Emily Sadeghian & Erin Grunbeck 09.14.15 Brand mgmt

“3 Market Forces to Master in the Pursuit of the Individual Customer” – AdWeek 9 �13 �15

Transition from

mass media à “me generation” ¤ Personalized content

¤ Achievable with advancing technology/

social media/big data

¤  Law of One 1:1

}89% percent of companies plan on competing based

primarily on customer experience by 2016 – the

sum of those experiences is your brand

– AdWeek ”

“ W H A T D O E S T H I S M E A N ?

•  Refocus branding

•  Not just about mass appeal

•  Personalize content for the

individual, not generalization

INDIVUDAL CONSUMER CONT..

Current Examples

NETFLIX | FACEBOOK | ACTIVISION •  User selected queue

•  Complete control over

shows/movies (unlike

cable TV)

•  User generated/

selected content

•  Call of Duty – personalize game experience (create character)

•  Connect with other players

Where to go from here

Scale

•  Share of Voice = 1st Step

•  once a large audience is engaged à provide personalized content to reach each individual

•  Larger scale of content, greater presence

•  Creates brand loyalty.

Big Data (DSS)

•  Personalization = understanding your consumer.

•  should collect secondary data from various sources to understand your consumers’

behaviors, attitudes, preferences etc..

Cross-channel integration

•  Ensure consumer experience with your company is seamless

BRANDS MUST…...

①  Innovate - added layer of segmentation.

②  Create an emotional connection - personalized

③  Sustain and reinforce a long term vision - CLV

④  Have a strong value proposition – the experience (perception)

is more personal, you tell the brand what your experience (preference) is

going to be.

Check out the article at..

http://www.ADWEEK.com/news/advertising-branding/3-market-forces-master-pursuit-individual-customer-166847