The document discusses the paradigm shift in marketing due to changes in consumer behavior and the marketing landscape. It outlines four key changes: 1) Consumer discovery, comparison, decision making, and evaluation is highly personal. 2) Loyalty has become more important than ever. 3) Consumers decide differently and are influenced by high volumes of information. 4) Marketers must now manage and amplify the consumer voice, which has become more powerful. The changes require marketers to evolve from marketing "to", "at", and "for" consumers to marketing "with" consumers.
20. "True personalization of
customer experience will
stop being reserved for a
select few and will need
to become an
operational principle for
any marketer who wants
to remain relevant in an
increasingly fragmented
and regulated
environment.”
Tamara Gruzbarg, Senior
Director of Analytics and
Research, Gilt Groupe
21. Permission marketing.
Authentication > cookies.
Cohort marketing.
Big data into smart data.
Marketing analysts everywhere.
Intent retargeting.
Customer journey mapping.
Bizographics gone wild.
Persona marketing.
http://blog.hubspot.com/blog/tabid/6307/bid/13829/60-Ways-Personalization-is-Changing-Marketing.aspx
30. “Information is streamed in ever-greater volumes and at everrising velocities. Timelines for decision-making appear to have
been compressed. Pressures to deliver immediate results
seem to have intensified.
These forces have not just altered the way we act, but also the
way we think. Neurologically, our brains are adapting to
increasing volumes and velocities of information by shortening
attention spans. Technological innovation may have caused a
permanent neurological rewiring, as did previous technological
revolutions such as the printing press and typewriter.”
http://gigaom.com/2011/05/10/the-distribution-democracy-and-t
31. Brands as media companies.
“27,000,000 pieces of content are shared daily.”
35. Visual web explodes.
Over 500 million photos are uploaded per day to major social
media platforms. That means by the time I’m done rambling
13.5 million photos will be shared on the internet.
42. Before marketers really weren’t that involved.
Rise of listening tools & we jumped up in there.
43. Before marketers really weren’t that involved.
Rise of listening tools & we jumped up in there.
We heard the story, shaped it and shared
44. Before marketers really weren’t that involved.
Rise of listening tools & we jumped up in there.
We heard the story, shaped it and shared
Then we facilitated the stories.
45. Before marketers really weren’t that involved.
Rise of listening tools & we jumped up in there.
We heard the story, shaped it and shared
Then we facilitated the stories.
Now we wrangle & amplify.
47. Consumers today…
Have the power.
Have the platforms.
Have the motivation.
Define brand experiences visually.
Shift brand identity.
Provide more feedback than ever
before.
Expect more than ever.
Are getting it from your competitors.
http://www.forbes.com/sites/kylewong/2013/11/05/how-consumersare-changing-the-face-of-your-brand/