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Marketing 2.0 – Influence Starts @ Home

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The document discusses the transformation of marketing from Marketing 1.0 to Marketing 2.0. Marketing 1.5 is still optimized for traditional marketing with messages created inside the company and distributed outward. Marketing 2.0 involves being influenced by social media, integrating social contributions, and adopting more collaborative approaches. It recommends modifying investment strategies to leverage social media, measuring broader value beyond sales funnels, and developing meaningful strategies through continual evaluation of control, input/response, added value, and participation.

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Marketing 2.0 Conference, Paris 2010 Marketing 2.0 – Influence Starts @ Home BSI
Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
Marketing 2.0: Influence Starts @ Home Pauline Ores, IBM March 25, 2009 Follow me @paulineo
Consumers  Citizens ads agency search SM w receptive consumer UGC media client active citizen SMM MI
To Influence, Be Influenced
Deeper Transformation = Greater Value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Reality - Marketing 1.5 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Modify Investment Strategy  Unique Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measure Value  Broaden Scope Beyond Funnel CRM Happy customers sell other prospects (peer influence) Customer suggestions for improved service and support Customers share ideas for new products and preferred features New and improved products & targeted ‘marketing’ messages ,[object Object],[object Object],[object Object],[object Object],Offering
Developing Meaningful Strategies  Continually Evaluate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bottom up vs. top down
[object Object],[object Object],∫ Strategy ( )

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