Marketing moves from monologe to dialogue

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Marketing moves from monologe to dialogue

  1. 1. Marketing Moves From<br />Monologue to Dialogue<br />
  2. 2.
  3. 3. The past years have witnessed the first examples of true two-way marketing “conversations” between customers and some of the world’s leading consumer brands. Driven by a confluence of innovation, competition and big shifts in consumer behaviour, the dialogue between brands and their customers is replacing the traditional marketing monologue.<br /> <br />
  4. 4. The implications of a two-way interaction between corporate marketers and their customer base are far reaching.<br />
  5. 5. The old communication model was a monologue<br />
  6. 6. The average person is exposed to 3,000advertising messages / day.<br />
  7. 7. Only 18%of TV ad campaigns generate positive ROI<br />
  8. 8. 90%of people who<br />can skip<br />TV ads, do.<br />
  9. 9. People have become less interested in the ads<br />
  10. 10. Predictably, however a greater number of voices translates into a smaller impact. <br />Customers simply are unable to remember which advertisement <br />pitches which product, <br />much less what qualities <br />or attributes <br />might differentiate <br />one product from <br />another.Very simply,<br />it’s jumble out there. <br />
  11. 11. The new communication model <br />is a dialogue<br />
  12. 12. Which means it’s….TRANSPARENT<br />INCLUSIVE<br />AUTHENTIC<br />VIBRANT<br />CUSTOMER-DRIVEN<br />
  13. 13. And it’s NOT….<br />CONTROLLED<br />ORGANISED<br />EXCLUSIVE<br />PRODUCT DRIVEN<br />“ON MESSAGE”<br />
  14. 14. “Content is the new democracy and we the people, are ensuring that our voices are heard.”<br />
  15. 15. Listening-Social Media Monitoring <br />You must also map the Ecosystems relating to your brands, competitors and key topics so you can identify where the conversations are taking place, who the key influencers are, what your share of voice is and what sentiment exists.<br />

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