Transcript of "5 Strategies to Market in the Digital Age - 2012 Event Marketer Summit"
The Network Is YourCustomer5 Strategies to thrive in adigital age@David_RogersConsultant, Speaker, AuthorFaculty director, Digital Marketing Strategy programColumbia Business Schoolwww.davidrogers.biz
#TNIYCHardcover (Amazon):http://bit.ly/rogersbookKindle b k (for iP dKi dl ebook (f iPad orKindle):http://amzn.to/TNIYCkindleNook ebook:http://bit.ly/TNIYCnookhttp://bit ly/TNIYCnook
Customer Network Marketing Customer Customer Blogs CommentsCustomer Customer Company p y Forums Customer 11
RETHINK the Marketing Funnel Broadcast Customer Networks TV, radio, out-of-door Search, buzz, blogs , Direct mail, b Di t il brochure h Online O li research, user reviews h iProduct test, comparison Social networks, YouTube, local search In-store purchase Group discounts, purchase on-line/in-store/mobile Reward points “Friending” (FB, Twitter, email), customized up-selling Reviews, links, “likes,” social buzz 12
What kinds ofproducts, services,& communications… i i…will inspire advocacy incustomer networks?
1. Set objectives first Product line innovation (General Mills) Retail Behavior (Kraft) Web sales conversion (Walmart.com) Brand positioning (Old Spice) OBJECTIVES Word-of-mouth !! (Doritos) Awareness(L’Oreal Dermablend) Service differentiation (Virgin America) Loyalty/community (Nike+) Product differentiation (iPad)
2. Segmentation & Brand Positioning● Demographic● Pyschographic A “third space” p● Technology use to relax between work and home Athletic aspiration (“Just ( Just do it”) Making your business a best- run b i business
4. Execution & Skill SetsLeverage existing domains Develop new capabilities● Marketing/sales ● Digital production●I T I.T. ● Social media● Product Development ● Idea capture● Operations● Communications● Strategy & Leadership