The "Big Bang" of Consumer and Business Marketing - Scott Berg

The big bang Widely distributed empowering tools & services + Changing consumer expectations and behavior = Transformative and disruptive era 2 7/1/2009

The internet = connection engine • The co-ordinates of this connection grow… − All over the world − Across all devices − All the time Connect to find Connect to share Connect to transact Connect to express (Discovery) (Social Media) (Commerce) (Creativity) 3 7/1/2009

In a connected age… • The end of ignorance − I can know, find, and discover peoples reputation, competitive product attributes and pricing, and a lot more….(increasingly anywhere and anytime) • Rising individual media conglomerates − I can create, combine and cull.. − I can publish, post, upload… 4 7/1/2009

In a connected age… • New expectations − Transparency − Responsiveness • New emotional truths − Authenticity (is individual or company real?) − Trust (the new critical currency) − Purpose and values (why do you exist?) 5 7/1/2009

The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering 6 7/1/2009

The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing 7 7/1/2009

The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing Shift THREE From users to voices 8 7/1/2009

The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing Shift THREE From users to voices Shift FOUR From analog communication to digital communication 9 7/1/2009

The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing Shift THREE From users to voices Shift FOUR From analog communication to digital communication Shift FIVE From finding them to them finding you 10 7/1/2009

The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing Shift THREE From users to voices Shift FOUR From analog communication to digital communication Shift FIVE From finding them to them finding you Shift SIX From marketing to facilitation 11 7/1/2009

The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing Shift THREE From users to voices Shift FOUR From analog communication to digital communication Shift FIVE From finding them to them finding you Shift SIX From marketing to facilitation Shift SEVEN From engagement to utility 12 7/1/2009

The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing Shift THREE From users to voices Shift FOUR From analog communication to digital communication Shift FIVE From finding them to them finding you Shift SIX From marketing to facilitation Shift SEVEN From engagement to utility Shift EIGHT From campaigns to ecosystems 13 7/1/2009

Shift ONE: From telling to delivering • The proof is in the performance, the act and behavior rather than the message, the media and the discount • Fund product superiority, news and customer service over messaging − Earned media over bought media − Positive WOM over paid spokespeople Advertising Products Media Utilities & services Promotion Customer support 14 7/1/2009

Shift TWO: To multi-polar marketing 2-way marketing Multi-way marketing Independent media Multi-media vehicles Multi-measures Simple measures 15 7/1/2009

Shift THREE: From users to voices • In a connected age everyone is a media conglomerate- Word of Mouth is the currency of choice we should focus on • Must target influencers, support advocates and address the issues of detractors Influencers Heavy users, Advocates specific demos? Detractors? 16 7/1/2009

Shift FOUR: From analog to digital 17 7/1/2009

Shift FIVE: From finding them to them finding you • In a connected world we move from: Segmentation Re-aggregation Hunting Fishing Broadcast/publish Search/social recos • How can consumers easily find you in: − Search − Distributed content − Superior performance that people speak about 18 7/1/2009

Shift SIX: From marketing to facilitation • The energy and control are moving from the marketer to the consumer to such a degree that the consumer now self markets − Finance, Pharma, Travel, Tech, Auto • Important to support and leverage this “self marketing” 19 7/1/2009

Shift SEVEN: From engagement to utility • Measures of digital campaign success tend to focus on how long a person spends with the brand under the banner of ‘engagement’ − Total page views, total time spent, number of interactions performed • We need to stop elongating the game- focusing instead on how quickly and how well we fulfill particular needs Engagement Utility 20 7/1/2009

Shift EIGHT: Moving from campaigns to ecosystems Campaigns Ecosystems Can be consumer initiated Control by initiator Efforts released then Fixed duration monitored as digital lasts forever Neat model Multi-way with secondary effects Clear cut roles Blur between players Discover Find Confirm/ Transact Support Feedback/Share Validate HP Consideration purchase Awareness Purchase Loyalty funnel Preference 21 7/1/2009

The "Big Bang" of Consumer and Business Marketing - Scott Berg

2 comments

Notes on slide 1

20 Favorites