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What Is Marketing Becoming Bd
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What Is Marketing Becoming Bd






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What Is Marketing Becoming Bd Presentation Transcript

  • 1. What is marketing becoming? Questioning trends & ideas driven from the digital space
  • 2. Introducing...me
    • JupiterJasper on-demand marketing
    • South Africa/ UK, client-side marketing roles and in all sorts of agencies from micro full service to global specialists.
    • Work with small business and startups - strategy through to day to day handling of marketing and creative supplier management.
    • Blog: Marketing Ideaology, Twitter, Linked In
  • 3. This session
    • This is a debate. Say what you think. Interupt.
    • Marketing is changing. Now if we’d only agree as to what.
    • I’m a marketer (a professional marketing experimenter). You have to be immersed and willing to learn. So here I am.
  • 4. Where have we come from?
    • Marketing is creating supply and demand.
    • If we measure, we measure units sold, number of customers, value of sale.
    • Data is a pain. Getting value from it is difficult. Managing it is not a priority.
    • Marketing tools in fashion - online advertising, direct marketing, outdoor, traditional mass media.
    • The digitally proficient are the innovators and the 1st to purchase, not necessarily the majority.
    • An era of mass markets, mass media, and impersonal transactions.
  • 5. The Why should we care bit
    • Everyone is claiming that marketing is changing.
    • The staple marketing approaches are not as effective. ‘Marketing’ is not working.
    • The trouble with free.
    • The trouble with money.
    • Information access.
    • Everybody is an expert, but very few demonstrate results.
    • What do we do next?
  • 6. 1: Marketers manage supply & demand
    • Joined up marketing. No longer just about the creative messaging.
    • Customer touchpoints.
    • Manufacture of meaning is in the hands of the customer - as drawn from their whole experience of your business.
    • Expectation, immediacy.
    • Organisational alignment.
    • = Marketing is a whole-business discipline
  • 7. What is the effect?
    • Everything you do counts - if it impacts your customer, it is marketing your business. From your invoice to your customer service rep.
    • Training.
    • Do more with what you have.
    • Internal communication.
    • Pre-planned bursts of activity will not drive an ever-changing dialogue.
    • The brand becomes the consistent thread.
  • 8. 2: (If) we measure units sold, number of customers, value of sale
    • It’s now a conversation. An interaction. Continous.
    • Cultivate customers rather than market products.
    • Real time customer service.
    • Keeping promises. Creating intangible value.
    • Investment of time and watching.
    • Work with contemporary culture rather than against it.
    • = Relationship is the new measurement
  • 9. How could you apply it?
    • Example: How Ford got Social media right
    • Grant McCracken, Harvard Business Review
    • http://blogs.hbr.org/cs/2010/01/ford_recently_wrapped_the_firs.html
    • Structural & resource changes to focus on evaluating, watching, creating value for customers, being responsive.
  • 10. 3: Data is a pain.
    • Not all customers are created equal.
    • Are you learning from what your customers tell you? Volunteering their personal information in exchange for value, and better experience.
    • Personalisation of content.
    • Segmentation.
    • Personal transactions. 2 way dialogue.
    • People have opinions. And will share them.
    • Security and privacy conscious.
    • = Volunteered personal information
  • 11. Put data to work
    • Measure changes in attitude and intent rather than counting units.
    • Customers aren’t numbers, so stop talking at them & engage them.
    • REALLY look after privacy and data security.
    • What proper data use will give you is increased relevance and therefore better relationships with your customers.
  • 12. 4: Marketing tools in fashion
    • Shifting journalism - audience generated, PR is everyone’s business, the bloggers, commenters.
    • No longer in a position to tell customers what to think. Perceptual tinkering.
    • Opening brand to the world.
    • Earning media, not buying it. Customers become the channel.
    • = The tools are parts of an overall strategy
  • 13. The tools are part of a strategy
    • What is the strategy? No longer knee-jerk reactions, but considered, invested, time allocated to where the benefit is there for the customer and organisation.
    • Audience direction - Twitter landing pages.
    • Social media - listening, connecting, publishing.
    • Rules of engagement.
    • Bloggers: 70% of bloggers are organically talking about brands on their blog.; 38% of bloggers post brand or product reviews. (from econsultancy stats)
  • 14. 5: When not online
    • Going from digital to physical - tweetups.
    • Traditionally offline going online - drawing people in.
    • Mobile devices - customers indifferent to them - expect them to give them what they are wanting regardless.
    • Do not neglect the non-online customer.
  • 15. Radically over-deliver
    • Seth’s blog: 7th Feb
    • Of course, there's a different strategy, a crazy alternative that seems to work: do the most you can do instead of the least.
    • Radically overdeliver.
      • (Turns out that this is a cheap and effective marketing technique.)
    • Best Buy - how to bring it all together
    • http://www.youtube.com/watch?v=-rTzIAWI4Ms
  • 16. So...
    • Marketing is a whole-business discipline
    • Relationship is the new measurement
    • Make best use of volunteered personal information
    • The tools are parts of an overall strategy
    • The non-digital customer is still a paying customer
  • 17. References
    • Seth Godin
    • Brian Solis
    • Chris Brogan
    • Harvard Business Review
    • Clickz
    • eConsultancy