Technology is revolutionizing the insight function and it is difficult to understate the importance and scale of change we now face; mobile devices have fundamentally changed how we interact with customers, and there are now more mobiles than people on the planet.   All business rely on accurate and timely data, but few exploit today’s modest amounts of ‘meta-data’ readily available that relates to their customers and the competition.  The smart mobile revolution is about to change the depth and breadth of information and knowledge about all of us, and all things including products and services. It will be the use of that knowledge that will dictate future winners and losers. The big opportunity, and challenge, is the leveraging of an accelerating stream of data and it’s transformation into meaningful information.   The biggest changes we will see in marketing will be: Really understanding need and what people will pay ever more vital B2C & B2B overtaken by C2B, C2C, B2M, M2B, C2M, M2C & M2M A move from markets of millions to markets of one! Social media leading to ever more social buying Far more focus and the creation of near singularities Sucking up to the customer will be key Taking the pain away will be the norm

1. Open For
Future Business
Or, what’s over the horizon
for markets & marketing ?
Peter Cochrane
cochrane.org.uk
ca-global.org
Thursday, 14 June 12

2. Let’s all start on the same page !
“process responsible for identifying,
anticipating and satisfying customer
requirements profitably”
Thursday, 14 June 12

3. So, what is
actually
happening ?
Thursday, 14 June 12

4. The old methods are
still hanging on,
but are really
on their last
legs
Thursday, 14 June 12

5. Many of the new methods are no
less irritating
Thursday, 14 June 12

6. But we know that carpet
bombing is very expensive and
ineffective in all its forms !
Thursday, 14 June 12

7. To be
ef fec tive
w e n eed
tar get
to
& fo cus
Thursday, 14 June 12

8. TheWhat we are trying to achieve...
old methods are
still hanging on,
but ...is not always easy !
are really
on their last
legs
Thursday, 14 June 12

9. Fundamentally it
The old methods are
is about building
still hanging on,
relationships...
but are really
on their last
legs
...built on delivery trust,
reliability, satisfaction
Thursday, 14 June 12

10. We know and love: B2B, B2C!
But C2B, C2C, B2M, M2B & M2M
are novel and evolving...creating
new opportunities & competition
Thursday, 14 June 12

11. And
Market Insight
outguns
Market Research
Thursday, 14 June 12

12. Examples of
organisations
that are really
‘not getting it’
Thursday, 14 June 12

13. I only have
time for a
very few
exemplars
Thursday, 14 June 12

14. Fail to fully exploit their knowledge
of us... we have to chase them for
the services we need... they appear
to anticipate nothing!
Thursday, 14 June 12

15. Utilities pester us with
marginal deals and offers
we have no interest in!
Thursday, 14 June 12

16. Mobile phone operators
persist in interrupting
us at the most
inconvenient times for
a cosy chat!
Thursday, 14 June 12

17. Insurance companies
chase us...fail to
speak plain English...
...never create integrated
packages that make sense!
Thursday, 14 June 12

18. Fail to integrate
Thursday, 14 June 12

19. Retail and the high street are in
big trouble !
Las Vegas retail market deteriorates
Las Vegas retail market deteriorates as vacancies escalate
to new high of 10.5 percent ~ 200,000 ft2 of retail space to
return to the market.....
Thursday, 14 June 12

20. Fund
ament
all
y no
thing
much has c
hanged in
over 200 years!
Thursday, 14 June 12

21. ...if they continue
to do what they’ve
always done...
...they’ll continue to
get what they have
always got...
...and the decline
will just continue !
Thursday, 14 June 12

22. RIP
Woolworth
C&A
Barnes & Noble
La Senza,
HMV ??
Thursday, 14 June 12

23. Most new approaches are
failing to improve things significantly...
Thursday, 14 June 12

24. lit
y,
a
t qu
en ce
an eni
m , co
nv
ers
w
sto ce
Cu
er vi
s
But they won’t
buy your wine
unless you have
a parking lot!
Thursday, 14 June 12

25. Home deliver services
work...
• Busy people love it
• A growing market
• Sophisticated
• Green
Thursday, 14 June 12

26. wifi
in all
stores
How come ?
• Data & meta data
• On & offline sales
• Greater efficacy
Thursday, 14 June 12

27. Why ?
"We know our customers are mobile
and want to be connected anywhere,
anytime and anyplace”
• Who you are
But they also
collect Meta - Data
• Where you are
• Where you have been
• What you purchased
• What you did not...
• How often you visit
• Who you visit with
• Who your friends are
• +++++++
• Real time advertising
• Real time offers
Thursday, 14 June 12

28. And y
et these
stores
are
always
heaving
Thursday, 14 June 12

29. They create excitement
...expectation and loyalty...
...all embracing’ experience
• Staff help way beyond sales!
• A hands-on experience
• Expert lectures and tutorials
• A new way of selling
Thursday, 14 June 12

30. They threw away the books,
ignored established wisdoms,
and broke the rules...
...followed their instinct and
mantra of thinking different...
Thursday, 14 June 12

31. There are no silver bullets or
explicit rules anymore...only
innovation and experimentation...
Technology, fashion,
timing and luck now
play a bigger part
than ever before...
Thursday, 14 June 12

32. It is now
about the
complete
experience
Thursday, 14 June 12

33. Essentials Luxuries Fun
Retail is changing!
Thursday, 14 June 12

34. Online mainstream
& growing fast...
• Technophobes dislike it
• Demographic change
ensures continued growth
• High street becoming on-
liners showroom
Thursday, 14 June 12

35. Thursday, 14 June 12

36. But we need to get
far more sophisticated
than this...
36
Thursday, 14 June 12

37. The leaders are
moving deep into data
& metadata to to
make $$$ on both
•They know ever more about us
• We encourage them to do so
• It really is a win-win situation
• This trend will grow
Thursday, 14 June 12

38. It is all about taking the
pain away - de-stressing
trade instead of making it
distressing....
Thursday, 14 June 12

39. Me2 used to be a good spot
on the success curve...
but in the near singularities
of the digital world you
are just part of along
tail trying to survive
and hoping to be
bought out by
some other
big player
Thursday, 14 June 12

40. Social networking impacts markets
quickly...
Off the scale
No Social Net With Social Net
Music sales with and without social
networking
Thursday, 14 June 12

41. Change is not an
option - it is the
only constant -
driven by tech...
Thursday, 14 June 12

42. Technology also
powers a global
abundance!
Thursday, 14 June 12

43. And sees...
• All markets as global
• Customers always on-line
• Meta data as where the money is
• Customer expectation on the up
• Quality augmenting cheap & plentiful
• Growing online threats/opportunities
• Pre-used/second hand as fashionable
• Discounting dying
• Group buying is growing
• Consumers knowing more product detail
• Prosumers a disruptive retail force
• Selling fewer & better for much more
• Production more local
• Flash sales overwhelm supply
• +++++
• Green as real issue
Thursday, 14 June 12

44. The Power of Social Nets
Other people:
* Read
* Watch
* Listen
* Search
* Think
* Work
* Solve problems
* Try products
* Find good services
* Organise group purchases
So I don’t have to !
Thursday, 14 June 12

45. And you no longer upset one
person...you upset a community !
Bad news spreads faster & further than good
Thursday, 14 June 12

46. Where you are ?
Where you have been ?
The Meta Data Where you are likely to be going to ?
Who you have met ?
in your hand ? Who you are going to meet ?
Who you call ?
Who calls you ?
Who you TXT - IM - Link ?
All your contacts
All your urls
All you passwords
What you are doing now ?
What have you done in the past ?
What games you play ?
What apps you use ?
What music you listen to ?
What you watch ?
What you read ?
What you buy ?
++++++++++
Thursday, 14 June 12

47. What does it
look like ?
Thursday, 14 June 12

48. Thursday, 14 June 12

49. Way beyond mathematical analysis !
Thursday, 14 June 12

50. We are no longer
looking for a
needle in a
haystack!
Thursday, 14 June 12

51. But a specific needle
(or group of needles)
in a needlestack!
Thursday, 14 June 12

52. It demands sophisticated algorithms
& computing power...
Thursday, 14 June 12

53. To reveal what we
are most likely to
need, select, buy,
where and when in
what quantities,
along with others
connected in some
dimension to us!
Thursday, 14 June 12

54. This also applies
to industries from
small to large, and
international...
Thursday, 14 June 12

55. To win this race we have to embrace
the power of our machines and new
forms of marketing....
Thursday, 14 June 12

56. Aimed at the individual...
Thursday, 14 June 12

57. But at the individual...
Aimed timely and cost
effective on all
sides of the
equation...
Thursday, 14 June 12

58. A market of one..
...and that means ME !
Thursday, 14 June 12

59. Be there when I need
you and not before...
-Anticipate my needs
-Deliver on time
-Provide support
-A good price
-Don’t SPAM me
-Or pester me
...and you will have
my loyalty & trade...
Thursday, 14 June 12

60. Thank You
ca-global.org COCHRANE
cochrane.org.uk a s s o c i a t e s
Thursday, 14 June 12