For companies to be successful, they need to have a firm understanding of their market and stay on top of the constantly shifting landscape. Key to that are customers and competitors, and their intertwined dynamics. Many companies don’t have the knowledge or processes to be successful. They think they understand their customers and competitors and then find out after launch that they missed the mark. The results are launch failures or even going out of business.
Learn about various market strategies to ensure successful products/services. Discover how to identify the right strategy and ways to implement that strategy into your organization to create virtuous cycles. Understand agile market analysis and customer analysis, and pitfalls to avoid. Learn about real-world case studies and practical ideas that you can utilize immediately.
Erik Suhonen was the speaker. Enjoy the presentation.
10. Corp goals
Measurable
Will we have an accurate way of measuring
progress?
Time-based
3 years, annual, quarterly
Attainable
Will we have the resources required?
Agility
Can we and how will we react if we miss?
Culture
What will happen when we miss?
12. Customers
What is a customer?
Future (where the puck will be)
Customer segments
Benefits-based segments
Use cases
Demo, geo, behavioral, psychographic, title
Signals and sources
13.
14.
15.
16. Create a customer virtuous cycle in
a value ecosystem
16
Advertisers
1. Developers employed by advertisers create
& deploy apps
2. Developers employed by advertisers build
tools for their teams to manage display &
search creative and bidding
Agencies
1. Developers employed by agencies develop
apps on behalf of their advertisers
2. Developers & designers employed by
agencies deploy digital creative for their
advertisers
Consumers
1. Consumers download & interact with apps
from developers employed by advertisers,
agencies & publishers
2. Consumers engage with digital creative from
advertisers & agencies built and deployed
from developer apps
Publishers
1. Developers employed by publishers create
apps to host content, monetized by ads
= customer activities
Monetization
Conversions
Spend
Content
Our company
18. Competitors
What is a competitor?
Alternatives to customer needs (defined by
customers, not by you)
Diminishes customer value (money, data,
attention, advocacy, etc.)
Frienemies and coopetition
Future
Competitor segmentation
Signals and sources
19. Competitive landscape
19
HighLow
Longtermvalueto
customers
Short term value to customers
HighLow
Our co
Co 2
Co 3
Sweet spot
Short term value: revenue + engagement lift + brand value lift
Long term value: competitive advantage + high value to customers + sustainable
Co 5
Co 6
Co 1
Co 4
20. Competition Comparison
20
# of
customers
Products w/
broad adoption
Market de
facto standard
Current | 2013 Current | 2013 Current | 2013
Mobile
Search
Mobile
Social
Media
Cloud
Media
Media
Co 1
Co 2
Co 3
Co 4
Co 5
26. Market reaction
Why buy / not buy?
What else did customers consider?
Was our customer segmentation
correct?
How did competitors respond?
Was our competitive segmentation
hypothesis correct?
How did the press respond?
32. Customer and competition
intelligence: EXPRESSED
Expressed = what they say
Direct
Customer Councils
Indirect
Owned media (website, app, etc.)
Paid media (ads, email newsletters, etc.)
Job postings and layoffs
Earnings calls
Regulatory filings
Become a customer
33. Customer and competition
intelligence: BEHAVIOR
Behavior = what they do
Earned media (social networks, app
ratings, company ratings, etc.)
Content consumption
Customer purchases
Competitor acquisitions
34. Social Intelligence Opportunity
85% of enterprises will use social information
to support other business-critical decisions
like research and product development
1.5 billion conversations an hour on social
media platforms
Social media users share 30 billion pieces of
content – comments, opinions, information
videos, podcasts and photographs – each
month
Just 15 years ago, none of this existed
Source: IDC and Computer Weekly
38. Market Intel Tools & Data
Social Listening (what are people saying), Social
Analytics (what are people doing), Social Intelligence
(decision making)
Topsy
DataSift
Gnip (acquired by Twitter)
Sprout Social (FB and Twitter)
Iconosquare (Instagram)
Hootsuite (reporting)
Amobee
Oracle Social Cloud
Many more…
Google Alerts
Moat.com: messaging and landing pages for paid media
Etc…
39.
40.
41.
42.
43.
44. #MarketHacking take-aways
To understand the market opportunity,
you must first understand corp goals,
competitors, customer and dynamics
Sustainable competitive differentiation is
a real-time, agile, iterative cycle (chess
game)
Make customers your BFF, and
supplement with real-time signals and
tools
45. Thank you!
Tweet me @ESuhonen #MarketHacking
Connect on LinkedIn:
https://www.linkedin.com/in/eriksuhonen
Erik Suhonen copyright 2015
Notes de l'éditeur
This can be quick. Doesn’t need to be a long annual cycle. Build into DNA of company with transparency and accountability. Who does what and how will others be aware of the info?