Above And Beyond The Line
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A comprehensive theory on the illusive and mythical \'Line" and what it should mean in the digital age.
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Above And Beyond The Line
- 1. ABOVE AND BEYOND THE LINE 3 little ideas on the digital line Copyright Dele Atanda Sept 2012
- 2. THE LINE TRADITIONALLY ATL $$$ BTL ATL BTL Awareness + Attention vs Interest + Desire Capital Spend vs Current Spend Mass Media vs Niche Media The Line = Proximity to Sales
- 3. THE MARKETING FUNNEL Total Population Segment Awareness Consideration Trial Repertoire Loyalty Sales $$ After-Sales
- 4. THE SOCIAL FUNNEL Total Population Segment Awareness Consideration Trial Repertoire Loyalty Sales $$ Support After-Sales Empower Delight Fan Broadcaster
- 5. BTL IS KEY WITH SOCIAL Total Population Segment Awareness ATL Consideration Trial Repertoire Loyalty BTL Sales $$ Support After-Sales Empower Delight BTL Fan Broadcaster
- 6. OWNED & PAID MEDIA IS MORE ATL Owned Paid Total Population Segment Awareness ATL Consideration Trial Repertoire Loyalty BTL $$ Sales After-Sales Support Empower Delight BTL Fan Broadcaster
- 7. IDEA #1: EARNED MEDIA = SED Owned Paid Total Population Segment Awareness ATL FANS = Consideration Trial SED Repertoire Loyalty BTL Sales $$ Support After-Sales Empower Delight BTL Fan Broadcaster Earned
- 8. THE LINE, THE FUNNEL & THE LOOP Total Population Segment Awareness Consideration Trial Repertoire Loyal $$ Sales Support After-Sales Empower Delight Fan Broadcaster
- 9. IDEA #2: THE MARKETING MATRIX Regular Repertoire Trial Consideration Awareness Fatigue Sales & Loyal Support Empowered Delighted Fan Broadcaster
- 10. IDEA #2: THE MARKETING MATRIX Regular Repertoire Trial Consideration Awareness Fatigue Sales & Loyal feedback Mother’s Support Communit and reviews Viral Videos y From From From Empowered Human Race From From To Delighted Future From Flame From Fan To Broadcaster To To To To Where’s the line?
- 11. IDEA #3 SERVICE IS THE NEW LINE Sales Regular Repertoire Trial Consideration Awareness Fatigue & Loyal Support Empowered Delighted Fan Broadcaster The Line = Proximity to service
- 12. IDEA #3 SERVICE IS THE NEW LINE Sales Regular Repertoire Trial Consideration Awareness Fatigue & Loyal Sales Support as a Service Empowered Product as a Service Service Content Delighted as a Service as a Service Fan Context Product as a Service as a Service Content as a Service Context as a Service Broadcaster Sales as a Service The Line = Proximity to service Service as a Service
- 13. IDEA #3 SERVICE IS THE NEW LINE Sales Regular Repertoire Trial Consideration Awareness Fatigue & Loyal Sales Support as a Service Empowered Product as a Service Service Content Delighted as a Service as a Service Fan Context Product as a Service as a Service Content as a Service Context as a Service Broadcaster Sales as a Service The Line = Proximity to service Service as a Service
- 14. IN A WORLD WHERE SERVICE IS THE NEW LINE ATL = Macro Services Servicing Society CSR Servicing Communities
- 15. IN A WORLD WHERE SERVICE IS THE NEW LINE ATL = Macro Services Servicing Society CSR Servicing Communities BTL = Micro Services Personalised Services CRM Servicing Individuals TTL = Brands empowering & inspiring people to service society