post millennial marketing: the millennial ... - tns-global.it per netcom_v7.pdfand sharing content,...

Post Millennial Marketing:

the Millennial Big Bang impact on

travel industry

Federico Capeci, CEO Kantar Insights ITALY & Chief Digital Officer

@federicocapeci

NetComm Focus - Travel #NetcommFocus

DIGITAL TRAVELLING: UN CANTIERE SEMPRE APERTO

Milan, October 5th 2017

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm

1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm

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Left Margin Right Margin

«Marketing is child’s play»

give people what they want (possibly, when they need it and at the price they would pay for it)

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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She is not a good cooker, she is just a perfect wife.

Travellers’ Diversity

is the new reality

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Old, young and new families...

Residents, new residents and immigrants...

Offline, Online and always on or never off...

Consumers, lapsed consumers and unexpected consumers...

Users,owners and sharing economy...

Boomers, X Generation and Millennials, Centennials, ... Alfa

The child’s play is getting a bit complex


Digital segments

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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As markets mature, consumers become more divided and more diverse in their digital

behavior

Observers Spend a lot of time online, but are less open to engaging with brands in a social space.

Leaders The most digitally, and socially active of all the segments. They may be online as much as the Observers, but they are highly social, creating and sharing content, and engaging with brands.

Super Leaders Within the leader segment – the most active and most social group of all. Likely to be the earliest of adopters, the influencers and the trend setters.

Functionals Spend the least time online – either through choice, or lack of access. Will often use online where there is a tangible advantage, but are the slowest to adopt new trends. The least social of all the groups.

Connectors Spend a limited time online, but when they are, they are heavily social. L

ow

H

igh

Dig

ital in

fluence

Low High

Social engagement Do they use, watch, share or

contribute on social media?

Digital Influence How important is technology to them?

Digital-led

Offline-led MEDIA MIX

Paid/Owned

CONTENT MIX

Earned

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Understanding attitudes to engage consumers and overcome stereotypes

23

9

15

15

15

17

28 37

Source: Connected Life segmentation

Italy Buyer Travel Millennial Buyer Travel - 20-34 y.o.

26

13

High Low

Low

H

igh

Dig

ital in

fluence

Social engagement

High Low Low

H

igh

Dig

ital in

fluence

Social engagement

Functionals Observers Connectors Leaders S. Leaders

Functional 20

18

22

27

12

High Low

Low

H

igh

Dig

ital in

fluence

Social engagement

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Case Holiday Inn

Integrate Programmatic with consumer analysis and behavioral and motivational elements to

drive growth

https://vimeo.com/123298814 Password: TNS1

https://vimeo.com/123298814

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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*Data Management Platform

Digital technologies open personalized data-driven human relationship

Sophisticated targeting: be able to execute across screens

Holiday Inn increased sales in site booking with survey & data platform audience optimization

Kantar TNS identified

consumers open to

staying at Holiday Inn

The audience was

scaled by a DMP*

to find 15 million

similar consumers

15 million unique cookies

were added to the media plan

and targeted directly

1 2 3

514% lift in site

bookings

38% lift in

consideration

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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"Mobile has fundamentally changed how [people] travel. When

we started seeing big changes in mobile behavior, and seeing

a lot more people using their mobile at the start of the journey,

we had to rethink as a business how we wanted to address

those customer needs. Our target customer is really anyone

with a travel intent."

-Pepijn Rijvers, chief marketing officer for Booking.com

(Source: Booking.com data)

Booking.com: The new consumer behaviours are driven by mobile

Mobile experience is key

Travey & Hospitality – MicroMoments – Mobile - Thinkwithgoogle – July 2016

1 in 2 travel journey starts on mobile


New Generations

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Mid '40s

Early '60s

Mid '60s

Early '80s

Mid '80s

End ’90s

End ’90s

First decade 2000

Today: 50-74 years old Today: 35-49 years old Today: 20-34 years old Today: 10-19 years old

Boomers, X Generation and Millennials +

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Approaching different Generations need understanding how they approach different values

THE VALUES:

View of the future

Judging system

Thought orientation

Goal in challenges

Personal inclination

Matters orientation

Social sense

Relationship with others

Baby Boomers

Idealist

Positivism

Tomorrow

Start

Give yourself an

objective

Do

We

Make the difference

X Generation

Sceptic

Suspension of

judgement

Today

Achieve

Follow a direction

Be

I

Be different

Millennials

Pragmatic

Realism

Always

Undertake

Find the conditions

Know

The others

Join the difference

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Meaning of Brands

Baby Boomers

A CHANCE

STATUS SYMBOL

text

X Generation

A DESIRE

BELONGING

image

Millennials+

A SHARED VIEW

SPERIMENTATION

video

Different Generations, different approches to brands and media contents

Read it! Watch it! Follow it! Approach to media

contents

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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35%

65% Pre Millennials

Post Millennials

Different Generations, across the world

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Millennials World

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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They have their own S.T.Y.L.E.

S.ocial

T.ransparency

Y.es, now!

L.iberty

E.xperience

Source: Post Millennial Marketing book (F.Capeci, 2017)

Travellers’ needs are

changing: experience is key

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Consumer are placing high value on experiences

Travel is THE experience

KANTAR – The Future Company for American Express Travel 2016

91% would rather focus on

meaningful life experiences

over their profession

85% plan to travel as much, if not

more, for leisure in the next five

years

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Experience & personalized planning: where human touch and high-tech meet

A «me-centric» perspective – Travellers want to be involved in all aspect of the trip


ME

85% of

respondents said a

customized

itinerary is far more

appealing than a

pre-packaged one

72% would

spend more time

planning a trip that

is tailored to their

interests

90% of respondents say they appreciate the efforts of a travel

professional to customize an experience based on their preferences

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Millennials & Travel: technology is making travel easier than ever and consumer will move into

both high-tech and high-touch human service

Experience is core – Sharing adds fun

83% Millennials

place a premium on

personalization and is willing to

have brands track their habits in

exchange for a more bespoke

experience

65% of Millennials

say the ability to share their

travels experiences on social

media adds to the

enjoyment of the trip


3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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With tech (and greater connectivity) comes greater risk of inconsistency across brand

touchpoints

Connected Life, Italy (n = 1,054)

55-64 yrs 16-24 yrs

21% 31%

“The brands I use have different

levels of customer service online

and offline”

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Alignment is key: Customer experience index is growing when more channels

have been contacted with positive results

TRI*M study, TNS Touchpoints campaign

1 channel 2 channels 3 channels

87 92

106

17 18 4

Consistently good service Consistently poor service

Re

latio

nsh

ip s

tre

ng

th

120

0

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Excellent performance (on flight, in the accomodation structure, etc…) is not enough any

longer – companies need to create memorable customer experiences in the moments that

matter

Create positive emotions

in moments that matter

Those experiences

become memories

Memories drive

relationships

And relationships drive

business outcomes

according to the latest Neurosciences and Behavioral Economics studies,

memories drive relationships and growth

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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- New opportunities, bigger challenges: integration of key touch points in effectiveness is a

mandate.

- Need to think and design marketing activations beyond on and offline, think about segments and

needs

- Moments matter! Before, during and after the trip.

- People don’t buy travels, they buy something memorable to share: what is your STYLE?

Key take outs

What has changed after the Millennial Big Bang?

Thank you!

Federico Capeci, CEO Kantar Insights

ITALY & Chief Digital Officer

@federicocapeci

NetCom Focus Travel - DIGITAL TRAVELLING: UN CANTIERE SEMPRE APERTO - Milan, October 5th 2017

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