This post is about an interesting article about a new age in marketing, that is accessible also on-demand, from McKinsey & Company website (http://www.mckinsey.com/insights/marketing_sales/the_coming_era_of_on-demand_marketing).
As a result of new technologies, the consumer wants more.
As these digital capabilities multiply, consumer demands will rise in four areas:
1. Now: Consumers will want to interact anywhere at any time.
2. Can I: They will want to do truly new things as disparate kinds of information (from financial accounts to data on physical activity) are deployed more effectively in ways that create value for them.
3. For me: They will expect all data stored about them to be targeted precisely to their needs or used to personalize what they experience.
4. Simply: They will expect all interactions to be easy.
The next picture shows a possible future of the year 2020, using technologies like NFC or smart phones that uses the concept of on-demand marketing.
The guidance on how to survive this challenges (from the same article) are:
The forces enabling consumers to expect fulfillment on demand are unstoppable. Across the entire consumer decision journey, every touch is a brand experience, and those touches just keep multiplying in number. To mobilize for the on-demand challenges ahead, companies must:
- bring managers together from across the business to understand consumers’ decision journeys, to speculate about where they may lead, and to design experiences that will meet the consumer’s demands (Now, Can I, For me, and Simply)
- align the executive team around an explicit end-to-end data strategy across trends, performance, and people
- challenge the delivery processes behind every touch point—are the processes making the best use of your data and interaction opportunities and are they appropriately tailored to the speed required and to expectations about your brand?
Executive recruiters tell us that corporate boards are looking for more people who can challenge and improve a company’s approach to social media, big data, and the customer experience. Staying ahead of the design, data, and delivery requirements of on-demand customers is much more than a marketing issue—it will be a crucial basis for future competitive advantage.
Check the full article here.