Meredith Xcelerated Marketing is a 700+ person direct and digital marketing agency with 40 years of experience in custom content and relationship marketing. They are leaders in multi-channel consumer engagement and are backed by the media company Meredith Corporation. The document discusses changing consumer trends, including how family structures are changing and gender roles are shifting, as well as how men and women shop differently. It emphasizes that content is key to adding value for customers and contributing to competitive advantage in CRM.

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3. Who We Are: Meredith Xcelerated Marketing
40 years experience creating
custom content and relationship
marketing platforms
700+ person direct and digital
marketing agency
Leaders at multi-channel
consumer engagement
Backed by leading US media
company, Meredith Corporation
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6. CMOs Changing Needs
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7. CMOs Changing Needs
Proactive CMOs are trying to:
Understand individuals, as well as markets
Focused on relationships, not just transactions
Inside out branding
Ensure ROI measures are in place, and improving
Roadmap:
Understand and deliver value to empowered customers
Create lasting relationships with those customers
Measure marketing s contribution to the business in
relevant, quantifiable terms.
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9. Customer Trends Impacting
CRM Strategy
Changing consumer expectations and consumer influence
Changing dynamics of brand and retailer loyalty
Media and platform fragmentation
Shifting roles in the American family
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10. Family Configurations Are Changing
American households getting
smaller, and more diverse
51% of the adult population is
married vs. 72% in 1960
Marriage no longer considered a
prerequisite for parenthood
1 in 5 families today are single
parent households
Stay-at-home mom is found in
only one of five households
Only 70% of children under
age 18 live with both parents
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11. The Mancession Flips Gender Roles
The recession hit men the hardest
6 in ten wives/female partners work
today, double that in 1960
Two thirds of working women primary
breadwinners or co-breadwinners
Women consider themselves the decision makers in nearly all
categories
Recent, dramatic shifts in purchase dynamics in categories in
which men traditionally played a larger role
Financial Services, Automotive, Electronics
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12. Men & Women Shop Differently
Men Women
Prioritize Maximize
Analyze (take apart) Synthesize (put together)
Purchase path is linear Purchase path is spiral
Define purchase goal in Define purchase
terms of product features by end use
Persuaded by status Value context
Arrange hierarchically Arrange things adjacently
Trust authority Trust peer experience
Lead/influence from the top Lead from the center
Gravitate toward spare content Gravitate toward contextual
content
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13. Men & Women Shop Differently
Men Women
Prioritize Maximize
Analyze (take apart) Synthesize (put together)
Purchase path is linear Purchase path is spiral
Define purchase goal in Define purchase
terms of product features by end use
Persuaded by status Value context
Arrange hierarchically Arrange things adjacently
Trust authority Trust peer experience
Lead/influence from the top Lead from the center
Gravitate toward spare content Gravitate toward contextual
content
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14. The New Consumer
Transparency Consumers
and collaboration empowered through
Transparencyentry
the price of and real-time information
for brands
collaboration now the via communities
price retailers
and of entry of all types
Peers are
Peers become
the dominant
the dominant factor in Savings and value
factor in consumer
consumer persuasion paramount
persuasion
Retailer differentiation achieved through
brand experience and added-value content
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16. Today s Moms
85% of all HH spending
Driving
Spending $2.1 trillion annually
Led by MILLENNIALS
Information hungry
Huge Smartphone penetration
Expected to be the largest generation of moms EVER: 37mm
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18. Macro Media Trends
Print remains potent: unique role for women
E-mail thrives, but shifts screens, venues
Social media must be considered mainstream
Women consider social networking a personal tool
Social goes mobile, mobile goes local
Mobile explodes especially among ethnic women
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19. CRM in the Digital Age
FORMER AGE DIGITAL AGE
Highly planned Both planned and opportunistic
One-to-one One-to-one-to-many-to-one
Strictly Targeted/Highly Targeted but Inclusive:
exclusive Differentiated investment
Brand-driven: largely push Customer-driven: push and pull
Relationships built over time Relationships can be accelerated
Customization takes time Customization happens
in real time
Limited touch points More touchpoints: print, DM,
web, mobile, social
Supported by single data Supported by multiple,
source integrated data sources
Free-standing Integrated across touchpoints
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21. C stands for Content
Content is the means by which brands
add value for customers, transcend
the core product or service, and
thereby contribute to competitive
advantage.
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22. Content Catalysts
Deepen
Engagement and
Empowerment
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23. CRM for Kraft Foods
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24. Kraft Foods
Tablet & Mobile
Print Video
Magazines
Database
Analytics
Digital Magazines
Digital Content
Emails
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25. Content and CRM Expertise that Pays Off
Reaches consumers at every touchpoint with
content that is relevant, reliable and engaging
All content is grounded in consumer insights to
ensure timely, engaging and consistent messaging
Content creators tailor by channel to most
effectively deliver key messages to consumers
All metrics over index CPG category benchmarks
o drive usage and sales for Kraft, while fostering brand loyalty.
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28. Establish the Context where channels play to
their strengths
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30. C for Community
Social Agency
PR teams Digital Agency
Customer Service
Social Infrastructure

32. Collaboration Is A Real, Urgent Need
Client across departments at all levels
Between Agencies, Disciplines, Suppliers
Database management and analytics
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35. C for Creativity
Demonstrate, don t claim.
Allow prospects to accelerate their interest in a single
engagement through layered content that is interactive and
intelligent
View and treat each prospect as a high-potential customer
At each buyer stage, fuel brand fascination with superior content
Blazing consistency, with the channel depth
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