My vision of new marketing: WOM, Social media, Buzz, 2.0

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Since about five, six years, Marketing and Advertising are in a deep and important change. The past marketing methods are not working anymore and the possibilities to impact the audience are developping to a new way more social and targeted what need new type of marketers.

The essential concepts such as consumer, brand, communication, audience, etc. are changing fastly. Nevertheless, companies and agencies are not adpating their aproach in order to give response to this new situation. By the way, new concepts like engagement, pull vs push strategy, social media, fan, brand ambassador, influencer, real-time, recommendation, word of mouth or Online reputation are burst on the stage fastly.

Marketers are trying to answer with pasts strategies and methods, because they don’t understand for the moment that his new job is listening and engaging consumers. The future of marketing requires marketers to go back- to – basics and new profils able to undertand the new situation and educated on new tools and methods.

Do you want to know more about me?
http://juanmarketing.com/

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  • ¡Te quedó excelente! comparto tu visión y estamos viendo la expansión de la geo-localización.

    Tengo una impresión relacionada, no será de que así como cuando la generalización de las relaciones sociales fomentadas por ICQ, MSN en un inicio, en donde algunos decían 'jamás' aceptar ese tipo de relaciones virtuales, trascienda al establecimiento de esa misma socialización sin limitantes de barreras geográficas e idiomáticas... me refiero a que a través tu móvil y aplicaciones sociales, prolifere la socialización mediante el uso de traductores vocales, ya muy usados para la traducción de documentos y lectura de los mismos. Imagínate, viajar y comunicarte sin problema porque tendrás el soporte de la tecnología vocal. Si ya no nos movemos para enviar una carta al correo al parecer tampoco necesitaremos hablar... sigue adelante, me encantan tus artículos.
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  • @Gregory

    I completely agree. The qualitative data codification is never easy. By tje way, do you know any tool to do it easier?
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  • Actually my point is that we can quantify qualitative data to help us discover insight. It is just not as easy as measuring transactional data.
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  • Gregory Pipzlchoice

    That is true, quantitative data doesn't give us an insight. Is because of that we have to work first on identify how people behave on communities and then on the message.
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  • @ECairn Welcome!!

    I completly agree. Metrics have to be no only on quantitaive, but also in qualitative. Maybe I forgot to include some other qualitative metrics for example, conversation feeling, influencers aceptation, Enagegement, etc.

    Actually, I am also agree about it is not about one-to-one, but one-to- influencers-to many.
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My vision of new marketing: WOM, Social media, Buzz, 2.0

  1. 1. ENGAGEMENT SOCIAL MEDIA COMMUNITY BUZZ KPIs INFLUENTIALS LONG TAIL MANAGEMENT about New “My Vision WORD OF MOUTH CONNECT Marketing” RECOMMENDATION INTERAC BRAND TIPPING POINT TION ADVOCACY TWITTER Juan Sánchez Bonet
 Creative Inspiration Strategist WEB 2.0 PUBLICITY GOING VIRAL FACEBOOK GEOLOCALIZATION BRAND LOVE
  2. 2. 1 “OLD ADVERTISING DID NOT LISTEN TO CONSUMERS”
  3. 3. 1- Old advertising did not listen to costumers Why did you work on mak¡ng your back more beautiful? Old advertising is challenged because it gives its back to consumers, when it should communicate through word of mouth. Juan Sánchez Bonet – Creative Inspiration Strategist
  4. 4. 2 “MASS MARKETING GOES DIRECTLY TO THE TRASH”
  5. 5. 2- Mass marketing goes directly to the trash Mass advertising is a total waste Have you seen my new mailbox? Your advertisment goes here! Juan Sánchez Bonet – Creative Inspiration Strategist
  6. 6. 3 “WOM, IS THE NEW GLOBAL PARADIGM OF MARKETING”
  7. 7. 3- WOM, the global paradigm Every new marketing branch is part of the Word of Mouth marketing paradigm Fuente: http://www.theinfluencers.ca/why_wom.php Juan Sánchez Bonet – Creative Inspiration Strategist
  8. 8. 4 “PRODUCT IS THE MAIN COMMUNICATOR”
  9. 9. 4- Product is the main communicator Create a product worth talking about « Create products worth talking about », Seth Godin. Juan Sánchez Bonet – Creative Inspiration Strategist
  10. 10. 5 “IT IS NOT ABOUT NOTORIETY, BUT RECOMMENDATIONS”
  11. 11. 5- It is not only about notoriety, but recommendations Getting notoriety is important, but still not enough Recommendations are the most trustworthy information source for consumer decision making. People watch spot TV (notoriety), but they ask friends, read blogs and forums (OL) to make their final purchase decision. - Notoriety grows faster than adoption. Moreover, adoption slows down because of excessive choice (death by excessive choice)
 - WOM informs and reassures prospects, reducing the time to make a purchase decision.
 - The goal: Transforming « early adopters » into «transmitters» to accelerate adoption by the « majority ». Juan Sánchez Bonet – Creative Inspiration Strategist
  12. 12. 6 “DO NOT FOCUS ON MASS AUDIENCE, FOCUS ON OPINION LEADERS”
  13. 13. 6- Donʼt focus on mass audience, focus on opinion leaders The Tipping Point by Malcolm Gladwell TIPPING POINT Fuente: baekdal.com Tipping Point is the name given to that moment in an epidemic when a virus reaches critical mass. It's the boiling point. It's the moment on the graph when the line starts to shoot straight upwards. Juan Sánchez Bonet – Creative Inspiration Strategist
  14. 14. 7 “THE SOLUTION IS A PULL STRATEGY”
  15. 15. 7- The solution is a Pull Strategy One of them doesnʼt work anymore. Do you know which one ? Fuente: New Marketing – Intersection Consulting Juan Sánchez Bonet – Creative Inspiration Strategist
  16. 16. 8 “YOU CAN NOT UNDERTAND WEB 2.0 WITHOUT LONGTAIL”
  17. 17. 8- You can not undertand web 2.0 without Longtail Firts of all, try to undertand the longtail approach. Juan Sánchez Bonet – Creative Inspiration Strategist
  18. 18. 9 “DO NOT FORGET THE POWER OF CONTEXT”
  19. 19. 9- Do not forget he power of Context THE TIPPING POINT: The three rules of epidemics "Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur.” THE POWER OF CONTEXT The Stickiness Factor Just ask yourself, 
 “WHATʼS The Law of the Few BUZZING RIGHT NOW?” Juan Sánchez Bonet – Creative Inspiration Strategist
  20. 20. 10 “NEW ADVERTISING =
 PUBLICITY”
  21. 21. 10- New Advertising = Publicity Traditional advertising is challenged…Please don’t disturb… “Nowadays, Communication should deal with PUBLICITY rather than ADVERTISING” Advertising should take part of the Buzz = VPEi
 content like publicity (Equivalent Advertising Value on Internet) does. Juan Sánchez Bonet – Creative Inspiration Strategist
  22. 22. 11 “GEOLOCALIZATION, INTERNET IS ALSO LOCAL”
  23. 23. 11- Geolocalization Internet is not only global, it is also local I want « my » product but also in« my » location Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
  24. 24. 12 “DO NOT FORGET TO REWARD CONSUMER INTERACTION”
  25. 25. 12- Do not forget to reward consumer interaction ArtoftheTrench by Burberry is a good example Let your consumers interact with your content Interactions (buzz) Effort, time, etc. But donʼt forget to reward them Discounts Recognition 
 Special offers Loyalty points “The customer of the month” Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
  26. 26. 13 “ENGAGEMENT IS THE NEW JOB OF MARKETERS”
  27. 27. 13- Engagement is the new job of marketers Sorry old marketer, but let’s talk about engagement… Par$cipa$on
 Ac$ve
Role
 Connec$on
 Building
together
 Engagement
is
the
new
marketer’s
job
 Source: The Audience is always right, mad-blog Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
  28. 28. 14 “KPIs ARE THE WEDDING RING BETWEEN GOALS AND RESULTS”
  29. 29. 5- KPIs are the wedding ring between goals and results Results can not exist without KPI’s Goals Results Extra
Buzz
 Nº
Followers
 Nº
Fans
 Nº
Ar$cles
 Rate
 Today, creativity also has to be present on KPIs definition. Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
  30. 30. 15 “THESE 14 PRINCIPLES REDUCED TO 1…”
  31. 31. “THE BASIS OF MARKETING HASN’T CHANGED. ONLY THE POSSIBILITIES TO CONNECT AND ENGAGE WITH YOUR TARGET HAVE. . IF CONSUMERS REALLY, DON NOT HAVE CHANGED, WORRY ABOUT MARKETING (THE DIFFERENT MARKETING CONSUMER SURNAMES… I ONLY SCIENCE) MUST KNOW TWO, THE GOOD ALSO CHANGE. AND THE BAD”.
  32. 32. Thanks for your attention Juan Sánchez Bonet
 Creative Inspiration Strategist http://juanmarketing.com/
 conversemos@juanmarketing.com

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