4. Marketing Strategy Planning Process
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
Competitors
Current &
Prospective
Context: External Market Environment
Technology, Political & Legal, Social & Cultural, Economic
Targeting &
Segmentation
Positioning &
Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria
S.
W.
O.
T.
MIX Analysis
People, Post Sale service, Promise
Personal experience, Process
6. AGENDA
1. CO-GENERATING VALUE ACROSS MASS
MARKETS
2. THE DIGITAL TRANSFORMATION: SEGMENTING THE
CUSTOMERS OF THE FUTURE (MILLENNIALS)
3. HOW TO ENGAGE IN THE DIGITAL ECONOMY
WRAP UP
62. AGENDA
1. CO-GENERATING VALUE ACROSS MASS MARKETS
2. THE DIGITAL TRANSFORMATION:
SEGMENTING THE CUSTOMERS OF
THE FUTURE (MILLENNIALS)
3. HOW TO ENGAGE IN THE DIGITAL ECONOMY
WRAP UP
97. THE CHALLENGE
NEED TO
CHANGE
LOOKING FOR
DIFFERENTIATION
NEW
HABITS
Find new ways to
Retain / Attract Audience
Align Comm Strategy to new
Audience behaviors
Revitalize Advertisement business
AUDIENCES MEDIA BRANDS
Converge channel-mix
to digital to increase impact
Shifting attention
to Participation
Linear approach
is no longer valid
Engage Audience
demand new ways
99. Life through a screen
80M in the US + 51 M in Europe
2025: 75% of world workforce
81% in Facebook
83% sleeps with her mobile
25 hours/week connected estudio de Forrester
Mobile and social networks addicted
SPAIN Cambridge University Press
95% use Whatsup (50% 1 hour a day)
44% in YouTube.
( )
100. Born Digital
Prefers Internet to TV
59% see movies in the internet
(46% on TV).
1 2
Multi-screen, multi-device
Multi-tasks
In US (Nielsen): 1 hour less on TV per year (18-24)
(Verizon) millennials consume X3 online TV.
101. Nomofobic and ‘Appdicted’ Forbes
Their life is mobile; their mobile is their net screen.
45%: “I could not live without it.
5M APP download per day.
3
4
Social and connected
81% in Facebook
83% sleeps with her mobile
“Super connected” millennials consider
themselves better prepared and double the
leadership skills score (32% vs 16%) Deloitte.
LATAM
102. Critic and exigents
86% would end her customer
relationship due to a bad (digital)
experience (59% in 2011)
Technologically dependent while
looking for a job Deloitte
5
Their brands Google, Apple
(11%)
Coca-Cola (6%)
Microsoft (5%)
Samsung (4%)
( )
106. Millennial advantage
They share their data (lower risk
perception
New York Times
25% says work is their main goal vs 39% for
boomers (50-60 Y) “Time is mine”
Companies must create value, be transparent
and maximize their talent. Value loyalty and
experience above all.
( )
107. Brands and millennials
2017: 50% of world consumers
6 Keys to understand them while consuming
Born Digital
Hyperconnected
Big Data friendly
Active and socially empatic
“What´s happening” addicted
Multi-device zappers.
In US: major workforce (53,5M vs X (52,7M)
and boomers (44,6M).
Standard & Poor's: 600B US$ market/Y.
( )
108. How engaging them?
Mobile and Internet addicted
Socially and professionally
Global Millennial Survey 2014
78% uses mobile devices to get news and
communicate.
Prefer smartphones based channels to be
engaged by brands: APPs, Videos, Social networks
(Facebook).
Retale consulting While shopping off-line:
85% of “millennials” fathers use mobiles looking
for comments on products they are buying.
Mothers use mobiles to search for deals or
discounts.
( )
109. They like brands but hate
advertising
Erin McPherson, by Maker Studios (major
short videos distributor with 11B visits per
month, 60% of users with 13-34Y, 70% of
audience outside the US and 50% using
mobile devices).
Branded, authentic content
is the key to increase
loyalty.
110. Loyalty massively depends of
experience
Aspect says 56% of users 18-34Y changed their
supplier due to a bad service experience in
2015.
Responsible consume
Prefers products made by small firms and value
just trade Breaking the myths (Nielsen).
Ecological
Centro de Investigaciones Pew millennials would pay
more for enviromental friendly products (80% would work
for them)
Champions: UK, Denmark and Germany (Volkswagen L )
Spain is growing 7%.
Collaborative consume
50% uses sharing economy: Uber, Airbnb and
TaskRabbit.
125. But a customer’s social identity at such a moment can’t be easily captured through
questions on surveys, whether before or after the purchase.
Subtle shifts in social context can dramatically change what group we identify with at
any instant. Waiting in the business lounge to board a plane, we might reach for
Harvard Business Review, not just for its content but also, subconsciously, to reinforce
our identity as a successful executive. A chance conversation about the background
music with a neighbor in the lounge, however, might lead us instead to choose a music
magazine to reinforce our identity as a rock fan.
This provides a plausible explanation for Electrolux’s failed experiment.
Answering questions as part of a consumer study might have triggered a “market
research respondent” identity in people, making them try to judge the proposed
service dispassionately and with an open mind (behavior appropriate to that identity).
But out in the real world, the washing machines ran up against another well-defined
aspect of social identity: Middle class families don’t rent appliances—and they
certainly do not need to pay per wash cycle, which would seem perilously close
to feeding coins into the electricity meters found in some low-income homes.
The target consumers didn’t want people to question their status as members of
the middle class.
141. 140
Customer genomics
What are basic drivers for customer behaviour and preferences?
ENTHUSIAST
PRUDENT
PROFESSIONAL
PASSIVE
Interest
Dedicated time
Knowledge
…in principle I am not interested
…I woudl like but I do not have
time
…I like it and I dedicate time to it
when I can
…this is my job
To invest?…
• Risk Profile
• Available Capital
• Age
• Incomes
• …
Trust
142. 141
¿WHO is our target?
PROS AND CONS
ENTHUSIASTPRUDENT PROFESSIONALPASSIVE
• She wants her money always
available
• Stock Exchange is unknown
• No time to invest
• Neither time nor knowledge
• Saving accounts and low interest
deposits
• Following experts
• She has knowledge
• She researches and take decisions
• She looks for better performance
• 2-3 Platforms
• They manage a significant wealth
• Diversification and stability
• High knowlledge
• Real time
“Simplicity and
Good service”
“Insights, visuals
and performance
“Simplicity and
trust”
“More options and
better conditions”
Gran cantidad de clientes
Cliente con poca movilidad por
lo general
Generalmente no considera
invertir
Baja confianza y aceptación
Colectivo importante de
clientes
Potencial para invertir
Poca movilidad entre
plataformas
Menor exigencia que perfiles
más expertos pero mayor
interés en invertir
Desconfianza en el sistema
Disposición a invertir en
múltiples fondos y valores
Inversión a largo y corto plazo
Grupo reducido de clientes
Uso de varias plataformas
Alta exigencia en condiciones
de prestación del servicio
Mayor rentabilidad
Grupo reducido de clientes
Uso de varias plataformas
Alta exigencia en
condiciones de prestación
del servicio
147. AGENDA
1. CO-GENERATING VALUE ACROSS MASS MARKETS
2. THE DIGITAL TRANSFORMATION: SEGMENTING THE
CUSTOMERS OF THE FUTURE (MILLENNIALS)
3. HOW TO ENGAGE IN THE DIGITAL
ECONOMY
WRAP UP
170. Left: 1967 Omega Speedmaster mechanical watch. Price: about $9,000 in today’s dollars. Right: SEIKO digital quartz watch with ISA K63 commodity movement. Price: $7.
208. AGENDA
1. CO-GENERATING VALUE ACROSS MASS MARKETS
2. THE DIGITAL TRANSFORMATION: SEGMENTING THE
CUSTOMERS OF THE FUTURE (MILLENNIALS)
3. HOW TO ENGAGE IN THE EXPONENTIAL ECONOMY
WRAP UP
209. “I WILL FEEL YOUR
INNOVATION WHEN WHILE
ENTERING YOUR BRANCH,
SOME EMPLOYEES WILL STAND
UP OFFERING TO SERVE ME
WITH ENTHUSIASM”
215. Top 12 Technologies!
Crowd Leverage: Sharing & Sourcing!
Machine Learning: AI!
Global Reach: Real Time Translation!
Internet of Things: Sensors & Cameras!
High Speed Internet: Mobile & Video!
Mobile AI: Robotics & Drones!
Materialization: 3D Printing!
Quantified Self: Biotechnology & Genetics!
Sustainable Energy: Electric & Hybrid!
Virtual Reality: Gamified Connection!
Virtual Money: Digitized Currency!
Space Travel: Unlimited Resources!