Post on 17-May-2015
The New Marketing Playbook:Aligning strategies to engage the new American consumer
Bill TancerRick Erwin Amy Schilder
June 28, 2011
Today’s TopicThe New Marketing Playbook
An Unprecedented Shift1
The New American Consumer2
3 Revisiting Marketing Playbooks
Segmentation In Action4
Questions & Answers5
An Unprecedented Shift1
The New American Consumer2
3 Revisiting Marketing Playbooks
Segmentation In Action4
Questions & Answers5
Today’s TopicThe New Marketing Playbook
RACE: AsianSEX: FINCOME: $50K
An Unprecedented Shift1
The New American Consumer2
3 Revisiting Marketing Playbooks
Segmentation In Action4
Questions & Answers5
Today’s TopicThe New Marketing Playbook
The More Things Change…A lot has changed since 2006
• MySpace was the #1 Site on the Internet, over six times the size of Facebook
• YouTube was just catching on
• The mobile term “check-in” didn’t exist, neither did “iPad”
• Android wasn’t yet released to the public
• Circuit City was one of the leaders in the electronics category
Experian Consumer Expectation Age and Economy
70
75
80
85
90
95
100
Experian Consumer Expectation Index
Adults
Experian Consumer Expectation Age and Economy
60
65
70
75
80
85
90
95
100
105
110
Experian Consumer Expectation Index - Age
Age: 18-34 Age: 35-49 Age: 50-64 Age: 65+
The New American ConsumerChange in Household Composition
The New American ConsumerA Coupon Economy
Source: Experian Hitwise
• Groupon phenomenon has fueled growth in coupon searches online
• Since beginning of May 2011, growth in searches on “coupon”and its variations has increased 238%
• Internet becomes primary tool in consumer’s mission for finding cost savings in a challenging economy
• But consumers still vary in their coupon consumption
Which family is most likely to use coupons?
The New American ConsumerA Coupon Economy
Which Segment Indexes the Highest for Online Coupon Usage?- The more affluent?- The one most impacted by the economy?
Or the early adopter for online coupon usage?
Index for online coupon usage:Picture Perfect Families – 134No Place Like Home – 48
Picture Perfect Families
No PlaceLike Home
Open Table vs.Yellow Pages forrestaurant reservations?
The New American ConsumerYellow Pages versus Online Reservations
Babies and Bliss
• Adoption of new technologies is not necessarily correlated with younger age.
• Despite indexing at 286 for head-of-household between the age of 36-45, Babies and Bliss index the highest for using the yellow pages to make restaurant reservations.
Who will order online, phone, via mail-order?
Moms Boomers Multi-generation
Bought Merchandise from Catalog:
Method:
The New American ConsumerIntegration and Consumer Behavior
• With economic flux, the composition of the American Household is changing
• We’re all affected by economic change in different ways• The Internet as a cost-savings tool has facilitated
the dominance of coupons and discount mind-frame• Adoption of new technology not necessarily driven by age• Regardless of channel, we’re living in an integrated world
Things To Remember…
An Unprecedented Shift1
The New American Consumer2
3 Revisiting Marketing Playbooks
Segmentation In Action4
Questions & Answers5
Today’s TopicThe New Marketing Playbook
Revisiting Your Marketing Playbook
Revisiting Your Marketing Playbook
Revisiting Your Marketing Playbook
Revisiting Your Marketing Playbook
Common Customer Language
Sales
Direct Mail
Radio/TV
Creative Agency
Web
Social Media
Segmentation & Your Customer LifecycleIdentifying Target Customers
Segmentation & Your Customer LifecycleGetting The Customer
Segmentation & Your Customer LifecycleGrowing The Customer
Segmentation & Your Customer LifecycleKeeping The Customer
Segmentation & Your Customer LifecycleWinning Back The Customer
Identifying Target Customers
Identifying Target Customers
Getting The Customer
Growing The Customer
Keeping The Customer
Winning Back The Customer
Segmentation Drives The New Marketing Playbook
An Unprecedented Shift1
The New American Consumer2
3 Revisiting Marketing Playbooks
Segmentation In Action4
Questions & Answers5
Today’s TopicThe New Marketing Playbook
51
Segmentation In Action
Discussion Points:q Assurance Wireless Introduction
q Changing American Consumer Landscape
q Today’s Segmentation Uses
q Segmentation Value Drivers
q The Future of Segmentation
q Common Customer Language
Amy SchilderCustomer Acquisition Lead Assurance Wireless, Sprint Prepaid Group
An Unprecedented Shift1
The New American Consumer2
3 Revisiting Marketing Playbooks
Segmentation In Action4
Questions & Answers5
Today’s TopicThe New Marketing Playbook
53
And The Winner of the New Kindle 3G Is…
for more info: www.experian.com/mosaic
e-mail:emsdata@experian.com