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New Vertical Relationships

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While relationships between customers and brands evolve. brands does not necessarily set-up new vertical relationship. The level of response of brands depends particularly on the level of overlap of their targets with influencers...

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New Vertical Relationships

  1. 1. new vertical relationships<br />a point of view by arnaudhuet<br />july 2009<br />© 2009 Arnaud Huet<br />1<br />
  2. 2. Type of relationship<br />Customer expectations<br />Main guideline<br />new vertical relationships<br />« influence the influencers »<br />engagement<br />brand-2-customers-2-customers<br />vertical relationships<br />« satisfycustomers »<br />recognition<br />brand-2-customers<br />customers-2-brand<br />horizontalrelationships<br />« allowusers to discussfreely »<br />involvement<br />customers-2-customers<br />© 2009 Arnaud Huet<br />2<br />
  3. 3. Whilerelationshipsbetweencustomers and brands evolve. brands does not necessarilyset-up new verticalrelationship. It depends on the level of overlapof theirtargetswithinfluencers<br />Collaborative discussions<br />“Influencers” and target overlap<br />High<br />Empowered marketing<br />New vertical relationship<br />LEAD<br />New vertical relationship<br />INFLUENCE<br />ANSWER<br />ANALYZE<br />Vertical marketing<br />LISTEN<br />Low<br />© 2009 Arnaud Huet<br />3<br />
  4. 4. In order to develop new vertical relationships, Brand Marketing aimatinfluencing influencers by creatingpartnershipswithsome of them.<br />Brand Marketing<br />Partnerships<br />Vertical Communication, Entertainment, Brand Content…<br />Direct influence<br />Information, Opinion, Advice…<br />Indirect influence<br />Influencer<br />Non-influencer<br />© 2009 Arnaud Huet<br />4<br />
  5. 5. In the future, collaborative platformsrisk to loosespontaneity and activity due to the development of behaviorsbased on return on investment. This ROI willbeconsidered as a justifiedrewardregarding the monetization of audience generated by contents posted.<br />Bloggers<br />Blogs<br /><br />Generate value-added and trafic by contributing<br />Propose a platform of self-expression and discussion<br />Contribution<br /><br />Monetization of audience and valuation of the model<br />Return on investment<br />Valuation<br /><ul><li>This trend is the opportunity for Brands to attractinfluencerswithrewards and facilitate the creation of partnerships.</li></ul>© 2009 Arnaud Huet<br />5<br />
  6. 6. contact<br />details & comments<br />professional background<br />arnaud huet<br />

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