Brand delight essentials in a disruptive era june 2018
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Brand delight essentials in a disruptive era june 2018
- 3. w.w.w. - Win With Web with Agility, Ability, Velocity, Positivity, Humility, Relatability, Spirituality Traditional 4Ps of Marketing Product, Price, Place, Promotion Additional 4Ps of WEBetter Biz 1. Passion 2. Permeability 3. Pace 4. Progressive “Survival of Smartest Web Wisdom”: Size doesn't matter, Analytics-Adaptability + Customers’ Empowerment with “more for less” outcomes key to thriving Earlier you had to be worldly wise to succeed, but now web - worldly -wise
- 4. BRAND COMUNICATIONS CONTINUUM CONTINUUM Corporate Product /Services Leadership Employees Customers Community Govt Believability Relevance Adaptability Novelty Delightful Disruptive- ability •Multichannel Brand Communications- Offline, Online, Mobile •Create, share, engage & make viral - refreshingly useful & unique stories •Leverage synergies between different channels & communication-themes
- 5. 4 PILLARS OF BRAND-SUCCESS-SUSTAINABILITY CUSTOMER OBSESSED DISTINCTIVELY INSPIRED PERVASIVELY INNOVATIVE CONSISTENTLY PRAGMATIC
- 6. Do You Have a Cohesive Content Strategy? Seamlessly integrate B2B, B2C & B2B2C brand communication success- necessities
- 7. SUCCESSFUL BRAND DNA ELEMENTS <<<<<<<<<<<<< B. R. A. N. D. >>>>>>>>>>>>> 1.Believability 2.Relevance 3.Adaptability 4.Novelty 5.Delightful ‘disruptive-ability’
- 8. Your Business Attitude + Aptitude Determines Your Brand Altitude Embed these “Brand Communication E-s” in branding to succeed Experiential, Educative, Engaging, Enthusiastic, Empathetic Brand Communications’ Evolution-Revolution Necessities - Business & People Transformation Brand communications 1.0- Monologue Brand communications 2.0 – Dialogue What Next – Humans + Machine Interactivity
- 9. 1. Create your transformation vision & plan 2. Create & sustain market leadership 3. Innovate in the right place(s) 4. Build & nurture the transformation fleet 5. Adapt, align & continually refine culture to changing customer needs, new regulations & competitive essentials 6.BRAND EXTENSION 7.PRODUCT EXTENSION 8.BUSINESS INNOVATION-DISRUPTION IN DNA >>>>> BRAND LEADER OR BRAND FOLLOWER<<<<< BRAND TRANSFORMATION ROADMAP
- 10. WARNINGS: Ignore & Perish!! We live in a Web Transparent world, where people are ‘comparison-addicts’ In a brand-cluttered era with information overload, ‘brand pull’ wins & not ‘brand-push’ Everyone in the company & @ partners is a walking, talking brand ambassador Customer & brand experience is King & everyone in the company is subservient to this KING
- 11. 11 Building a Data-Driven, Customer-Delight Focused Multichannel Brand Marketing Campaigns & Aligning Branding, Marketing, Sales & Customer Service Realtime, Reality Driven Embrace
- 13. 13
- 16. Brand experience Engagement across all touchpoints Customer is the KING> everyone needs a customer centric mindset
- 19. “Big data is the most disruptive business & marketing force there is. Big data is moving economic power from one group to another.” 19
- 20. 20
- 21. 21
- 22. “You can really be David to the big companies’ Goliath by leveraging data effectively.” Brian Kardon, CMO of Lattice Engines 22
- 23. How Are Organizations Already Using Data to Boost Their Marketing Performance? 23
- 24. How A/B Testing Helped Raise an Extra $60 Million 24
- 25. 25 25 The Result One combination performed so well in generating sign-ups, it led to an extra $60 million in fundraising for the campaign. The best part of this story? The combination favored by the campaign finished dead last in the test. The Obama 2008 team tested 24 iterations of visuals and call-to-action combination for fundraising on the organization’s website.
- 26. Using Predictive Analytics to Target Prospects Who Are Ready to Buy 26
- 27. 27 27 The Result Prospects most likely to buy routers from Juniper Networks had recently signed a lease for new office space. The best prospects for Autodesk, which markets CAD/CAM software, had posted help wanted ads for new CAD/CAM engineers. Lattice Engines—like Mintigo, Infer, and other companies— uses big data to analyze the offline and online characteristics of a company’s prospects and customers.
- 28. Using Data to Bridge the Gap Between Marketing and Sales 28
- 29. Marketing in the Digital Age @nickpanayi
- 30. 30 30 The Result By passing these insights and leads qualified with the data of how particular prospects had behaved online, CSC’s marketing department and sales team have formed strong ties. Because of shifts in the buyer’s journey, CSC found that its marketing team had the best insight into how prospects were behaving online.
- 31. It All Starts With “Smart Creatives” @nickpanayi
- 32. Supported by Fluid, Cloud-Enabled Infrastructure @nickpanayi
- 33. Guided by a set of disciplined processes @nickpanayi
- 35. Leveraging Knowledge to Personalize @nickpanayi
- 36. Arming Sales With Knowledge @nickpanayi
- 37. …And Finally, Feeding the [BigData] Beast.. @nickpanayi
- 38. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? PRINCIPLE NO. 1 Determine what you know (and want to know) about your customer. 38
- 39. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? 39 PRINCIPLE NO. 2 Start small by thinking, ‘Big data, little triggers.’
- 40. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? 40 PRINCIPLE NO. 3 Be prudent but not shy about investing in technology: CRM systems are a must, marketing automation is becoming so, and analytics tools are a no-brainer.
- 41. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? 41 PRINCIPLE NO. 4 Have the right marketing attitude. Marketers must be data-oriented people, math majors, and left-brained thinkers and not just disruptively creative
- 42. THE BIG QUESTION ABOUT BIG DATA: How do I implement big data principles in my own business? 42 PRINCIPLE NO. 5 Test, test, test, measure, measure, measure. Ideally, measure your contribution to revenue: It is the way to prove marketing’s value.
- 52. #askph @bryan_phc Ethos Pathos Credibility - Trust Logos Consistency - Logic Emotions – Imagination #AskPh That human persuasion occurs with 3 ingredients Ethos – persuasion through credibility and trust Logos – persuasion through logic, facts and figures Pathos – Art of appealing to emotions Studies and research have shown most powerful ingredient…. Is the Power of Pathos – the power of persuasion through emotion If we look at the high engaging stories, Hollywood films, presentations The most successful are 65% Pathos…. They lead with emotion Engage people through emotion and you will be more likely to engage and persuade them to listen and act how you want
- 53. #intalent @googledave 1. Persuasive Facts & Figures 2.Be Truthful 3.Bullshit Monitor 4. Thought Leader 1. Drivers 2.Speed 3. Lead with empathy 4. Same Wavelength 5. Pain & Pleasure #AskPh Smart , Agile Unified Integrated Marketing
- 54. @bryan_phc #AskPh Influence the influencer / Influencer marketing A marriage, not a one night stand… don’t go for the quickie Humans are at the other end… be nice, interested in them,Make friends before you need them,. When we are married to someone – we demonstrate loyalty (its hard to break) But like all marriages you have to work at it –it take time and we have to put effort into it
- 56. #askph @bryan_phc #AskPh We can also consider the different buying modes and motivators behind the persona’s Are they thinking fast - competitive, spontaneous Are they thinking slow – Methodical, humanistic Are they driven by emotion – Spontaneous, humanistic Are the driven by rational thinking – competitive, methodical
- 57. #askph @bryan_phc @bryan_phc #AskPh Big content and visual or interactive assets can speak a 1000 words and Entertain, inspire; educate and convince your candidates …. Edutainment – those ‘types that get shared the most. Convince people to ‘do’ what we want – case studies Power of social proof – get customers / candidates to tell the story Selling – social proof
- 65. #askph @bryan_phc @bryan_phc #AskPh An integrated, fusion marketing is all about building and sustaining brand delight and not just about seductive offers and/or reactions to competition…its how you connect, build and maintain brand resonance through good and bad times…lifelong, beyond lifetimes…eg. Colgate
Editor's Notes
- For more information on this research, go to http://www.altimetergroup.com/2014/12/a-culture-of-content/
- A different Moore, Geoffrey Moore, articulates the impact Moore’s Law (and big data) will have on business. Geoffrey Moore, author of Crossing the Chasm and Inside the Tornado, says, “Big data is the most disruptive business force there is. Big data is the stuff that is really moving economic power from one group to another.”
- Geoffrey Moore says big data’s disruption creates new “gorillas,” companies who disrupt old industries and dominate new ones. Three disruptive companies have used big data to build their relentless data-driven, customer focus: Netflix, Amazon and Google. Big data is the force behind Amazon’s uncanny recommendation engine. It’s all about data-driven, customer focus. Borders dead. Google is like a big data muscle: Every time its search engine is used, Google gets stronger, because the company knows more about its customers. It’s all about data-driven, customer focus. Altavista dead. Netflix used data on what its customers watch to develop its own content, including the wildly successful “House of Cards” and “Orange is the New Black.” Blockbuster dead.
- Geoffrey Moore says big data’s disruption creates new “gorillas,” companies who disrupt old industries and dominate new ones. Three disruptive companies have used big data to build their relentless data-driven, customer focus: Netflix, Amazon and Google. Big data is the force behind Amazon’s uncanny recommendation engine. It’s all about data-driven, customer focus. Borders dead. Google is like a big data muscle: Every time its search engine is used, Google gets stronger, because the company knows more about its customers. It’s all about data-driven, customer focus. Altavista dead. Netflix used data on what its customers watch to develop its own content, including the wildly successful “House of Cards” and “Orange is the New Black.” Blockbuster dead.
- Any company of any size in any industry can build a data-driven, customer focused business. Brian Kardon, CMO of Lattice Engines said “You can really be David to the big companies’ Goliath by leveraging data effectively.” Any company of any size in any industry can build a data-driven, customer focused business.
- By show of hands who’s in the audience. B2B or B2C. agency, brand? SME or Corporate. 2 things I’m afraid of. 1. Our audience is getting harder to reach. prove it with what’s happened over last 10 years. Email, Groupon, 2. Our competition is going to be horribly harder to beat. me / FACE + 14 year old kids & their ROI (boobs and hearts). I grew up changing the VHS digital clock for my dad, these kids are growing up ready to put us out of business.
- Simon Sinek Start with why…. Based on human biology and chemistry Why – emotion – limbic part of the brain What – rational – neo cortex Apple v the Competition, other computer companies Uncover your why…. Ask you people… why do you work here… simple question Look out for answers that include ‘feel’ … I feel you help me….
- We need to focus on the emotional drivers that create ‘emotionally charged events’ in our brains MRI scans show that with emotion we literally lighting up our brains Think about it – when we share funny images, videos – it not the image we are sharing – its how it makes us feel (refer to shipped pants) Build these emotions into your marketing and communications to candidates, you content, videos, Sharing is how we pass on our ‘personality’ Create emotionally charge connections People will care and share you content, amplify your brand and turn candidates into fans
- Lets be clear, our job as marketers is to manipulate your audiences emotions in order for them to take an action which benefits you financially. From Good convincing copy writing to an elaborate video campaign to capture audience reaction. Its all the same. SEO and being found is great… but then what? Whats the messge?
- So what do we have to do… We have to get to know those that we want to connect with… Its not B2B or B2C its about People to people… By getting to know the we can then create world class digital experiences To help us to become digitally famous… and connect with people
- But its not about identifying the masses Behind every digital experience is a human being…. The keyboard is the biggest conversation killer…. Its about focusing and understanding the individuals… This is about connecting with people
- So; Who are they? Ask ourselves … What makes people tick…? I’ve spent the last few years, research and understanding all the factors and the key ingredients Looking at the Art and Science Understanding the best bits, the ingredients that make us tick… If we can understand Humans…. We can fine tune our marketing into the minds of people
- Aristotle stated… That human persuasion occurs with 3 ingredients Ethos – persuasion through credibility and trust Logos – persuasion through logic, facts and figures Pathos – Art of appealing to emotions
- Dr Steven Peters - sports Psychiatrist –working with elite athletes (Luiz Suarez story) Chimp Paradox – talks about 2 key areas of brain: Click Limbick – The Chimp Emotions, feelings and impressions, gut instinct, that love at first site Click NeoCortex – The Human (past the emotional reaction) Rational, plan and consider, facts and figures, seek the truth In a talk at Inbound Uk – I laid out 9 digital ingredients to create world class digital experiences Helping us to connect with both the human and the chimp to help us connect with people
- Influence the influencer / Influencer marketing A marriage, not a one night stand… don’t go for the quickie Humans are at the other end… be nice, interested in them, Make friends before you need them When we are married to someone – we demonstrate loyalty (its hard to break) But like all marriages you have to work at it –it take time and we have to put effort into it
- By understanding the personas and people we want to connect join and influence the conversation going on in your audiences hearts and minds Identify the emotional drivers you candidates feel and experience; and put them into your stories, helping you connect through the power of personality humanise and bring emotion into you marketing and your people propositions.... Share genuine, real stories - bring authenticity into your brand be genuine, be sincere, be authentic…. People love what you do and how you make them feel; you benefit from the greatest marketing channel of them all ... Word of mouth… People may forget what you said or did… But the won’t forget how you made them feel….
- We can also consider the different buying modes and motivators behind the persona’s Are they thinking fast - competitive, spontaneous Are they thinking slow – Methodical, humanistic Are they driven by emotion – Spontaneous, humanistic Are the driven by rational thinking – competitive, methodical
- Big content and visual or interactive assets can speak a 1000 words and Entertain, inspire; educate and convince your candidates …. Edutainment – those ‘types that get shared the most. Convince people to ‘do’ what we want – case studies Power of social proof – get customers / candidates to tell the story Selling – social proof
- A brilliant way of engaging you audience with content is thought the power of Telling a good (authentic) Story Tell stories to engage your audience that resonate with them Who have been some of the greatest story tellers over the years….
- Hollywood…. If we learn from those that have been telling stories for decades… Hollywood film has 6, themes, formula's they follow to build emotional drivers in their audience And they do it very well The make the hero’s and the characters reflect those they want to connect with… click
- Their customers…. In the films, they have characters that will mirror or resonate with the customer of the films they want to attract Its why avengers had the female character Aliens – sci-fi (typically a male dominant genre) – female lead – my wife loves Aliens (especially for hangover) days! So, put the spotlight on your customers and you benefit by attracting those you want to engage with
- Rule of three etc
- People want a tailored, Personalised experience.
- Give your best stuff away for free.
- Stories can help you build you brand proposition MRI scans show that when we evaluate brands, we primary use emotions and how we ‘feel’ rather than logic and facts and figures It not what you think or say it is… it is what they say it is… You can’t control your brand, you can only influence it…Its what people say about you, when you have left the room… Your employer brand doesn’t stop with pass or fail. It isn’t just about recruitment. Its retention, experience and communication from them moment they touch your brand – for their life time. Makes sure that your telling the stories that resonate to what matters to you audience Helping you to get on their wave length and becoming a contagious and magnetic brand