Digital Marketing - The Future

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Digital Marketing as Brand Advocacy Activator

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Digital Marketing - The Future

  1. 1. DIGITAL MARKETING: THE FUTURE ART DIRECTORS CLUB - BERLIN OCT 08 clickadvisor insight for innovation paul.marsden@clickadvisor.com
  2. 2. Your Salary Salt Cubes Sea Squirts Lake Wobegon
  3. 3. ? YOUR 2009 SALARY ? FIRST, LET’S TALK ABOUT YOUR SALARY: UP OR DOWN NEXT YEAR?
  4. 4. YOU COULD TALK TO A FORTUNE TELLER
  5. 5. YOU COULD TALK TO YOUR BOSS (“TALK” IS A GREAT EUPHEMISM, ISN’T IT?)
  6. 6. OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION…
  7. 7. WOULD YOU RECOMMEND US? WOULD THEY RECOMMEND YOU?
  8. 8. 2003 CLIENT RECOMMENDATIONS DRIVE YOUR FIRM’S GROWTH
  9. 9. CLIENT RECOMMENDATIONS DRIVE YOUR SALARY
  10. 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. 11. “The most recommended brand in its category grows 2.5x category average”
  12. 12. “A 12% increase in NPS correlates to a doubling of growth”
  13. 13. RECOMMENDATION RATES: THE CFO-FRIENDLY MARKETING METRIC
  14. 14. THIS SPACE FOR HIRE RECOMMENDATION MEDIA IS MARKETING’S MOST POWERFUL MEDIA
  15. 15. DIGITAL DRIVES RECOMMENDATIONS FASTER AND FURTHER
  16. 16. IT’S A SMALL WORLD BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER
  17. 17. SO HOW CAN DIGITAL DRIVE RECOMMENDATION MEDIA?
  18. 18. WE NEED TO UNDERSTAND WHY PEOPLE RECOMMEND
  19. 19. 70% OF RECOMMENDATIONS ARE DRIVEN BY AN EXPECTATION-BEATING PRODUCT EXPERIENCE
  20. 20. “50% of people who say they would recommend, haven’t yet recommended” SOURCE WEBER SHANDWICK 2008 A NEW ROLE FOR DIGITAL: ACTIVATING ADVOCACY
  21. 21. ACTIVATING ADVOCACY BY HELPING FANS ARTICULATE THE REASON TO RECOMMEND
  22. 22. ACTIVATING ADVOCACY BY HELPING FANS ARTICULATE THE REASON TO RECOMMEND
  23. 23. e Lak on g obe t W ec Eff THE LAKE WOBEGON EFFECT
  24. 24. e Lak on g obe t W ec Eff 80% of CEOs believe their firm offers a superior product… THE LAKE WOBEGON EFFECT
  25. 25. e Lak on g obe t W ec Eff 80% of CEOs believe their firm offers a superior product… …8% of their customers agree THE LAKE WOBEGON EFFECT
  26. 26. DIGITAL AS A VALUE-DELIVERY PLATFORM BEATING EXPECTATIONS BY ADDING VALUE TO THE PRODUCT PROPOSITION
  27. 27. DIGITAL AS A VALUE-DELIVERY PLATFORM BEATING EXPECTATIONS BY ADDING VALUE TO THE PRODUCT PROPOSITION
  28. 28. THE SEA SQUIRT IMPERATIVE: SOLVE PROBLEMS OR EAT YOUR BRAIN
  29. 29. DIGITAL AS INNOVATION PLATFORM BEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER
  30. 30. DIGITAL AS INNOVATION PLATFORM BEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER
  31. 31. DIGITAL AS INNOVATION PLATFORM BEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER
  32. 32. IT’S A LONG WAY FROM SCREEN-SPAM AND BROCHURE-WARE: AND WE DON’T HAVE ALL THE ANSWERS YET...
  33. 33. WHATEVER YOU DO, MAKE SURE IT’S WORTH TALKING ABOUT
  34. 34. paul.marsden@clickadvisor.com clickadvisor insight for innovation
  35. 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. 36. About the Speaker Paul Marsden is director at clickadvisor.com, a digital insight agency specialising in innovation An 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 collaborative innovation through brand-sponsored idea and design contests clickadvisor insight for innovation
  37. 37. Flipside A reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster clickadvisor insight for innovation
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