Matt Hames716.817.3076 – @mhames
The futureConsumer
sharemarketing.wordpress.com@mhames
Matt Hames716.817.3076 – @mhames
If I say phone what do you
picture?
Matt Hames716.817.3076 – @mhames
This?
Matt Hames716.817.3076 – @mhames
My 5-year pictures these
Matt Hames716.817.3076 – @mhames
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.
Matt Hames716.817.3076 – @mhames
Web 2.0 Web 2.0
Matt Hames716.817.3076 – @mhames
1 Billion Tweets/week800m on Facebook120m on LinkedIn
250m mobile Facebook users6.5 trillion SMS messages sent
in 2010
Matt Hames716.817.3076 – @mhames
So what
?
Matt Hames716.817.3076 – @mhames
We have to think differently about how we’ll market to the consumer of tomorrow.
Here’s why:
Matt Hames716.817.3076 – @mhames
They think differentThey think different
Matt Hames716.817.3076 – @mhames
They learn different
Matt Hames716.817.3076 – @mhames
They can learn They can learn anywhereanywhere
Matt Hames716.817.3076 – @mhames
They speak different(8 Trillion Text messages will be sent in 2011)
Matt Hames716.817.3076 – @mhames
tl;dr
Matt Hames716.817.3076 – @mhames
They organize different iTunes playlist iTunesU Pandora playlist Facebook friends ‘who play’ list Google Circles Twitter lists LinkedIn/today Reddit
Matt Hames716.817.3076 – @mhames
Matt Hames716.817.3076 – @mhames
Matt Hames716.817.3076 – @mhames
Every new TV resulted in one more consumer of content
They are creators
Matt Hames716.817.3076 – @mhames
Every new mobile device results in a new content creator
Matt Hames716.817.3076 – @mhames
Sharing has evolved People share:
Location Photos Status Thoughts Videos Reviews Documents Playlists Game experiences
Matt Hames716.817.3076 – @mhames
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.
Matt Hames716.817.3076 – @mhames
Brands will have less control
Matt Hames716.817.3076 – @mhames
But brands will have an identifiable fan base
Matt Hames716.817.3076 – @mhames
And we can identify the path to being a fan
Matt Hames716.817.3076 – @mhames
A B
Point of purchase
Matt Hames716.817.3076 – @mhames
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
Matt Hames716.817.3076 – @mhames
B: Brand advocate From purchase to advocate, the world of
engagement media: Facebook page Facebook connect Twitter LinkedIn YouTube Brand social network
Matt Hames716.817.3076 – @mhames
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.
Matt Hames716.817.3076 – @mhames
A B
Point of purchase
FacebookTV spot
TV spot B-roll for YouTube
QR code on shelf
Brand website
coupon
PRDirect mail Loyalty program
promotionBlogger outreach
POP
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.
PPC
SEO
Matt Hames716.817.3076 – @mhames
Connect With Me
Twitter@mhames