Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Chapter 2: The Paradoxes of Marketing to Connected Customers


Published on

Online vs. Offline Interaction
Informed vs. Distracted Customer
Negative vs. Positive Advocacy

Published in: Education
  • You can get paid up to $25 per hour to be on Facebook? ◆◆◆
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Chapter 2: The Paradoxes of Marketing to Connected Customers

  1. 1. Digital Marketing …there’s a new breed of customers who will shape the future.
  2. 2. Highly demanding, less compromising Significant purchasing power Value experiences Trust circle Brand touchpoint through every activity Move through networks; continuous connectivity
  3. 3. Emergence of “e-tailing”/ e-commerce Active rather than passive relationship More accessible to consumers Breaking Myths of Connectivity
  4. 4. Growth of e-commerce with different platforms that are available: Lazada, Facebook, Google, Sephora, Carousell, etc Breaking Myths of Connectivity
  5. 5. Breaking Myths of Connectivity TYPES OF CONECTIVITY: …internet used as a means of MOBILE – basic communication EXPERIENTIAL – for delivering superior customer experience in touchpoints between customers and brands SOCIAL – strength of connection in communities of customers; fostering relationships of a collective unit
  6. 6. Breaking Myths of Connectivity However, even if the millennial market is growing, we cannot discount on the “older” generation There are platforms catered to the mature and professional market: LinkedIn, even Facebook and Youtube as well
  7. 7. Paradox 1: Online vs. Offline …is it true that when something new comes, it’s better?
  8. 8. Phasing out of brick-and- mortar /physical stores WILL THERE COME A TIME WHERE MALLS WILL STOP TO EXIST? Feature article: As nationwide chains gobbled up retail space across the country, they did so at the expense of smaller mom-and- pop shops. But now, as the brick-and- mortar chains die a slow and painful death, small businesses could make a comeback by filling the void, according to two Goldman Sachs executives. “I think there will become a degentrification, for lack of a better word,” says Posnett. “We will see the rents come down, and mom and pops shops will come back in a much more curated, personal way that goes along these lines of creating great service and a sense of community, and a desire to support your community.” “Collaboration with competitors and co- creation with customers are central” Paradox 1: Online vs. Offline
  9. 9. Calls for: adaptation to modern ways Collaboration of physical AND digital experience to leverage consumer experience Paradox 1: Online vs. Offline
  10. 10. STRATEGIC role of connectivity *using the “digital experience” to strengthen brand *even collaborating with competitors: in the book, P&G partnered with other companies just to forward the Febreeze line Paradox 1: Online vs. Offline
  11. 11. “seamless blend of online and offline experiences across consumer paths” Paradox 1: Online vs. Offline
  12. 12. Paradox 2: Informed vs. Distracted …are consumers really getting information which helps in their purchases? Or are they just more distracted than ever? *estimates of 60,000 ads seen everyday! #InfoOverload
  13. 13. Paradox 2: Informed vs. Distracted 3 FACTORS INFLUENCING PURCHASE DECISIONS: Marketing communications Social Personal past experiences
  14. 14. Paradox 2: Informed vs. Distracted Challenge: Marketers need to win consumer attention Marketers need to create brand conversations *what’s the line between DISTRACTING and INFORMING a customer? *when will consumers say “it’s too much information!”?
  15. 15. Paradox 2: Informed vs. Distracted WOW! Factor Effective + Efficient =Loyals/advocates/defende rs who sway decision in the brand’s favor through referral system
  16. 16. Paradox 3: Negative vs. Positive “Connectivity allows customers to express opinions that others may listen to. It changes the mindset of customers to admit that advice from strangers might be more credible than a recommendation from celebrity or brand endorsers.”
  17. 17. Paradox 3: Negative vs. Positive Connectivity creates a perfect environment from customer advocacy of brands. Net Promoter Score designed by Frederick Reichheld: promoters, passives, detractors
  18. 18. Paradox 3: Negative vs. Positive Another form of advocacy – a brand recommendation that results from triggers by others. This type of advocacy, while very common, is dormant. When a brand has strong prompted advocacy, it needs to be activated by either customer enquiries or negative advocacy.