Customer Centricity requires meeting and exceeding their expectations at all digital touchpoints. Campaigns not longer work, it's about their unique interactions within the digital ecosysttem. Direct Marketing Educational Foundation Career Forum Presentation 2012

1. It’s Not About Campaigns
It’s About Ecosystems
DMEF Student Career Forum
December 7, 2012
James Brett
Digital Ecosystem Strategies

2. The trajectory
• Instructor
• Systems Programmer
• Management Consultant
• Digital Publishing Entrepreneur
• Started & sold digital publishing firm
• Web Entrepreneur
• Started & sold web-based business
• Raised capital, grew pre-IPO .com business
• Digital Direct Marketing
• Merger & Acquisition Lead
• Customer Experience
Digital Ecosystem
• eBusiness / Systems / Social / Mobile
Strategies
• Digital Strategy Consultancy

3. Snapshot:
Traditional and
Internet Marketing

4. Traditional and Internet Marketing

5. The start of the
Revolution

6. New Sites Proliferate,
Adoption Skyrockets

7. The Social Web
is Created
!

8. it’s not
about things… it’s about
people!
You!
Who
cares?
Our Hey :)
product is Hi there!
amazing!

9. People will fight you
if you interrupt them
and only
talk about your products
That Company
Sucks! #*!
My experience #*!
with them was... You! #*!
!
? #*!
Hey!! Our product is
#*! !
amazing!
See our #*!
ads!
#*!
#*! ?
(: ?

10. Traditional no longer works...
...it even works against you!

11. You no longer just market your products
...you share them
...and you share what people are doing with them.
You make your fans remarkable
You help them do things better, provide tips and ideas
You tell them about what inspired you…and continues
to inspire you!

12. ...and you ask your fans what they need.
So that you, with their help, can continue to be
remarkable
It’s not about how campaigns can market things
It’s about people…and how to provide them
continually greater value within the ecosystem

13. The Social Media Revolution –
Driving a Fundamental Shift to How we Market
http://www.youtube.com/watch?v
=3jhe657AoLs&feature=youtu.be

14. Marketing is now done in concert with the
digital ecosystem
A business strategy that seeks to leverage digital
technology to create dynamic, interconnected touch
points and product extensions that provide additional
value to customers, deepen their connection with a
brand, and, ultimately, feed business growth.

19. THE PHASES OF BUYING THINGS
consider evaluate purchase use/enjoy advocate

20. THE CHANNELS/CONTEXTS
consider evaluate purchase use/enjoy advocate
TV
web

21. THE JOURNEY (across the ecosystem)
consider evaluate purchase use/enjoy advocate
TV
web

22. THE OPPORTUNITY SPACES
consider evaluate purchase use/enjoy advocate
TV
web

23. In the context of an ecosystem,
marketing has a whole new meaning.

24. Online
photography Photo
classes sharing
Inherently
This product Photo blog awesome product exhibit
will make you
feel artistic
and creative.
Customer service
= value!

25. Right “thing,” Right context
consider
consider evaluate
evaluate purchase
purchase use/enjoy
use/enjoy advocate
advocate
TV Spot Social
TV breaking sharing
assumptions
Tool
web for comparison
Onboarding
mobile app
Social
chat

26. Sephora’s objective – provide their users 15 straight days of beauty thrills
Sephora’s “15 Days of Beauty” campaign: fan base increased 6x’s over normal
growth, an immediate sales life, and a 300% increase in mobile shopping.

27. Sephora’s online job campaigns are at the core of their recruiting efforts

28. Domino’s initial goal – remake their entire product line and begin again to
please customers they had lost
After Domino’s 2010 viral video PR debacle and severe quality complaints,
they reported an 11% sales increase in first half 2012 sales driven by their
digital campaigns, and a 29% profit increase in the UK.

29. Nike’s Mission: Bring Inspiration and Innovation to Every Athlete in the World
Significant increase in posts
during Olympics
Nike’s digital marketing mojo helped drive a record high $6.7M in Q1 2012 sales.

30. Carlsberg's “Toast to Courage” campaign Starbucks self proclaimed “scrappy” digital
goes Viral, 16M views, contributes to marketing plan has driven 18M fans, and
4.3% increase in sales (Q3/Q4, 2011). nearly 1M customer ideas.
“We made the mistake of
pitching without first earning
the trust, and our messages
fell on deaf ears. It wasn’t
until we asked our customers
what they wanted of us, that
we started building the
relationship that would be the
foundation of our social
strategy.”
- Morgan Johnston, Jetblue

31. How does the Marketing
transformation affect how we
work?

32. Over time, Marketers must gain a base level of knowledge of
technology – to effectively partner with IT teams/vendors for
campaign creation within the digital ecosystem.

33. Integrating with leading Marketing vendors allows for faster
expansion; open, flexible systems ensure ease of integration.

34. THE OLD WORLD OF CAMPAIGN CREATION:
SINGLE PROJECT MODEL / TEAM SILOES
Client/ Agency/
Business lead Project lead
Team Team

35. THE NEW WORLD: ONE INTEGRATED AND
CROSS-POLLINATED TEAM
Marketing/ IT/Systems
eBusiness lead lead
Team Team
Team
Team Team

36. Recap & Review

37. What does this all mean to you?
• Marketing will continue to transform for many years to come
• We’re at a very early stage – eCommerce just 5% of US Retail Sales
• Aptitude, creativity, passion, drive are coveted, regardless of Degree
• Expansion of your skills in any area is at your fingertips
• Broad changes/expansion opens up a broad range of opportunities
• For these reasons, now is one of the best times in recent history, or
possibly ever, to pursue a career in digital marketing!

38. Q&A

39. Thank You!
James Brett
james@jamesbrett.com