To demonstrate that marketing is moving
from traditional sales model to contextspecific model.
To examine how curating content assists in
the context-specific model.
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Audiences are constantly accessible
and seek two-way interactions with
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Australians are active users of social media
Interacting with audiences
Expectation of increased use of technology-oriented channels for interactions
between businesses and audiences.
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Demand no longer a matter of driving
sales as an end-point of interactions.
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Traditional funnel is based
on sales approach.
AIDA – Awareness,
Interest, Desire, Action
With this form of
marketing, a sale is the
end result of marketing
strategy. The process is
Any activity after sales is
considered a customer
Traditional funnel is dead
“Which has more impact on retention and
repeat purchases: customer satisfaction or
“The answer was consistent across our B2B
and B2C research: Engagement/relationship
strength has 12 times more influence on
retention and repeat purchases than
Voice of the Consumer Marketing Research,
Cyclical nature of business-audience
communication means demand is generated
from a commitment to communication.
Audiences more likely to be loyal when their
voices are heard, their ideas enabled.
Marketing practice needs to emphasise
listening aspects rather than ‘controlling the
THE ART OF
Curation of quality content provides a
starting point for conversations; it
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Context is king
…. NOT content.
Content should be planned for facilitating
contexts for conversation, information sharing,
product development, market research.
Marketers, PR professionals, firms, brands DO
NOT CONTROL THE MESSAGE.
Curation generates trust
Curation is the art of using objects,
ideas and art to tell a unified story.
Content that will contribute to the story
must reflect organisational objectives
that intersect with audience interests
Trust is fostered where the content and
the story are coherent and of high
Nothing saves bad products
Bad products will always exist, but
brand/product lifecycle will be shorter,
and customer experiences will
determine the date of product demise.
Any attempt to flood content markets
with positivity without dealing with poor
customer and product experiences will
ultimately fail. Attempts to deliberately
mislead the public with astroturfing
could have legal ramifications.
Image source: http://www.buzzfeed.com/babymantis/30-really-unfortunate-product-names-1opu
JP Morgan idea for Q&A with
Vice Chairman, Jimmy Lee,
resulted in hashtag epic #FAIL
Loyalty drawn from investment in
audience conversations, engagement.
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Context and growth
Data now being used to target specific
audiences in a manner that will meet their
needs as they arise.
Context-relevant marketing can drive
spontaneous purchasing, but unless this is
backed up by ongoing relevance, the
advantage is lost.
No point pursuing context-driven marketing if
conversation is short-lived.
Demand as value
In context-driven marketing, demand is
driven by ongoing value to audience of the
That is, there is a direct correlation
between value and demand.
When considered as an indicator of value,
demand can be more usefully calculated as
the product of context/audience relevance
and reducing costs of
• Value: benefit from a good/service
• Utility: aggregate sum of satisfaction or
benefit that an individual gains from
consuming a given amount of goods/services
• Price: market rate at which goods/services
• Economic cost: amount paid for a
good/service when compared with
alternatives. This includes total, variable,
fixed, marginal and opportunity costs
Volume versus value
Most marketers are obsessed with volume – of
sales, of followers, of interactions, etc.
VOLUME IS NOT AS IMPORTANT AS
While most organisations have a target of
volume as a key performance indicator (KPI),
this is often poorly applied, as the best
profitability/efficiency is by increasing
margins/relevance rather than increased
Hopefully not absolutes, but probably still painful
for traditional marketers
If your audience doesn’t need what you have to
share, it’s just noise.
Branding isn’t that interesting.
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DEMAND DRIVEN BY MUTUAL INTERESTS,
NOT BRAND MESSAGING
It’s cowardly, and stupid.
And audiences will bite you.
Image source: http://tobacco.stanford.edu/tobacco_main/index.php
Hire intelligent, creative people, not people who
think like you do.
Research. Critically review. Reflect. Learn.
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CURATION INVOLVES DEEP RESEARCH,
Measure demand by value, not volume.