November 2013

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“Consumer Hives” – The

Future of Loyalty Clubs

Marketers were used to initiate

communication with consumers

It has begun in mass market 1

Followed by Segmenting in the late 1950’s

2

Micro-segmenting in the 1980’s3

Individuals marketing in the 2000’s

4

One on One marketing

Real Time marketing

and

Mass

Segments

Micro

Segments

Individuals

MARKETING EVOLUTION - THE TARGET AUDIENCE

?

In order to understand

the novel stage, we need

to look at the current

structures of group

buying:

LoyaltyClubs

Acquisition

groups

While, cost of grouping decreases,

we can define 2 structures:

Still,

Organized structures, with

specific goals and defined

leaders

Economic

situation

people want to

get better

offers

Will find new ways for reducing prices

Technology

Social

state of mind

can easily

unite

Can influence

brands/ products

Will unite

for each cause

Will

influence price

Boosters change evolving

WHAT NEXT?

The beginning of

#consumerHives

#A group of individuals.

Mass

Segments

Micro

Segments

Individuals

MARKETING EVOLUTION – INITIATION

hive

Initiated by companies in order to

meet specific customers’ needs

Initiated by consumers in

order to increase the

bargaining power

Their Goals are dynamic and evolve

over time

Characteristics

Consumers initiating joining the group

Characteristics

Their members are pro-active and

deeply engaged

Characteristics

Structure is dynamic

Characteristics

THE FUTURE OF MARKETING

•Consumer hives - a new form in marketing

•Consumers will be inspired to be part of

“hives” in order to get better prices

•It will dictate different relationships

•It will effect price and others 3 Ps

•Hives will be more involved with business

– from sharing to partnership

MASS

Segments

Micro

Segments

Individuals

MARKETING EVOLUTION - THE TARGET AUDIENCE

Hives

2014

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