rationale marketing x.0 for alex Papanastassiou Managing Partner BusinessQuests

rationale marketing x.0 for 1. Scarce attention and empowered customers Many-to-many, decentralized, point-to-point, bottom-up & top-down marcom Interact, react, serve & don’t interrupt… ever! Provide service & usefulness

Many-to-many, decentralized, point-to-point, bottom-up & top-down marcom

Interact, react, serve & don’t interrupt… ever!

Provide service & usefulness

rationale marketing x.0 for 2. Watch your market and listen carefully Learn, learn, learn Identify unsatisfied needs Enhance relevance of your offering

Learn, learn, learn

Identify unsatisfied needs

Enhance relevance of your offering

rationale marketing x.0 for 3. Share & contribute Give to & receive from the “ecosystem” Make useful content available to journalists Build positive image & goodwill

Give to & receive from the “ecosystem”

Make useful content available to journalists

Build positive image & goodwill

rationale marketing x.0 for 4. Make yourself heard effectively & affordably Become a credible source of targeted knowledge State your beliefs and positions Inform about your business progress

Become a credible source of targeted knowledge

State your beliefs and positions

Inform about your business progress

rationale marketing x.0 for 5. Engage with prospects and customers Develop conversations & networks Gain promoters, friends & fans Create conditions for a sale based on relationship & satisfaction of real need

Develop conversations & networks

Gain promoters, friends & fans

Create conditions for a sale based on relationship & satisfaction of real need

rationale marketing x.0 for 6. Involve customers in product management Seek feedback & develop user groups Make customers part of your success story Tap the potential of “crowd-sourcing”

Seek feedback & develop user groups

Make customers part of your success story

Tap the potential of “crowd-sourcing”

rationale marketing x.0 for 7. Improve your visibility online Improved “organic” visibility on search engines Multiple “entry points” to your world Interactions with different “tribes”

Improved “organic” visibility on search engines

Multiple “entry points” to your world

Interactions with different “tribes”

rationale marketing x.0 for 8. Move towards a more differentiated position Innovative marketing communications Embracing the “open brave new world” Agility in product development

Innovative marketing communications

Embracing the “open brave new world”

Agility in product development

rationale marketing x.0 for 9. Develop reputation as a professional Develop innovative ideas & provide thought leadership Be proactive on industry’s hot issues Develop shared resources like wikis

Develop innovative ideas & provide thought leadership

Be proactive on industry’s hot issues

Develop shared resources like wikis

rationale marketing x.0 for 10. Enhance the service level to customers Enhanced customer support Video-On-Demand training programs Access to private & secured resources and knowledge base

Enhanced customer support

Video-On-Demand training programs

Access to private & secured resources and knowledge base