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Change Marketing v01



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The world has changed, but marketing is still applying the principles I learned in business school. This needs to change and this presentation is an "open source" call to help achieve this change.

I have given it on April 23, 2009 in Helsinki at the F Word event. It is an unfinished piece of work in which we don't have all the answers either. So I invite you to join us at to help make it better.

Change Marketing v01

  1. 1. FUTURELAB THE ARCHITECTS We assist  Marketers to maximise the return on their investments  Innovators to create more successful propositions.  CEO’s to grow profits through customer-centricity. Special Athens Some Credentials Relationship Brussels Astra Zeneca Bucharest Deloitte Hamburg Fortis Investments Iasi Heineken Gemalto Kiev Hewlett Packard Lexus Moscow Lego Philips Shanghai Mobistar Pireaus
  3. 3. Flashback 2006: I Am The Media FUTURELAB
  4. 4. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2 FUTURELAB
  5. 5. 2009-2011 The End is Here For many traditional mass-habits FUTURELAB
  6. 6. FUTURELAB US media fragmentation and the demise of the “big 3” Over one-third of US consumers are watching TV shows online Source: Deloitte – State of the Media Democracy Survey, 2008
  7. 7. FUTURELAB TV Ads are being “tuned out” DVR Growth by Region UK DVR owners who fast-forward the adverts (millions of units) (% of recorded programmes) Never ; 6% Hardly 48.2 ever, 3% About half 2008 the time, 7% 2013 9.4 8.6 Always & 1.1 almost always; 88% Europe West Europe East/ME Source: Informa Telecoms & Media, Q4-2008 Source: Ofcom Research, February-March 2008
  8. 8. FUTURELAB In Europe, Internet will soon be bigger than TV European Internet vs. TV consumption Hours/week 37% of french consumers already listen to radio via the internet (IT,UK,DE = ca. 1/3) Internet usage on PC will drop from 95% today to 50% in 5 years time as people switch to other methods Source: Europe Logs On, Microsoft, April 2009
  9. 9. FUTURELAB And it ain’t just the kids Internet vs. real world population by age group United States, December 2008 30% 26% % of total population 23% 22% % of internet population 20% 20% 13%13% 9% 9% 7% 4% 18-32 33-44 45-54 55-63 64-72 73+ Source: Pew Internet and Americal Life Project December 2008 Survey
  10. 10. The answer ... go socio-digital !! FUTURELAB
  11. 11. FUTURELAB After all, there is an ever expanding universe to play with “The workers should appropriate the means of production”
  12. 12. FUTURELAB And engagement goes deep ... very deep 84% of Germans under 30 would rather give up their car or partner than live without internet or mobile telephone. Source: Bitkom study via – March 2, 2009 72% of British male gamers would avoid having sex for a chance to try their hands on a brand new PS3-game. Source: PS3 Price Compare study, via Itproportal, March 3, 2009
  13. 13. The Sad Reality Many digital marketing herd activities just don’t cut it either ... FUTURELAB
  14. 14. FUTURELAB Different Channel, Same Problem 78% of consumers consider in-stream advertising as “intrusive”. Half of viewers stop watching an online video once they encounter an in-stream ad. Source: Burstmedia, January 2008 29% of consumers leave a website that appears to be cluttered with advertising. Source: Burstmedia, December 2008 BANNER/AD BLINDNESS Only 13% of UK consumers pay attention to ads on social networking sites. NEW !! Source: Ebay Advertising, March 2009 TWITTER SPAM
  15. 15. FUTURELAB Different Channel, Same Problem Reality Check What does this mean for the business??? “If I tell my Facebook friends about your brand, it’s not because I like your brand, but because I like my friends.” Mike Arauz
  16. 16. FUTURELAB “Informed” consumers are much less reliant on advertising for product information Out of 20 media company blogs are “least trusted” sources of information. Consumer product ratings/reviews are the second most trusted source. (Forrester, Q2-2008 “The problem is not the [online] medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed” Eric Clemons
  17. 17. FUTURELAB Across the board (including digital) ... MarCom Needs A Reboot
  18. 18. Image: (c) Adambooth The Core Issue People who live near train lines adjust to the noise. They do the same with advertising. FUTURELAB
  19. 19. FUTURELAB STOP BEING NOISE Also in the digital space BRANDS HAVE TO
  20. 20. FUTURELAB Imagine instead … Getting consumers to embrace the message
  21. 21. FUTURELAB • Harry Potter Books ( + 3000 pages) • General Hospital (11,800 episodes) • The Matrix • Star Academy • Fan Protest Save Jericho It can be done • (54,000 stories) • Of Gods and Men
  22. 22. FUTURELAB Talking about what YOU want to say Interrupting me Treating me like any other 35-45 year old male
  23. 23. Relevance Relevance Engagement € Reputation Engagement Reputation AN OPEN SOURCE MODEL FUTURELAB
  24. 24. Relevance Relevance Engagement € Reputation Engagement Reputation FUTURELAB
  25. 25. FUTURELAB To make me pay attention, stop looking at yourself BRAND-CENTRIC HUMAN-CENTRIC COMMUNICATION PLANNING COMMUNICATION PLANNING Starts from what the customers want to “hear” Starts from what the brand wants to say and how to efficiently get it to pre-defined and and being relevant to their homogeneous audiences. situation, environment, interests and needs.
  26. 26. FUTURELAB Illustrating the point How to advertise at a busstop?
  27. 27. Brand/Media-Centric Communication Planning You need to get extreme to get noticed FUTURELAB
  28. 28. FUTURELAB relevance = f(personality, need, situation) Human Centric Communication Planning What would this man want to hear?
  29. 29. Human Communication Planning A World of Opportunity I consume a massive amount of media every moment of my day … it’s just not yours. But as a brand, there is no reason why you can’t change this. Audio/Video Books & Mobile Social Story Busstop Mobile Podcasts Magazines Television Applications Posters Conversations Games FUTURELAB
  30. 30. FUTURELAB relevance = f(personality, need, situation) Also in digital/web Don’t look at the box, look at the person
  31. 31. Project Battlecry: Challenge 1 Introduce Human-Centric Communication Planning TODAY: STRUCTURAL SOLUTION Take your existing plan Establish a “human driven” communication and ask yourself planning model “what’s in it for the customer to give me his media-time?” How can I make it more relevant and interesting? And if you don’t know, go into the street and ask. FUTURELAB
  32. 32. Relevance Relevance Engagement € Reputation Engagement Reputation FUTURELAB
  33. 33. FUTURELAB Brands seek loyalty for life Trust us - Engage with us - Become an Advocate - “Love Us”
  34. 34. FUTURELAB • Seduce & Forget Campaigns But in Reality they behave like a • Loyalty Scams • The New Customer is Prettier One Night Brand • Join This Week’s Community • You are just a segment
  35. 35. FUTURELAB After the lies, the forgetting, the disregard, the customer promiscuity Would you still “engage”?
  36. 36. Project Battlecry: Challenge 2 Start Building Individual and Lasting Relationships TODAY: STRUCTURAL SOLUTION For every of your Shift from campaign based, mass-comms to life- current long personalised messages: initiatives, validate how customers can “really” • Think microsegmentation or even individual talk back (and who customers listens). • Build customer life-time communication Look at the explicit and plans rather than campaigns implicit promises you • make, and check Change your budget and people structure to whether they are kept. accomodate this changed reality. Force your team and business to “talk to the customer” (cf. P&G India). FUTURELAB
  37. 37. Windfall: The Mass Market is an Illusion Of 1,365 CPG brands studied Only 2.5% of shoppers made up 80% of Sales Only 25 had a shopper base of over 10% driving 80% of their respective volume FUTURELAB
  38. 38. Your windfall Many CPG’s “could” know every customer Imagine these figures travel to Finland 5,250,000 inhabitants X 90% = 4,725,000 Shoppers X 2.5% = 118,250 people representing 80% sales FUTURELAB
  39. 39. Relevance Relevance Engagement € Reputation Engagement Reputation FUTURELAB
  40. 40. FUTURELAB To Illustrate the value of a reputation Imagine that I want to convince you of my skills as a lover. ADVERTISING DIRECT SALES BUILD A REPUTATION I’m a great lover ... He’s a *great* lover !!
  41. 41. FUTURELAB It’s the same for any brand % of people who trust companies less in 2009 than in 2008 Source: Edelman Trust Barometer, 2009 Nearly 70% of consumers When it comes to company Word-of-Mouth is the #1 information, a “peer” is as surveyed thought that influence on business- pharmaceutical information from credible as an industry to-business buying peers was credible and analyst and only decisions preceeded by an “expert” believable, even if the peers were not experts. Source: Keller Fay, July 2008 Source: Edelman Trust Barometer, 2009 Source: Keller Fay, 2006
  42. 42. FUTURELAB The value of a reputation Show Me the Money !! Net Promoter Score is a registered trademark of Fred Reichheld, Satmetrix and Bain & Company
  43. 43. Net Promoter Score is a registered tradmark of Satmetrix, Fred Reichheld and Bain & Company How likely are you to recommend ? 0 1 2 3 4 5 6 7 8 9 10
  44. 44. FUTURELAB Those who speak well about you are more profitable Case: Lifetime customer value Customers that are so happy they recommend are the most Disguised profitable of all… €42,000 -They spend more -They negotiate less € 9,000 -They stay longer -They are easier to service € 3,000 -They upgrade quicker -They bring their friends Detractors Neutrals Promoters
  45. 45. Case in Point: Apple Source: Net Promoter ™ Economics: the Impact of WOM, Satmetrix, 2008 FUTURELAB
  46. 46. Case in Point: Apple Total Customer Value of an Apple advocate is almost twice that of the industry average, mainly driven by referrals FUTURELAB Source: Net Promoter ™ Economics: the Impact of WOM, Satmetrix, 2008
  47. 47. FUTURELAB Above all, your reputation drives your profit Share of Wallet (B2B-markets) “at the point of delight, there is an exponential increase in the share of wallet” Source:
  48. 48. FUTURELAB Project Battlecry: Challenge 3 Focus on it TODAY: RECESSION DIGITAL PLAN Build a reputation Prove to your business that reputation matters and can help create or safeguard 2009 sales Helping your business create promoters by High Nurture to promotion Nurture & delighting them Leverage Helping these Share of Wallet promoters spread the word … Build business Abandon Low Low Customer Score or NPS High
  49. 49. Relevance € BATTLECRY Reputation Engagement AN OPEN SOURCE MODEL Relevance: Introduce human-centric communication planning Engagement: Start building individual and lasting relations Reputation: Use digital marketing to create/leverage promoters
  50. 50. In which we should recognise that we are all addicted IN STEAD OF WE THINK Relevance Our Brand Engagement Standardisation Reputation Doing cool stuff FUTURELAB
  51. 51. … and that we are hostages of our own making Media-centric planning & buying systems “Big Idea” creative execution Efficiency-driven compensation systems “Mass”-based orthodoxy FUTURELAB
  52. 52. FUTURELAB Customer Centricity Challenge your agencies – your business – yourself to Profit Help invent a new marketing reality Innovation
  53. 53. FUTURELAB CHANGE MARKETING? YES WE CAN. To contribute to the revolution, get in touch: or @alain_thys