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Digital Marketing - The Future

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Digital Marketing as Brand Advocacy Activator

Digital Marketing as Brand Advocacy Activator

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  • 1. DIGITAL MARKETING: THE FUTURE ART DIRECTORS CLUB - BERLIN OCT 08 clickadvisor insight for innovation paul.marsden@clickadvisor.com
  • 2. Your Salary Salt CubesSea Squirts Lake Wobegon
  • 3. ? YOUR 2009SALARY ? FIRST, LET’S TALK ABOUT YOUR SALARY: UP OR DOWN NEXT YEAR?
  • 4. YOU COULD TALK TO A FORTUNE TELLER
  • 5. YOU COULD TALK TO YOUR BOSS (“TALK” IS A GREAT EUPHEMISM, ISN’T IT?)
  • 6. OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION…
  • 7. WOULD YOU RECOMMEND US?WOULD THEY RECOMMEND YOU?
  • 8. 2003CLIENT RECOMMENDATIONS DRIVE YOUR FIRM’S GROWTH
  • 9. CLIENT RECOMMENDATIONS DRIVE YOUR SALARY
  • 10. Net Promoter Score = Promoters - Detractors 0 1 2 3 4 5 6 7 8 9 10 Detractor Passive Promoter“PROPENSITY TO RECOMMEND” LINKED TO GROWTH IN 40+ CATEGORIES
  • 11. “The most recommendedbrand in its category grows 2.5x category average”
  • 12. “A 12% increase in NPScorrelates to a doubling of growth”
  • 13. RECOMMENDATION RATES: THE CFO-FRIENDLY MARKETING METRIC
  • 14. THIS SPACE FOR HIRERECOMMENDATION MEDIA IS MARKETING’S MOST POWERFUL MEDIA
  • 15. DIGITAL DRIVES RECOMMENDATIONS FASTER AND FURTHER
  • 16. IT’S A SMALL WORLD BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER
  • 17. SO HOW CAN DIGITAL DRIVE RECOMMENDATION MEDIA?
  • 18. WE NEED TO UNDERSTAND WHY PEOPLE RECOMMEND
  • 19. 70% OF RECOMMENDATIONS ARE DRIVEN BY AN EXPECTATION-BEATING PRODUCT EXPERIENCE
  • 20. “50% of people who say they would recommend,haven’t yet recommended” SOURCE WEBER SHANDWICK 2008A NEW ROLE FOR DIGITAL: ACTIVATING ADVOCACY
  • 21. ACTIVATING ADVOCACY BY HELPING FANSARTICULATE THE REASON TO RECOMMEND
  • 22. ACTIVATING ADVOCACY BY HELPING FANSARTICULATE THE REASON TO RECOMMEND
  • 23. e Lak on g obe t W ec EffTHE LAKE WOBEGON EFFECT
  • 24. e Lak on g obe t W ec Eff80% of CEOs believe their firmoffers a superior product… THE LAKE WOBEGON EFFECT
  • 25. e Lak on g obe t W ec Eff80% of CEOs believe their firmoffers a superior product… …8% of their customers agree THE LAKE WOBEGON EFFECT
  • 26. DIGITAL AS A VALUE-DELIVERY PLATFORMBEATING EXPECTATIONS BY ADDING VALUE TO THE PRODUCT PROPOSITION
  • 27. DIGITAL AS A VALUE-DELIVERY PLATFORMBEATING EXPECTATIONS BY ADDING VALUE TO THE PRODUCT PROPOSITION
  • 28. THE SEA SQUIRT IMPERATIVE: SOLVE PROBLEMS OR EAT YOUR BRAIN
  • 29. DIGITAL AS INNOVATION PLATFORMBEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER
  • 30. DIGITAL AS INNOVATION PLATFORMBEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER
  • 31. DIGITAL AS INNOVATION PLATFORMBEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER
  • 32. IT’S A LONG WAY FROM SCREEN-SPAM AND BROCHURE-WARE: AND WE DON’T HAVE ALL THE ANSWERS YET...
  • 33. WHATEVER YOU DO,MAKE SURE IT’S WORTHTALKING ABOUT
  • 34. paul.marsden@clickadvisor.com clickadvisor insight for innovation
  • 35. About Clickadvisor★ Hello, we’re Clickadvisor, a new digital insight agency that uses crowdsourcing technology to help brands do market-led innovation★ Instead of running traditional groups and interviews, we uncover needs, opportunities and solutions using online idea and design contests ★ Innovation Idea Contests ★ Trendspotting Contests ★ Brand Naming Contests ★ Pack/Cover Design Contests★ Our idea and design contests help brands do collaborative innovation, delivering creative insight fast and cost-effectively clickadvisor insight for innovation
  • 36. About the SpeakerPaul Marsden is director at clickadvisor.com, a digital insight agencyspecialising in innovationAn experienced market researcher, career highlights to date include:★ Product management, sales and market research at Astra Zeneca★ PhD in social psychology (social influence) - development of online research tool featured in The New Scientist★ Led London School of Economics team validating the link between brand advocacy and sales growth - worked on innovation research projects for BBC, LVMH, Nokia, Economist, and Unilever★ Co-founded two successful digital marketing agencies (Spheeris (online communication) and Brainjuicer (online research))★ Co-authored popular business book ‘Connected Marketing’Paul’s latest venture, clickadvisor.com, helps brands do collaborativeinnovation through brand-sponsored idea and design contests clickadvisor insight for innovation
  • 37. FlipsideA reformed bodybuilder, Paul is a divingfanatic and a qualified divemaster clickadvisor insight for innovation