Conversational Marketing
by Arto Joensuu
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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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Tomasz Sompoliński
Regards
http://www.clickandsendparcel.com 1 year ago
Could you name the source of slide no. 20 (today's search)? 2 years ago
@ 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. 3 years ago
I agree that it is beyond conversations but opinions and syntext that should drive our needed real world messaging too.
IMHO:) 3 years ago