Managing Marketing Processes_Seminar 8

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Eighth seminar for my Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx. This class was taught by Paola Peretti: se.linkedin.com/in/paolaperetti.

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  • Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings.[1][2] The term most often refers to activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories and experiences. Can take many different forms such as: internet forums, weblogs, wikis, podcasts, pictures and video. Includes Technologies such as: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing etc. And Applications such as: Share on Ovi (photo sharing) Google Groups (reference, social networking) Wikipedia (reference), Facebook (social networking) Youmeo (social network aggregation) Last.fm (personal music) You Tube (social networking and video sharing) Flickr (photo sharing) Twitter (social networking and microbloging) Second Life (virtual reality)
  • Managing Marketing Processes_Seminar 8

    1. 1. Seminar 8 Managing Marketing Processes ---- Branding and Digital Marketing Robin Teigland & Paola Peretti Master of General Management Stockholm School of Economics September 23, 2013
    2. 2. Seminar 8 Overview  Branding in the digital age – What is it and Why is it important?  Group assignment > Written feedback  Guest Speaker, Tobias Brandt, Digital Strategy Director  http://www.grow.eu 2
    3. 3. Marketing Plan 3
    4. 4. QUICK RECAP… MARKETING 4 • Organizational Function • A Set of Processes FOR CREATING COMMUNICATING DELIVERING VALUE CUSTOMERS & STAKEHOLDERS
    5. 5. Challenges
    6. 6. So, what does BRANDING mean today?
    7. 7. The Branding Evolution  Your brand is the recognition that, in your particular marketplace, you have actually stated the value of your product/service in terms that resonate with your customer.  The value of your product/service is unmistakably yours. Why?  Because your “brand” is the representation of your unique competitive advantage. 7
    8. 8. The Branding Evolution  Like so much in marketing, brand development has evolved over the past 20 years. Originally branding was synonymous with the visual interpretation and representation of a business. The symbol or logo was the manifestation of a company’s essence, as presented in advertising, promotions,on trucks, uniforms, signage…  Over time, businesses have become much more sophisticated in how they represent themselves, both internally and externally.  Today,the word “brand” connotes a range of emotive connections to the entity behind the brand. 8
    9. 9. FIRST 100 DAYS…ONLY DIESEL “BE STUPID” MARKETING CAMPAIGN
    10. 10. No longer can brands expect to “tell” and “sell” in their marketing communications and be as effective as they once were. To be effective with a digital consumer, brands must seek to build relationships with them by creating experiences that make them WANT to engage your brand. Branding in the digital age
    11. 11. Evolution of the Web
    12. 12. The Rise of Social Media BASIC DEFINITION: “the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings..” (Tuten & Solomon, 2013). 3 Elements to consider: • SOCIAL: our social lives • MEDIA: social community media (Facebook), social publishing media (YouTube), social commerce media (TripAdvisor), social entertainment media (Zynga) • NETWORK: the interconnections between the members of the community
    13. 13. The digitalization of the world Jobber, 2007
    14. 14. The new CONSUMER BEHAVIORS Social Media Around the World, InSites Consulting (2012)
    15. 15. Brand Image (what are you telling me) Brand Engagement (how are you involving me) Messaging Static Promising Look and feel Fantasy Advertising Audience Consistency Image Passive On-High Dialogue Dynamic Delivering Experience Authenticity Culture Community Coherence Currency Interactive Co-Create vs. QUICK RECAP: Branding in the digital age…
    16. 16. Brand Image (what are you telling me) Brand Engagement (how are you involving me) Messaging Static Promising Look and feel Fantasy Advertising Audience Consistency Image Passive On-High Dialogue Dynamic Delivering Experience Authenticity Culture Community Coherence Currency Interactive Co-Create vs. From one-way messaging to consumers… to developing a two-way (or more) dialogue with them.
    17. 17. Brand Image (what are you telling me) Brand Engagement (how are you involving me) Messaging Static Promising Look and feel Fantasy Advertising Audience Consistency Image Passive On-High Dialogue Dynamic Delivering Experience Authenticity Culture Community Coherence Currency Interactive Co-Create vs. From extending a “look and feel” online to creating experiences for consumers to engage with.
    18. 18. Brand Image (what are you telling me) Brand Engagement (how are you involving me) Messaging Static Promising Look and feel Fantasy Advertising Audience Consistency Image Passive On-High Dialogue Dynamic Delivering Experience Authenticity Culture Community Coherence Currency Interactive Co-Create vs. From addressing consumers as a mass audience, to leveraging the fact that they are a community.
    19. 19. Brand Image (what are you telling me) Brand Engagement (how are you involving me) Messaging Static Promising Look and feel Fantasy Advertising Audience Consistency Image Passive On-high Dialogue Dynamic Delivering Experience Authenticity Culture Community Coherence Currency Interactive Co-create vs. From being passive in our communications to them, to encouraging interactivity.
    20. 20. Brand Image (what are you telling me) Brand Engagement (how are you involving me) vs. This mindset shift should be at the heart of every part of our business and marketing strategy. Messaging Static Promising Look and feel Fantasy Advertising Audience Consistency Image Passive On-high Dialogue Dynamic Delivering Experience Authenticity Culture Community Coherence Currency Interactive Co-create
    21. 21. THUS MARKETING HAS TO EVOLVE….
    22. 22. How DID wrigley launch a new CHEWING gum? A good example?
    23. 23. IMPLICATIONS FOR MARKETERS: Key dimensions of the digital age AUDIENCES TECHNOLOG Y MARKETING APPLICATION S
    24. 24. SO THAT’S WHY….
    25. 25. MY FAVORITE DEFINITION: PARSONS (1998)
    26. 26. DIGITAL MARKETING OBJECTIVES
    27. 27. Digital Marketing: Approach & methodology Peretti (2011)
    28. 28. LISTEN > For marketing managers it is increasingly important to LISTEN and understand the target audiences, as there are significant changes taking place resulting from more and more interactions between organizations and their audiences via digital technology. Examples of activities: 1. Website analysis 2. Online media consumption 3. Social media conversation 4. Customer channel usage 5. Influencers map 6. Online buyer behaviors
    29. 29. CONNECT > The Internet and mobile applications provide innovative options to CONNECT for digital marketers: communications can be interactive, animated, personalized and instantaneous. There are digital channels and digital promotions tools that
    30. 30. ENGAGE  ENGAGEMENT: “Level of an individual customer’s motivational, brand related and context dependent state of mind, characterized by specific level of cognitive, emotional and behavioural activity in direct brand interaction” (Hollebeek, 2011) It is important to ENGAGE during all stages of the customer experience: 1. Pre-purchase: relationship process 2. Purchase experience 3. Post-purchase: loyalty 4. Ongoing online: social networks 5. Co-creation
    31. 31. ADVOCACY  In electronic commerce, online advertising and digital marketing, a brand ADVOCATE is a person, or customer who talks favorably about a brand or product, and then passes on positive word-of- mouth (WOM) messages about the brand to other people.  Possible outputs: 1. Awareness 2. E-WoM 3. Earned Media (or free media) 4. Reputation 5. Ranking 6. Sales

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