4. Growth of e-commerce
with different platforms
that are available: Lazada,
Facebook, Google, Sephora,
Carousell, etc
Breaking Myths of Connectivity
5. Breaking Myths of Connectivity TYPES OF CONECTIVITY:
…internet used as a means of
MOBILE
– basic communication
EXPERIENTIAL
– for delivering superior
customer experience in
touchpoints between customers
and brands
SOCIAL
– strength of connection in
communities of customers;
fostering relationships of a
collective unit
6. Breaking Myths of Connectivity
However, even if the
millennial market is
growing, we cannot discount
on the “older” generation
There are platforms catered
to the mature and
professional market:
LinkedIn, even Facebook
and Youtube as well
7. Paradox 1: Online vs. Offline
…is it true that when
something new comes, it’s
better?
8. Phasing out of brick-and-
mortar /physical stores
WILL THERE COME A TIME
WHERE MALLS WILL STOP TO
EXIST?
Feature article:
As nationwide chains gobbled
up retail space across the
country, they did so at the
expense of smaller mom-and-
pop shops.
But now, as the brick-and-
mortar chains die a slow and
painful death, small businesses
could make a comeback by
filling the void, according to
two Goldman Sachs executives.
“I think there will become a
degentrification, for lack of a
better word,” says Posnett. “We
will see the rents come down,
and mom and pops shops will
come back in a much more
curated, personal way that goes
along these lines of creating
great service and a sense of
community, and a desire to
support your community.”
“Collaboration with
competitors and co-
creation with customers
are central”
Paradox 1: Online vs. Offline
9. Calls for: adaptation to modern ways
Collaboration of physical AND digital
experience to leverage consumer
experience
Paradox 1: Online vs. Offline
10. STRATEGIC role of
connectivity
*using the “digital
experience” to strengthen
brand
*even collaborating with
competitors: in the book,
P&G partnered with other
companies just to forward
the Febreeze line
Paradox 1: Online vs. Offline
12. Paradox 2: Informed vs. Distracted
…are consumers really
getting information which
helps in their purchases? Or
are they just more
distracted than ever?
*estimates of 60,000 ads
seen everyday!
#InfoOverload
13. Paradox 2: Informed vs. Distracted
3 FACTORS INFLUENCING
PURCHASE DECISIONS:
Marketing
communications
Social
Personal past experiences
14. Paradox 2: Informed vs. Distracted
Challenge:
Marketers need to win
consumer attention
Marketers need to create
brand conversations
*what’s the line between
DISTRACTING and
INFORMING a customer?
*when will consumers say
“it’s too much
information!”?
15. Paradox 2: Informed vs. Distracted
WOW! Factor
Effective + Efficient
=Loyals/advocates/defende
rs who sway decision in the
brand’s favor through
referral system
16. Paradox 3: Negative vs. Positive
“Connectivity allows
customers to express
opinions that others
may listen to. It
changes the mindset
of customers to admit
that advice from
strangers might be
more credible than a
recommendation from
celebrity or brand
endorsers.”
17. Paradox 3: Negative vs. Positive
Connectivity creates a perfect
environment from customer
advocacy of brands.
Net Promoter Score designed by
Frederick Reichheld: promoters,
passives, detractors
18. Paradox 3: Negative vs. Positive
Another form of advocacy – a
brand recommendation that
results from triggers by others.
This type of advocacy, while
very common, is dormant.
When a brand has strong
prompted advocacy, it needs to
be activated by either customer
enquiries or negative advocacy.
Notas do Editor
Highly demanding, less compromising
Madaming options na available, so syempre pihikan
Can easily search through their mobile devices with just a click, kaya ang consumer ngayon bago bumili ng purchase or may gawin, search muna sa internet
Significant purchasing power
Working class na rin kasi kaya may pera na, yung iba aside sa pagiging independent, parents may sagot nung ibang mga gastusin kaya money for pleasure lang
Value experiences
Lahat ipakita sa social media; photos and food
Rather than owning things – for example uber and grab, shared transportation rather than ownership
Trust circle
Since always connected sila sa social media, they always get the opinion of their friends and close ones
Innate feeling to stay connected; social kasi ang tao, especially this generation
Self-gratification/feeling of belongingness nakikita agad bawat like, bawat heart, bawat share. So napaka dali for an individual to be “verified” and feel supported by the people around hm/her
Brand touchpoint through every activity
Palaging may phone. Palaging connected. AT ALL TIMES. Kaya for the brand, mas maiging i-reach ang consumers kasi sa lahat ng activity nila, chance para ipakita yung brand. Magbukas ng fb, pwede ng ads. Magbukas ng tv, magsearch sa net, lahat ng daily life ng isang tao, are opportunities para ma-involve ang brand.
Move through networks; continuous connectivity
CONNECTIVITY – significantly reduces the costs of interaction among companies, employees, channel partners, customers and other relevant parties
E-commerce had grown through different platforms, lazada, facebook, google
*the market has grown to be more INCLUSIVE
Including more members, more de-centralization
Being consumer-centric in a way na bringing everything more to the consumers
Example: online businesses *meron example sa book about Netflix, Grabd and Uber
>more “be demand” services
>pull marketing wherein consumers look for the offerings themselves rather than products/services being pushed to them
Right now, almost anyone can sell something!
*see explanation on photo 34
In this feature articles, you see some malls are “dying”
But just because this is happening, doesn’t predict that the era of malls will eventually die
This calls for modern ways in which companies can leverage consumer experience
>ADAPTING to the changes
>incorporate technology wherein physical shops are complemented rather than competed upon
Calls for high-touch interaction
Digital world AND physical world
Not that they are different audience, the digital OR physical, but the consumer experience should be multi-faceted and experienced in different ways to forward are total experience and thus adapt to the changes technology calls for
“seamless blend of online and offline experiences across consumer paths”
Customers have found a new platform of expressing themselves. A language.
In order for companies to understand the consumers and build relationships with them to serve their needs and wants, companies should also adapt and learn the new “language” customers are now getting into.
The line differentiating distraction from information happens when the brand TRULY CONNECTS to the audience. In the example, you see Jollibee gaining earned media and organic social media popularity because Jollibee was able to target the audience based on what makes them act: FEELINGS
Basic principle applies: in doing your homework, if you love reading about it, if you relate to it, then you won’t get tired doing it. If the advertisement hits you as something you love, you won’t see it as an ad or as an intrusion.
There is a point of saturation for ads
People are bombarded with ads
Brands need the WOW factor to get their message across
>something effective (concise but relevant)
>something efficient (take note of the costs as well
PROMOTERS – recommend the brand
PASSIVES – neutral
DETRACTORS – unlikely to recommend
*brand must be aware of its audience classifications and undergo plans of maximizing its consumers are its “promoters”