Navigating the Customer Landscape

Navigating the Customer

Landscape

Itinerary

• Planning the Marketing Journey

• 5 Changing Peaks of the Customer Landscape

• Demographic Shifts

• Technological Innovations

• Globalization

• Saturation

• Brand Control

• Tickets to Success

Planning the Marketing Journey

Reviewing the Globe

•Marketing is the activity, set of institutions, and processes

for creating, communicating, delivering, and exchanging

offerings that have value for customers, clients, partners,

and society at large. (Approved October 2007 by the

American Marketing Association.)

•Marketing: one of many business functions created

primarily to drive revenue and support business strategy

(Dracos~Lemming Consulting, 2007.)

Understanding the

“Destination”Brand

Awareness

Cultivation

Conversion

Retention

BrandComprehension

The 5 Objectives of Marketing

Understanding the “Destination”

Cu

sto

mer

M

ind

set

BrandAwareness

Explore

Mar

keti

ng

Ob

ject

ive Cultivation

Assess

e-marketing

Thought Leadership

Direct Marketing

Public Relations

Social Media

Conversion

Fulfill

Technical Collateral

Sampling

Speaker Events

Retention

Evangelize

Customer Relationship

Management

Retention Events

e-marketing

Personal Selling

Direct Marketing

Loyalty Programs

Advertising

Public Relations

Internet

Out of Home

Mobile Media

Sam

ple

Ta

ctic

s

Learn

Website Development

Search Engine

Optimization

Seminars / Talks

Sponsorships

Tradeshows

Brand Collateral

BrandComprehension

The 5 Primary Roles of Marketing Activity

The 5 Changing Peaks of

Customer Landscape

Demographics Technology

Saturation

Globalization

Brand

Changing Peak #1:

Demographics

USA: 1950

• Population: 152 MM

• Immigration: 2,090,000

• Age: 65+ = 8.1%

USA: 2010

• Population: 309 MM =

2x• Increased births

• Decreased deaths

• Immigration: 6,656,000

• Age: 65+ = 12.4%

Changing Peak #1:

DemographicsUS Legal

Immigration

1. Mexico 14.6%

2. China 6.0%

3. Philippine 5.3%

4. India 5.1%

5. Dominican Republic 4.4%

6. Cuba 3.4%

7. Vietnam 2.6%

1. California2. New York3. Texas4. Florida5. Illinois6. New Jersey

Country of Origin: Metropolitan Destination:State Destination:

Source: U.S. Census: 2010

1. NYC/New Jersey2. Los Angeles3. Miami4. Washington, DC5. Chicago6. San Francisco

Changing Peak #1:

Demographics

Source: CRS extractions from U.S. Census Bureau, International Data Base (IDB), http://www.census.gov/ipc/www/idb/country.php.

Age

1950:

Changing Peak #1:

Demographics


Age

2000:

Changing Peak #1:

Demographics


Age

2050:

Changing Peak #2: Technology


•Speed:

• Communication: 24-hour news cycle

• Innovation: 100 weeks ago no iPad

• Information sharing: Email, IM, texting, tweeting, blogging

• Adoption: Tech-savvy, tech-enabled customers/members

•Smartphones: 33% CAGR over next 5 years

• Tablets: 81% CAGR over same period

•Personalization: One web interface to 10 million

interfaces


• Connectivity:

• Proximity: geography unimportant

• Convergence: Seamless experience across

touch points AND devices

• Virtual networks: social media

•Data Capture: devices and companies will know

you better than you know yourself (Siri, Kinect,

Netflix)


• Social Media:

• User-generated content that is shared over the

internet via technologies that promote

engagement, sharing and collaboration

• Social media are media for social interaction,

using highly accessible and scalable publishing

techniques

•Social Media is word of mouth on steroids

Source: 60 Second Marketer


• Social Media:

• Users of social media are disproportionately female (56%)

• 40% of social media users access their content from a

mobile device

• Nearly twice as many men use Linked In as women

(63%)

•55+ age group doubled their mobile internet usage in one

year

• 80% of Facebook users are outside the U.S. and Canada

Source: 60 Second Marketer


Search Engines:• Google 72%

• Yahoo 15%

• Bing 10%

Social Sites:• Facebook 7.0B

• Twitter 182 MM

• Pinterest 104 MM

• LinkedIn 86 MM

B2C E-commerce:• Amazon

• Wal-Mart

• Sears

B2B E-commerce:• Apple

• Dell

• Staples

Search Engines:

• Baidu

• Soso

• Sogou

Social Sites:

• Renren

• Kaixin

• 51.com

B2C E-commerce:

• 360buy.com

• M18.com

• Joya

Source: Internet Marketing Inc., 2012Source: comScore, 2012

Changing Peak #3: Globalization

Languages spoken in the United States• English: 82.1%

• Spanish: 10.7%

• Other Indo-European: 3.8%

• Asian and Pacific island: 2.7%

• Other: 0.7%

Source: U.S. Census, 2000

Changing Peak #3: Globalization

Changing Peak #4: Saturation


• 1,000+ television

channels

• 5,000+ publications

• Declining print media

• 10,000+ traditional radio

stations

• Satellite radio

• Direct Marketing = $10B

• 2011 E-commerce =

$2.2B

Marketing 1985: Marketing 2012:

• 3 Network channels

• 4 National magazines

• Healthy local newspapers

• AM and FM radio

• Direct Mail = monthly bills

• No Cable TV

• No internet

• No email

• No mobile devices


Advertisements viewed per day:

• 5,000+ (Yankelovich, 2007)

Venues:

Logoed apparel Lavatories

Sky writing Stadiums

Airplane seatbacks Taxis

Backlash:

Do Not Call Do Not Mail

Spam blockers/filters Do Not Track

Tivo/DVRs No solicitation legislation


Launching a Product: Then Launching a Product: Now

Changing Peak #5: Brands

• brandn.1. A trademark or distinctive name identifying a product or a

manufacturer.

2. A distinctive mark burned into or upon with a hot iron, to indicate quality, ownership, etc.,

personalityn.

1. The totality of qualities and traits, as of character or behavior, that are peculiar to a specific person


• Brand = EXPERIENCES, not logos

• Brand = TRUST

•S-Corporations: higher purpose

• Brand = TRANSPARENCY

•Brand = RELATIONSHIPS

http://www.ycedc.org/images/starbucks.gif


• Control of brand = hands of consumer (C2C)

• Reverse segmentation: “Brands no longer

segmenting customers, customers segmenting

brands; loyalty not customer to company but

company to customer”*

•Brand passion: “I love Google” = 3.27mm hits

• Brand passion = lower churn and higher

revenue


Trust in Financial brands at an all time low

• Scandals

• Executive compensation

• Mortgage crisis

• Failures

• Sagging morale


Bank/Credit Union Brand Factors:

• Branch experience

• Online experience

• Speed of service

• Service quality

• Competitive pricing

• Staff friendliness

Brand

Branch

Online

Staff

Products

The Ticket to Success

• Know your customer/member

• Deliver the right content

• With on-brand and relevant messaging

• Using the right marketing tactic

• Sent with appropriate timing

• Helps address an immediate need

• And drives meaningful action

The Ticket to Success

Wishing you

smooth sailing past

the ever-changing

peaks of Marketing

in the 21st century!

THANK YOU!

[email protected]

404-307-4665

Navigating the Customer Landscape

Business

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