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Similar to Digital marketing and change
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Digital marketing and change
- 1. Digital Marketing Project meeting 26 th April 2010
- 2. To communicate why this project is important for BCF Technology Objectives of this meeting
- 4. Our world changes our market changes we have to change 2. Managing change
- 5. There are other ways to address change
- 6. There are other ways to address change
- 7. Innovation is a way to address change
- 8. Change by innovating to meet Add value
- 9. results will follow Add value
- 11. People are already experienced
- 13. How to change? 1. Listening to customers first 2. Adding value later
- 14. Customer cycle 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 1. Target 2. Target 3. Target, communicate 4. Target, communicate 5. Target, communicate 6. Communicate PROCESSES AND PEOPLE COMPETITIVE ADVANTAGE CUSTOMER SATISFACTION ADDING VALUE CUSTOMER NEEDS COMMS MIX 6. ENGAGEMENT … 7. LOYALTY 7. Communicate 8. Communicate 9. Communicate
- 16. Customer cycle 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION 1. Target 2. Target 3. Target, communicate 4. Target, communicate 5. Target, communicate 6. Communicate PROCESSES AND PEOPLE COMPETITIVE ADVANTAGE CUSTOMER SATISFACTION ADDING VALUE CUSTOMER NEEDS COMMS MIX 6. ENGAGEMENT … 7. LOYALTY 7. Communicate 8. Communicate 9. Communicate
- 17. AWARENESS INTEREST EVALUATION TRIAL ADOPTION ENGAGEMENT LOYALTY PS Advertising (offline) DMk
- 18. Resources Limited so must be efficiently distributed to meet the ultimate Company objectives
- 19. Digital Mk Sales Advertising DM Exhibitions Resources - example PR
- 20. Digital Mk Sales Advertising DM Exhibitions Resources - example PR
- 21. Resources
Editor's Notes
- This project is for you. Digital marketing is a tool to deliver your strategy and tactics to achieve our objectives more efficiently and effectively.
- The world changes. Change needs to be addressed to ensure survival in the long run
- Change can be addressed by doing nothing. To take a decision doesn’t always mean to do something, when you do nothing you are also taking a decision… which brings its outcomes
- Non customer orientated companies address change by being reactive which has a knock on effect on customers because they are never ready. Processes, people, products, strategy, intelligence… are not ready. This is typical from product orientated companies which marketing culture is not well established in all areas of the business.
- And innovation is a way to address change. Innovation is more than bringing new products, it is about reinventing business processes. One of our values is innovation. Innovation means to plan, act now, no to react.
- However, it is important to highlight that to succeed, innovation has to be led by the market. A customer orientated company led by marketing not only focused in meeting customer needs but in forecasting them, reducing the risk to be reactive. ADDING VALUE
- When you are customer orientated and add value results follow
- The world is constantly changing. Today we are leaving the real digital revolution. Nothing to do with the .com bubble burst. Companies were not customer focused, but technology (product) focused
- Today, people are used to live with technology. Our children are growing with Internet!!
- Innovation is in our values so it does make sense to join the loop of new technologies!! Also don’t forget to look at what our customers want.
- (DRIP – only talk about this if required) Comms role is to move customers from prospect to loyalty. Comms have to be backed up by rest of elements (product, processes, people…) Once they are in, we have to give them good reasons to stay. We need to put emphasis in what matters to customers by improving at all levels. We need to trap customers, to give them reasons to stay with us and build barriers to our competitors. The value a company offers is defined by the consumer so ask your customers what is valueable for them first. Why is imp to build a relationship? Because it brings trust and in B2B trust is key cause it reduces risk associations for a very rational purchases process. The augmented product. To bring loyalty you need to exceed customer expectations. As I said earlier, people are getting used to digital tools. If your digital visibility doesn’t meet expectations, you are having a gap within the customer cycle process. Augmented product is closely related to innovation and value.
- Two-way comms allows us to understand customers to improve target and comms with effective messages and added value
- The business can use the properties of digital marketing to improve the customer cycle in many areas.
- Inform, persuade, remind, reassure, differenciate. Digital marketing is just one part of the story. It is key to understand how to use it and after implement in combination with other comms tools.
- Thank you