Power Shifts to The Connected Customer
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josephdeungria.com Based on Kotler's book, Marketing 4.0, this explains 3 fundamental changes that has resulted into power shifting from companies and brands to connected customers.
Power Shifts to The Connected Customer
- 1. www.josephdeungria.com Power Shifts to the Connected Customers Prof. Bong De Ungria Ateneo Graduate School of Business Marketing 4.0 Fundamental Trends Shaping Marketing
- 2. www.josephdeungria.com Today, connected customers have more power vs. brands and companies… Brands Companies Connected Customers
- 3. www.josephdeungria.com 1. Vertical to Horizontal 2. Exclusive to Inclusive 3. Individual to Social 3 Major Reasons for Power Shift
- 4. www.josephdeungria.com Vertical to Horizontal: Companies used to drive the communication flow vertically Supply Make Distribute Advertise Sell Customer Segments
- 5. www.josephdeungria.com Vertical to Horizontal: Now, Connected Customers communicate and demand MORE Supply Make Distribute Advertise Sell Social Media, Word of Mouth, Crowdsourcing, Good and Bad News, Student Evaluation
- 6. www.josephdeungria.com Vertical to Horizontal: To adapt, companies have now depended on external parties for some key processes in the value chain Supply Make Distribute Advertise Sell Social Media, Word of Mouth, Crowdsourcing, Good and Bad News Poof of suppliers Toll Manufacturers 3rd Party Logistics
- 7. www.josephdeungria.com Vertical to Horizontal: Today’s teaching & coaching 4.0 must match with the students demands 4.0 Professor Textbook Class Session Social Media, Word of Mouth, Crowdsourcing, Good and Bad News, Student Evaluation Youtube & Google Web Links On Line Links
- 8. www.josephdeungria.com Exclusive to Inclusive: Students from different classes and different semesters easily compare copy or adapt... Class 1 June 2017 Prof Bong Class 2 June 2017 Prof Juan Class 1 Dec 2016 Prof Bong
- 9. www.josephdeungria.com Individual to Social: Peer pressure is high even in peer evaluations and faculty evaluations, superseding individual opinion...
- 10. www.josephdeungria.com POWER SHIFT : (Concept Application) “Powerful” Students have easy access to information .They are more vocal and demanding... Professor Textbook Class Session Google, Youtube, Student Reviews Notes and Assignments from Previous / Other Classes
- 11. www.josephdeungria.com 1. Video posts instead of plain text blogs 2. Purposeful social media posting 3. Build Rapport with all students (no one left behind) 4. Respond quickly and sincerely because it matters more than technical knowledge... POWER SHIFT : (Actionable Insight) Vcoach Bong: Move from 2.0 to 4.0
- 12. www.josephdeungria.com April 2017 @ Forbes: Connected Customers Disrupts Business ( www.goo.gl/ZWz4zW)
- 13. www.josephdeungria.com Power Shifts to the Connected Customers Prof. Bong De Ungria Ateneo Graduate School of Business Fundamental Trends Shaping Marketing