What will the impact of AI be on marketing? Will it be one more tool in the hands of marketeers and brands to better discern needs and want, target communications more effectively and improve ROI? Or will the impact go much deeper and be a force that changes they very fundamentals of marketing? Dawar and Bendle in their article present one such intriguing scenario. #Marketing #AI #HBR #Alexa #Siri #AIAssistants #AIPlatforms
It is time marketer’s begin to focus on the post-Millennial generation – Generation Z. Businesses, brands and marketeers need to invest in a deep understanding of this segment to plan for the next decade. A syndicated study that will offer a continuous and rich media dashboard into the psyche of Generation Z, Millennials and Generation X is on the anvil.
In the digital age, B2B marketers need to make content marketing a key pillar of their marketing mix. As also take take cognisance of the changing role of sales rep.
Cumulative Advantage is what a brand gets when a consumer picks a brand’s product for repurchase with very little or no thought invested in the purchase. Very often brands destroy cumulative advantage to enhance competitive advantage. This is counterproductive.
While the theory of cumulative advantage works for the FMCG category the article briefly examines it’s applicability to categories like consumer electronics or auto where time between purchases is in terms of years and not weeks or months
In my experience segmentation will, as the digital age proceeds, morph into two separate but complementary dimensions.
The first dimension I would call “Proto-Segmentation” in that it will be as defined by Wendell Smith in 1956: “Market segmentation involves viewing a heterogeneous market as a number of smaller homogeneous markets in response to differing preferences, attributable to the desires of consumers for more precise satisfaction of their varying wants”
Proto-Segmentation will drive the development of products and services for at least the next few decades until driven by advances in 3D printing and artificial intelligence, the age of the on-the-fly customisation of products and services dawns.
The second dimension is the dimension of “self-segmentation”. The rise of self-segmentation is the direct result of the rise of social networks and online communities combined with the new era of the Web-empowered consumer.
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