GLOBAL REALITIES, IRISH OPPORTUNITIES AAI Advertiser’s Toolkit Seminar

© Amárach Research 2015

The future only happens once, so be prepared.

Drawing on our research at Amárach, we have

selected key global trends that will shape marketing

reality in 2015.

AAI SEMINAR

SEVEN GLOBAL THEMES:

Global Outlook

Surplus Added

Healthness

DataMine

Ubernomics

Belonging

MYOM

In a word: fragile.

Deflation. Debt. Euro.

But… Negative interest rates.

Exports. Jobs.

GLOBAL OUTLOOK

AAI SEMINAR

Central Bank: 2015

consumer spend

= €87.9bn (+€2.5bn)

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IMPLICATIONS

Don’t bank on growth, be the growth.

Make deflation your friend (and your customers’

friend too).

GLOBAL OUTLOOK

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‘Airbnp’ – productivity.

Turning sunk costs into supplementary income.

The Sharing Economy is a sub-set of the Sharing-Referring-

Comparing Economy.

Impacting on wider economy through influence on renting &

buying behaviours generally.

UBERNOMICS

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Uber in Ireland: ‘tens of

thousands’ of users in Dublin

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IMPLICATIONS

Float the sunk costs.

Unbundle the customer journey & experience into components

that can be shared/referred/compared.

Turn a great experience into a shared experience.

Get back inside ‘the circle of trust’.

UBERNOMICS

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Adding value is not enough.

It is no longer about adding value – or even multiplying

value – it’s about: adding surplus.

In an age of deflation & stagnation, you can use abundance to move the

conversation on from price.

SURPLUS ADDED

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UPC Ireland Report:

consumer surplus

from broadband = €1,128 pa

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IMPLICATIONS

A key question: what is the difference you make/surplus you add to the lives of your

customers?

Technology, service, price, bundling and plain old

convenience create a customer service that they value and will

keep bringing them back.

SURPLUS ADDED

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We live in the Age of Ageing.

The current health (or illness) service structures are

unsustainable.

This is true for pharma, insurance, chronic & age-

related illness.

New and huge markets are emerging in relation to

prevention, self-medication, monitoring and treatment.

HEALTHNESS

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Average Irish

consumer spending on health

= €62 per month

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IMPLICATIONS

Look for partners, e.g.: IT providers.

Look for new channels, e.g.: petrol stations.

Focus on control.

HEALTHNESS

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Get ready for the Intention Economy.

It will be pushed by more scares about data security.

It will be pulled by a growing realisation of the value the personal data we give away

for free.

As consumers increasingly decide ‘my data is mine’ then governments will follow fast.

DATAMINE

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Microsoft Report:

64% of Irish adults feel personal

data online is less safe

than before

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IMPLICATIONS

Follow the data.

The Sharing Economy will soon become the Intention Economy.

The best customer experiences will be the ones where they feel

valued, not just that they are getting value.

The customer isn’t king, the customer is the data controller.

DATAMINE

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We’ve reached peak Individualism.

Postive & negative drivers: - sharing

- experience - wellbeing

but also: - loneliness

- urbanisation

People want to belong… and belonging to have meaning.

BELONGING

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In Ireland, members of

a retailer loyalty

scheme will spend

average of 35% more than non-members with same

retailer

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IMPLICATIONS

Go beyond loyalty to belonging.

The next generation of loyalty schemes will feel more like your local GAA than Tesco Clubcard.

It ties into the wider sharing, data and wellness trends.

If your brand was a club, why would people want to join?

BELONGING

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People Before Profits Processes.

In an age of added surplus and ubernomics there are new sources of ‘buying power’.

From alternative currencies to ‘pay per tweet’ there is a

greater willingness to imagine new types money.

And it has never been easier to ‘make your own money’!

MYOM

AAI SEMINAR

AAI SEMINAR

IMPLICATIONS

Follow the money.

What has currency in your customer relationships – and

what could become a currency?

Explore new ways of turning consumer surplus, loyalty points and time preferences into ways

of generating belonging, engagement and ‘profit’.

MYOM

AAI SEMINAR

GET READY

Grow without Growth Be Abundant Unbundle the Value Chain Maximise Wellness Share Control Be Your Own Currency

AAI SEMINAR

Keep up to date with Amárach’s insights and foresight as 2015 unfolds: b. www.amarach.com/blog t. twitter.com/AmarachResearch s. slideshare.net/amarach/presentations ln. linkedin.com/company/amarach-research