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21st Century Customers: Engaging with Global Consumers

Social Researcher Mark McCrindle analyses the emerging global consumers. He defines new customers & the shifts: from low loyalty to brand evangelists and from digital transactors to digital integrators- and how marketers should respond: from power to influence, and from structured delivery to interactivity. From a study of memes, to the consumer value wheel, you'll find this presentation on customer engagement very useful.

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21st Century Customers: Engaging with Global Consumers

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  1. May 2011 The planking meme begins

  2. Its origins are uncertain- perhaps an accident?

  3. By June 2011 it hits Australia (Canberra can have this effect on people).

  4. After quickly fading, it goes mainstream in July (and gets even sillier).

  5. But by August it fades again with no further mainstream resurgences.

  6. Memology: Photobombing- started by a squirrel?

  7. Within weeks: thousands of photos, millions of hits.

  8. Dogs who look like their owners meme goes global

  9. 5 August McKaylaMaroney wins silver at London Olympics

  10. Within 2 days “McKayla is not impressed” meme goes global

  11. Meme key elements are: Creativity: content Community: sharing Currency: now issues Comedy: fun driven

  12. Big data Game playing research Online focus groups App-based research Geo-tag links Tablet interviews Co-creation groups Community forums Audience response Video diaries In-situ research Online surveys Observational studies Social research Ethnography Online forum/ discussion boards Generational research Mystery shopping Observational research Taste testing Customer satisfaction surveys CATI Focus groups Phone interviews Mall intercept Polling Audience ratings Data analysis Pen & paper surveys

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