20 Ideas For Marketing In A Network Economy


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With an audience of multi-tasking, digital natives who don’t want to be sold to or interrupted by marketing messages. In a world of abundant choices where authenticity matters. At a time when people can connect and engage around the most specialised of interests.

How can marketing and product development evolve to meet these ever increasing challenges?

Here are some thoughts, ideas and keywords to stir the imagination.

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20 Ideas For Marketing In A Network Economy

  1. 1. 20<br />ideas for<br />Marketing<br />in a network economy<br />
  2. 2. 1. Attention<br />People don’t wake up thinking about your brand<br />The human brain processes about 5% of the information it receives. What makes your message worthy of that 5%?<br />
  3. 3. 2. Authenticity<br />What is your story and is it important enough to care about?<br />Do you really care about what you do? If it matters to you, it will matter to your audience<br />
  4. 4. 3. Tribes<br />The Beatles didn’t invent teenagers, they merely decided to lead them<br />Find a group that is disconnected but already has a yearning rather than persuading people to want something they don’t have yet<br />
  5. 5. 4. Crowdsource<br />There are a billion great ideas out there<br />Work with your customers to innovate and create better products that people want<br />
  6. 6. 5. Ethnography<br />Get watching. It’s not about focus groups anymore<br />Get out there and see exactly how people use your product in the real world<br />
  7. 7. 6. Features & Benefits<br />People buy on benefits and justify their decision through features<br />Are you selling on features or benefits? What’s in it for your audience?<br />
  8. 8. 7. Opportunity costs<br />All consumption is an opportunity cost<br />In a world of abundant choice, what are people actually spending their money on?<br />
  9. 9. 8. Integrated channels<br />Think holistically – integrate don’t isolate<br />Do you separate or do you integrate your approach across mobile, web, TV and print?<br />
  10. 10. 9. Metrics<br />‘What gets measured gets managed’ (Jack Welch)<br />Do you see metric analysis as a chore or is it part of your company DNA?<br />
  11. 11. 10. Nomads<br />Always looking for the best deal in a buyer’s market<br />How do you build loyalty with the fickle, discount seeking, nomadic customers? Do they matter to you?<br />
  12. 12. 11. Existing behaviours<br />We have always listened to music, but the iPod made it easier<br />Successful technologies enhance existing behaviours rather than expecting customers to follow new ones<br />
  13. 13. 12. The 10%<br />Find the 10% of your market already sold on your product<br />Involve them, respect them and treat them well and they will care about you<br />
  14. 14. 13. Grass roots<br />Your best fan club is the one that you didn’t start<br />Take action and be your best and people will love you for what you do<br />
  15. 15. 14. Marketers<br />Your best marketers are your current customers<br />Are you marketing ‘to’ your customers or ‘with’ your customers? Work with them to give them what they want<br />
  16. 16. 15. Customer service<br />Excelling at customer service is your best marketing strategy<br />Give your customers a good reason to talk about you and to come back for more<br />
  17. 17. 16. Ecosystems<br />Throw away your pipeline, live in the real world and be agile<br />Don’t look for customers for your products, instead, create products for your customers<br />
  18. 18. 17. Leave a legacy<br />When the advertising campaign stops, the attention evaporates<br />Outlive the campaign by creating a legacy. Don’t sponsor an event - create the event<br />
  19. 19. 18. Transparency<br />Your customers want to trust you. Your values should be their values<br />Be open about where your products are made, ecological footprints and what you stand for<br />
  20. 20. 19. Social fabric<br />Sell more by not selling. Be their social fabric<br />Help your customers connect to one another. Provide them a sense of belonging and feeling significant<br />
  21. 21. 20. X-Factor<br />Be remarkable. Be with your audience. Become the conversation<br />It’s not about social media marketing. It’s about leading a community, building an ecosystem and creating a legacy<br />
  22. 22. For more ideas & insights visit<br />www.eccocia.com<br />
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