Fantastic video and address is how marketing needs to change.
Marketing Section: Clive Sirkin, Vice President & CMO Kimberly-Clark Corp – On Marketing & Innovation
February 9, 2015
June 3, 2013
Brands, Customer experience, Customer Loyalty, Data Integration, Digital Marketing, Direct Marketing, Innovations, Integrated Marketing Management, Lifestyle, Marketing, Marketing Automation, Mobile, Retail, Technology, Trends Leave a comment
The recent issue of McKinsey Quarterly explains how marketing needs to be ready for new kind of customers.
Meet Diane. The connected, always on, read-to-spend, 25 year old. She meets a friend in a cafe and is impressed by her new headset. She scans a QR code on the headset using her phone and is instantly connected to a website that lets her wear on a virtual version of the same headset. As she checks out the various colour options she is invited to share a picture of her wearing the headset on Facebook, for a small incentive. Once she gets a few likes from her friends she is ready to make a purchase.
She uses the location tab on her phone to look for the best price in the neighbourhood and heads out to make a purchase. As she starts to use the headset she is asked to register as a user and get some incentives for doing so.
The story goes on. How Diane can now be converted into a brand evangelist and become an influencer for the company.
The story lists out four key steps to how marketing is changing.
- Now (Most of our needs are triggered when there is really no traditional marketing medium in front of us)
- Can I (How new tools like virtual trial rooms are connecting the real and virtual worlds in an almost seamless way)
- For me (When I, as a uniquely identifiable individual, can receive special incentive for buying something I like)
- Simply (How everything is so simple and seamless that anyone with a smartphone can engage and experience products and services in ways that was never possible before.
Read and download the recent issue of Mckinsey Quarterly from this link
February 17, 2013
American Express began to change that last year when it rolled out the ability for card members to connect their accounts and tweet hashtags to receive merchant offers. Now, less than two weeks after Facebook and Discover partnered on the offline Facebook Card, American Express is taking Twitter a step further.
Starting today American Express card members can link their Twitter accounts with their American Express accounts and tweet specified hashtags to actually buy products on the social network. The program is the latest in a spate of partnerships American Express has executed since 2011 leveraging its Card Sync technology—connecting card members with their Foursquare, Facebook, Twitter and Xbox Live accounts. But those programs have all only delivered deals, not actual goods. Consider this launch Card Sync 2.0.
February 3, 2013
In fact, the driverless car has broad implications for society, for the economy and for individual businesses. Just in the U.S., the car puts up for grab some$2 trillion a year in revenue and even more market cap. It creates business opportunities that dwarf Google’s current search-based business and unleashes existential challenges to market leaders across numerous industries, including car makers, auto insurers, energy companies and others that share in car-related revenue.
November 11, 2012
Payments continue to grow amidst volatility and increasing regulation, however the payments instrument mix is evolving fast and will never be the same. As alternative payments methods are offered to consumers and new entrants heighten payments competition, PSPs that take advantage of customer-centric innovation will have the power to accelerate its transformation.
September 30, 2012
When we look at the payments industry today, we see a rapidly fragmenting world, with multiple models, many using various decoupled or layered approaches, with many new solutions for both consumers and merchants. Choice and innovation, of course, may bring potential benefits, but will create equally obvious challenges – including a more confusing environment, for consumers and merchants alike.
September 1, 2012
More than a dozen big merchants announced Wednesday their plans to jointly develop a mobile-payments network that will battle similar services from Google Inc. and other companies.
Wal-Mart Stores Inc., Target Corp., 7-Eleven Inc. and Sunoco Inc. are among the companies hoping to elbow their way into the burgeoning market that turns smartphones into devices for making purchases.