Digital Usefulness:
Rethink your approach to Marketing
The Benefits of a solid
Digital strategy
Why New Strategies?
don’t trust brands
have high expectations
(transparency, information,
customer service)
search and hav...
o In 2010, shoppers (across all categories) needed 5.3 sources
of information before making a purchase decision.
o In 2011...
This is a journey from …
Top of Mind Awareness Friends of Mine Awareness
Digital makes for a different paradigm
Instead of spending
money and being
rejected
You can use
resources to do
marketing ...
If you synchronize, you can achieve…
People will
love your
brand and will
want your
marketing
They’ll buy what
you offer d...
Today
Which are the two
things you want
to achieve with
your marketing?
How have you
been working so
far?
o Companies are not trusted. Information is largely available. It is
in real time (e.g. showrooming)
o Many Companies are ...
o Top-of-mind awareness (ADS) isn’t inherently flawed, but it isn’t
very surgical, and it hasn’t evolved much despite new ...
o Companies talk too much about themselves.
o Companies talk at customers not with customers
Maybe this is the problem?
o To what extend to companies understand new technologies
and particularly the NEW behavioral Dynamics
Maybe this is the p...
Digital can CONNECT you
o You become truly USEFUL.
o You build Emotional connection with your customers,
and good feelings...
Tomorrow: Your Brand
is connected
Which are the two
things you want
to achieve with
your marketing?
How have you
been work...
You are in the hearts of people
You provide true USEFULNESS
You don’t talk about
health… blah… blah…
You help people to
ac...
What is the difference?
Do you think they will want to boycott the brand?
NO They’ll listen to you
They’ll trust you
They’...
Your Business thrives
They will BUY because they’ll
become proud experts on the
qualities of your products
And because the...
Doing nothing new:
Digital broadcasting
Which are the two
things you want
to achieve with
your marketing?
How have you
bee...
o You have sufficient financial resources to do “broadcasting”
marketing (be it digital or with traditional media)
o Sales...
o People get an unbearable quantity of messages – you compete with their friends.
o You use a lot of $ to provide messages...
Examples of Marketing
Customers WANT
Which are the two
things you want
to achieve with
your marketing?
How have you
been w...
http://twitter.com/hiltonsuggests
http://www.phoenixchildrens.org
http://www.mcdonalds.ca/ca/en/html
http://www.clorox.com
Which are the two
things you want
to achieve with
your marketing?
How have you
been working so
far?
Instead of doing nothi...
PROs
o The work you do on digital media accrues and becomes a
TANGIBLE ASSET – long term
o You connect with customers at t...
You want to aim to this Combination
Self Service
Information
Real time
Relevance
Transparency
Understand
your customer
needs
1
Map customer
needs to USEFUL
marketing
2
Design and Plan
Operations
4
Market your
USEFULN...
o What is that improves their lives;
o How can you be useful for them;
o Use technologies (eg. keywords research);
o Inter...
2
o How do they best have access to your
USEFULNESS
o How do they consume content (can be digital
or not digital)
o Packag...
3
o Produce content;
o many forms (blog, video, infographics, white papers ...
depends ... ;
o Plan and strategize: (type ...
4
o Outsource or Insource: a journey;
o you can start with outsourcing, but you will look
at insourcing;
o a team/departme...
5
o Customers want change;
o Technologies change;
o Competitors change;
o Ideas, society, needs ... most things change
o Y...
6
o Consumption
o Advocacy
o Leads - traffic on sales areas ...
o Sales
Measure for Improvement
CONCLUSION
Which are the two
things you want
to achieve with
your marketing?
How have you
been working so
far?
Let’s think about
Opportunities and Risks
Conclusion
Brands are Perceived
o all about profit
o communication is self-serving
o trust is low
o average customer wants more
or wi...
(Digital) Strategy
Assessment
o Matches and aligns
framework to your strategy;
o Defines scope of the work;
o Defines need...
Conclusion
http://across.digital
Thank you.
Mario Gastaldi
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Digital usefulness: rethink your approach to marketing.

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Old traditional marketing based on interruptive ads will be rejected more and more.
You will want to make your business useful to strangers if you want to attract their attention and get them to become your customers.
This is marketing people want more of.
This presentation provides a framework and a process.

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Digital usefulness: rethink your approach to marketing.

  1. 1. Digital Usefulness: Rethink your approach to Marketing
  2. 2. The Benefits of a solid Digital strategy
  3. 3. Why New Strategies? don’t trust brands have high expectations (transparency, information, customer service) search and have access to multiple sources of information People ..
  4. 4. o In 2010, shoppers (across all categories) needed 5.3 sources of information before making a purchase decision. o In 2011, shoppers needed 10.4 sources before making a purchase decision Why New Strategies?
  5. 5. This is a journey from … Top of Mind Awareness Friends of Mine Awareness
  6. 6. Digital makes for a different paradigm Instead of spending money and being rejected You can use resources to do marketing that your customers want
  7. 7. If you synchronize, you can achieve… People will love your brand and will want your marketing They’ll buy what you offer driven by good feelings
  8. 8. Today Which are the two things you want to achieve with your marketing? How have you been working so far?
  9. 9. o Companies are not trusted. Information is largely available. It is in real time (e.g. showrooming) o Many Companies are already creating the shift and earning shift. o Customers are empowered and have initially new expectations. Challenges & Opportunities
  10. 10. o Top-of-mind awareness (ADS) isn’t inherently flawed, but it isn’t very surgical, and it hasn’t evolved much despite new technologies o It does not become a concrete asset in the same way as digital. o Media is very fractured. Challenges & Opportunities
  11. 11. o Companies talk too much about themselves. o Companies talk at customers not with customers Maybe this is the problem?
  12. 12. o To what extend to companies understand new technologies and particularly the NEW behavioral Dynamics Maybe this is the problem?
  13. 13. Digital can CONNECT you o You become truly USEFUL. o You build Emotional connection with your customers, and good feelings. o They buy from you because they like you. o Digital is SURGICAL, Measurable and Long Term
  14. 14. Tomorrow: Your Brand is connected Which are the two things you want to achieve with your marketing? How have you been working so far?
  15. 15. You are in the hearts of people You provide true USEFULNESS You don’t talk about health… blah… blah… You help people to actually change They are healthier They thank you They truly live a better life
  16. 16. What is the difference? Do you think they will want to boycott the brand? NO They’ll listen to you They’ll trust you They’ll spread goodwill They’ll go from indifference to LOVE
  17. 17. Your Business thrives They will BUY because they’ll become proud experts on the qualities of your products And because they will be grateful
  18. 18. Doing nothing new: Digital broadcasting Which are the two things you want to achieve with your marketing? How have you been working so far?
  19. 19. o You have sufficient financial resources to do “broadcasting” marketing (be it digital or with traditional media) o Sales are coming – let’s assume so o You don’t have undertake any change PRO
  20. 20. o People get an unbearable quantity of messages – you compete with their friends. o You use a lot of $ to provide messages that do not really accrue as an asset (when not digital) o You lose brand strength and sales CON
  21. 21. Examples of Marketing Customers WANT Which are the two things you want to achieve with your marketing? How have you been working so far?
  22. 22. http://twitter.com/hiltonsuggests
  23. 23. http://www.phoenixchildrens.org
  24. 24. http://www.mcdonalds.ca/ca/en/html
  25. 25. http://www.clorox.com
  26. 26. Which are the two things you want to achieve with your marketing? How have you been working so far? Instead of doing nothing new … you can decide to provide USEFULNESS
  27. 27. PROs o The work you do on digital media accrues and becomes a TANGIBLE ASSET – long term o You connect with customers at their level. o You can target your efforts with laser-like precision o You can measure the outcomes of your efforts o You create positive IMPACT on brand and sales CONs o New workflow o New mindset PROs and CONs
  28. 28. You want to aim to this Combination Self Service Information Real time Relevance Transparency
  29. 29. Understand your customer needs 1 Map customer needs to USEFUL marketing 2 Design and Plan Operations 4 Market your USEFULNESS 3 Make it an Ongoing Process 5 Measure for Improvement 6 How?
  30. 30. o What is that improves their lives; o How can you be useful for them; o Use technologies (eg. keywords research); o Interview real people 1 Understand your customers needs
  31. 31. 2 o How do they best have access to your USEFULNESS o How do they consume content (can be digital or not digital) o Package the usefulness - how do you deliver it? Is it a mobile APP with embedded games ? Is it a training plan? What is the experience you want to deliver? o Atomize - produce content in different ways so enlarge the audience you can reach Map Customer needs to USEFUL marketing
  32. 32. 3 o Produce content; o many forms (blog, video, infographics, white papers ... depends ... ; o Plan and strategize: (type of content - how it relates to CUSTOMER needs and to BUSINESS needs) Editorial plan and calendar ... o Spread the content using social media (and press releases); o Choose the platforms: Facebook, Snapchat, Instagram linkedin...; o Choose the right tone; o Employees are your audience too. Market your USEFULNESS
  33. 33. 4 o Outsource or Insource: a journey; o you can start with outsourcing, but you will look at insourcing; o a team/department or a widespread mindset; o how do you engage them: mandatory, volunteer, personality assessment - cultural change work ... Design and Plan Operations
  34. 34. 5 o Customers want change; o Technologies change; o Competitors change; o Ideas, society, needs ... most things change o You need an agile organization. Make it an ongoing Process
  35. 35. 6 o Consumption o Advocacy o Leads - traffic on sales areas ... o Sales Measure for Improvement
  36. 36. CONCLUSION Which are the two things you want to achieve with your marketing? How have you been working so far?
  37. 37. Let’s think about Opportunities and Risks Conclusion
  38. 38. Brands are Perceived o all about profit o communication is self-serving o trust is low o average customer wants more or will look elsewhere but brands can Change o brands become genuinely interested in their customers; o customer perceive they are at the center of the world; o customer will love the brand and buy its products ... not because they need the products but because the brands solves an array of diverse, deeper needs; need to TRUST is first. Transitions Conclusion
  39. 39. (Digital) Strategy Assessment o Matches and aligns framework to your strategy; o Defines scope of the work; o Defines needs for resources (insourcing and outsourcing); o Defines implementation: it is different according to whether it's insourcing or outsourcing. Next Steps How we can work together Strategy Design o Draft o Analyze o Tweak o Analyze o Design o Execute Strategy Execution o Deployment of activities; o Support - training - coaching; o Coordination of resources internal or ours. Conclusion
  40. 40. Conclusion http://across.digital Thank you. Mario Gastaldi

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