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
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