Millenial Marketing: Overview of the marketing context when approaching the new

generation of shoppers

Guest lecture AABCaroline Van der Avoort

October 6th 2016

“Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.”

- Peter Drucker

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MARKETERS FACE A CONSTANTLY CHANGING ENVIRONMENT

Customers are bombed with an overload of information

31,250,000

Source: Adweek and Forbes

People today have an attention span shorter than the one of a goldfish

Goldfish Attention Span = 9 seconds

>... a 4 second drop in just 13 years!

Modern Human Attention Span = 8 seconds

Technology is not always helping marketers

Global Ad Blocking Growth

Source: PageFair

New market players are able to change the rules of the game by inventing disruptive business models

Welcome to the era of « good enough » products

The “good enough” wins over… the “perfect”

Source: The New Normal: Explore The limits of the Digital World, Peter Hinssen

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Digital marketing is dead

For many marketers it is not clear why to use digital marketing

Digital makes it possible to engage personally with your customers

IKEA:

“Make small spaces Big”

Audi: “Be creative,

design your Audi A1 and win!”

From a focus on transactions to a focus on building personnalized relationship

Burberry: “Capture and send a digital

kiss”

Digital makes it possible to create a smooth end-2-end experience

Pizza.be Netflix.com

Digital allows to get instant feedback about anythingIt is now possible to measure everything and in a very short time!

Source: Chiefmartech.com

The increasing complexity of the customer journey

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Appearance of new generations of shoppers and new purchasing behaviors

• Aged 13-18• Mobile-

native• Instant

information

• Aged 19-34• Discoverers

and pioneers of web and technology

Source: Centennial Shopper Study, Connecting with the next Generation of Shopper, Power Reviews and Who are the Millenial Shoppers and What do they really want, Accenture

• Research first, purchase later

• Customer reviews above all

• Purchase in-store

• Two-way dialogue

• Research in-store, buy online

• Customer reviews and product availability

• Personalized and targeted promotion

The customer journey is now fractured into hundreds of real-time, intent-driven micro-moments…

Source: Consumerproof

While making a purchase decision today’s customers show primary importance to:

1. Convenience

2. Trust

Customers demand an integrated and seamless experience regardless of the channel

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Customer experience builds loyalty

Everyone is now chasing a dream of experience

Everyone is now chasing a dream of experience

Contact is king and community is queen !

Nike Run Club: “YOUR PERFECT RUNNING PARTNER Track your runs, get coaching that adapts to you, and bring your friends along for the ride.It’s all possible with the Nike+ Run Club app.”

Conclusions and key takeaways

A seamless omnichannel customer journey is a must

Marketers face a constantly changing environment

Marketing is now a technology-powered discipline

Customer experience builds loyalty

Contact is king and community is queen

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453 New consumer behaviors are disrupting

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WHO ARE WE?

We are a team of

more than 50 passionate marketers

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We help you build a future-proof organization

Market Assessment Research (qualitative

– quantitative) Customer journey

mapping Customer

segmentation

Branding & Positioning

Pricing

Marketing Strategy & Planning

Communication Planning

Product / Brand Management

CRM – Loyalty

Organization & Competencies

Marketing Automation

WHO WHAT HOW IMPACT

Our 4 fields of expertise allow us to create impact

Omni-channel & E-Commerce Integration

Go-to-market

CORE MARKETING EXPERTISE

Customer Centricity Value Proposition

We are a marketing hub of

more than 75 dynamic passionate marketers

THE HOUSE OF MARKETINGwww.thehouseofmarketing.be

Any questions ?