marketing for future business
DESCRIPTION
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 vitalB2C & B2B overtaken by C2B, C2C, B2M, M2B, C2M, M2C & M2MA move from markets of millions to markets of one!Social media leading to ever more social buyingFar more focus and the creation of near singularitiesSucking up to the customer will be keyTaking the pain away will be the normTRANSCRIPT
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Open For Future Business
Or, what’s over the horizon for markets & marketing ?
cochrane.org.ukca-global.org
Peter Cochrane
Thursday, 14 June 12
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“process responsible for identifying, anticipating and satisfying customer requirements profitably”
Let’s all start on the same page !
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So, what is a c t u a l l y happening ?
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The old methods are still hanging on,but are really on their lastlegs
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Many of the new methods are no less irritating
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But we know that carpet bombing is very expensive and ineffective in all its forms !
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To be
effective
we need
to target
& focus
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The old methods are still hanging on,but are really on their lastlegs
What we are trying to achieve...
...is not always easy !
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The old methods are still hanging on,but are really on their lastlegs
Fundamentally it is about building relationships...
...built on delivery trust, reliability, satisfaction
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We know and love: B2B, B2C!But C2B, C2C, B2M, M2B & M2M are novel and evolving...creating new opportunities & competition
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And Market Insight
outgunsMarket Research
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Examples of organisations that are really ‘not getting it’
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I only have time for a very few exemplars
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Fail to fully exploit their knowledge of us... we have to chase them for the services we need... they appear to anticipate nothing!
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Utilities pester us with marginal deals and offers we have no interest in!
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Mobile phone operatorspersist in interrupting u s a t t h e m o s t inconvenient times for a cosy chat!
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Insurance companies chase us...fail to speak plain English...
...never create integrated packages that make sense!
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Fail to integrateThursday, 14 June 12
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Las Vegas retail market deterioratesLas 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.....
Retail and the high street are in big trouble !
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Fundamentally nothing much has changed in
over 200 years!
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...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 !
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WoolworthC&A
Barnes & NobleLa Senza,HMV ??
RIP
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Most new approaches are failing to improve things significantly...
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But they won’t buy your wine unless you have a parking lot!
Custom
ers want
quality,
service
, conv
enience
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• Busy people love it• A growing market• Sophisticated• Green
Home deliver services work...
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wifi in all stores
How come ?
• Data & meta data
• On & offline sales
• Greater efficacy
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Why ? "We know our customers are mobile and want to be connected anywhere, anytime and anyplace”
• Who you are• 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 offersB
ut
they
al s
o collect Meta
- Data
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And yet thesestores are alwaysheaving
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• Staff help way beyond sales!• A hands-on experience• Expert lectures and tutorials• A new way of selling
They create excitement ...expectation and loyalty... ...all embracing’ experience
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They threw away the books, ignored established wisdoms, and broke the rules...
...followed their instinct and mantra of thinking different...
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There are no silver bullets or expl ic it rules anymore.. .only innovation and experimentation...
Technology, fashion, timing and luck now play a bigger part than ever before...
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It is now about the complete experience
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Fun LuxuriesEssentials
Retail is changing!
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• Technophobes dislike it
• Demographic change ensures continued growth
• High street becoming on- liners showroom
Online mainstream & growing fast...
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36
But we need to get far more sophisticated than this...
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T h e l e a d e r s a r e 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
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It is all about taking the pain away - de-stressing trade instead of making it distressing....
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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
Me2 used to be a good spot on the success curve...
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Social networking impacts markets quickly...
Music sales with and without social networking
No Social Net With Social Net
Off the scale
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Change is not an option - it is the only constant - driven by tech...
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Technology also powers a global abundance!
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• 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
And sees...
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The Power of Social Nets
* Read* Watch* Listen* Search* Think* Work* Solve problems* Try products* Find good services* Organise group purchases
Other people:
So I don’t have to !Thursday, 14 June 12
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And you no longer upset one person...you upset a community !
Bad news spreads faster & further than goodThursday, 14 June 12
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The Meta Datain your hand ?
Where you are ?Where you have been ?Where you are likely to be going to ?Who you have met ?Who you are going to meet ?Who you call ?Who calls you ?Who you TXT - IM - Link ?All your contactsAll your urlsAll you passwordsWhat 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 ?++++++++++
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What does it look like ?
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Way beyond mathematical analysis !
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We are no longer look ing for a n e e d l e i n a haystack!
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But a specific needle (or group of needles) in a needlestack!
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It demands sophisticated algorithms & computing power...
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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!
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This also applies to industries from small to large, and international...
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To win this race we have to embrace the power of our machines and new forms of marketing....
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Aimed at the individual...
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Aimed at the individual...But timely and cost effective on all
sides of the equation...
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A market of one..
...and that means ME !Thursday, 14 June 12
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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...
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Thank You
ca-global.orgcochrane.org.uk
COCHRANE a s s o c i a t e s
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