Marketing as customer experience

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Effective marketing in today's digital world requires combining skills in marketing, technology and user centered design to deliver utility thru a simple experience

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  • Carnival Cruise Finder allows families or friends to plan and enjoy vacations together.
  • Stephen Covey:
  • Stephen Covey:
  • Marketing as customer experience

    1. 1. Marketing in a Digital World From web content to experiences
    2. 2. Page 2 © 2008 Razorfish. All rights reserved. Reaching an Audience Creating an Experience
    3. 3. Page 3 © 2008 Razorfish. All rights reserved. Marketing has changed What are the new rules? How do we win this game?
    4. 4. Page 4 © 2008 Razorfish. All rights reserved. Marketing has changed Content is still King
    5. 5. Page 5 © 2008 Razorfish. All rights reserved. The brand your brand could sell like
    6. 6. Page 6 © 2008 Razorfish. All rights reserved. Agenda What’s the opportunity? How can we capture it?
    7. 7. Page 7 © 2008 Razorfish. All rights reserved. Interrupt the show Interest and Inspire Hope they buy Respond when interested Engage and involve Social interaction Traditional Digital
    8. 8. Page 8 © 2008 Razorfish. All rights reserved. Help sell the product Using stories Help serve the customer Using data Traditional Digital +
    9. 9. Page 9 © 2008 Razorfish. All rights reserved. Experiences Content Services Data
    10. 10. Page 10 © 2008 Razorfish. All rights reserved. Three Success Factors Consumer Insights New Technology Simplified Experiences
    11. 11. Page 11 © 2008 Razorfish. All rights reserved. Examples
    12. 12. Page 12 © 2008 Razorfish. All rights reserved. Over 3 million “good moods” to date
    13. 13. 3 weeks – 22,653 promises made 49 million media impressions
    14. 14. Inspired and Led by the Online Community
    15. 15. TM Inspired and Led by the Online Community
    16. 16. Page 16 © 2008 Razorfish. All rights reserved. Family vacations without the hassle
    17. 17. Page 17 © 2008 Razorfish. All rights reserved. Family vacations without the hassle
    18. 18. H&R Block: Before Page 19 © 2009 Razorfish. All rights reserved.
    19. 19. H&R Block: After Page 20 © 2009 Razorfish. All rights reserved.
    20. 20. Social Widgets Page 21 © 2009 Razorfish. All rights reserved. Widgets were viewed more than 2.1MM times, creating over 200,000 user interactions with the brand
    21. 21. Page 22 © 2008 Razorfish. All rights reserved.
    22. 22. Shoppers Register Coupons are Loaded to the Shopper’s account Coupons are Redeemed at POS thru Network Redemption data is sent to a clearinghouse for Reimbursement Real-Time Analytics Paperless Coupons
    23. 23. Page 24 © 2008 Razorfish. All rights reserved.
    24. 24. - Netflix - Beijing Olympics - AT&T - AT&T - Ford SYNC - Time Warner
    25. 25. Page 26 © 2008 Razorfish. All rights reserved. Three Success Factors Consumer Insights New Technology Simplified Experiences
    26. 26. Page 27 © 2008 Razorfish. All rights reserved. What do consumers want? What’s saves money/time? How do we keep it simple? Marketers Technologists Designers* The E-Team * art, copy, user experience
    27. 27. Research & Development Operations Marketing & Sales Corporate Comm Human Resources Customers Research & Development Operations Marketing & Sales Corporate Comm Human Resources Customers Traditional organization Digitally driven organization
    28. 28. CEO CIO CMO Customers To be successful here: Have to collaborate here:
    29. 29. Page 30 © 2008 Razorfish. All rights reserved. Our Mission Create experiences that build businesses. As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences. Razorfish has offices across the United States, in Australia, Brazil, China, France, Germany, Japan, Spain, UK and more.
    30. 30. Thank you! Aninda Roy aninda.roy@razorfish.com Page 31 © 2008 Razorfish. All rights reserved.

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