Branding in the Digital Age: Moving from customer attraction to relationship and advocacy
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Presented, discussed and panelled on 24 May 2019 at 6th IMH Brand Congress in Nicosia, Cyprus. Summary: Today, branding often lacks relevance for people ever faster moving in an attention-focused world. Helping people become better in what they do is easy. Earning trust is the challenge, going well beyond sentimentalities or postures. As in real life, advocacy and common experience replace attractiveness as the digital space matures. But to achieve this in structure and scale to drive a business, new ways of scoping are needed, too.
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Branding in the Digital Age: Moving from customer attraction to relationship and advocacy
- 1. Branding in the Digital Age Moving from customer attraction to relationship and advocacy Hanns Schempp Executive Advisor Digital Marketing Deutsche Telekom Europe Good Morning! καλημέρα! 6th brand congress 24 May 2019 Hilton Park Hotel, Nicosia, Cyprus
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- 3. WE ARE DROWNING IN NOISE 3 Platform ‚You belong to me‘ Automate ‚I will feed you‘ Personalize ‚You shall be screened‘ Industrial 2 Human Digital 2 Human Human 2 DigitalH2I
- 4. 4 Advocates Buyers Critics Shareholder Evangelist Recommender Repeat Satisfied Marginal Customer Dissatisfied Customer Actively against Preferred Scope of Action Claimed Scope of Action
- 5. 5 Desires FearsInfluence Experience Empowerment Recognition Reward Communality Relevance Purpose Meaning Involvement Loosing out Having to engage complexity Feeling cheap Feeling one-off Feeling not-special
- 6. 6 Socialproof Insights to improve Help beyond the offer Common growth Word-of- mouth Referrals User reviews Testi- monials Social shares Case studies User events Advisory boards Sales references Communi -ties Brand advocacy: missing link This one is ready! How we did it They did it well I BOUGHT IT!
- 7. Brand marketing trends Users >new self-confidence Meaning >tangible purpose Authenticity >as group, not entity Trendone Bain Gartner Forbes T3n Brandwatch Digital Doughnut Entrepreneur Medium Personal Self-Analysis Trust Purpose Credibility Responsibility Honesty Human Trust Highlighting the future power of Digital 2 Human > Human 2 Digital
- 8. 8 Brand advocacy examples Champions Community Initiative Talk about us across networks and channels and get connected to peers, our engineering or PR to learn Customer success program Promote your business success in webinars, stories and speaking – we arrange and personalize this Vmware Customer advocacy We listen and converse with you on our offering and you may join an InnerCircle community with our management Various We listen to your voice f.e. in advisory groups, social or hackathons and connect you to the opportunities of now „Shot on iphone“ campaign Share your iphone-taken photos on social and have a chance we re-use them on public transit and billboard campaigns
- 9. 9 For purpose in generating attachment make your presence felt and believed To make purpose relevant to people make tangible actions resonate Go human where others go surface. Listen, converse, act Use data and automation to find purpose. Not to justify it See your true self.The customer knows you best Be ready to mean help and experience. Or learn it > > > > Brand advocacy advice
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- 11. DATA LAKE 11 THANK YOU very much! ευχαριστώ πολύ!