Rishad Tobaccowala

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Rishad Tobaccowala

  1. 1. © 2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential. 0
  2. 2. A New Marketing Mindset Experian August 27, 2009 © 2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential.
  3. 3. The Conversation Today: A Time To Rethink • The New Force • Implications • Beacons: Examples Of Thinking Anew • Some Thoughts For Experian To Tangle With • Discussion 2
  4. 4. The Force [3] © 2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential.
  5. 5. The Change Widely Distributed Empowering Tools & Services + Changing Consumer Expectations and Behavior = A Seminal, Transformative and Disruptive era 4
  6. 6. The Force = The Internet = Connection Engine Connect to find Connect to share Connect to Connect to transact express (Discovery) (Social Media) (Commerce) (Creativity) The co-ordinates of this connection grow… • All over the world • Across all devices • All the time 5
  7. 7. In a Connected Age… • The end of ignorance arbitrage • I can know, find, and discover peoples reputation, competitive product attributes and pricing, and a lot more….(increasingly anywhere and anytime) • The rising individual media conglomerates • I can create, combine and cull.. • I can publish, post, upload… 6
  8. 8. In a Connected Age… • New expectations • Transparency • Responsiveness • New emotional truths • Authenticity (is individual or company real?) • Community (social and other awareness) • Trust (believe it will be the critical currency) • Some Hard Questions • Purpose and Values (why do you exist?) 7
  9. 9. The Connected Age Shifts • Seven Shifts as we move deeper into a connected age: Shift One: From Telling to Delivering 8
  10. 10. The Connected Age Shifts • Seven Shifts as we move deeper into a connected age: Shift One: From Telling to Delivering Shift Two: From Interactive To Multi-Polar Marketing 9
  11. 11. The Connected Age Shifts • Seven Shifts as we move deeper into a connected age: Shift One: From Telling to Delivering Shift Two: To Multi-Polar Marketing Shift Three: From Users To Voices 10
  12. 12. The Connected Age Shifts • Seven Shifts as we move deeper into a connected age: Shift One: From Telling to Delivering Shift Two: To Multi-Polar Marketing Shift Three: From Users To Voices Shift Four: From Campaigns To Ecosystems 11
  13. 13. The Connected Age Shifts • Seven Shifts as we move deeper into a connected age: Shift One: From Telling to Delivering Shift Two: To Multi-Polar Marketing Shift Three: From Users To Voices Shift Four: From Campaigns To Ecosystems Shift Five: From Finding Them To Them Finding You 12
  14. 14. The Connected Age Shifts • Seven Shifts as we move deeper into a connected age: Shift One: From Telling to Delivering Shift Two: To Multi-Polar Marketing Shift Three: From Users To Voices Shift Four: From Campaigns To Ecosystems Shift Five: From Finding Them To Them Finding You Shift Six: From Marketing To Facilitation 13
  15. 15. The Connected Age Shifts • Seven Shifts as we move deeper into a connected age: Shift One: From Telling to Delivering Shift Two: To Multi-Polar Marketing Shift Three: From Users To Voices Shift Four: From Campaigns To Ecosystems Shift Five: From Finding Them To Them Finding You Shift Six: From Marketing To Facilitation Shift Seven: From Engagement to Utility 14
  16. 16. Shift One: From Telling to Delivering Advertising Products Media Utilities & Services Promotion Customer Support • The proof is in the performance, the act and behavior rather than the message, the media and the discount • Fund product superiority, news and customer service over messaging • Earned media over bought media • Positive WOM over paid spokespeople
  17. 17. Shift Two: To Multi-Polar Marketing Two Way Marketing Multi Way Marketing Independent Media Multi Media Vehicles Simple Measures Multi Measures
  18. 18. Shift Three: From Users To Voices • In a connected age everyone is a media conglomerate- Word of Mouth is the currency of choice we should focus on Influencers, Heavy Users, Advocates, Specific Demos Detractors 17
  19. 19. Shift Four: From Campaigns To Ecosystems Campaigns Ecosystems • Control by initiator • Can be consumer initiated • Fixed duration • Digital lasts forever • Neat model • Multi-way with secondary effects • Clear cut roles • Blur between players 18
  20. 20. Shift Five: From Finding Them To Them Finding You • In a connected world we move from: Segmentation Re-Aggregation Hunting Fishing Broadcast/ Publish Search/ Social Recos • How can consumers easily find you in: • Search • Distributed content • Superior performance that people speak about 19
  21. 21. Shift Six: From Marketing To Facilitation • The energy and control are moving from the marketer to the consumer to such a degree that the consumer now self markets • Finance, Pharma, Travel, Tech, Auto • Important to support and leverage this “self marketing” 20
  22. 22. Shift Seven: From Engagement to Utility • Measures tend to focus on how long a person spends with the brand under banner of ‘engagement’ • Total page views, total time spent, number of interactions performed • Stop elongating the game and focus instead on how quickly and how well we fulfill particular needs Engagement Utility 21
  23. 23. Beacons [22] © 2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential.
  24. 24. Beacons • Examples of efforts which: • Speak to voices (advocates, influencers..) • Are found rather than find • Facilitation intense versus marketing intense • Multipolar (multi way and multi media and multi measure) • Build ecosystem • Emphasize product, service and support 23
  25. 25. Nike Plus • Incorporates running maps through Google • Both localized and international • Extended into influential product development 24 through software and Apple iPod partnership
  26. 26. Nike Plus • Nike’s ultimate running platform and community that further establishes Nike’s ownership of running motivation • Empowered consumers and gave them a tool to facilitate their passion: running • Highly successful in social connection and brand sales •160 million miles logged •97% recommendation from program members •18% increase in conversion from intention to purchase •Nike Plus  shoes sales: 20% increase in 2007 •$17 increase in average sales value from program members vs non- members 25 •1.5MM+ sensors sold
  27. 27. Allstate Teen Driving Contract 26
  28. 28. Allstate Teen Driving Contract • Results • 40,000 teen driving contracts have been filled out online •Allstate perception and brand improvement •Fewer Teen Deaths 27
  29. 29. Dell Ideastorm & Forums Ideastorm Forums • Users contribute suggestions for Dell • Peer-to-peer support area and collectively vote to prioritize them; brand reviews each idea 28
  30. 30. Dell Ideastorm & Forums • Gave consumers a number of ways to express themselves • Reviews/Votes on products/ services • Advice on technical issues • Tapped into the collective knowledge of all their customers to provide customer service at less cost to them • Results: Ideastorm Forums • Over 10k contributions, promoted over • Close to 1.5MM users have contributed over 600k times, with over 80k comments 700k threads • 200 suggestions have resulted in • Over 10k ‘solved’ cases contributed by the implemented product, service and community and Dell marketing innovations •Occurs when user who originates a thread highlights related post that answers their question 29
  31. 31. Some Thoughts For Experian To Tangle With [30] 30
  32. 32. A Perspective • You are as much in the EMOTION business as in the DATA business • EMPOWERMENT & TRANSPARENCY is now a two way street • Consider creating assets that allow CONTROL, EDUCATION, & CORRECTION • Huge opportunity to separate from the crowd by aligning with the crowd VS having it align against you
  33. 33. Some words from Dr Einstein “ Not everything that counts can be counted; not everything that can be counted counts ” “
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