shel israel - lethal generosity: love customers to crush competitors
TRANSCRIPT
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Be kind to your customers. It will completely screw competitive efforts to hijack them away.
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5 OLD STORIES
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5 tech forces Strong tech focus Storm of change Vision, not apps
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AofC sequel Lots of business apps Millennial-tech factor ‘Sharing’ competitors Changes in marketing
MILLENNIALS
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WHY MILLENNIALS MATTER Emergent majority Digital natives Collaborators Leading shopping trends Sailthru research
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2544
22
2434
2419 9
SAILTHRU SURVEYMillennials Others
Personalization
Use it!
Use only if it helps me
Tell me what you
have
No!
Millennials Non-Millennials
Data Use
55 41
Millennials OthersRetailers & Personal Data
63 52
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MILLENNIAL EMPLOYEES
• Facebook invite• Changed culture• Driving new business
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MILLENNIAL KEIRETSUS
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MILLENNIAL CUSTOMERS
Experience trumps brand ‘Trust me, first’ Ads only start a sequence
CONTEXTUALTECHNOLOGY
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RAPID CHANGE
New business models Uberize some things Frictionless experience
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WHAT’S TO SHARE?
Platforms-break-bricks model Peer power Millennial keiretsus
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NORDSTROM
CONTEXTUALRETAIL
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LOCATION, LOCATION
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BEACONING CUSTOMERS
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BEYOND BEACONS
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CONTACTLESS ECONOMY
MARKETING CROSSROADS
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THE NEW PR
Everyone’s an influencer Every company’s a media company Data & analytics-driven Integrating disciplines Scaling personalization
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THE NEW PR
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TAPERING AD RETURNS
Traditional, to traditional-digital, to contextual Death of 30-second spot—R/GA Mobile, wearable dynamics Peer influence
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NEW ADS
Contextual-digital Story-telling Communities platforms Scalable personalization
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STORYTELLING ADS
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CONTEXTUAL BILLBOARDS
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CONTEXT & STORIES
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CHANGING CONTEXT
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PINPOINT MARKETING Seller understands & anticipates Exquisite experience Personalization is scalable Low costs, high profits & loyal customers
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TAKEAWAYS Recognize power shift Embrace sharing economy Experience trumps branding Pinpoint marketing
