Rewriting the book of Branding - Brand Pioneers Sept. 2012

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We experience rapid changes in consumer behaviour. That means that the book of marketing and branding will be rewritten. DLVR gives their vision on the future developments in marketing and …

We experience rapid changes in consumer behaviour. That means that the book of marketing and branding will be rewritten. DLVR gives their vision on the future developments in marketing and consequently branding

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  • 1. Frank Van Delft EMC Chairman PartnerRewritingthe Book of BrandingBrand Pioneers seminarSeptember 27, 2012 Olaf Cox Marketing consultant Partner DLVR
  • 2. Statement 1:All brand investments should be allocated in onlinechannels.
  • 3. Statement 2:reduces the role of the brand dramatically.
  • 4. Statement 2:reduces the role of the brand dramatically.PRICE
  • 5. Statement 2:reduces the role of the brand dramatically.RECOMMENDATIONS
  • 6. Statement 2:reduces the role of the brand dramatically.CONVENIENCE
  • 7. Frank Van Delft EMC Chairman PartnerRewritingthe Book of BrandingBrand Pioneers seminarSeptember 27, 2012 Olaf Cox Marketing consultant Partner DLVR
  • 8. CMO study IBM * Factors impacting marketing10 #1 Customer collaboration & influence 9 8 #2 Growth of channel and device choices 7 6 #3 Social media 6 5 4 3 2 1 5 #4 ROI accountability 4 3 #5 Decreasing brand loyalty 2 1 #6 Data explosion 0 0 1 2 3 4 5 6 7 8 9 10* ibm.com/cmostudy2011
  • 9. CMO study IBM * Factors impacting marketing #7 Shifting consumer graphics10 #8 Financial constraints 9 8 #9 Growth market opportunities 7 6 #10 Regulatory considerations ?? 13 12 11 10 9 8 76 5 4 3 2 1 5 #11 Corporate transparency 4 3 #12 Privacy considerations 2 1 #13 Global outsourcing 0 0 1 2 3 4 5 6 7 8 9 10 #?? Sustainability* ibm.com/cmostudy2011
  • 10. CMO study IBM * Factors impacting marketing and underpreparedness10 6 #1 Customer collaboration & influence 9 3 2 8 #2 Growth of channel and device choices 7 7 6 8 #3 Social media 5 1 5 10 4 11 4 12 9 #4 ROI accountability 3 #5 Decreasing brand loyalty 2 1 ?? #6 Data explosion 0 0 1 2 3 4 5 6 7 8 9 10
  • 11. The 6 Information Interest Insights Investment Innovation return Interpretation (ICT)
  • 12. Information Based on measured behavior in stead of answered questions Customer Information management
  • 13. Insights What really drives the customer? Buy-ology (Martin Lindstrum, 2008) Neuromarketing
  • 14. Insights
  • 15. Insights
  • 16. Insights
  • 17. Investment return Marketing accountability
  • 18. Investment return Marketing accountability (Malcolm McDonald, Peter Mouncey, 2009)
  • 19. Interpretation Social media Mobile Marketing http://www.heteindevanwinkels.nl/evw/
  • 20. Innovation The Blue Ocean (Chan Kim, Renee Mauborgne, 2005) Nieuwsgierigheid (Roland van der Vorst, 2007) Ga vreemd (Rob Adams, 2010)http://www.youtube.com/watch?v=QJy1slz4evk&feature=player_embedded#t=0s
  • 21. Interest In your profession, in your customers, in your business Interest, not a hobby or passion Onder een hobby wordt in het algemeen een ontspannende activiteit verstaan die men in zijn vrije tijd uitoefent en die men graag doet. Wikipedia
  • 22. The Brand on fire#12 Privacy considerations Brand Customer #3 Social media #5 Decreasing brand loyalty
  • 23. Building brands with your customersJoseph Jaffe, Flip the Funnel, 2010http://www.flipthefunnelnow.com/whats-new/
  • 24. Building brands with your customers With all your customers???Joseph Jaffe, Flip the Funnel, 2010http://www.flipthefunnelnow.com/whats-new/
  • 25. Customer; Satisfaction and EngagementShift from ROI to ROA*primary indicators for brand loyalty and customer value.Most satisfied and engaged customers are the bestbrand advocates1. How can we distinguish customers with various S&E levels?2. How do we communicate with these customer groups, collectively and individually?* Jim Stolze , Uitverkocht 2011
  • 26. Customer Satisfaction and Engagement Recency Frequency Monetary value - Dialogue Engagement High R R F F M M D DSatisfaction NEW CUSTOMERS Satisfaction Low High R R F F M M D D Engagement Low
  • 27. -model ©: Return On Satisfaction and Engagement Engagement High Reassuring Pamper strategy strategy R R F F M M D DSatisfaction NEW CUSTOMERS Satisfaction Low High R R F F M M D D Win back Reactivation strategy strategy Engagement Low
  • 28. How to connect with the consumers segments Engagement High Reassuring Pamper strategy strategy Social media In-touch community communitySatisfaction Content Satisfaction Low marketing High Added value services Web care Social media community Win back Reactivation strategy strategy Engagement Low
  • 29. How to connect with the consumers segments Engagement High Reassuring Pamper strategy strategy Social media In-touch community communitySatisfaction Content Satisfaction Low marketing High Added value services Web care Social media community Win back Reactivation strategy strategy Engagement Low
  • 30. Conversation Strategy* & Brand performance Conver- Buying sation the Brand Brand performance Brand identification Leverage Recom- mending the Brand Activation Brand is Hero Brand values, authenticity and product performance are the fundamentals. Brand identification increases by more engagement of the customer* De Conversation Manager, Steven van Belleghem 2010
  • 31. Brand building in the future * The Brand and its DNA is the fundament Brand values, authenticity and product performance Customers are the leading factor in making brands successful Customers can be differentiated by the stage of Satisfaction & Engagement (ROSE-model ©) Depending on the stage marketing strategies will be different Accordingly the connection strategies will be different* The future started yesterday
  • 32. Questions?
  • 33. Thank you for your attention and contribution In return, for further information do feel free to contact us! -) Frank van Delft Olaf Cox Deland@online.nl Olaf@dlvr.nl +31653 628 470 +31642 577 006