Future consumer

transcript

Matt Hames716.817.3076 – @mhames

The futureConsumer

sharemarketing.wordpress.com@mhames

If I say phone what do you

picture?

My 5-year pictures these

She will see things different She will have an e-mail address and a

phone number for life. Meaning, she will have to choose to lose

touch with friends. And she will have to choose to lose

touch with brands. She will never know world without social

media.

Web 2.0 Web 2.0

1 Billion Tweets/week800m on Facebook120m on LinkedIn

250m mobile Facebook users6.5 trillion SMS messages sent

in 2010

So what

We have to think differently about how we’ll market to the consumer of tomorrow.

Here’s why:

They think differentThey think different

They learn different

They can learn They can learn anywhereanywhere

They speak different(8 Trillion Text messages will be sent in 2011)

They organize different iTunes playlist iTunesU Pandora playlist Facebook friends ‘who play’ list Google Circles Twitter lists LinkedIn/today Reddit

Every new TV resulted in one more consumer of content

They are creators

Every new mobile device results in a new content creator

Sharing has evolved People share:

Location Photos Status Thoughts Videos Reviews Documents Playlists Game experiences

Result Young people want information on the

platform they prefer. They will organize it themselves. They will share. They will engage differently. They will interact. They will participate.

Brands will have less control

But brands will have an identifiable fan base

And we can identify the path to being a fan

Point of purchase

A: Unaware of the brand From unaware to purchase, the tactics

will still work: Advertising

TV, Radio, print, banner ads Google adwords Search engine optimization Social media advertising Public relations Direct marketing Other digital marketing

B: Brand advocate From purchase to advocate, the world of

engagement media: Facebook page Facebook connect Twitter LinkedIn YouTube Brand social network

Result The overall marketing goal is to get

unaware people to buy a product. On the route, we should get those

people to become brand advocates. The marketing strategy should reflect

this goal and every tactic should be placed on the graph to show how they work together.

Point of purchase

FacebookTV spot

TV spot B-roll for YouTube

Twitter

QR code on shelf

Brand website

coupon

PRDirect mail Loyalty program

promotionBlogger outreach

E-newsletter

Suggestion engines

Note: these aren’t the only tactics that can be used. Also, some things might fit in a different place on the Path to Purchase depending on the goal.

Connect With Me

Twitter@mhames

Future consumer

Business