end
How
you
treat
your
customers
and
consumers
says
a
lot
about
your
brand
and
your
company
but
mostly
it
says
a
lot
about
you
as
a
marketer.
25. The
Marke)ng
Tsunami
One
more
thing….
Not
everything
you
do
is
going
to
be
successful.
Be
prepared
to
fail
some)mes
but
learn
from
your
mistakes
and
become
a
beger
marketer.
26. The
Marke)ng
Tsunami
About
me…
Richard
Meyer
• My
resume
hgp://www.richardameyer.com
• My
marke)ng
BLOG
hgp://www.richsmarke)ngblog.com
• MY
DTC
BLOG
hgp://www.worldofdtcmarke)ng.com
• My
Management
BLOG
hgp://www.richsmanagementblog.com
hgp://www.twiger.com/richmeyer
hgp://www.facebook.com/richardameyer
hgp://www.linkedin.com/in/richardameyer
