the death of marketing as we know it... by dr. hesham dinana
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Why we need to RETHINK what Marketing is aboutTRANSCRIPT
Dr. Hesham Dinana
The Death ofMarketing
Our VUCA World
1. WoM… Social Social All the Way2. Marketing to the BoP3. The Forgotten “P”4. The Pyramids Shift - Demographics5. Getting Grey6. It is all about the Life Style7. Going Green
WoMSocial Socialall the way
User Generated Content (UGC) took on momentum in 2011 – and will continue moving forward
Content that comes direct from the potential or existing customer is likely to grow in Perceived Value (PV)
Key Test:How successfully will companies be ininspiring and facilitating user-generated
content?
from Word of Mouth
to World of Mouth
Customer
OutboundMarketing
PRTV & Radio
EmailBanners
Company
Inbound MarketingSocial MediaPaid Search
LinksOrganic Search
Outbound MarketingInbound Marketing
• Organic / Findability-bases• Listening• People $$• Pull• User-Generated• Blog posts, podcasts, LinkedIn• & Facebook groups, YouTube• Social Connections• Building Communities• Buying Cycle
• Interrupt-driven• Talking• Programm $$• Push• Business-Generated• Press releases, seminars,• Videos, collateral• Business Connections• Building Websites• Sales Cycle
BoP
80 % of the global populationlive on less than $10 a day.
Marketers focus on the top 20% of richest customers and ignore the rest.
Over 5 Billion people yet to bereached!
OUR SLUM WORLD!!
Continent UrbanPopu. %
SlumPopu. %
Latin America 76 32
North Africa 52 28Sub-SaharaAfrica
35 72
West Asia 66 26South Asia 30 59East Asia 39 36
1. Well informed2. Anxious to urbanize3. Seeing is believing4. Role of opinion
leaders5. Color, music,
demos.
RURALCONSUMERS
The Forgotten“P”
in the mixPLACE (Distribution)
6 Cs
Cost
Capital
Coverage
Control
Character
Continuity
The Pyramids Shift
CHINA
KOREA
EGYPT 1990 to 2020
37% of the U.S. adult population areSeniors … rising to 45% by 2015.
28% of all seniors are Internet enabled.They spend more time online than teenagers.
$7 billion spent online
70% of all disposable income controlled bySeniors … $1.6 trillion in spending power
$19 trillion cumulative householdvalue owned by Seniors
40% of all new cars and over
80% of the luxury new cars.
25% of all toys.
80% of leisure travel.
74% of all prescriptions
• The seniors market is a goldmine.• Marketing to seniors produces the
best return per marketing dollar.
save/invest more; spend more on luxury products and services; shop during morning hours; prefer “one-stop” shopping; consider shopping to be a social event; are very convenience-oriented; patronize reputable/traditional outlets; seek personal attention and special services
such as valet parking and gift wrapping; choose based on quality and brand name; are less price conscious and deal prone; use credit as often; are as likely to show non-significant responses
to sweepstakes and telemarketing; and complain less when they are not satisfied with
something they have bought.
In comparison to younger people, peoplein the mature market do this:
It is all about….
Cocooning Impulse to get inside when the outside gets scary
Down-aging Tendency to feel younger than one’s age
Egonomics Treated differently from others
Fantasy Adventure Meets people needs to offset their daily routine
99 Lives Juggle many roles and responsibilities
S.O.S. Make society more socially responsible for the 3Es: Environment, Education, Ethics
Small Indulgences Stressed out consumers need occasional emotional fixes
Staying Alive People’s drive to live longer and better lives.
Faith Popcorn – Life Style Trends
Going Green
“Green business is not a new idea.It is an enduring concept that hasbeen evolving for years, a naturaloffshoot of an expandingenvironmental consciousness”
Phill
ipsE
covi
sion
prog
ram
€479 Millioninvested in GreenProducts R&D
4000 new GreenProducts introduced
39% of Sales comefrom Green Products
50% of Sales in 2011from Green Products
€2 Billioninvested in GreenInnovations R&D
2011
2015 500 MillionLives touched by Philipsin Green Innovations
GEEc
omag
inat
ion
Thank You