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From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                                     The	
  End	
  of	
  Mass	
  Marke+ng	
  
                                                                            The	
  Beginning	
  of	
  Marke+ng	
  to	
  individuals	
  
                                                                                       Marke&ng	
  to	
  empowered	
  consumers	
  
It	
  used	
  to	
  be..	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            •  You	
  segmented	
  your	
  audience	
  on	
  
                                                                               demographics.	
  
                                                                            •  You	
  developed	
  and	
  tested	
  
                                                                               marke&ng	
  messages	
  for	
  those	
  
                                                                               segments.	
  
                                                                            •  You	
  used	
  mass	
  media	
  to	
  
                                                                               effec&vely	
  reach	
  you	
  audience.	
  
                                                                            •  You	
  waited	
  for	
  the	
  sales	
  numbers	
  
                                                                               to	
  increase.	
  
But	
  today	
  mass	
  marke&ng	
  is	
  	
  
                                                                                       headed	
  towards	
  ex&nc&on	
  	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            •  Consumers	
  want	
  more	
  
                                                                               from	
  brands	
  and	
  products.	
  
                                                                            •  They	
  are	
  skep&cal	
  that	
  
                                                                               corporate	
  America	
  will	
  “do	
  
                                                                               what	
  is	
  right”.	
  
                                                                            •  They	
  are	
  purchasing	
  more	
  
                                                                               private	
  label	
  products.	
  
                                                                            •  The	
  Internet,	
  and	
  social	
  
                                                                               media,	
  has	
  given	
  them	
  a	
  
                                                                               channel	
  with	
  a	
  lot	
  of	
  
                                                                               power.	
  
Because	
  customers	
  are	
  real	
  people	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            •  I	
  am	
  your	
  customer.	
  A	
  real	
  person,	
  a	
  
                                                                               human	
  being.	
  
                                                                            •  For	
  too	
  long	
  you	
  have	
  treated	
  me	
  as	
  a	
  
                                                                               faceless	
  number	
  and	
  lumped	
  me	
  into	
  a	
  
                                                                               segment	
  in	
  a	
  mass	
  market.	
  
                                                                            •  I’m	
  not	
  a	
  segment,	
  and	
  I	
  won’t	
  tolerate	
  
                                                                               that	
  any	
  more.	
  	
  I	
  am	
  an	
  individual.	
  
                                                                            •  There	
  may	
  have	
  been	
  a	
  &me	
  when	
  I	
  didn’t	
  
                                                                               have	
  much	
  choice,	
  but	
  now	
  I	
  have	
  many	
  
                                                                               choices,	
  so	
  you	
  need	
  more	
  than	
  I	
  need	
  
                                                                               you.	
  
                                                                            •  I	
  have	
  the	
  power	
  &	
  I	
  am	
  in	
  control.	
  
And	
  for	
  the	
  most	
  part	
  they	
  
                                                                              are	
  ignoring	
  your	
  ads	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  
They	
  are	
  also	
  smarter	
  and	
  more	
  
                                                                                      frugal	
  shoppers	
  today	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            •  As	
  the	
  economic	
  downturn	
  has	
  con&nued,	
  the	
  percent	
  of	
  
                                                                               shoppers	
  who	
  typically	
  buy	
  the	
  brands	
  they	
  want	
  most	
  has	
  
                                                                               steadily	
  declined	
  across	
  the	
  categories	
  examined.	
  	
  	
  
                                                                            •  In	
  March	
  2010,	
  less	
  than	
  50%	
  of	
  shoppers	
  report	
  purchasing	
  
                                                                               the	
  brand	
  they	
  want	
  most.	
  
With	
  deep	
  rooted	
  cynicism	
  towards	
  
                                                                                             companies	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            •  	
  58%	
  sampled	
  felt	
  that	
  ‘companies	
  are	
  
                                                                               only	
  interested	
  in	
  selling	
  products	
  and	
  
                                                                               services	
  to	
  me,	
  not	
  necessarily	
  the	
  
                                                                               product	
  or	
  service	
  that	
  is	
  right	
  for	
  me’.	
  
                                                                            •  Only	
  9%	
  trusted	
  companies	
  to	
  ‘always	
  
                                                                               act	
  in	
  their	
  best	
  interest’	
  although	
  more	
  
                                                                               than	
  50%	
  thought	
  ‘they	
  some&mes	
  did’.	
  
                                                                            •  Only	
  5%	
  trusted	
  adver&sing	
  and	
  8%	
  what	
  
                                                                               the	
  company	
  says	
  about	
  itself’.	
  
                                                                            •  Only	
  17%	
  (10%	
  UK,	
  23%	
  US)	
  of	
  
                                                                               respondents	
  thought	
  companies	
  took	
  
                                                                               note	
  of	
  what	
  they	
  



                                                                                                                                                    Source:	
  Alterian,	
  Brands	
  at	
  Risk,	
  2010	
  survey	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  



                                                                           being	
  zombies	
  
                                                                It’s	
  &me	
  for	
  marketers	
  to	
  stop	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  


                                                                    And	
  accept	
  reality	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  


                                                                    Mass	
  marke&ng	
  is	
  dead..	
  
It	
  started	
  with	
  the	
  end	
  to	
  
                                                                                    tradi&onal	
  segmenta&on	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            •  The	
  +me	
  of	
  mass	
  social	
  
                                                                               segmenta+on	
  is	
  over.	
  Now	
  
                                                                               people	
  are	
  clustered	
  in	
  
                                                                               microsegments.	
  
                                                                            •  You	
  are	
  more	
  likely	
  to	
  have	
  
                                                                               more	
  in	
  common	
  with	
  someone	
  
                                                                               you	
  friend	
  on	
  social	
  media	
  than	
  
                                                                               your	
  next	
  store	
  neighbor.	
  
                                                                            •  A	
  marke&ng	
  program	
  can	
  be	
  
                                                                               really	
  successful	
  if	
  it	
  reaches	
  
                                                                               key	
  influencers.	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  

                                                                       Is	
  this	
  a	
  paradigm	
  shi]	
  ?	
  
No,	
  it’s	
  the	
  evolu&on	
  of	
  
                                                                                                  consumers	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            •  The	
  more	
  choices	
  people	
  have,	
  
                                                                               the	
  more	
  they	
  segregate	
  
                                                                               themselves	
  into	
  smaller	
  and	
  
                                                                               smaller	
  niches	
  in	
  society.	
  
                                                                            •  The	
  Internet	
  has	
  allowed	
  people	
  
                                                                               to	
  reach	
  out	
  to	
  each	
  other	
  and	
  
                                                                               become	
  a	
  powerful	
  force	
  of	
  one.	
  
                                                                            •  The	
  recession,	
  which	
  is	
  the	
  worst	
  
                                                                               most	
  of	
  us	
  have	
  ever	
  experienced,	
  
                                                                               is	
  leading	
  to	
  the	
  way	
  consumers	
  
                                                                               shop	
  and	
  think	
  about	
  the	
  brand-­‐
                                                                               customer	
  rela&onship.	
  
Leading	
  to	
  permanent	
  changes	
  
                                                                                     in	
  consumer	
  behavior	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            Consumers	
  today..	
  
                                                                            • make	
  purchase	
  decisions	
  in	
  an	
  average	
  of	
  
                                                                            	
  	
  	
  	
  2.6	
  seconds	
  
                                                                            • abandon	
  >50%	
  of	
  shopping	
  carts	
  online	
  
                                                                            	
  	
  	
  	
  without	
  ever	
  making	
  a	
  purchase	
  
                                                                            • know	
  fundamentally	
  that	
  power	
  has	
  
                                                                            shi]ed	
  from	
  companies	
  to	
  them,	
  and	
  they	
  
                                                                            don’t	
  o]en	
  give	
  brands	
  a	
  second	
  chance	
  
                                                                            • are	
  your	
  business’s	
  scarcest	
  resource	
  and	
  
                                                                            most	
  valuable	
  asset.	
  
Time	
  to	
  shi]	
  focus	
  to	
  individuals	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  



                                                                                  rather	
  than	
  the	
  masses	
  
                                                                            •  20%	
  of	
  your	
  customers	
  produce	
  80%	
  
                                                                               of	
  your	
  revenue	
  	
  
                                                                                  10%	
  give	
  you	
  90%	
  of	
  your	
  profit.	
  
                                                                            •  A	
  sa&sfied	
  customer	
  will	
  tell	
  3	
  
                                                                               people,	
  but	
  a	
  dissa&sfied	
  customer	
  
                                                                               will	
  tell	
  
                                                                               12	
  other	
  people.	
  
                                                                            •  It	
  cost	
  12	
  &mes	
  more	
  to	
  win	
  back	
  
                                                                               dissa&sfied	
  customers	
  
                                                                                  a	
  5%	
  increase	
  in	
  reten&on	
  would	
  	
  
                                                                                   increase	
  profits	
  25-­‐55%	
  
Social	
  media	
  is	
  an	
  important	
  part	
  
                                                                              of	
  a	
  strategy	
  to	
  reach	
  individuals	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                              While	
  consumers	
  consider	
  Web	
  sites	
  to	
  be	
  the	
  place	
  to	
  go	
  for	
  
                                                                              informa&on	
  about	
  a	
  brand	
  and	
  promo&onal	
  offers,	
  they	
  find	
  
                                                                            Facebook	
  to	
  be	
  the	
  ideal	
  pla@orm	
  for	
  voicing	
  their	
  opinions	
  and	
  
                                                                                                connec+ng	
  with	
  other	
  customers.	
  
Why	
  people	
  use	
  social	
  media	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  



                                                                            when	
  it	
  comes	
  to	
  consumer	
  brands	
  
                                                                            1.  Share	
  experiences.	
  
                                                                            2.  Become	
  brand	
  advocates.	
  
                                                                                 –     i.e.	
  	
  Apple,	
  BMW	
  
                                                                            3.  Get	
  help	
  with	
  technological	
  
                                                                                issues.	
  
                                                                                 –     i.e.	
  Vizio,	
  Nokia,	
  Samsung	
  
                                                                            4.  Complain	
  about	
  poor	
  performing	
  
                                                                                brands/products.	
  
                                                                            5.  Get	
  special	
  offers/discounts.	
  
                                                                            6.  Learn	
  more	
  about	
  via	
  value	
  
                                                                                added	
  content.	
  
                                                                            7.  Connect	
  with	
  others	
  who	
  have	
  
                                                                                similar	
  interests.	
  
                                                                                 –     i.e.	
  Subaru,	
  Trek	
  Bikes	
  
Consumers	
  are	
  sharing	
  opinions	
  
                                                                                   via	
  social	
  media	
  on	
  CPG’s	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            When	
  consumers	
  want	
  to	
  "share	
  
                                                                            opinions/experiences"	
  regarding	
  a	
  CPG	
  
                                                                            brand;	
  	
  
                                                                            •  57%	
  use	
  the	
  brand's	
  Facebook	
  page,	
  	
  
                                                                            •  50%	
  its	
  Web	
  site	
  and	
  38%	
  its	
  Twiler	
  
                                                                               page.	
  
                                                                            •  	
  When	
  they	
  want	
  to	
  "connect	
  with	
  
                                                                               other	
  customers,"	
  54%	
  use	
  the	
  
                                                                               Facebook	
  page,	
  48%	
  the	
  brand	
  Web	
  
                                                                               site	
  and	
  35%	
  the	
  Twiler	
  page.	
  
But	
  don’t	
  mistakenly	
  believe	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  



                                                                            that	
  your	
  brand	
  needs	
  social	
  media	
  	
  
                                                                            •  Is	
  your	
  product/brand	
  worth	
  
                                                                               talking	
  about	
  ?	
  
                                                                            •  Can	
  you	
  provide	
  a	
  reason,	
  other	
  
                                                                               than	
  discounts,	
  for	
  people	
  to	
  
                                                                               engage	
  with	
  you	
  on	
  social	
  media	
  ?	
  
                                                                            •  Does	
  your	
  product	
  o]en	
  require	
  
                                                                               technical	
  assistance	
  ?	
  
                                                                            •  Do	
  you	
  get	
  a	
  lot	
  of	
  calls	
  from	
  into	
  
                                                                               customer	
  service	
  ?	
  
                                                                            •  Are	
  people	
  interested	
  in	
  sharing	
  
                                                                               experiences	
  of	
  “how	
  to’s”	
  when	
  it	
  
                                                                               comes	
  to	
  your	
  product.	
  
And	
  don’t	
  make	
  these	
  mistakes	
  
                                                                                 when	
  it	
  comes	
  to	
  social	
  media	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            •  Don't	
  think	
  you	
  can	
  just	
  plug	
  in	
  and	
  go.	
  	
  
                                                                                   –  Managing	
  communi&es	
  requires	
  more	
  than	
  technological	
  skills	
  and	
  so]ware;	
  technology	
  
                                                                                      is	
  just	
  an	
  enabler.	
  If	
  you	
  don't	
  have	
  people	
  who	
  understand	
  your	
  business	
  and	
  have	
  the	
  
                                                                                      skills	
  to	
  facilitate	
  vibrant	
  discussions	
  without	
  domina&ng	
  the	
  conversa&on	
  you	
  won't	
  
                                                                                      generate	
  good	
  insights.	
  
                                                                            •  Don't	
  believe	
  bigger	
  is	
  beEer.	
  	
  
                                                                                   –  Companies	
  o]en	
  believe	
  that	
  the	
  bigger	
  the	
  online	
  community,	
  the	
  beler	
  the	
  insights,	
  
                                                                                      and	
  so	
  they	
  build	
  communi&es	
  with	
  thousands	
  of	
  members.	
  	
  
                                                                                   –  In	
  fact,	
  large	
  communi&es	
  are	
  less	
  effec&ve	
  than	
  smaller	
  ones	
  at	
  nurturing	
  rela&onships	
  
                                                                                      among	
  members,	
  and	
  between	
  members	
  and	
  the	
  brand.	
  They	
  are	
  more	
  transient,	
  less	
  
                                                                                      "s&cky,"	
  and	
  less	
  sa&sfying	
  all	
  around.	
  When	
  the	
  goal	
  is	
  deep	
  customer	
  insights,	
  smaller,	
  
                                                                                      private	
  communi&es	
  (up	
  to	
  400	
  members)	
  are	
  best	
  for	
  developing	
  trust.	
  	
  
                                                                            •  Don't	
  expect	
  people	
  to	
  s+ck	
  around	
  for	
  nothing.	
  
                                                                                   –  Community	
  members	
  need	
  to	
  benefit	
  from	
  their	
  par&cipa&on.	
  To	
  sustain	
  their	
  interest,	
  
                                                                                      design	
  engaging	
  ac&vi&es	
  (online	
  or	
  off)	
  that	
  allow	
  them	
  to	
  talk	
  about	
  the	
  brand	
  in	
  the	
  
                                                                                      context	
  of	
  their	
  lives	
  and	
  build	
  personal	
  or	
  professional	
  rela&onships.	
  Give	
  them	
  ways	
  to	
  
                                                                                      talk	
  with	
  each	
  other,	
  and	
  with	
  you.	
  
Don’t	
  make	
  these	
  mistakes	
  when	
  
                                                                               it	
  comes	
  to	
  social	
  media	
  (con’t)	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            •  Don't	
  "sell".	
  	
  
                                                                                   –  You'd	
  be	
  amazed	
  at	
  how	
  many	
  companies	
  get	
  customer	
  communi&es	
  up	
  and	
  running	
  
                                                                                      only	
  to	
  sabotage	
  them	
  by	
  trying	
  to	
  turn	
  them	
  into	
  another	
  sales	
  channel.	
  Customers	
  
                                                                                      want	
  to	
  feel	
  like	
  you	
  mean	
  it,	
  and	
  they	
  know	
  when	
  they're	
  being	
  suckered.	
  They'll	
  clam	
  
                                                                                      up	
  as	
  soon	
  as	
  they	
  get	
  a	
  slick	
  sales	
  vibe.	
  Build	
  trust	
  and	
  your	
  community	
  members	
  will	
  
                                                                                      tell	
  you	
  more	
  -­‐	
  and	
  buy	
  more	
  from	
  you.	
  
                                                                            •  Don't	
  drop	
  the	
  ball.	
  	
  
                                                                                   –  Show	
  members	
  that	
  you	
  are	
  ac&vely	
  listening	
  and	
  you	
  value	
  them:	
  contribute	
  to	
  the	
  
                                                                                      conversa&on,	
  building	
  on	
  their	
  comments,	
  and	
  tell	
  them	
  what	
  you're	
  doing	
  with	
  their	
  
                                                                                      input.	
  The	
  worst	
  thing	
  you	
  can	
  do	
  is	
  stop	
  engaging	
  when	
  you	
  think	
  you've	
  got	
  your	
  
                                                                                      "answer."	
  Develop	
  a	
  long-­‐term	
  rela&onship	
  with	
  your	
  community.	
  Deep	
  insight	
  takes	
  
                                                                                      &me	
  to	
  emerge.	
  
Consumers	
  s&ll	
  use	
  branded	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  



                                                                                         product	
  websites	
  too	
  
                                                                            •  In	
  the	
  consumer-­‐packaged-­‐goods	
  
                                                                               (CPG)	
  sector,	
  there's	
  no	
  shortage	
  of	
  
                                                                               online	
  interac&on	
  between	
  
                                                                               consumers	
  and	
  brands	
  these	
  days.	
  
                                                                                  –  In	
  the	
  food/beverage	
  realm,	
  26%	
  
                                                                                     said	
  they'd	
  be	
  likely	
  to	
  go	
  to	
  a	
  
                                                                                     brand's	
  Web	
  site,	
  15%	
  to	
  a	
  brand's	
  
                                                                                     Facebook	
  page	
  and	
  12	
  percent	
  to	
  a	
  
                                                                                     brand's	
  Twiler	
  page.	
  	
  
                                                                                  –  The	
  palern	
  was	
  quite	
  similar	
  for	
  
                                                                                     household	
  products	
  (26%	
  Web	
  site,	
  
                                                                                     13%	
  Facebook,	
  12%	
  Twiler)	
  
                                                                                  –  personal	
  products	
  (23%	
  Web	
  site,	
  
                                                                                     13%	
  Facebook,	
  12%	
  Twiler)	
  	
  	
  
                                                                                  –  beauty	
  products	
  (26%	
  Web	
  site,	
  
                                                                                                                                                 	
  Ipsos	
  Marke=ng,	
  Consumer	
  Goods	
  
                                                                                     13%	
  Facebook,	
  11%	
  Twiler).	
  
In	
  fact	
  it’s	
  where	
  consumers	
  go	
  
                                                                                 first	
  when	
  they	
  want	
  informa&on	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            When	
  the	
  purpose	
  is	
  to	
  "obtain	
  
                                                                               informa+on	
  about	
  a	
  brand	
  	
  
                                                                            •  74%	
  said	
  they	
  go	
  to	
  the	
  brand's	
  Web	
  
                                                                               site	
  	
  
                                                                            •  34%	
  to	
  its	
  Facebook	
  page	
  	
  
                                                                            •  28%	
  to	
  its	
  Twiler	
  page.	
  	
  
                                                                            •  The	
  numbers	
  were	
  nearly	
  iden&cal	
  
                                                                               when	
  it	
  comes	
  to	
  geqng	
  coupons	
  or	
  
                                                                               promo&onal	
  offers.	
  
Smartphone	
  apps	
  are	
  growing	
  too	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  


                                                                                                                For	
  branded	
  content	
  


                                                                            •  “We	
  see	
  Tide	
  as	
  the	
  authority	
  in	
  stain	
  
                                                                               removal,	
  and	
  we’ve	
  had	
  stain	
  solu+ons	
  on	
  
                                                                               our	
  Web	
  site	
  for	
  some	
  &me,	
  and	
  we	
  wanted	
  
                                                                               to	
  extend	
  out	
  of	
  home	
  to	
  reach	
  consumers.”	
  
                                                                            •  “We	
  see”?	
  	
  What	
  about	
  consumers	
  ?	
  	
  Do	
  
                                                                               they	
  really	
  need	
  to	
  take	
  up	
  space	
  on	
  their	
  
                                                                               smartphones	
  with	
  an	
  app	
  that	
  reminds	
  them	
  
                                                                               how	
  much	
  they	
  hate	
  cleaning	
  ?	
  
                                                                                  –  It	
  maybe	
  downloaded	
  a	
  lot	
  at	
  first	
  because	
  it’s	
  free	
  
                                                                                     but	
  it	
  probably	
  be	
  deleted	
  a]er	
  a	
  short	
  &me	
  
                                                                                     because	
  	
  of	
  lille	
  use.	
  
                                                                            •  Think:	
  How	
  consumers	
  want	
  to	
  get	
  their	
  
                                                                               informa+on	
  and	
  if	
  your	
  target	
  audience	
  is	
  
                                                                               using	
  the	
  channel.	
  
A	
  key	
  step	
  in	
  marke&ng	
  to	
  
                                                                                             individual	
  consumers:	
  	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                                                 iden&fy	
  barriers	
  to	
  conversion	
  
                                                                            •  Once	
  you	
  have	
  awareness	
  and	
  
                                                                               consumers	
  are	
  considering	
  your	
  
                                                                               brand	
  the	
  next	
  step	
  is	
  to	
  develop	
  a	
  
                                                                               decision	
  tree	
  analysis;	
  
                                                                                      •  What	
  problems	
  does	
  your	
  
                                                                                         brand	
  solve	
  ?	
  
                                                                                      •  What	
  are	
  the	
  poten&al	
  
                                                                                         barriers	
  to	
  conversion	
  as	
  
                                                                                         seen	
  by	
  consumers	
  ?	
  
                                                                                      •  What	
  is	
  best	
  way	
  to	
  
                                                                                         overcome	
  these	
  barriers	
  ?	
  
                                                                                      •  What	
  is	
  the	
  best	
  channel	
  to	
  
                                                                                         overcome	
  these	
  barriers	
  ?	
  
Overcoming	
  barriers	
  to	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  



                                                                                              conversion	
  
                                                                            •  Once	
  you	
  have	
  iden&fied	
  barriers	
  to	
  conversion	
  use	
  the	
  best	
  
                                                                               channel	
  to	
  overcome	
  them.	
  
                                                                                 –  Web:	
  Different	
  homepages	
  based	
  on	
  keywords	
  
                                                                                 –  Web:	
  Intui&ve	
  naviga&on	
  (nav	
  based	
  on	
  the	
  way	
  consumers	
  go	
  
                                                                                    through	
  buying	
  process	
  with	
  objec&ons	
  overcome	
  along	
  the	
  way)	
  
                                                                                 –  Social	
  Media:	
  Solve	
  problems,	
  talk	
  about	
  your	
  product	
  in	
  human	
  terms	
  
                                                                                    not	
  sales	
  talk.	
  
                                                                                 –  Print	
  ads:	
  different	
  print	
  ads	
  for	
  different	
  publica&ons.	
  	
  Advetorials	
  
                                                                                    based	
  on	
  quality,	
  value	
  added	
  content.	
  
                                                                                 –  Online	
  ads:	
  content	
  customized	
  for	
  each	
  site	
  based	
  on	
  psychographics	
  
                                                                                    and	
  behavioral	
  targe&ng	
  of	
  visitors.	
  
                                                                                 –  CRM:	
  extensive	
  database	
  with	
  content	
  that	
  is	
  pulled	
  based	
  on	
  data	
  of	
  
                                                                                    customer	
  behavior.	
  
Marke&ng	
  to	
  the	
  individual	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  


                                                                                                       Print	
  Media	
  	
  

                                                                            Dated	
  
                                                                            •  Match	
  target	
  market	
  
                                                                               demographics	
  with	
  
                                                                               magazine	
  readers	
  and	
  run	
  
                                                                               ads.	
  

                                                                            New	
  Marke+ng	
  
                                                                            •  Customized	
  content	
  (not	
  
                                                                               just	
  ads)	
  based	
  on	
  
                                                                               psychographics	
  and	
  
                                                                               demographics	
  of	
  magazine	
  
                                                                               readers.	
  
Marke&ng	
  to	
  the	
  individual	
  
                                                                                                       Brand	
  Websites	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            Dated	
  
                                                                            •  One	
  home	
  page	
  and	
  website	
  
                                                                               for	
  everyone.	
  Use	
  search	
  to	
  
                                                                               drive	
  traffic.	
  

                                                                            New	
  Marke+ng	
  
                                                                            •  Different	
  homepages	
  based	
  on	
  
                                                                               search	
  terms.	
  
                                                                            •  Unique	
  naviga&onal	
  paths	
  
                                                                               through	
  site	
  by	
  
                                                                               microsegments.	
  
                                                                            •  Use	
  cookies	
  to	
  rotate	
  content.	
  
Marke&ng	
  to	
  the	
  individual	
  
                                                                                                                      Social	
  Media	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            Dated	
  
                                                                            •  Use	
  social	
  media	
  as	
  another	
  
                                                                               channel	
  to	
  sell	
  customers.	
  

                                                                            New	
  Marke+ng	
  
                                                                            •  Use	
  social	
  media	
  to	
  listen	
  to	
  
                                                                               your	
  customers.	
  
                                                                            •  Engage	
  in	
  dialogue	
  rather	
  
                                                                               than	
  monologue.	
  
                                                                            •  Use	
  social	
  media	
  for	
  
                                                                               customer	
  service.	
  
                                                                            •  Create	
  brand	
  evangelists	
  	
  
Marke&ng	
  to	
  the	
  individual	
  
                                                                                                                 Promo&ons	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            Dated	
  
                                                                            •  Focus	
  on	
  price	
  and	
  
                                                                               discounts.	
  

                                                                            New	
  Marke+ng	
  
                                                                            •  Bring	
  people	
  together	
  to	
  
                                                                               celebrate	
  your	
  and	
  share	
  
                                                                               branded	
  content.	
  
                                                                            •  Customize	
  promo&ons	
  via	
  
                                                                               individuals	
  rather	
  than	
  
                                                                               masses.	
  
Marke&ng	
  to	
  the	
  individual	
  
                                                                                                           Search	
  Marke&ng	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            Dated	
  
                                                                            •  Bid	
  on	
  key	
  search	
  terms	
  and	
  
                                                                               pay	
  cost	
  per	
  click.	
  

                                                                            New	
  Marke+ng	
  
                                                                            •  Understand	
  what	
  you	
  are	
  
                                                                               selling	
  and	
  use	
  search	
  terms	
  
                                                                               to	
  drive	
  to	
  specific	
  content	
  
                                                                               within	
  your	
  site	
  and	
  
                                                                               different	
  homepages.	
  
                                                                            •  Cost	
  per	
  targeted	
  ac&on	
  not	
  
                                                                               cost	
  per	
  click.	
  
Marke&ng	
  to	
  the	
  individual	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  


                                                                                                                      Customer	
  Service	
  

                                                                            Dated	
  
                                                                            •  1-­‐800#	
  with	
  phone	
  tree	
  
                                                                                 –  Please	
  stay	
  on	
  the	
  line	
  a	
  customer	
  
                                                                                    service	
  representa&ve	
  will	
  be	
  with	
  
                                                                                    you	
  shortly.	
  


                                                                            New	
  Marke+ng	
  
                                                                            •  Customer	
  Service	
  on	
  the	
  
                                                                               customers	
  terms.	
  
                                                                                 –  Twiler,	
  Facebook,	
  Website	
  instant	
  
                                                                                    chat	
  pop-­‐up.	
  
                                                                            •  FAQ’s	
  updated	
  based	
  on	
  feedback	
  
                                                                               from	
  customer	
  service	
  people.	
  
Marke&ng	
  to	
  the	
  individual	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  



                                                                                                                          CRM	
  

                                                                            Dated	
  
                                                                            •  Customer	
  signs	
  up	
  via	
  website	
  
                                                                               and	
  receives	
  emails	
  which	
  they	
  
                                                                               usually	
  ignore.	
  

                                                                            New	
  Marke+ng	
  
                                                                            •  CRM	
  based	
  on	
  providing	
  value	
  to	
  
                                                                               the	
  individual	
  not	
  2-­‐4	
  segments.	
  
                                                                            •  Value	
  has	
  to	
  be	
  to	
  consumers	
  not	
  
                                                                               marketers.	
  
                                                                            •  Don’t	
  try	
  to	
  hard	
  to	
  sell	
  
Marke&ng	
  to	
  the	
  individual	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  


                                                                                                                TV	
  	
  (is	
  it	
  dead	
  ?)	
  

                                                                            No	
  
                                                                            •  TV	
  is	
  great	
  for	
  genera&ng	
  awareness	
  of	
  
                                                                               new	
  products	
  but	
  marketers	
  have	
  to	
  
                                                                               move	
  from	
  a	
  push	
  message	
  to	
  an	
  
                                                                               engagement	
  strategy	
  once	
  awareness	
  
                                                                               has	
  reached	
  a	
  certain	
  measurable	
  
                                                                               point.	
  
                                                                            •  There	
  is	
  very	
  lille	
  correla&on	
  between	
  
                                                                               awareness	
  and	
  conversion	
  even	
  though	
  
                                                                               tradi&onal	
  media	
  companies	
  and	
  ad	
  
                                                                               agencies	
  would	
  have	
  you	
  believe	
  
                                                                               different.	
  
But	
  too	
  many	
  impression	
  can	
  
                                                                                     waste	
  marke&ng	
  dollars	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            • Progressive	
  insurance	
  spent	
  over	
  
                                                                            $200	
  million	
  on	
  the	
  “Flo”	
  
                                                                            marke&ng	
  campaign	
  and	
  their	
  
                                                                            market	
  share	
  went	
  up	
  0.2%	
  
                                                                            • Progressive	
  insurance	
  
                                                                            considera&on	
  rose	
  23%	
  and	
  its	
  
                                                                            brand	
  impressions	
  rose	
  by	
  18%	
  ?	
  


                                                                                                                                  At	
  some	
  point	
  you	
  have	
  to	
  ask	
  “can	
  
                                                                                                                                     we	
  beler	
  spend	
  the	
  money	
  to	
  
                                                                                                                                 convert	
  customers	
  than	
  interrup&ng	
  
                                                                                                                                 them	
  again	
  and	
  again	
  with	
  the	
  same	
  
                                                                                                                                                 commercials	
  ?	
  
One	
  more	
  important	
  thing…	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            •  Execu+on	
  on	
  ALL	
  consumer	
  touch	
  
                                                                               points	
  has	
  to	
  exceed	
  customer	
  
                                                                               expecta+ons.	
  
                                                                            •  If	
  you	
  screw	
  up,	
  ask	
  for	
  
                                                                               forgiveness	
  and	
  move	
  on.	
  
                                                                            •  View	
  your	
  marke+ng	
  from	
  a	
  
                                                                               consumers	
  point-­‐of-­‐view	
  but	
  
                                                                               ensure	
  that	
  it	
  provides	
  a	
  ROI	
  for	
  
                                                                               your	
  business	
  objec+ves.	
  
                                                                            •  Stay	
  the	
  course.	
  	
  Don’t	
  let	
  short	
  
                                                                               term	
  setbacks	
  derail	
  your	
  
                                                                               marke+ng	
  efforts.	
  
Customer	
  excellence	
  should	
  be	
  	
  
                                                                                       part	
  of	
  a	
  company	
  culture	
  
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            •  Create	
  superior	
  value	
  for	
  
                                                                               customers	
  through	
  deeper	
  insights	
  
                                                                               and	
  solve	
  their	
  problems	
  with	
  your	
  
                                                                               product.	
  
                                                                            •  Create	
  shareholder	
  value	
  through	
  
                                                                               sustainable	
  growth,	
  enhanced	
  
                                                                               margins,	
  and	
  a	
  reduced	
  risk	
  of	
  
                                                                               customer	
  loss.	
  
                                                                            •  Customer	
  value	
  is	
  a	
  star&ng	
  point	
  -­‐	
  
                                                                               not	
  the	
  financial	
  value	
  of	
  the	
  
                                                                               customer	
  to	
  us,	
  but	
  the	
  value	
  you	
  
                                                                               create	
  for	
  them.	
  
About me
From	
  Mass	
  Marke+ng	
  to	
  Marke+ng	
  to	
  the	
  individual	
  




                                                                            Richard Meyer
                                                                                My CV http://www.richardameyer.com
                                                                                My marketing BLOG http://www.richsblog.com
                                                                                MY DTC BLOG http://www.worldofdtcmarketing.com


                                                                                            hlp://www.twiler.com/richmeyer	
  



                                                                                            hlp://www.facebook.com/richardameyer	
  




                                                                                            hlp://www.linkedin.com/in/richardameyer	
  

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Mass Marketing is dead long live marketin

  • 1. From  Mass  Marke+ng  to  Marke+ng  to  the  individual   The  End  of  Mass  Marke+ng   The  Beginning  of  Marke+ng  to  individuals   Marke&ng  to  empowered  consumers  
  • 2. It  used  to  be..   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   •  You  segmented  your  audience  on   demographics.   •  You  developed  and  tested   marke&ng  messages  for  those   segments.   •  You  used  mass  media  to   effec&vely  reach  you  audience.   •  You  waited  for  the  sales  numbers   to  increase.  
  • 3. But  today  mass  marke&ng  is     headed  towards  ex&nc&on     From  Mass  Marke+ng  to  Marke+ng  to  the  individual   •  Consumers  want  more   from  brands  and  products.   •  They  are  skep&cal  that   corporate  America  will  “do   what  is  right”.   •  They  are  purchasing  more   private  label  products.   •  The  Internet,  and  social   media,  has  given  them  a   channel  with  a  lot  of   power.  
  • 4. Because  customers  are  real  people   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   •  I  am  your  customer.  A  real  person,  a   human  being.   •  For  too  long  you  have  treated  me  as  a   faceless  number  and  lumped  me  into  a   segment  in  a  mass  market.   •  I’m  not  a  segment,  and  I  won’t  tolerate   that  any  more.    I  am  an  individual.   •  There  may  have  been  a  &me  when  I  didn’t   have  much  choice,  but  now  I  have  many   choices,  so  you  need  more  than  I  need   you.   •  I  have  the  power  &  I  am  in  control.  
  • 5. And  for  the  most  part  they   are  ignoring  your  ads   From  Mass  Marke+ng  to  Marke+ng  to  the  individual  
  • 6. They  are  also  smarter  and  more   frugal  shoppers  today   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   •  As  the  economic  downturn  has  con&nued,  the  percent  of   shoppers  who  typically  buy  the  brands  they  want  most  has   steadily  declined  across  the  categories  examined.       •  In  March  2010,  less  than  50%  of  shoppers  report  purchasing   the  brand  they  want  most.  
  • 7. With  deep  rooted  cynicism  towards   companies   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   •   58%  sampled  felt  that  ‘companies  are   only  interested  in  selling  products  and   services  to  me,  not  necessarily  the   product  or  service  that  is  right  for  me’.   •  Only  9%  trusted  companies  to  ‘always   act  in  their  best  interest’  although  more   than  50%  thought  ‘they  some&mes  did’.   •  Only  5%  trusted  adver&sing  and  8%  what   the  company  says  about  itself’.   •  Only  17%  (10%  UK,  23%  US)  of   respondents  thought  companies  took   note  of  what  they   Source:  Alterian,  Brands  at  Risk,  2010  survey  
  • 8. From  Mass  Marke+ng  to  Marke+ng  to  the  individual   being  zombies   It’s  &me  for  marketers  to  stop  
  • 9. From  Mass  Marke+ng  to  Marke+ng  to  the  individual   And  accept  reality  
  • 10. From  Mass  Marke+ng  to  Marke+ng  to  the  individual   Mass  marke&ng  is  dead..  
  • 11. It  started  with  the  end  to   tradi&onal  segmenta&on   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   •  The  +me  of  mass  social   segmenta+on  is  over.  Now   people  are  clustered  in   microsegments.   •  You  are  more  likely  to  have   more  in  common  with  someone   you  friend  on  social  media  than   your  next  store  neighbor.   •  A  marke&ng  program  can  be   really  successful  if  it  reaches   key  influencers.  
  • 12. From  Mass  Marke+ng  to  Marke+ng  to  the  individual   Is  this  a  paradigm  shi]  ?  
  • 13. No,  it’s  the  evolu&on  of   consumers   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   •  The  more  choices  people  have,   the  more  they  segregate   themselves  into  smaller  and   smaller  niches  in  society.   •  The  Internet  has  allowed  people   to  reach  out  to  each  other  and   become  a  powerful  force  of  one.   •  The  recession,  which  is  the  worst   most  of  us  have  ever  experienced,   is  leading  to  the  way  consumers   shop  and  think  about  the  brand-­‐ customer  rela&onship.  
  • 14. Leading  to  permanent  changes   in  consumer  behavior   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   Consumers  today..   • make  purchase  decisions  in  an  average  of          2.6  seconds   • abandon  >50%  of  shopping  carts  online          without  ever  making  a  purchase   • know  fundamentally  that  power  has   shi]ed  from  companies  to  them,  and  they   don’t  o]en  give  brands  a  second  chance   • are  your  business’s  scarcest  resource  and   most  valuable  asset.  
  • 15. Time  to  shi]  focus  to  individuals   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   rather  than  the  masses   •  20%  of  your  customers  produce  80%   of  your  revenue      10%  give  you  90%  of  your  profit.   •  A  sa&sfied  customer  will  tell  3   people,  but  a  dissa&sfied  customer   will  tell   12  other  people.   •  It  cost  12  &mes  more  to  win  back   dissa&sfied  customers    a  5%  increase  in  reten&on  would     increase  profits  25-­‐55%  
  • 16. Social  media  is  an  important  part   of  a  strategy  to  reach  individuals   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   While  consumers  consider  Web  sites  to  be  the  place  to  go  for   informa&on  about  a  brand  and  promo&onal  offers,  they  find   Facebook  to  be  the  ideal  pla@orm  for  voicing  their  opinions  and   connec+ng  with  other  customers.  
  • 17. Why  people  use  social  media   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   when  it  comes  to  consumer  brands   1.  Share  experiences.   2.  Become  brand  advocates.   –  i.e.    Apple,  BMW   3.  Get  help  with  technological   issues.   –  i.e.  Vizio,  Nokia,  Samsung   4.  Complain  about  poor  performing   brands/products.   5.  Get  special  offers/discounts.   6.  Learn  more  about  via  value   added  content.   7.  Connect  with  others  who  have   similar  interests.   –  i.e.  Subaru,  Trek  Bikes  
  • 18. Consumers  are  sharing  opinions   via  social  media  on  CPG’s   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   When  consumers  want  to  "share   opinions/experiences"  regarding  a  CPG   brand;     •  57%  use  the  brand's  Facebook  page,     •  50%  its  Web  site  and  38%  its  Twiler   page.   •   When  they  want  to  "connect  with   other  customers,"  54%  use  the   Facebook  page,  48%  the  brand  Web   site  and  35%  the  Twiler  page.  
  • 19. But  don’t  mistakenly  believe   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   that  your  brand  needs  social  media     •  Is  your  product/brand  worth   talking  about  ?   •  Can  you  provide  a  reason,  other   than  discounts,  for  people  to   engage  with  you  on  social  media  ?   •  Does  your  product  o]en  require   technical  assistance  ?   •  Do  you  get  a  lot  of  calls  from  into   customer  service  ?   •  Are  people  interested  in  sharing   experiences  of  “how  to’s”  when  it   comes  to  your  product.  
  • 20. And  don’t  make  these  mistakes   when  it  comes  to  social  media   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   •  Don't  think  you  can  just  plug  in  and  go.     –  Managing  communi&es  requires  more  than  technological  skills  and  so]ware;  technology   is  just  an  enabler.  If  you  don't  have  people  who  understand  your  business  and  have  the   skills  to  facilitate  vibrant  discussions  without  domina&ng  the  conversa&on  you  won't   generate  good  insights.   •  Don't  believe  bigger  is  beEer.     –  Companies  o]en  believe  that  the  bigger  the  online  community,  the  beler  the  insights,   and  so  they  build  communi&es  with  thousands  of  members.     –  In  fact,  large  communi&es  are  less  effec&ve  than  smaller  ones  at  nurturing  rela&onships   among  members,  and  between  members  and  the  brand.  They  are  more  transient,  less   "s&cky,"  and  less  sa&sfying  all  around.  When  the  goal  is  deep  customer  insights,  smaller,   private  communi&es  (up  to  400  members)  are  best  for  developing  trust.     •  Don't  expect  people  to  s+ck  around  for  nothing.   –  Community  members  need  to  benefit  from  their  par&cipa&on.  To  sustain  their  interest,   design  engaging  ac&vi&es  (online  or  off)  that  allow  them  to  talk  about  the  brand  in  the   context  of  their  lives  and  build  personal  or  professional  rela&onships.  Give  them  ways  to   talk  with  each  other,  and  with  you.  
  • 21. Don’t  make  these  mistakes  when   it  comes  to  social  media  (con’t)   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   •  Don't  "sell".     –  You'd  be  amazed  at  how  many  companies  get  customer  communi&es  up  and  running   only  to  sabotage  them  by  trying  to  turn  them  into  another  sales  channel.  Customers   want  to  feel  like  you  mean  it,  and  they  know  when  they're  being  suckered.  They'll  clam   up  as  soon  as  they  get  a  slick  sales  vibe.  Build  trust  and  your  community  members  will   tell  you  more  -­‐  and  buy  more  from  you.   •  Don't  drop  the  ball.     –  Show  members  that  you  are  ac&vely  listening  and  you  value  them:  contribute  to  the   conversa&on,  building  on  their  comments,  and  tell  them  what  you're  doing  with  their   input.  The  worst  thing  you  can  do  is  stop  engaging  when  you  think  you've  got  your   "answer."  Develop  a  long-­‐term  rela&onship  with  your  community.  Deep  insight  takes   &me  to  emerge.  
  • 22. Consumers  s&ll  use  branded   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   product  websites  too   •  In  the  consumer-­‐packaged-­‐goods   (CPG)  sector,  there's  no  shortage  of   online  interac&on  between   consumers  and  brands  these  days.   –  In  the  food/beverage  realm,  26%   said  they'd  be  likely  to  go  to  a   brand's  Web  site,  15%  to  a  brand's   Facebook  page  and  12  percent  to  a   brand's  Twiler  page.     –  The  palern  was  quite  similar  for   household  products  (26%  Web  site,   13%  Facebook,  12%  Twiler)   –  personal  products  (23%  Web  site,   13%  Facebook,  12%  Twiler)       –  beauty  products  (26%  Web  site,    Ipsos  Marke=ng,  Consumer  Goods   13%  Facebook,  11%  Twiler).  
  • 23. In  fact  it’s  where  consumers  go   first  when  they  want  informa&on   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   When  the  purpose  is  to  "obtain   informa+on  about  a  brand     •  74%  said  they  go  to  the  brand's  Web   site     •  34%  to  its  Facebook  page     •  28%  to  its  Twiler  page.     •  The  numbers  were  nearly  iden&cal   when  it  comes  to  geqng  coupons  or   promo&onal  offers.  
  • 24. Smartphone  apps  are  growing  too   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   For  branded  content   •  “We  see  Tide  as  the  authority  in  stain   removal,  and  we’ve  had  stain  solu+ons  on   our  Web  site  for  some  &me,  and  we  wanted   to  extend  out  of  home  to  reach  consumers.”   •  “We  see”?    What  about  consumers  ?    Do   they  really  need  to  take  up  space  on  their   smartphones  with  an  app  that  reminds  them   how  much  they  hate  cleaning  ?   –  It  maybe  downloaded  a  lot  at  first  because  it’s  free   but  it  probably  be  deleted  a]er  a  short  &me   because    of  lille  use.   •  Think:  How  consumers  want  to  get  their   informa+on  and  if  your  target  audience  is   using  the  channel.  
  • 25. A  key  step  in  marke&ng  to   individual  consumers:     From  Mass  Marke+ng  to  Marke+ng  to  the  individual   iden&fy  barriers  to  conversion   •  Once  you  have  awareness  and   consumers  are  considering  your   brand  the  next  step  is  to  develop  a   decision  tree  analysis;   •  What  problems  does  your   brand  solve  ?   •  What  are  the  poten&al   barriers  to  conversion  as   seen  by  consumers  ?   •  What  is  best  way  to   overcome  these  barriers  ?   •  What  is  the  best  channel  to   overcome  these  barriers  ?  
  • 26. Overcoming  barriers  to   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   conversion   •  Once  you  have  iden&fied  barriers  to  conversion  use  the  best   channel  to  overcome  them.   –  Web:  Different  homepages  based  on  keywords   –  Web:  Intui&ve  naviga&on  (nav  based  on  the  way  consumers  go   through  buying  process  with  objec&ons  overcome  along  the  way)   –  Social  Media:  Solve  problems,  talk  about  your  product  in  human  terms   not  sales  talk.   –  Print  ads:  different  print  ads  for  different  publica&ons.    Advetorials   based  on  quality,  value  added  content.   –  Online  ads:  content  customized  for  each  site  based  on  psychographics   and  behavioral  targe&ng  of  visitors.   –  CRM:  extensive  database  with  content  that  is  pulled  based  on  data  of   customer  behavior.  
  • 27. Marke&ng  to  the  individual   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   Print  Media     Dated   •  Match  target  market   demographics  with   magazine  readers  and  run   ads.   New  Marke+ng   •  Customized  content  (not   just  ads)  based  on   psychographics  and   demographics  of  magazine   readers.  
  • 28. Marke&ng  to  the  individual   Brand  Websites   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   Dated   •  One  home  page  and  website   for  everyone.  Use  search  to   drive  traffic.   New  Marke+ng   •  Different  homepages  based  on   search  terms.   •  Unique  naviga&onal  paths   through  site  by   microsegments.   •  Use  cookies  to  rotate  content.  
  • 29. Marke&ng  to  the  individual   Social  Media   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   Dated   •  Use  social  media  as  another   channel  to  sell  customers.   New  Marke+ng   •  Use  social  media  to  listen  to   your  customers.   •  Engage  in  dialogue  rather   than  monologue.   •  Use  social  media  for   customer  service.   •  Create  brand  evangelists    
  • 30. Marke&ng  to  the  individual   Promo&ons   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   Dated   •  Focus  on  price  and   discounts.   New  Marke+ng   •  Bring  people  together  to   celebrate  your  and  share   branded  content.   •  Customize  promo&ons  via   individuals  rather  than   masses.  
  • 31. Marke&ng  to  the  individual   Search  Marke&ng   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   Dated   •  Bid  on  key  search  terms  and   pay  cost  per  click.   New  Marke+ng   •  Understand  what  you  are   selling  and  use  search  terms   to  drive  to  specific  content   within  your  site  and   different  homepages.   •  Cost  per  targeted  ac&on  not   cost  per  click.  
  • 32. Marke&ng  to  the  individual   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   Customer  Service   Dated   •  1-­‐800#  with  phone  tree   –  Please  stay  on  the  line  a  customer   service  representa&ve  will  be  with   you  shortly.   New  Marke+ng   •  Customer  Service  on  the   customers  terms.   –  Twiler,  Facebook,  Website  instant   chat  pop-­‐up.   •  FAQ’s  updated  based  on  feedback   from  customer  service  people.  
  • 33. Marke&ng  to  the  individual   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   CRM   Dated   •  Customer  signs  up  via  website   and  receives  emails  which  they   usually  ignore.   New  Marke+ng   •  CRM  based  on  providing  value  to   the  individual  not  2-­‐4  segments.   •  Value  has  to  be  to  consumers  not   marketers.   •  Don’t  try  to  hard  to  sell  
  • 34. Marke&ng  to  the  individual   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   TV    (is  it  dead  ?)   No   •  TV  is  great  for  genera&ng  awareness  of   new  products  but  marketers  have  to   move  from  a  push  message  to  an   engagement  strategy  once  awareness   has  reached  a  certain  measurable   point.   •  There  is  very  lille  correla&on  between   awareness  and  conversion  even  though   tradi&onal  media  companies  and  ad   agencies  would  have  you  believe   different.  
  • 35. But  too  many  impression  can   waste  marke&ng  dollars   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   • Progressive  insurance  spent  over   $200  million  on  the  “Flo”   marke&ng  campaign  and  their   market  share  went  up  0.2%   • Progressive  insurance   considera&on  rose  23%  and  its   brand  impressions  rose  by  18%  ?   At  some  point  you  have  to  ask  “can   we  beler  spend  the  money  to   convert  customers  than  interrup&ng   them  again  and  again  with  the  same   commercials  ?  
  • 36. One  more  important  thing…   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   •  Execu+on  on  ALL  consumer  touch   points  has  to  exceed  customer   expecta+ons.   •  If  you  screw  up,  ask  for   forgiveness  and  move  on.   •  View  your  marke+ng  from  a   consumers  point-­‐of-­‐view  but   ensure  that  it  provides  a  ROI  for   your  business  objec+ves.   •  Stay  the  course.    Don’t  let  short   term  setbacks  derail  your   marke+ng  efforts.  
  • 37. Customer  excellence  should  be     part  of  a  company  culture   From  Mass  Marke+ng  to  Marke+ng  to  the  individual   •  Create  superior  value  for   customers  through  deeper  insights   and  solve  their  problems  with  your   product.   •  Create  shareholder  value  through   sustainable  growth,  enhanced   margins,  and  a  reduced  risk  of   customer  loss.   •  Customer  value  is  a  star&ng  point  -­‐   not  the  financial  value  of  the   customer  to  us,  but  the  value  you   create  for  them.  
  • 38. About me From  Mass  Marke+ng  to  Marke+ng  to  the  individual   Richard Meyer   My CV http://www.richardameyer.com   My marketing BLOG http://www.richsblog.com   MY DTC BLOG http://www.worldofdtcmarketing.com hlp://www.twiler.com/richmeyer   hlp://www.facebook.com/richardameyer   hlp://www.linkedin.com/in/richardameyer