This document provides an overview of modern marketing capabilities and strategies. It discusses how marketers can now track individual consumer preferences and customize offerings. It also describes the wide variety of available communication channels and tools to listen to customers. The document outlines elements of an effective marketing plan, including messaging, media, promotions, and events. It distinguishes between paid, earned, and owned media and notes the importance of both company-generated and user-generated content. Finally, it suggests integrating reputation metrics like community contribution, sentiment, and engagement with traditional brand health metrics.

1. @jessie_paul
jessie@paulwriter.com
Managing reputation as
a standalone is like
trying to control a cake
through its icing

3. Marketer circa 2016
• Has the ability to track consumer
preferences at the individual level. Can
customize offerings as per these
preferences
• Can predict purchases, using analytics and
customer data
• On-the-fly pricing strategies are possible
• Wide variety of communication options
available - digital, print, outdoor, wireless,
direct, context-sensitive....
• Access to sophisticated tools to listen to
the customer

4. Marketing Architecture
CUSTOMER EXPERIENCES MARKETING
OPERATIONS
MIDDLEWARE
TECH BACKBONE
DATA REPOSITORIES Ad Tools & Platforms
Brand messaging, Emails, Social
Media, Events, Apps, Retail, Sales
Storytelling. Individually.
Analytics, MRM, DAM
Efficiency
Connectors, Customer Demand Planning, Data Management
Platform, APIs
CRM, Automation, Content Management, E-commerce
Databases, User History, Market Data Facebook, Google,
Twitter, LinkedIn
Governance

5. Elements of a marketing plan
1 2 3 4 5 6 7 8 9 10
MESSAGING
MEDIA
CHANNELS
MEDIA
RELATIONS
INFLUENCER
RELATIONS
CUSTOMER
MINING
THOUGHT
LEADERSHIP
PROMOTIONS
PROSPECT
MINING
PARTNER
MARKETING
EVENTS

6. Shades of Grey: Paid vs
Earned
Amplification
Tweets
Posts
Likes
Shares
SOCIAL
Native
Advertising
eDM
Coverage
Polls
Contests
DIGITAL
Advertising
Events
coverage
PRINT
Credibility
Endorsements
SOCIAL
Native
Advertising
Polls
Awards
Reviews
DIGITAL
PRINT
Influencer
endorsements
SOCIAL
Research
Ratings
Superlatives
DIGITAL
Editorial
Research
Ratings
PRINT
Influence
Reviews
Native
Advertising
Awards

7. Integrating Reputation with
Brand Health Metrics
LOW
HIGH
COMMUNITY CONTRIBUTION
COMPANY AUTHORED CONTENT USER GENERATED CONTENT
TYPE OF INTERACTION
VIEWS LIKES SHARES CONVERSATION
SENTIMENT
ANGRY CONFRONTATIONAL HAPPY COLLABORATIVE

8. All rights reserved.
No portion of this presentation may be excerpted or reused without the author’s written permission
Writer: n A person entrusted with managing a tea
or coffee estate including the marketing and operational
management. A trusted advisor of the estate owner.
Origin: Colonial English.
Paul Writer: n A trusted advisor to brand
owners.
West African symbol or adinkra for “help me and
let me help you”
Thank You