The Challenges and Solutions
in the Age of the
Connected Consumer

@DMSLDN

#DigitalMarketingShow
#ConnectedConsumer

All ...
Kathryn McMann
Holistic & Social Media Marketer &
Director of Kathryn McMann Consultancy
@KathrynMcMann
www.KathrynMcMann....
1 What is Holistic Marketing?

2 What do we mean by ‘Connected Consumer’
3 The Challenges and Solutions
4 Takeaways

@DMSL...
1 What is Holistic Marketing?

2 What do we mean by ‘Connected Consumer’
3 The Challenges and Solutions
4 Takeaways

@DMSL...
Holistic is characterized by the belief that the parts of something
are intimately interconnected and explicable only by r...
Rajendra Sisodia
Academic, Marketer and Author
•
•
•
•

Relationship Marketing
Internal Marketing
Integrated Marketing
Per...
The Jargon Definition

“Holistic Marketing is…
integrated marketing strategy
with human-centred process design…
for the pr...
The Business Definition

“Holistic Marketing…
considers the whole picture of a business,
unites the business behind the br...
1 What is Holistic Marketing?

2 What do we mean by ‘Connected Consumer’
3 The Challenges and Solutions
4 Takeaways

@DMSL...
THE CONNECTED CONSUMER

3

All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
THE CONNECTED CONSUMER
…communicates across devices and channels seamlessly –
Ebay, Amazon, Apple, Google

All material © ...
THE CONNECTED CONSUMER
…embeds a range of mediums across multiple Digital
Platforms without questioning the technology - F...
THE CONNECTED CONSUMER
…‘shares’ because it’s an extension of them, not your brand.
Brand loyalty hasn’t come into it yet....
THE CONNECTED CONSUMER
…doesn’t see ‘communication touch-points’ as “somebody
else’s’ department” (except outdated call-ce...
CONSUMER-BRAND RELATIONSHIP
One relationship with a brand

All material © Kathryn McMann Consultancy Ltd 2013 No unauthori...
CONSUMER-BRAND RELATIONSHIP
One relationship with a brand

All material © Kathryn McMann Consultancy Ltd 2013 No unauthori...
BRANDS = MULTIPLE CUSTOMER TOUCHPOINTS
Multiple relationships per customer

All material © Kathryn McMann Consultancy Ltd ...
The BUSINESS LIFECYCLE

All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
The BUSINESS LIFECYCLE

All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
All material © Kathryn McM...
Marketing in the age of the Connected Consumer

The Core Challenges
1. Targeting Multiple Customers
2. Being Heard through...
Marketing in the age of the Connected Consumer
Challenge #1

Targeting Multiple Customers
Reaching multiple target audienc...
Marketing in the age of the Connected Consumer
Challenge #2

Being Heard through the Noise
With so many distractions, how ...
Marketing in the age of the Connected Consumer
Challenge #3

Managing Multiple Channels
With so many stakeholders and depa...
Marketing in the age of the Connected Consumer
Challenge #4
Over-extended Resources
Your team and skills base are only so ...
Key Takeaways
• Design for the customer but build with the brands resources
in mind

• Integrate holistic marketing with a...
Thank you for listening

You can find out more @
www.KathrynMcMann.com

Any questions?

Kathryn McMann
Director and Holist...
Challenges and Solutions of Marketing in the Age of the Connected Consumer by Kathryn McMann
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Transcript of "Challenges and Solutions of Marketing in the Age of the Connected Consumer by Kathryn McMann"

  1. 1. The Challenges and Solutions in the Age of the Connected Consumer @DMSLDN #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  2. 2. Kathryn McMann Holistic & Social Media Marketer & Director of Kathryn McMann Consultancy @KathrynMcMann www.KathrynMcMann.com All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  3. 3. 1 What is Holistic Marketing? 2 What do we mean by ‘Connected Consumer’ 3 The Challenges and Solutions 4 Takeaways @DMSLDN @KathrynMcMann www.KathrynMcMann.com #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  4. 4. 1 What is Holistic Marketing? 2 What do we mean by ‘Connected Consumer’ 3 The Challenges and Solutions 4 Takeaways @DMSLDN @KathrynMcMann www.KathrynMcMann.com #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  5. 5. Holistic is characterized by the belief that the parts of something are intimately interconnected and explicable only by reference to the whole. The Oxford Dictionary Holism (from ὅλος holos, a Greek word meaning all, whole, entire, total) is the idea that natural systems (physical, biological, chemical, social, economic, mental, linguistic, etc.) and their properties should be viewed as wholes, not as collections of parts. Wikipedia @DMSLDN @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  6. 6. Rajendra Sisodia Academic, Marketer and Author • • • • Relationship Marketing Internal Marketing Integrated Marketing Performance Marketing @DMSLDN @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  7. 7. The Jargon Definition “Holistic Marketing is… integrated marketing strategy with human-centred process design… for the practical application to manage actions and responsibility, implementation and measurement ” Kathryn McMann, Holistic Marketer @DMSLDN @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  8. 8. The Business Definition “Holistic Marketing… considers the whole picture of a business, unites the business behind the brand and delivers a seamless and consistent experience for the user or customer” Kathryn McMann, Holistic Marketer @DMSLDN @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  9. 9. 1 What is Holistic Marketing? 2 What do we mean by ‘Connected Consumer’ 3 The Challenges and Solutions 4 Takeaways @DMSLDN @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  10. 10. THE CONNECTED CONSUMER 3 All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  11. 11. THE CONNECTED CONSUMER …communicates across devices and channels seamlessly – Ebay, Amazon, Apple, Google All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  12. 12. THE CONNECTED CONSUMER …embeds a range of mediums across multiple Digital Platforms without questioning the technology - Facebook, Google+ and Youtube, Twitter All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  13. 13. THE CONNECTED CONSUMER …‘shares’ because it’s an extension of them, not your brand. Brand loyalty hasn’t come into it yet. All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  14. 14. THE CONNECTED CONSUMER …doesn’t see ‘communication touch-points’ as “somebody else’s’ department” (except outdated call-centres) All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  15. 15. CONSUMER-BRAND RELATIONSHIP One relationship with a brand All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  16. 16. CONSUMER-BRAND RELATIONSHIP One relationship with a brand All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  17. 17. BRANDS = MULTIPLE CUSTOMER TOUCHPOINTS Multiple relationships per customer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  18. 18. The BUSINESS LIFECYCLE All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  19. 19. The BUSINESS LIFECYCLE All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  20. 20. All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  21. 21. 1 What is Holistic Marketing? 2 What do we mean by ‘Connected Consumer’ 3 The Challenges and Solutions 4 Takeaways @DMSLDN @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  22. 22. Marketing in the age of the Connected Consumer The Core Challenges 1. Targeting Multiple Customers 2. Being Heard through the Noise Solutions 3. Multi-Channel Management 4. Already Over-extended Resources @DMSLDN @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  23. 23. Marketing in the age of the Connected Consumer Challenge #1 Targeting Multiple Customers Reaching multiple target audiences, across multiple channels, at the same time? Solution Invest in Research and Planning Define how many grouped target demographics, who they are, and where they are. These will evolve as actions evolve. Prepare to adapt @DMSLDN @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  24. 24. Marketing in the age of the Connected Consumer Challenge #2 Being Heard through the Noise With so many distractions, how can a company stand out from its competitors? Solution Market with a broad integrated perspective • Unite, optimize to lead across channels and centralised information (CTA directions, landing pages, communities, content) • Build brand values into all media and materials (keywords, design, etc.) • Be relevant, as well as consistent @DMSLDN @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  25. 25. Marketing in the age of the Connected Consumer Challenge #3 Managing Multiple Channels With so many stakeholders and departments, how do companies manage each section for consistency across all channels? Solution Holistic Management • Design process management into the strategy at the beginning • Centralise operations, encouraging cross-depart. collaborations and autonomy among stakeholders to ensure everyone is working towards the same goals. • Centralise static Brand information to be accessible by all key stakeholders. @DMSLDN @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  26. 26. Marketing in the age of the Connected Consumer Challenge #4 Over-extended Resources Your team and skills base are only so big. How can you manage yet more marketing activity, in a world that never sleeps? Solution Be relevant and creative but don’t be over ambitious. • Be practical in your planning, this will help you sustain and build towards more ambitious ideas at later stages. • Arm your employees with information and they will be your best brand ambassadors @DMSLDN @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  27. 27. Key Takeaways • Design for the customer but build with the brands resources in mind • Integrate holistic marketing with all arms of the business. If you consider the different customer-touchpoints as separate silos, the customer-facing messaging will be fragmented. • Invest in the Research and Planning stage. This will save mistakes, budget and time in the long-run. • Consider the resources as another level to the strategy, and encourage discussion between departs during Research and Planning. @DMSLDN @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
  28. 28. Thank you for listening You can find out more @ www.KathrynMcMann.com Any questions? Kathryn McMann Director and Holistic Marketer www.KathrynMcMann.com E: Hello@kathrynmcmann.com T: @KathrynMcMann WE JOIN THE DOTS AND MAKE IT HAPPEN @DMSLDN #DigitalMarketingShow #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution

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