This document discusses the paradoxes that marketers face when marketing to connected customers. It outlines three main paradoxes: 1) the relationship between online and offline interactions, 2) reaching informed customers vs. distracted customers, and 3) harnessing negative vs. positive customer advocacy. It argues that the future of marketing lies in integrating online and offline experiences to provide the best experience for customers, and that both online platforms and offline interactions are important to understand customers better and build deeper connections.

1. The Paradoxes of Marketing to
Connected Customers

2. WHO’S THE TOP
INFLUENCER?
GAME

3. BREAKING THE MYTHS
OF CONNECTIVITY
NEW BREED OF CUSTOMER[ ]
Increasing Urban
Lifestyle
Sizeable income to
spend
Emerging Markets:
Younger Population

4. BREAKING THE MYTHS
OF CONNECTIVITY
NEW BREED OF CUSTOMER[ ]
Very mobile:
Fast-paced, want
things done
instantly
Internet savvy: do
online actions to
complement their
offline activities
Seek physical
engagement with
products
Heavily
influenced by
their social circle

5. MANIFESTATIONS OF
CONNECTIVITY
The internet is now connecting more people at a
faster rate: 4/10 people in the world as of 2014
according to a Cisco forecast

6. MANIFESTATIONS OF
CONNECTIVITY
90% of interactions
are facilitated by
screens

7. MANIFESTATIONS OF
CONNECTIVITY
New Customer Habits:

8. MANIFESTATIONS OF
CONNECTIVITY
New Customer Habits:
Searching online for price
comparisons and product reviews
while shopping in-store

9. MANIFESTATIONS OF
CONNECTIVITY
New Customer Habits:
Searching online for price
comparisons and product reviews
while shopping in-store
Mobile search while
watching television
advertisements

10. MANIFESTATIONS OF
CONNECTIVITY
Social media allows for
transparency and avenues
for people to share opinions
about products

11. MANIFESTATIONS OF
CONNECTIVITY
Closely related to the
youth segment but they
are influencing the older
population to adopt it as
well

12. CONNECTIVITY:
A NEW FORCE IN MARKETING
01 02 03Reduce costs of
interaction with
customers and
other external
parties, lowering
entry barriers
Disrupted
established
industries:
• Amazon
• Netflix
• Spotify & Apple
Music
More
collaboration with
external parties is
advantageous

13. PERSPECTIVE ON CONNECTIVITY
Enabling platform supporting current direction vs.
Overall strategic gamechanger
HOLISTIC VIEW
OF CONNECTIVITY
• Mobile connectivity: internet
as communications
infrastructure
• Experiential connectivity:
internet as a way to engage
customers and provide a
superior customer experience
• Social connectivity:
strengthening the connection in
communities of customers

14. PARADOX 1
ONLINE
INTERACTION
OFFLINE
INTERACTION
VS

15. INTEGRATION
• No clear cut effect of
connectivity on both online
and offline practices
• Offline businesses will never
be replaced by online ones
• New-wave, classical
marketing strategies will not
replace traditional practices
• Offline and online business
practices need to coexist

16. HIGH DIFFERENTATION
=
HIGH TOUCH INTERACTION
• Find ways to reach the
consumer on a personal
level
• Provide physical channels
or attributes for online
businesses

17. HIGH TECH INTERFACE
=
HIGH TOUCH INTERACTION
• Advanced technology
provides more ways to
interact with consumer
• Create an personal
experience
• Use digital platforms to
connect

18. THE FUTURE OF MARKETING
Offline and online
experiences build the
best experience for the
consumer
Online platforms and
technology help
business owners
understand the
consumer better
Offline interactions
provide deeper
connection

19. PARADOX 2
INFORMED
CUSTOMER
DISTRACTED
CUSTOMER
VS

20. PURCHASE DECISIONS
3 INFLUENCERS
Marketing
communications in
various media (TV
ads, print ads, public
relations)
01 02 03Opinions of friends
and family
Personal knowledge
and attitude about
brands based on past
experiences

21. PARADOX 3
NEGATIVE
ADVOCACY
POSITIVE
ADVOCACY
VS

22. Connectivity creates a perfect
environment for customer advocacy
brands
Advocacy = “Word of Mouth” = Loyalty

23. 3 CATEGORIES OF CUSTOMERS
WITH REGARD TO THEIR
ATTITUDE TOWARD A BRAND
01PROMOTERS
02
03
PASSIVES
DETRACTORS

24. 3 CATEGORIES OF CUSTOMERS
WITH REGARD TO THEIR
ATTITUDE TOWARD A BRAND
01 PROMOTERS
02
03
PASSIVES
DETRACTORS
Net Promoter Score =
% of promoters - % of detractors
This may leave out important insights - for an
example, negative advocacy can trigger
positive advocacy

25. 2 TYPES OF
BRAND
ADVOCACY
01
02
SPONTANEOUS
BRAND ADVOCACY
PROMPTED
BRAND ADVOCACY
The customer, without being
prompted or asked, actively
recommends the brand.
The customer, only when asked
or triggered, gives a brand
recommendation.

26. LOCAL EXAMPLES
Pista ng Pelikulang Pilipino
(Online vs. Offline interaction)

27. LOCAL EXAMPLES
Kris List
(Informed vs. Distracted Customer)

28. LOCAL EXAMPLES
Sample 8-second Youtube ad
(Informed vs. Distracted Customer)

29. LOCAL EXAMPLES
#WhyWeUber
(Negative vs. Positive Advocacy)