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Conversational Marketing

by "El Comandante" Marketing Director at Dubizzle.com at Dubizzle.com on Mar 02, 2010

  • 34,708 views

The core idea of this presentation is to highlight the change in context that brands are facing in the digital landscape and how the notion of the "new grid" marks fundamental changes to how brands ...

The core idea of this presentation is to highlight the change in context that brands are facing in the digital landscape and how the notion of the "new grid" marks fundamental changes to how brands should budget, behave and interact in this space.

Parts of this presentation have been shared by numerous Nokia representatives at different social media forums across the world. It originated from a great conversation between the Search & Social team at Nokia as well as Teemu Arina and Esko Kilpi from Dicole in Finland. Conversations are the new conversion.

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110 of 16 previous next Post a comment

  • harrypotter12 harrypotter12 Very Useful. Great work. Thanks for sharing.

    Regards
    http://www.clickandsendparcel.com
    2 years ago
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  • suagarwal suagarwal pretty interesting and informative 2 years ago
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  • frischr frischr - agentur für medien und ideen at frischr - agentur für medien und ideen Thanks for this interesting slides!
    Could you name the source of slide no. 20 (today's search)?
    3 years ago
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  • CheGuerilla Michael Boamah, Account Executive at Buzzman Paris First time i really someone getting it right 3 years ago
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  • monie020 monie020 Search 3 years ago
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  • mohammad.ali MAGSNET LTD | REDDOT at MAGSNET LTD | REDDOT Excellent , loved the presentation especially the owned, earned and paid 4 years ago
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  • arjoensu Arto Joensuu, "El Comandante" Marketing Director at Dubizzle.com at Dubizzle.com @ Shei Wah TAN, thanks for the feedback. I agree that people search for many things, among those opinions, images, experiences, information, purpose, even potential partners (just to name a few). However, the notion of conversations being the new conversion also dives deeper into the notion of the source of value creation. Value creation doesn't occur in the point of purchase, but actually in the context in which a customer is using the product. This usage context is about conversations and the brand might play a part in the equation but it's no longer in control.

    @ paulsoon Thanks for the feedback as well. There's been a lot of conversations about the purchase funnel and how technology in causing disruptions in this traditional model. I agree that the funnel is a structured way to follow the conversion rates across different initiatives that a brand can control. (display banner to landing page, to shopping cart to checkout) However, there are many dimensions to seeing this 'death of the funnel' and i'll explain 2. One dimension is from the media touch point point of view. As media becomes more fragmented and customers are more and more in control, it becomes impossible for brands to control 1) the message 2) the channels as niche is the new norm in many markets. Customers enter this 'funnel' from many different angles, navigate in it for a while and then go out. It's no longer linear.

    The second dimension to seeing this funnel, is from a value creation dimension. Traditional linear funnels were all about a broadcast message culture that was built around customer segments that were targeted and bombarded at with the notion of 'brand knows what's best' and the sole aim of a conversion to sale. The inverted funnel changes this, as the process becomes about serving and co-creating social practices that inspire conversations as well as a continuous value exchange in the usage context. Inverted funnels strive on conversations that are fueled by customer advocacy as they experience the value in their own context. This might also lead to a sale from the brand perspective, but the deep intent is fundamentally different in the inverted funnel.
    4 years ago
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  • paulsoon Paul Soon, CEO Asia Pacific at XM Asia Interesting summary of the way marketing is moving. The challenge I suppose is how best to harness all these interactions and gain even more contextual insights through listening and observing. Am not sure about the death of the ACPP funnel although I do believe that it is an evolution of the funnel cause fundamental in the decision making process, anything can happen. the funnel gives it a structure to work with esp when building effective brandsites, more so for e-commerce sites. As much as I would love to build a fully date driven and organic site, 'meaning' is still required:)

    I agree that it is beyond conversations but opinions and syntext that should drive our needed real world messaging too.

    IMHO:)
    4 years ago
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  • AnnieInfinite You Can Heal Yourself Foundation at You Can Heal Yourself Foundation Excellent presentation, thanks for posting 4 years ago
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  • jussisolja Jussi Solja, Self employed digital marketing expert at Marketing (&) Mischief Yeah a great way to summarize the thoughts that we've been circling around and working on during the past years :) Now let's just hope we get to execute and not just talk! 4 years ago
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