Marketing for future business

Open For Future Business

Or, what’s over the horizon for markets & marketing ?

cochrane.org.ukca-global.org

Peter Cochrane

Thursday, 14 June 12

“process responsible for identifying, anticipating and satisfying customer requirements profitably”

Let’s all start on the same page !


So, what is a c t u a l l y happening ?


The old methods are still hanging on,but are really on their lastlegs


Many of the new methods are no less irritating


But we know that carpet bombing is very expensive and ineffective in all its forms !


To be

effective

we need

to target

& focus



What we are trying to achieve...

...is not always easy !



Fundamentally it is about building relationships...

...built on delivery trust, reliability, satisfaction


We know and love: B2B, B2C!But C2B, C2C, B2M, M2B & M2M are novel and evolving...creating new opportunities & competition


And Market Insight

outgunsMarket Research


Examples of organisations that are really ‘not getting it’


I only have time for a very few exemplars


Fail to fully exploit their knowledge of us... we have to chase them for the services we need... they appear to anticipate nothing!


Utilities pester us with marginal deals and offers we have no interest in!


Mobile phone operatorspersist in interrupting u s a t t h e m o s t inconvenient times for a cosy chat!


Insurance companies chase us...fail to speak plain English...

...never create integrated packages that make sense!


Fail to integrateThursday, 14 June 12

Las Vegas retail market deterioratesLas Vegas retail market deteriorates as vacancies escalate to new high of 10.5 percent ~ 200,000 ft2 of retail space to return to the market.....

Retail and the high street are in big trouble !


http://www.retail-digital.com/news_archive/news/cb-richard-ellis/las-vegas-retail-market-deteriorates

http://www.retail-digital.com/news_archive/news/cb-richard-ellis/las-vegas-retail-market-deteriorates

Fundamentally nothing much has changed in

over 200 years!


...if they continue to do what they’ve always done...

...they’ll continue to get what they have always got...

...and the decline will just continue !


WoolworthC&A

Barnes & NobleLa Senza,HMV ??

RIP


Most new approaches are failing to improve things significantly...


But they won’t buy your wine unless you have a parking lot!

Custom

ers want

quality,

service

, conv

enience


• Busy people love it• A growing market• Sophisticated• Green

Home deliver services work...


wifi in all stores

How come ?

• Data & meta data

• On & offline sales

• Greater efficacy


Why ? "We know our customers are mobile and want to be connected anywhere, anytime and anyplace”

• Who you are• Where you are• Where you have been• What you purchased• What you did not...• How often you visit• Who you visit with• Who your friends are• +++++++• Real time advertising• Real time offersB

ut

they

al s

o collect Meta

- Data


And yet thesestores are alwaysheaving


• Staff help way beyond sales!• A hands-on experience• Expert lectures and tutorials• A new way of selling

They create excitement ...expectation and loyalty... ...all embracing’ experience


They threw away the books, ignored established wisdoms, and broke the rules...

...followed their instinct and mantra of thinking different...


There are no silver bullets or expl ic it rules anymore.. .only innovation and experimentation...

Technology, fashion, timing and luck now play a bigger part than ever before...


It is now about the complete experience


Fun LuxuriesEssentials

Retail is changing!


• Technophobes dislike it

• Demographic change ensures continued growth

• High street becoming on- liners showroom

Online mainstream & growing fast...


36

But we need to get far more sophisticated than this...


T h e l e a d e r s a r e moving deep into data & metadata to to make $$$ on both

•They know ever more about us

• We encourage them to do so• It really is a win-win situation• This trend will grow


It is all about taking the pain away - de-stressing trade instead of making it distressing....


but in the near singularities of the digital world you are just part of along tail trying to survive

and hoping to be bought out by

some other big player

Me2 used to be a good spot on the success curve...


Social networking impacts markets quickly...

Music sales with and without social networking

No Social Net With Social Net

Off the scale


Change is not an option - it is the only constant - driven by tech...


Technology also powers a global abundance!


• All markets as global• Customers always on-line• Meta data as where the money is• Customer expectation on the up• Quality augmenting cheap & plentiful• Growing online threats/opportunities• Pre-used/second hand as fashionable• Discounting dying • Group buying is growing• Consumers knowing more product detail• Prosumers a disruptive retail force• Selling fewer & better for much more• Production more local• Flash sales overwhelm supply• +++++• Green as real issue

And sees...


The Power of Social Nets

* Read* Watch* Listen* Search* Think* Work* Solve problems* Try products* Find good services* Organise group purchases

Other people:

So I don’t have to !Thursday, 14 June 12

And you no longer upset one person...you upset a community !

Bad news spreads faster & further than goodThursday, 14 June 12

The Meta Datain your hand ?

Where you are ?Where you have been ?Where you are likely to be going to ?Who you have met ?Who you are going to meet ?Who you call ?Who calls you ?Who you TXT - IM - Link ?All your contactsAll your urlsAll you passwordsWhat you are doing now ?What have you done in the past ?What games you play ?What apps you use ?What music you listen to ?What you watch ?What you read ?What you buy ?++++++++++


What does it look like ?


Way beyond mathematical analysis !


We are no longer look ing for a n e e d l e i n a haystack!


But a specific needle (or group of needles) in a needlestack!


It demands sophisticated algorithms & computing power...


To reveal what we are most likely to need, select, buy, where and when in what quantities, along with others connected in some dimension to us!


This also applies to industries from small to large, and international...


To win this race we have to embrace the power of our machines and new forms of marketing....


Aimed at the individual...


Aimed at the individual...But timely and cost effective on all

sides of the equation...


A market of one..

...and that means ME !Thursday, 14 June 12

Be there when I need you and not before...

-Anticipate my needs -Deliver on time -Provide support -A good price-Don’t SPAM me-Or pester me

...and you will have my loyalty & trade...


Thank You

ca-global.orgcochrane.org.uk

COCHRANE a s s o c i a t e s


Marketing for future business

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