3. Marketing
Communication
Customer Service
$ Sales
4.
5. These days, most marketing isn’t
traditional PR and product placement.
It’s a very technically intensive
discipline filled with
SEO, SEM, social platforms, e-
mail, widgets, social media, viral
marketing, blogging, video, user-
generated content, etc., etc. It’s a
traditional marketing person’s worst
nightmare—tens if not hundreds of
potential marketing channels and
campaigns with unknown
costs, techniques, and payoff.
29. In the 21st century, disruption
is digital. The churn of
technology continues
unabated, wreaking havoc on
marketing plans while
simultaneously creating new
channels to reach and engage
consumers in ways unheard of a
few years ago.
Editor's Notes
Marketing
Digital is a connection point – bridging online platforms and channels with offline campaigns – creating action
Example of American Express’s Small Business Saturday Facebook page, which has approx. 400K more fans than American’s Express business fan page. Show’s how creating a meaningful campaign through community trumps a branded fan page.
You should be good with this one, but essentially this allowed Chevy to help 6,000 of its dealers to share Chevy’s Super Bowl ads prior to the big game via social media, email and on their own websites.
Digital marketing allows for collection of real-time analytics, giving marketers information that wasn’t possible before SoLoMo: the ability to reach customers on the platform that they use the most, identification of most active users/customers, ranking of most active/unactive locations, etc.
The time that brands have to adapt to emerging platforms is shortening. For example, brands took their time getting on Facebook and Twitter, but some major brands acted very, very quickly with the roll-out of Facebook timelines and Pinterest. Pinterest has the ability to drive major traffic, but has few brands that doing it well. Also may be worth mentioning the potential complications that may arise legally…but are currently unknown (the comparison of pinterest to napster was pretty striking)
Youearned.it helps gives companies an extremely easy way to track awards and also gives employees visuals of what they can earn.
Digital can also help bridge the geological gap between 1.4 million (and growing) employees. Allows them to connect in a more personal way with the company and also makes the experience feel special by allowing them to individualize their homepage with different widgets. Also, puts the most important information at their fingertips with access to schedules and pay stubs.
Similar to mywalmart, Heineken gives their employees a completely branded experience. Additional details: Users can share files, upload content, and make changes themselves rather than asking the guys in IT to do it. Staff preview and download high-resolution assets.; Single sign-on with access based on role, department or task, with access to external teams like agency partners. Complete with personalized content facility, and security against unwanted users.; Users can search an ideas library for best practice; engage in inter and intra- company communication and collaboration; and benefit from an environment that fosters innovation. With BrandPortal, each marketing team can launch local campaigns without wandering off-message (or using last year’s pack shot).
Mobile as customer service. This app cuts out the need to have customer service reps call around to find out which store has a specific size/color/style.
Apple uses mobile to provide a top-notch customer service experience to the masses. Roaming customer service people pack iPhones to take Genius bar reservations, check warrantees and even check customers out at the point-of-sale. This makes their shopping experience very personal, very easy and very quick – three qualities that most retailers will never be able to master. Most recently they placed an iPad next to every Apple product to provide interactive product, service, and support information – and the devices also give shoppers the ability to beckon a store employee to their side at any moment.
This is a sandwich shop in San Francisco with an entire ordering/payment system that takes place on the iPad. Customers scroll through the menu, type in their order and pay – all through tablet.
Took this from your startup marketing deck
eBay aimed to capitalize on ‘couch shoppers’ by making their shopping experience available over iPhone, iPad, Andriod, windows 7 phones, blackberry and mobile web.
Might be worth mentioning the browsing capabilities, recipe finder, individualized store information, membership information and check-out function.
Allows individuals and stores to create their own ecommerce stores
Link for video: http://www.youtube.com/watch?v=ZUG9qYTJMsIHas currently had over 3.2 million hits
Allows anyone to except credit cards anywhere via mobile or tablet. Video: (https://player.vimeo.com/video/32175476?title=0&byline=0&portrait=0&color=224165&autoplay=true)Square card swiper plugs into headphone jack and is compatible with iOS and Andriod, deposits in bank account next day.
