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4 Marketing Paradigms Brands Can NOT Ignore


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Four game changing paradigms all marketers MUST embrace to compete and win. Ignore at your own peril.

Published in: Business, News & Politics

4 Marketing Paradigms Brands Can NOT Ignore

  1. 1. 4 Marketing Trends You Can Not Ignore September 21, 2012Bernie Borges, CEO Find and Convert
  2. 2. 4 Marketing Trends• Social Business• Employee Branding• Delivering Experiences• Data Driven Marketing
  3. 3. 4 Marketing Paradigms • Social Business • Employee Branding • Delivering Experiences • Data Driven Marketing
  4. 4. Social Business is a Journey
  5. 5. The Train Has Left The Station
  6. 6. 3 Stages of the Social Media ROI Cycle framework-4539106
  7. 7. Stage 1: Launch 50% of businesses framework-4539106
  8. 8. Stage 2: Management 40% of businesses framework-4539106
  9. 9. Stage 3: Optimization 10% of businesses framework-4539106
  10. 10. IBM 2012 Global CEO Study
  11. 11. IBM 2012 Global CEO Study
  12. 12. The New Stage 3SOCIAL BUSINESS
  13. 13. C Suite Gets Social Business
  14. 14. Investment in Social Technology
  15. 15. Investment in Social Technology
  16. 16. Social Business Technology
  17. 17. IBM Leading The Way
  18. 18. Marketing is Not a Department
  19. 19. The C Suite Gets Social Business
  20. 20. A Social Business Leverages Content • Employees • Customers • Influencers • Partners • Stakeholders
  21. 21. Advertising creates awareness… Content creates demand…
  23. 23. Employee Branding
  24. 24. Marketing is Not a Department • 70+ engineer bloggers • About technical topics • Measurable lead flow
  25. 25. Employee Branding at Kinaxis
  26. 26. Employee Branding at Kinaxis
  28. 28. Harnessing Customer Feedback & Taking Action On It “It was nice to be recognized by the airline but being part of this company’s social network meant more to me than they would ever know. You see, by participating, I was constantly encouraged and inspired to start my own travel blog and create my online alter- ego @mrsoaroundworld. I made some valuable business connections and authentic friendships. The people in the Quality Hunters community were the first ones to read my new blog and spread the word. It rapidly became a very popular site for tales of luxury travel.” Ana Silva O’Reily
  29. 29. The Starbucks Experience • 2010 mobile marketer/year • 26 million mobile transactions • $110 million card reloads
  30. 30. The Mobile Experience
  31. 31. The Mobile Experience
  32. 32. The Mobile Experience
  33. 33. WillItBlend
  34. 34. The E-Book Experience
  35. 35. The Show Experience
  36. 36. B2B Experience Options from Kinaxis
  37. 37. DATA DRIVEN
  38. 38. Three Eras of Modern Marketing• Creative era • 1960’s and 70’s • Advertising centric • e.g., The Marlboro Man, Where’s the Beef?• Direct era • Database marketing direct to the consumer • 1% conversion rates = profitability•Relevance era • A relevant message to each customer segment in the relevant channel
  39. 39. It’s All About Relevance• 1978 consumers 2,000 ad messages/day• 2007 consumers 5,000 ad messages/day• 2010 consumers 16,000 ad messages/day 95% open rates possible 5% with highly open rate typical relevant with irrelevant messaging messaging
  40. 40. The Cost of Irrelevant Messaging• 41% of consumers say theywould consider ending a brandrelationship owing to irrelevantpromotions• An additional 22% say theywould defect from the brandrelationship due to irrelevance• 58% of brand’s marketingcontent is not relevant topotential buyers, reducingbrands’ chances of a sale by45%
  41. 41. The customer is in control and knows it!
  42. 42. Forces Behind DDM• Economics • Consumers affected by down economy scrutinize purchases • Customer loyalty is more important to brands than ever before • Marketing budgets are under heavy scrutiny in C suite
  43. 43. Forces Behind DDM• Intensifying competition • Lower barriers of competitive entry in digital age • Competitors experimenting with social media, email, content, behavior al marketing campaigns •The WOW factor…Consumers expect to be wowed…
  44. 44. Forces Behind DDM• Advancing technology • Business analytics • Marketing automation • Marketing optimization
  45. 45. The Power of Data Driven MarketingThe data (precision) marketing framework relies heavily onseveral key factors, starting with the collection andanalysis of data. Analyze and Model Determine Deploy Objective Measure
  46. 46. DDM Business Results• Increased revenue• Customer retention•ROI in marketing expenditure
  47. 47. It’s All About the CustomerRelevance will close the chasmbetween creative and directmarketing, leveraging customerinsights to produce truly valuablecontent and communication thatengages the buyer through highlyrelevant customer touch points.
  48. 48. Moneyball Marketing at Tampa Int’l Airport Objective: Attract more direct routes to major cities 1 new non-stop air route to major city has $154 M economic impact, 1200 jobs.
  49. 49. Moneyball Marketing at Tamp Int’l Airport Objective: Attract more direct routes to major cities 35% of Pinellas hotel guests rented cars in Orlando Tampa, St. Pete, Sarasota effective buying rate of $96B TPA is within 1 hour drive for 3.5 million people
  50. 50. Moneyball Marketing at Tamp Int’l Airport Objective: Attract more direct routes to major cities More than 30 Tampa Bay companies do business with Switzerland. 24 Swiss companies like Nestle SA, Credit Suisse Group AG and Zurich Financial Services that have subsidiaries in Tampa Bay. Many European travelers fly to Orlando but end up in Tampa Bay: 35 percent of Pinellas beach-goers rented cars in Orlando.
  51. 51. Moneyball Marketing at Tamp Int’l Airport Tampa International Airport has secured new daily routes to Cuba and Switzerland this year. British Airways also added two flights a week and now flies daily.
  52. 52. Data Driven ROI Mindset
  53. 53. DDM: A Matter of Survival
  54. 54. What’s Next for You?• How connected are your customers?• What stage are you in?• What is your competitive position?• How vulnerable are you?• How connected are your employees?• Do you use social technology?• What kind of experience can you create?• How do you currently use data?
  55. 55. Sources Precision Marketing by Sandra Zoratti, Lee Galagher
  56. 56. Sources CMO Council, Why Relevance Drives Response and Relationships; Using the power of Precision Marketing to better engage customers, 2009. Michael Cannon, Nine Silver Bullets to Increase Marketing’s Relevance, Silver Bullet Group, Walnut Creek, CA 2010 The Economist, A Special Report on Managing Information, February 2010. Jenny Davey, Every little of data helps Tesco rule retail, Sunday Times (London), October 4, 2009 Tampa International Airport playing its own version of “Moneyball,” to bring in new business, Tampa Bay Times, September 2, 2012 IBM Social Business: y81e-i6U&
  57. 57. Sources Ana Silva O’Reilly, Grow Community: study-finnair-puts-social-media-community-to-work/ Three Stages of Social Media study: social-media-roi-using-gladwells-tipping-point- framework-4539106 IBM Highlights of Chief Executive Officer Global Study: 86usen/GBE03486USEN.PDF
  58. 58. Bernie Borges CEO, Find and Convert Transformational Digital Marketing http://www.findandconvert.comStrategy Execution Results Support