Media 3.0 Everything Communicates - Catharina Stackelberg

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Media 3.0 Everything Communicates - Catharina Stackelberg

  1. 1. MEDIA 3.0 – EVERYTHING COMMUNICATES Catharina Stackelberg, Founder & CEO, Marketing Clinic 30/10/13 1
  2. 2. © Marketing Clinic Marketing Clinic Leading Nordic consultancy specializing in marketing & sales 40+ consultants 250 OSL O HELSINKI clients STOCKHOLM 750+ projects COPENHAGEN 2
  3. 3. We are dedicated to helping our clients in: Commercial efficiency Customer and end-user value creation Business acceleration ROMI measurement Business destination and growth strategy Change management Marketing guidelines Customer and end-user intelligence Organizational structure and responsibilities Brand strategy and hierarchy Positioning and customer value proposition, thought leadership Planning processes and tools Resource allocation Portfolio strategy Resource allocation Media management Segmentation KPIs and measurement Marketing management model Customer experience Competence development 3
  4. 4. 360 Engagement in the digital era – how to do it? LOYALTY Ad Visit to store Selection & purchase Sales responsibility R&D + sales responsibility Recommendati on Visit to store Purchase Ad in web / TV…. Visit to web shop, reviews After-sales services Now TRIAL Marketing responsibility Before AWARENESS All functions should co-operate to create the desired customer experience in all customer journey phases! 4
  5. 5. How to win? Possibility to react and adjust much more quickly than before Message Insight Brand Content strategy Channel choices Partners Internal responsibilities Follow-up 5
  6. 6. Insight – define what makes your customer tick, understand the customer journey and experience Brand – ensure that what you stand for is crystal clear, relevant and differentiating Consistency – 360 delivery from customer point of view 6
  7. 7. Insights – define what makes your customer tick, understand the customer journey and experience 7
  8. 8. What is the key insight for your brand? How do you leverage it in all your actions? 8
  9. 9. Do you have a clear picture of your customer’s purchase behavior? What messages and activities are relevant in key touchpoints? • Previous interactions, web analytics etc. Selection • Targeted communications • Collection of preferences e.g. what features/ services wanted • Suggestion on add-on features • Personal product/ service experience • Utilization of existing information Information search • • Product usage / Service delivery • Tailored messages • Engagement Purchase Constant information gathering, analysis, tailoring of offering Ability to shift marketing to own channels
  10. 10. User experience – the brand is also a medium! 10
  11. 11. Brand – ensure that what you stand for is crystal clear, relevant and differentiating 30/10/13 11
  12. 12. Ensure that you are different and relevant STATED IMPORTANCE Most companies are stuck with benefits that do not build competitive advantage! REQUIRED ”Goes without saying.” Won’t help but hurts if don’t provide. UNINSPIRING ”Relatively safe to ignore.” No value here. CRUCIAL ”Headline it!” Messages provide significant customer leverage and differentiation MOTIVATING ”Show it.” Decision making criteria. These are the ones that we need to identify to BE DIFFERENT, RELEVANT AND THUS PREFERRED DERIVED IMPORTANCE 12
  13. 13. Elements of brand building Brand vision and business destination Desired customer experience Brand values Brand values VALUE PROPOSITION Brand values Target insight Brand values BRAND POSITIONING KEY INSIGHT 30/10/13 13
  14. 14. Consistency - 360 delivery from customer point of view 30/10/13 14
  15. 15. What does the brand look like from the customer perspective? Consistent? SoMe Purchase WOM Mass Media PR Product Usage 15
  16. 16. Measure, analyze, develop Channel perspective (offline & online) – key metrics e.g. per month Overall ROI development? ROI per channel? Effect per channel (e.g. purchase intent?) Etc. Effect/ROI development per channel? 16
  17. 17. Measure, analyze, develop How is your latest campaign delivering? Brand perspective – key metrics to follow up e.g. bi-annually User base? What is said about your brand in social media? Brand image? Etc. How is your NPS developing? 17
  18. 18. Insight – define what makes your customer tick, understand the customer journey and experience Brand – ensure that what you stand for is crystal clear, relevant and differentiating Consistency – 360 delivery from customer point of view 18
  19. 19. Please don’t hesitate to get in touch with us for a further discussion : Marketing Clinic  Catharina Stackelberg, CEO & founder, tel. 0400 218 224  Sanna Näkkilä, Marketing Advisor, tel. 050 4040 092  Mika Aalto, Senior Marketing Advisor, tel. 0400 528 151  firstname.lastname@marketingclinicpartners. com  LinkedIn for the latest marketing news: Linkedin.com/company/marketing-clinic 30/10/13 Okimo Clinic  Helene Auramo, CEO & founder, tel. 040 153 082  firstname.lastname@okimoclinic.com  Latest Social Media News on Twitter: twitter.com/OkimoClinic  Products and services on LinkedIn: linkedin.com/company/OkimoClinic  Presentations on SlideShare: www.slideshare.net/OkimoClinic  Sharing and networking on Facebook: www.facebook.com/OkimoClinic 19
  20. 20. Thank you – marketing is fantastic! 30/10/13 20

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