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What to Give the Consumer Who Wants Everything Nick Worth | CMO | @nsworth
What to Give the Consumer Who Wants Everything
Nick Worth | CMO | @nsworth
PicturePicture
YET CEREAL SALES ARE DECLINING
WHILE FOOD BAR SALES SOAR
THE ENTITLED CONSUMER
en·ti·tledinˈtīdld, enˈtīdld/adjectivebelieving oneself to be inherently deserving of privileges or special treatment
CONVENIENCE EXPECTATIONS
• 90% EXPECT REAL-TIME CUSTOMER SERVICE
• 89% EXPECT TO SCHEDULE A SERVICE WHENEVER THEY NEED IT
• 78% EXPECT AUTOMATIC PAYMENTS AND CHECKOUTS
• 79% EXPECT SAME-DAY DELIVERY WITHIN 5 YEARS
Harris Poll, 2000 US Adults, 2014
PERSONALIZATION EXPECTATIONS
• 53% EXPECT SERVICE PROVIDERS TO LEARN THEIR TASTES AND MAKE SUGGESTIONS
• 48% EXPECT THAT THERE WILL BE A SERVICE THAT SHIPS PRODUCTS BEFORE THEY ORDER THEM
Harris Poll, 2000 US Adults, 2014
PERSONALIZED EXPERIENCES WIN
Millennials and Gen Z are hard coded to demand more
• Expect brands to know them not as a segment but as an specific individuals
• Less concerned about privacy
• Want brands to provide an individualized experience
AGE OF EXPECTATION
ENTITLED CONSUMER HARD TRUTHS
Convenience
Value Relevance
ENTITLEMENT IS NOT THE ONLY PROBLEM
Hyper-connectivity andLow cost digital communications
Are making consumers harder to engage than ever before
2015:5000
1970:500
AVERAGE NUMBER OF DAILY MARKETING MESSAGES PER CONSUMER
CURRENT AVERAGE HUMAN ATTENTION SPAN
LESS THAN GOLDFISH
ENTER:Continuous Partial Attention (CPA)
OVER-EMPHASIZE MASS COMMUNICATION
ACT AS THOUGH EVERYONE FOLLOWS THE SAME PATH TO PURCHASE
TREAT EVERYONE THE SAME
FAIL TO BE IN THE MOMENT
WE LIVE IN MOMENTS
KNOW
DO
GO
BUY
I-WANT-TO
MOMENTS
INTENT
CONTEXT IMMEDIACY
LOYALTYTO
NEEDS
FORGOT GIFT FOR SON
YOU NEEDA PLAN B
BRANDLOYALTY
DECLINES
Loyalty to
NEEDS.
v
THERE NEEDS TO BE A MINDSET SHIFT
Data
Message
Product
Channel
MARKETER FIRST
Integrity
Empathy
Relevance
Consumer
CONSUMER-FIRST
Respects Consumer Preference
• Respects the consumer's stated and inferred communication and content preferences
CONSUMER-FIRST MARKETING
Consumer-First Marketing helps brands build relationships on consumers’ terms It is marketing with integrity and empathy toward the consumer
Respects Consumer Preference
• Respects the consumer's stated and inferred communication and content preferences
CONSUMER-FIRST MARKETING
Relatable
• Communication speaks to and sounds like the consumer
Consumer-First Marketing helps brands build relationships on consumers’ terms It is marketing with integrity and empathy toward the consumer
Respects Consumer Preference
• Respects the consumer's stated and inferred communication and content preferences
CONSUMER-FIRST MARKETING
Relatable
• Communication speaks to and sounds like the consumer
Adds Value
• Communication explicitly focused on providing value. (i.e., inspire, convince, educate, entertain)
Consumer-First Marketing helps brands build relationships on consumers’ terms It is marketing with integrity and empathy toward the consumer
Respects Consumer Preference
• Respects the consumer's stated and inferred communication and content preferences
CONSUMER-FIRST MARKETING
Relatable
• Communication speaks to and sounds like the consumer
Adds Value
• Communication explicitly focused on providing value. (i.e., inspire, convince, educate, entertain)
Contextually Relevant
• Communication that recognizes and responds based on the consumer's current state (mental and physical).
Consumer-First Marketing helps brands build relationships on consumers’ terms It is marketing with integrity and empathy toward the consumer
GETTING CONTEXTUAL WITH WEATHER
CONSUMER-FIRST PRINCIPLESSHOULD GUIDE DECISIONS
Identify & Recognize – in real-time & across channels
Insight-Driven – predictive & contextual
Relevant – to the individual & in the moment
Appreciated – respectful & valued
• Natively designed: Cohesive solution designed for data-driven engagement
• Unified data model: 360-degree consumer profile
• Efficient automation: Dynamic messaging based on current consumer data and context
• Consolidated reporting: Real-time metrics and insights
• Highest industry uptime: 99.99% track record for last 6 years
• Marketer-enabled execution: limited dependency on IT
THE VOYAGE TO CONSUMER-FIRST
• Rethink how you identify and recognize consumers
• Leverage predictive and contextual capabilities
• Build permission and earn your consumers’ attention
• Seek to become appreciated and valued by consumers
• Start small and build
“Integrated” Marketing Cloud
Unified Omnichannel Platform
Web
SMS
Push
Social
