You may think of loyalty marketing as old school. Yes, it manifests itself as the usual collection of points or the reach for the platinum tier. Yes, most points are being left unused, representing a strong liability on a company’s P&L. Think again. Think better. Loyalty is fundamental to any brand’s performance, if done right. Here are some rules or tricks, which may help you step up your game.
What blockchain does really well is create efficiency and transparency in our supply chains and production chains, or as they say in English, in the supply chain. The following example is taken from a true story, as they say in the movies. The ship with the cargo of precious stones and metals, for next year’s…
After Primo. Non Comandare and CEO Factor, Pierangelo Soldavini and Frank Pagano focus on one of the most important exponential technologies of today, namely the blockchain. Their investigation starts from the Metaverse, to then review NFTs, Cryptocurrencies and Decentralized Finance, Supply Chain and Marketing, trying to grasp the breaking elements brought by a world managed by the famous Web3. As in all technological revolutions, the creation of new sources of value is accompanied by ups and downs, speculations, changes of perspective and a lot of education to do, at all levels. The intent of the book is to provide an objective picture, with light and dark, and easy to understand, of the big trends we need to be aware of to prepare for the future.
The consumer journey, defined as the sequential experience of a Brand proposition and communication, is dead. Micro-marketing is the new reality: an expansive, concentric movement, where Brand identities are designed one micro-step at a time. I am going to exaggerate the differences between past and present, hopefully to highlight the greater power that we all have today. I am using the present tense in most parts of this piece, as I feel we have been stuck in a permanent freeze for the past thirty years.
The use of blockchains will become mainstream in a few years from now, so say consultancies and pundits, who look at penetration curves across the globe1. Crypto is on the rise and powerhouses like Starbucks and Nike are merging blockchain into the fabric of business, reinventing the dialogue with their fans. In this short piece, we double click on how the efficiencies, tracking and reconciliation capabilities of blockchains will revolutionize the famous 4 P model2. We will do that with a slightly activist tone. The future scenarios are, indeed and on purpose, exaggerated, to highlight the disruption vs. today’s status quo.
How is the world of marketing looking like five to ten years from now? We will go from product to meta-product dominance; from standardized pricing to personalized and dynamic fees; from property exchange to rent and fluid trading between brands-to-fans-to-fans; and, from storytelling to the co-creation of social capital, in a user and brand mutually interested narrative. The Marketing mix will not be the same: it will be turned upside down.
