asked the senior marketing consultants of Mansmith and Fielders Inc. to share
some key trends happening in their fields. I am providing a condensed list of
their inputs below.
Chiqui Escareal-Go, Anthropologist. Mansmith Chief Behavioral Strategist and Chair, Women’s Business Council Philippines.
Chief Customer Experience Officer – The constant and inevitable
call for customer centricity as a source of competitive advantage, and now,
more importantly than ever, as a font for continuous innovation ideas, has
brought about the creation of corporate positions with the tag Chief Customer
Experience Officer – no longer as a support position but as a primary lead placed
at the highest level of management.
Behavioral Economics – More companies are looking for tools to help
deconstruct or even demystify consumer behavior, seeking out real reasons why
consumers buy or get involved, stay or leave, beyond what data can show.
This requires perspectives from multiple disciplines with knowledge in
humanities (such as from history, linguistics, socio-cultural anthropology,
psychology among others) rising as a critical aptitude needed in
business. Aligned with this is the realization of the important
convergence of technology and psychology, where one allows for patterns to
surface quickly and substantially especially needed in this agile world, and
the other providing explanations for such patterns, thereby leading to
Emotional Coding – Market research methodologies are fast evolving
with the availability of tools and technology that can provide data anytime,
anywhere – such as mobile ethnography, emotional coding, VR, etc.. As research
attempts to capture the right profiles of target markets (via incentivizing
opt-ins), collecting the correct data and connecting the dots for targeted
activation and execution will be the constant test for agility, focus and
Rowen Untivero, Negotiation Jedi. Mansmith Chief Sales Strategist and Chairman of Connecting Mavens, Inc.
Retail Shop Professionals – With increasing online sales, companies
are realizing that a satisfying human interface in the store will have greater
value to the customers, driving differentiation and even repeat purchase.
Field Salespeople as Strategists – In highly competitive markets
where products and services are commoditized, companies are retraining their
sales force to gain higher competency to include negotiation and account-level
strategy to deal with their client counterparts.
Partnership Negotiation – Progressive retail buyers realize that
old school ‘mafia’ techniques don’t apply anymore to a good segment of core
suppliers. A partnership-oriented relationship is required where both strategic
and tactical approaches to negotiation coupled with suave influencing
strategies and skills come to play to help attain retail buyers’ key
Frances Yu, Shopper Expert. Mansmith Chief Retail Strategist and Consultant of Rustan’s.
More Consolidation in Retail – With the entry of international
chains and hyper competition, the trend of retail consolidation will
continue. In the supermarket industry, the top 4 players will grow even
more dominant as they race to acquire more and more medium-sized chains.
This trend will continue even in the specialty fashion segment.
What we will see will be a polarization in the market between the biggest
and most cash rich players, on one side, and the niche, unique, small-scale
retailers (both online and brick-and-mortar) on the other side. It is the
mid-sized players that are most at risk for marginalization.
Conspicuous Consumption of the Luxury Chinese Tourist – Cash rich
and ready to spend on luxury goods, the luxury Chinese tourist is a very
attractive segment to target. High luxury taxes in China make purchasing
luxury goods more attractive abroad. Many Chinese tourists are becoming the
biggest consumers of luxury products — bags, luxury cruises and trips, jewelry,
and other luxury products are consumed while traveling abroad. Here in the
Philippines, the luxury Chinese consumer is often seen in the hotel/resorts
casinos and high-end retail stores.
Generation ZConsumers – Born starting mid 1990’s
following the demographic group Millennials, members of Gen Z encompass
children, tweens, teens and young adults. Gen Z has never known a world
without the internet. They have short attention spans, are digitally
fluid, globally aware and they are politically, environmentally and socially
conscious. Of all the generations, they are the most averse to
advertising. Gen Z wants transparency and “realness” from brands. This
generation is re-writing the rules that favor liberal views on race, gender,
identity, and sexuality.
Emilio Macasaet III, Sales Coach. Mansmith Chief Channel Marketing Strategist and Bestselling author of ‘Distribution Management’ and ‘Key Account Management’ books.
Sales InformationTechnology –With the evolution of big data
and artificial intelligence in collecting data, CRM and sales management
technology tools will increasingly become a necessity to compete, streamlining
work process and allowing companies to analyze customer behavior pattern across
channels to improve business relationships and market standing.
Sales Training Academy- Companies regardless of size are building their
own sales training academies. These companies are realizing the need to develop
their own salesforce DNA necessary to optimize productivity and to exploit
opportunities in the market place. The trends in practices include: online
self-paced training modules using company curated videos and audios; developing
training champions from the sales ranks; subscription in Massive Open Online
Courses (MOOCs) as well as tapping external resource partners.
Services On Demand (SODs) – We see the rise of services on demand
by companies utilizing hybrid cloud model, providing more accessible,
affordable and reliable services than brick-and mortar counterparts. From
transportation, SOD model has attracted new categories like Health and Wellness
on Demand (HAWOD), and even pawn services.
Malu Dy Buncio, StratPlan Expert. Mansmith Chief Business Development Strategist and Former Country Head of Avon.
Singularity – Millennials and subsequent generations have
confidence to ‘do it alone’ without waiting for their friends or family to
explore the world. They can travel alone and ‘Adventure’ will become a key
word. They are willing to relocate disconnecting from their roots and quickly
develop new roots and relationships in search of work and adventure. They are
also willing to work away from the traditional office set up.
Work Process Redesign – Complete change in culture, norms, and
process will require new marketing and people management techniques/skill sets.
Corporate loyalty will continue to erode and teamwork will be at risk. This
requires business process (inclusive of office set up) redesign as well as
management training, retention and procurement redesign.
The Great Unknown – The true potential and implications of
artificial intelligence and the internet is still not all known. Because
of this, sources of influence will continue to evolve. A steep learning
curve is required to ensure a business remains relevant. New examples of this
are the medical profession due to Dr. Google and the field of education.
We will continue to see the decline of market leaders if they are unable to
modify their current business model.
Donald Lim, Digital Guru. Mansmith Chief Digital Strategist and Country CEO of Dentsu Aegis Network.
Social Media Meets Artificial intelligence (AI) – After years of
acquiring social media fans and creating content for audiences, brands will now
have the opportunity to efficiently communicate, promote, and sell directly to
their customers through automated response, like Facebook messenger chatbots, helping
brands gather data, earn points for customers, and even allow them to order
online. Finally, brands can now close the loop on social media, from fan
acquisition, all the way to product purchase.
Social Media Micro Influencers –Becoming mainstream, brands are
increasingly tapping micro influencers for product demonstrations and promoting
to their social circle to generate interest and sales, rather than getting
mainstream celebrities promoting in TV commercials. Metrics on social media
influencers will become part of creative and media strategy and planning.
Customer Data Becomes Gold – Personal ad targeting becomes the norm
as programmatic advertising and remarketing allows brands to customize
messaging through data acquired from digital behaviors and actions. Data
privacy and rules of engagement between brands and customers will also be of
primary concern not only by regulators but also by IT and marketing
add to these marketing trends noted by the Mansmith marketing team, I am also
sharing my observations below.
Go. Mansmith Chief Innovation Strategist.
Acceleration of the Fusion Era – We have been seeing digital companies
adding brick-and-mortar stores, while brick-and-mortar companies adding digital.
Ultimately, companies will realize they cannot organize the two in silos and
need to follow the path to purchase of consumers for their convenience.
The Rise of Chief Innovation Officer – As companies try to future
proof their organization, a dedicated group will be tasked not just to discover
new products and services, and improve processes throughout the value chain but
to transform business model for today’s business as well as tomorrow’s new
markets, before they get disrupted by competitors or other industries.
Entrepreneurship is Cool – Successful entrepreneurs are sought
after, even Tinder ranked entrepreneurs now as one of most often right-swiped
jobs (doctors are no longer included!). Their perceived drive, their financial
and personal freedom, and their ability to get things done despite scarcity of
resources make them an attractive breed to emulate. Expect more people to
explore entrepreneurship earlier, especially with the ease of doing business
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Record-breaking, bestselling author Josiah Go is the Chairman of Mansmith and Fielders, Inc. (the leading marketing and sales training company in the Philippines), and Chairman of Waters Philippines (the market leader in the direct selling of premium home water purifiers in the Philippines). He is Chairman / Vice Chairman / Director of over a dozen companies.