Date post: | 15-Jul-2015 |
Category: |
Marketing |
Upload: | amarach-research |
View: | 303 times |
Download: | 2 times |
GLOBAL REALITIES, IRISH OPPORTUNITIES AAI Advertiser’s Toolkit Seminar
© Amárach Research 2015
The future only happens once, so be prepared.
Drawing on our research at Amárach, we have
selected key global trends that will shape marketing
reality in 2015.
AAI SEMINAR
SEVEN GLOBAL THEMES:
Global Outlook
Surplus Added
Healthness
DataMine
Ubernomics
Belonging
MYOM
In a word: fragile.
Deflation. Debt. Euro.
But… Negative interest rates.
Exports. Jobs.
GLOBAL OUTLOOK
AAI SEMINAR
Central Bank: 2015
consumer spend
= €87.9bn (+€2.5bn)
AAI SEMINAR
IMPLICATIONS
Don’t bank on growth, be the growth.
Make deflation your friend (and your customers’
friend too).
GLOBAL OUTLOOK
AAI SEMINAR
‘Airbnp’ – productivity.
Turning sunk costs into supplementary income.
The Sharing Economy is a sub-set of the Sharing-Referring-
Comparing Economy.
Impacting on wider economy through influence on renting &
buying behaviours generally.
UBERNOMICS
AAI SEMINAR
Uber in Ireland: ‘tens of
thousands’ of users in Dublin
AAI SEMINAR
IMPLICATIONS
Float the sunk costs.
Unbundle the customer journey & experience into components
that can be shared/referred/compared.
Turn a great experience into a shared experience.
Get back inside ‘the circle of trust’.
UBERNOMICS
AAI SEMINAR
Adding value is not enough.
It is no longer about adding value – or even multiplying
value – it’s about: adding surplus.
In an age of deflation & stagnation, you can use abundance to move the
conversation on from price.
SURPLUS ADDED
AAI SEMINAR
UPC Ireland Report:
consumer surplus
from broadband = €1,128 pa
AAI SEMINAR
IMPLICATIONS
A key question: what is the difference you make/surplus you add to the lives of your
customers?
Technology, service, price, bundling and plain old
convenience create a customer service that they value and will
keep bringing them back.
SURPLUS ADDED
AAI SEMINAR
We live in the Age of Ageing.
The current health (or illness) service structures are
unsustainable.
This is true for pharma, insurance, chronic & age-
related illness.
New and huge markets are emerging in relation to
prevention, self-medication, monitoring and treatment.
HEALTHNESS
AAI SEMINAR
Average Irish
consumer spending on health
= €62 per month
AAI SEMINAR
IMPLICATIONS
Look for partners, e.g.: IT providers.
Look for new channels, e.g.: petrol stations.
Focus on control.
HEALTHNESS
AAI SEMINAR
Get ready for the Intention Economy.
It will be pushed by more scares about data security.
It will be pulled by a growing realisation of the value the personal data we give away
for free.
As consumers increasingly decide ‘my data is mine’ then governments will follow fast.
DATAMINE
AAI SEMINAR
Microsoft Report:
64% of Irish adults feel personal
data online is less safe
than before
AAI SEMINAR
IMPLICATIONS
Follow the data.
The Sharing Economy will soon become the Intention Economy.
The best customer experiences will be the ones where they feel
valued, not just that they are getting value.
The customer isn’t king, the customer is the data controller.
DATAMINE
AAI SEMINAR
We’ve reached peak Individualism.
Postive & negative drivers: - sharing
- experience - wellbeing
but also: - loneliness
- urbanisation
People want to belong… and belonging to have meaning.
BELONGING
AAI SEMINAR
In Ireland, members of
a retailer loyalty
scheme will spend
average of 35% more than non-members with same
retailer
AAI SEMINAR
IMPLICATIONS
Go beyond loyalty to belonging.
The next generation of loyalty schemes will feel more like your local GAA than Tesco Clubcard.
It ties into the wider sharing, data and wellness trends.
If your brand was a club, why would people want to join?
BELONGING
AAI SEMINAR
People Before Profits Processes.
In an age of added surplus and ubernomics there are new sources of ‘buying power’.
From alternative currencies to ‘pay per tweet’ there is a
greater willingness to imagine new types money.
And it has never been easier to ‘make your own money’!
MYOM
AAI SEMINAR
AAI SEMINAR
IMPLICATIONS
Follow the money.
What has currency in your customer relationships – and
what could become a currency?
Explore new ways of turning consumer surplus, loyalty points and time preferences into ways
of generating belonging, engagement and ‘profit’.
MYOM
AAI SEMINAR
GET READY
Grow without Growth Be Abundant Unbundle the Value Chain Maximise Wellness Share Control Be Your Own Currency
AAI SEMINAR
Keep up to date with Amárach’s insights and foresight as 2015 unfolds: b. www.amarach.com/blog t. twitter.com/AmarachResearch s. slideshare.net/amarach/presentations ln. linkedin.com/company/amarach-research