This document contains excerpts from various sources discussing marketing strategies. It summarizes key points about acquiring new customers and maintaining brand loyalty. Specifically, it notes that reaching all potential buyers, including occasional customers, is vital for long-term growth. While focusing solely on loyalty can undermine results, penetration marketing appears more effective. The document also outlines a process for mapping customer touchpoints to help optimize marketing communications across different channels.
We are an agile team of thinkers that do. We use the Science
of Commotion to transform passive consumers into engaged,
passionate advocates for a brand. Our lean plan of attack and vast
network of extreme talent gives us an agility you simply won’t
find at bigger, bloated agencies.
For fashion brands, building a touchpoint landscape is an increasingly daunting task. Fashion is democratizing rapidly and a new breed of social media like Pinterest is bringing great opportunities. This presentation offers a method of building real story telling customer journeys for different customer types. It also shows a number of promising trends. It includes overviews of online and offline touchpoints, owned, bought, and earnt media; it shows ways of connecting touchpoints with QR codes and more.
Reality Advert aims to bring together content and platform providers along with advertisers, helping them to design and execute integrated, location aware, campaigns through various web and mobile channels. In addition, allows users to manage and monitor their traffic and statistics and presented advanced geomarketing reports.
We are an agile team of thinkers that do. We use the Science
of Commotion to transform passive consumers into engaged,
passionate advocates for a brand. Our lean plan of attack and vast
network of extreme talent gives us an agility you simply won’t
find at bigger, bloated agencies.
For fashion brands, building a touchpoint landscape is an increasingly daunting task. Fashion is democratizing rapidly and a new breed of social media like Pinterest is bringing great opportunities. This presentation offers a method of building real story telling customer journeys for different customer types. It also shows a number of promising trends. It includes overviews of online and offline touchpoints, owned, bought, and earnt media; it shows ways of connecting touchpoints with QR codes and more.
Reality Advert aims to bring together content and platform providers along with advertisers, helping them to design and execute integrated, location aware, campaigns through various web and mobile channels. In addition, allows users to manage and monitor their traffic and statistics and presented advanced geomarketing reports.
A marketing toolbox that goes beyond rich ad formats, powers up monetization, loyalty and consumer engagement for marketeers and
publishers, through all screens
As businesses increasingly look to mobile as a key element of their business model rather than simply another marketing channel, we examine the response of CMOs worldwide to the challenges and opportunities that mobile represents.
http://www.tnsglobal.com/mobilelife
5 things you need to know to make you a smarter mobile marketeer - Seattle Mo...Paul Booth
Julie Lynn Try (Southard) of Xbox takes us through her 5 important lessons of mobile marketing for Seattle Mobile Mixers.
For more information, please follow @MobileMixers on Twitter
Trading minutes for minutes in advertising ? Attention is not only about timeBernard Cools
Thoughts and remarks on a paper by Matthew Gentzkow (2014) « Trading dollars for dollars: the price of attention online and offline » AEA papers and proceedings. My own paper "Media dwell time" does tell that one minute consumption of a given medium is not equal to one minute of attention to another one when it comes to ad absorption. Just because attention value is not the same !
A marketing toolbox that goes beyond rich ad formats, powers up monetization, loyalty and consumer engagement for marketeers and
publishers, through all screens
As businesses increasingly look to mobile as a key element of their business model rather than simply another marketing channel, we examine the response of CMOs worldwide to the challenges and opportunities that mobile represents.
http://www.tnsglobal.com/mobilelife
5 things you need to know to make you a smarter mobile marketeer - Seattle Mo...Paul Booth
Julie Lynn Try (Southard) of Xbox takes us through her 5 important lessons of mobile marketing for Seattle Mobile Mixers.
For more information, please follow @MobileMixers on Twitter
Trading minutes for minutes in advertising ? Attention is not only about timeBernard Cools
Thoughts and remarks on a paper by Matthew Gentzkow (2014) « Trading dollars for dollars: the price of attention online and offline » AEA papers and proceedings. My own paper "Media dwell time" does tell that one minute consumption of a given medium is not equal to one minute of attention to another one when it comes to ad absorption. Just because attention value is not the same !
Simplified version of a more extensive paper on advertising efficiency experiments. 3 media (TV, Web and print) were examined in their ability to generate ad impact in exactly the same amount of time: 30 minutes. The two surveys (one conducted in the US, the other in Belgium) demonstrate that ad budgets should be allocated based on time spent considerations. Time does not tell anything.
This presentation discusses the possible target markets/aggregates for a low-end make-up brand in the Philippines. It classifies the brand's customers according to an emerging, current and competitive aggregate.
First large scale survey on consumer impact of letterbox communication (addressed, non addressed, electronic) in Belgium. Also check out: http://letterboxconsumersurvey.be/
Ch4 Internal Assessment: Strategic ManagementTriune Global
Focus is on identifying & evaluating a firm's strength & weaknesses in the functional areas of business, including management, marketing, finance, production, and management information systems.
CRM Metrix presented: "IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?"
Where: Chicago WAW at the Hard Rock Chicago
When: June 9, 2010
Who: Hemen Patel
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
"Today we are witnessing the transition into a world almost entirely digital. For the advertising business, digital technology comes with a powerful promise, the ability to reach exactly the right audience, at exactly the right time and place, with exactly the right message. But what about permission, relevance and engagement? Discover how paper can be key in the current media [r]evolution".
Mobile advertising matured drastically in 2011, with more so- phisticated ad units and campaign executions. This matura- tion has made consumers more open to mobile ads. According to Nielsen’s State of the Media: Consumer Usage Report, 51 percent of consumers say that they are OK with advertising on their devices if it means they can access content for free.
2. Why bother for
non consumers ?
How a survey did
help actually
The case: intercity
transportation
Not necessarily a
revolution
2
3. “Money that’s what I want”
1963
Money don't get everything, it's true
But what it don't get, I can't use
3
4. […] the loyalty approach only rarely
leads to successful marketing
outcomes. Loyalty campaigns
underperform on almost every business
metric […]
In contrast, penetration as an objective
to share growth appears more
frequently to lead to successful
marketing outcomes.
Les Binet, Peter Field Marketing in the era of accountability.
Identifying the marketing practices & metrics that truly increase
profitability
London, Institute of Practitioners in Advertising, 2007.
4
5. Common practice… … is not best practice
Frequency of occurrence % Effectiveness success rate %
28% 17% 44% 77%
Increase loyalty Increase Increase loyalty Increase
penetration penetration
5
6. Marketers, even senior marketing
academics, like to say that there can
be no laws concerned with marketing.
These people argue that consummers
are far too individual and
unpredictable. Research has shown this
is utter nonsense.
Byron Sharp How brands grow. What marketers don’t know.
Melbourne, Oxford University Press, 2012.
6
7. Acquisition is vital for growth and maintenance
Reaching all buyers is vital, especially light, occasional buyers
of the brand.
The future sales potential of individuals is different than their
current buying suggests.
7
8. “Ticket to ride”
1965
She's got a ticket to ride,
But she don't care.
8
12. « Our » MCA TV-spot in Banner Ad
Events Sponsoring
Banner Ad
TV Prog Sponsoring
Branded Ad in Social Media
Online Sponsoring
Mobile Ad
Radio Prog Sponsoring
Sponsoring & Digital
events Reco by Friends & Family
Branded Website Reco by Experts
Branded Leaflets or Brochures Reco by other people
Personalised DM sent by post Comments on the
Branded Mobile App
Indirect brand, appearing in media
Personalised e-Mail Branded content shared by
Facebook Brand Page One to one consumers
Non-adressed DM sent by post Appearance on search sites
Talked about by cons in social
Promo offers in Media environment
Mass media
OOH Ad in the railstations or metro
OOH Ad on the road
Newspaper Ad Ad in Free Sheets
OOH Ad in Public Transports TV Ad
Mag Ad Radio Ad
Cinema Ad
12 OOH Ad in Public Locations
13. “Little arithmetics”
1996
Hold me now, (Hold me now)
I'm hoping that you can explain
Little arithmetics
13
14. Contacts mapping
High CCF
Battlefield contacts Leadership contacts
Influence
Differentiate via Creativity & Excellent Build Differentiating Brand
Execution Experience
Most Associated
Differentiation Least Associated
Ubiquity Potential
Build Brand Experience at Test, Learn, Pilot For Future Gains
Low CCF
Relatively Low Costs
Inter City Transport • Belgium Field Date: Jul 12
16. Key take-away
o Caring about all potential consumers is
key:
o not the easiest way…
o … but vital to build a brand’s future
o Good news: not a revolution in any case
o Direct also a valid means for acquisition
16