Old traditional marketing based on interruptive ads will be rejected more and more. You will want to make your business useful to strangers if you want to attract their attention and get them to become your customers. This is marketing people want more of. This presentation provides a framework and a process.

1. Digital Usefulness:
Rethink your approach to Marketing

2. The Benefits of a solid
Digital strategy

3. Why New Strategies?
don’t trust brands
have high expectations
(transparency, information,
customer service)
search and have access to multiple
sources of information
People ..

4. o In 2010, shoppers (across all categories) needed 5.3 sources
of information before making a purchase decision.
o In 2011, shoppers needed 10.4 sources before
making a purchase decision
Why New Strategies?

5. This is a journey from …
Top of Mind Awareness Friends of Mine Awareness

6. Digital makes for a different paradigm
Instead of spending
money and being
rejected
You can use
resources to do
marketing that your
customers want

7. If you synchronize, you can achieve…
People will
love your
brand and will
want your
marketing
They’ll buy what
you offer driven by
good feelings

8. Today
Which are the two
things you want
to achieve with
your marketing?
How have you
been working so
far?

9. o Companies are not trusted. Information is largely available. It is
in real time (e.g. showrooming)
o Many Companies are already creating the shift and earning shift.
o Customers are empowered and have initially new expectations.
Challenges & Opportunities

10. o Top-of-mind awareness (ADS) isn’t inherently flawed, but it isn’t
very surgical, and it hasn’t evolved much despite new technologies
o It does not become a concrete asset in the same way as digital.
o Media is very fractured.
Challenges & Opportunities

11. o Companies talk too much about themselves.
o Companies talk at customers not with customers
Maybe this is the problem?

12. o To what extend to companies understand new technologies
and particularly the NEW behavioral Dynamics
Maybe this is the problem?

13. Digital can CONNECT you
o You become truly USEFUL.
o You build Emotional connection with your customers,
and good feelings.
o They buy from you because they like you.
o Digital is SURGICAL, Measurable and Long
Term

14. Tomorrow: Your Brand
is connected
Which are the two
things you want
to achieve with
your marketing?
How have you
been working so
far?

15. You are in the hearts of people
You provide true USEFULNESS
You don’t talk about
health… blah… blah…
You help people to
actually change
They are healthier
They thank you
They truly live a better life

16. What is the difference?
Do you think they will want to boycott the brand?
NO They’ll listen to you
They’ll trust you
They’ll spread goodwill
They’ll go from indifference to LOVE

17. Your Business thrives
They will BUY because they’ll
become proud experts on the
qualities of your products
And because they will be
grateful

18. Doing nothing new:
Digital broadcasting
Which are the two
things you want
to achieve with
your marketing?
How have you
been working so
far?

19. o You have sufficient financial resources to do “broadcasting”
marketing (be it digital or with traditional media)
o Sales are coming – let’s assume so
o You don’t have undertake any change
PRO

20. o People get an unbearable quantity of messages – you compete with their friends.
o You use a lot of $ to provide messages that do not really accrue as an asset (when
not digital)
o You lose brand strength and sales
CON

21. Examples of Marketing
Customers WANT
Which are the two
things you want
to achieve with
your marketing?
How have you
been working so
far?

22. http://twitter.com/hiltonsuggests

23. http://www.phoenixchildrens.org

24. http://www.mcdonalds.ca/ca/en/html

25. http://www.clorox.com

26. Which are the two
things you want
to achieve with
your marketing?
How have you
been working so
far?
Instead of doing nothing
new … you can decide to
provide
USEFULNESS

27. PROs
o The work you do on digital media accrues and becomes a
TANGIBLE ASSET – long term
o You connect with customers at their level.
o You can target your efforts with laser-like precision
o You can measure the outcomes of your efforts
o You create positive IMPACT on brand and sales
CONs
o New workflow
o New mindset
PROs and CONs

28. You want to aim to this Combination
Self Service
Information
Real time
Relevance
Transparency

29. Understand
your customer
needs
1
Map customer
needs to USEFUL
marketing
2
Design and Plan
Operations
4
Market your
USEFULNESS
3
Make it an
Ongoing Process
5
Measure for
Improvement
6
How?

30. o What is that improves their lives;
o How can you be useful for them;
o Use technologies (eg. keywords research);
o Interview real people
1
Understand your customers needs

31. 2
o How do they best have access to your
USEFULNESS
o How do they consume content (can be digital
or not digital)
o Package the usefulness - how do you deliver
it? Is it a mobile APP with embedded games ?
Is it a training plan? What is the
experience you want to deliver?
o Atomize - produce content in different
ways so enlarge the audience you can
reach
Map Customer needs to USEFUL marketing

32. 3
o Produce content;
o many forms (blog, video, infographics, white papers ...
depends ... ;
o Plan and strategize: (type of content - how it relates to
CUSTOMER needs and to BUSINESS needs) Editorial plan
and calendar ...
o Spread the content using social media (and press
releases);
o Choose the platforms: Facebook, Snapchat,
Instagram linkedin...;
o Choose the right tone;
o Employees are your audience too.
Market your USEFULNESS

33. 4
o Outsource or Insource: a journey;
o you can start with outsourcing, but you will look
at insourcing;
o a team/department or a widespread mindset;
o how do you engage them: mandatory, volunteer,
personality assessment - cultural change work ...
Design and Plan Operations

34. 5
o Customers want change;
o Technologies change;
o Competitors change;
o Ideas, society, needs ... most things change
o You need an agile organization.
Make it an ongoing Process

35. 6
o Consumption
o Advocacy
o Leads - traffic on sales areas ...
o Sales
Measure for Improvement

36. CONCLUSION
Which are the two
things you want
to achieve with
your marketing?
How have you
been working so
far?

37. Let’s think about
Opportunities and Risks
Conclusion

38. Brands are Perceived
o all about profit
o communication is self-serving
o trust is low
o average customer wants more
or will look elsewhere
but brands can Change
o brands become genuinely
interested in their customers;
o customer perceive they are at
the center of the world;
o customer will love the brand
and buy its products ... not
because they need the products
but because the brands solves
an array of diverse, deeper
needs; need to TRUST is first.
Transitions
Conclusion

39. (Digital) Strategy
Assessment
o Matches and aligns
framework to your strategy;
o Defines scope of the work;
o Defines needs for resources
(insourcing and
outsourcing);
o Defines implementation: it is
different according to
whether it's insourcing or
outsourcing.
Next Steps
How we can work together
Strategy
Design
o Draft
o Analyze
o Tweak
o Analyze
o Design
o Execute
Strategy Execution
o Deployment of
activities;
o Support - training -
coaching;
o Coordination of
resources internal
or ours.
Conclusion

40. Conclusion
http://across.digital
Thank you.
Mario Gastaldi