Chapter 9 Communication And Consumer BehaviorAvinash Kumar
The document discusses the components of communication and designing persuasive communications. It outlines the basic communication model which includes the message initiator, sender, receiver, medium, message, and target audience. It also discusses designing message strategy by considering the target audience, media strategy, and message structure and presentation. Effective communication involves understanding source credibility, message framing, order effects, repetition, and using emotional appeals appropriately based on the audience and product.
CRM refers to Customer Relationship Management. It is a process that addresses all aspects of identifying customers, creating customer knowledge, building customer relationships and shaping their perceptions of the organization and its products. CRM aims to develop and maintain long-term relationships with strategically significant customers through an IT-enabled business strategy that optimizes profitability, revenue and customer satisfaction. Successful CRM requires gathering customer data from various touchpoints and analyzing it to gain insights to improve customer satisfaction and organizational performance.
Perception involves selecting, organizing, and interpreting sensory information. Sensation is the immediate response to stimuli, while perception adds interpretation. Selective perception means we notice some things more than others based on internal factors like motivation and external ones like size and motion. Gestalt principles of perceptual organization include figure/ground, grouping, closure, and good continuation. Perceptual interpretation involves applying stereotypes, judging appearances, using descriptive terms, forming first impressions, and halo effects. Positioning creates an image for a product or service in consumers' minds through communications and benefits rather than attributes. Repositioning may be needed due to competitors, lifestyle changes, or target segments.
DESIGNING AND IMPLEMENTING BRANDING STRATEGIESAvinash Singh
This document discusses branding strategies and brand architecture. It defines key concepts like branding strategy, brand-product matrix, brand hierarchy, and brand portfolio. It explains how to design an effective brand portfolio that maximizes market coverage while minimizing brand overlap. The roles of different brands in a portfolio are discussed. Guidelines are provided for developing brand hierarchies and determining the appropriate number of hierarchy levels. The importance of corporate branding and cause marketing for building brand equity is also covered.
Consumer Behavior and Marketing Strategy chapter 1 moghimiBahman Moghimi
This document provides an introduction to consumer behavior and marketing strategy. It defines key concepts like marketing, consumer behavior, and marketing strategy. It discusses three major approaches to studying consumer behavior: interpretive, traditional, and marketing science. It also identifies the groups that use consumer behavior research - marketing organizations, government/political organizations, and consumers. Finally, it examines the role of consumer behavior research in informing marketing strategies and helping companies understand customers.
The document provides an overview of buyer behaviour topics for a marketing course. It defines consumer behaviour and discusses key concepts like the consumer decision-making process, factors that influence consumer behaviour, and different types of buying decisions. It also compares consumer markets to business-to-business markets, outlining similarities and differences in models of buyer behaviour and the buying process for each. The summary highlights the key topics covered in the reading.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
This document discusses conjoint analysis and provides an example using SPSS. It defines conjoint analysis as a technique used to understand how consumers develop preferences for product attributes. The key steps are identified as identifying the problem, attributes and levels, methodology, collecting responses, analysis, interpretation and application. Types include traditional, adaptive choice-based conjoint analysis. An example uses attributes of cars to identify preferred combinations through partial profile surveys and estimating utilities in SPSS. The results show price, fuel type and model have most importance in driving sales.
Chapter 9 Communication And Consumer BehaviorAvinash Kumar
The document discusses the components of communication and designing persuasive communications. It outlines the basic communication model which includes the message initiator, sender, receiver, medium, message, and target audience. It also discusses designing message strategy by considering the target audience, media strategy, and message structure and presentation. Effective communication involves understanding source credibility, message framing, order effects, repetition, and using emotional appeals appropriately based on the audience and product.
CRM refers to Customer Relationship Management. It is a process that addresses all aspects of identifying customers, creating customer knowledge, building customer relationships and shaping their perceptions of the organization and its products. CRM aims to develop and maintain long-term relationships with strategically significant customers through an IT-enabled business strategy that optimizes profitability, revenue and customer satisfaction. Successful CRM requires gathering customer data from various touchpoints and analyzing it to gain insights to improve customer satisfaction and organizational performance.
Perception involves selecting, organizing, and interpreting sensory information. Sensation is the immediate response to stimuli, while perception adds interpretation. Selective perception means we notice some things more than others based on internal factors like motivation and external ones like size and motion. Gestalt principles of perceptual organization include figure/ground, grouping, closure, and good continuation. Perceptual interpretation involves applying stereotypes, judging appearances, using descriptive terms, forming first impressions, and halo effects. Positioning creates an image for a product or service in consumers' minds through communications and benefits rather than attributes. Repositioning may be needed due to competitors, lifestyle changes, or target segments.
DESIGNING AND IMPLEMENTING BRANDING STRATEGIESAvinash Singh
This document discusses branding strategies and brand architecture. It defines key concepts like branding strategy, brand-product matrix, brand hierarchy, and brand portfolio. It explains how to design an effective brand portfolio that maximizes market coverage while minimizing brand overlap. The roles of different brands in a portfolio are discussed. Guidelines are provided for developing brand hierarchies and determining the appropriate number of hierarchy levels. The importance of corporate branding and cause marketing for building brand equity is also covered.
Consumer Behavior and Marketing Strategy chapter 1 moghimiBahman Moghimi
This document provides an introduction to consumer behavior and marketing strategy. It defines key concepts like marketing, consumer behavior, and marketing strategy. It discusses three major approaches to studying consumer behavior: interpretive, traditional, and marketing science. It also identifies the groups that use consumer behavior research - marketing organizations, government/political organizations, and consumers. Finally, it examines the role of consumer behavior research in informing marketing strategies and helping companies understand customers.
The document provides an overview of buyer behaviour topics for a marketing course. It defines consumer behaviour and discusses key concepts like the consumer decision-making process, factors that influence consumer behaviour, and different types of buying decisions. It also compares consumer markets to business-to-business markets, outlining similarities and differences in models of buyer behaviour and the buying process for each. The summary highlights the key topics covered in the reading.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
This document discusses conjoint analysis and provides an example using SPSS. It defines conjoint analysis as a technique used to understand how consumers develop preferences for product attributes. The key steps are identified as identifying the problem, attributes and levels, methodology, collecting responses, analysis, interpretation and application. Types include traditional, adaptive choice-based conjoint analysis. An example uses attributes of cars to identify preferred combinations through partial profile surveys and estimating utilities in SPSS. The results show price, fuel type and model have most importance in driving sales.
This document discusses strategies for designing marketing programs to build brand equity. It covers identifying brand positioning and values, planning brand marketing programs, and measuring brand performance. Specific strategies discussed include experiential marketing, one-to-one marketing, permission marketing, product strategy, pricing strategy, communications strategy, and channel strategy. The goal is to integrate the brand across the marketing mix in a way that enhances awareness and establishes the desired brand image.
In this presentation, we will discuss about the value of a brand, why consumers are willing to pay for the brand, the core value of a product, the importance of brand personality and total value proposition. We will also understand value through Porter’s Value Chain and Levitt’s four level model, meaning of brand proposition and USP.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Learning memory and product positioningSubhamMalik
This document discusses learning, memory, and how they relate to consumer behavior and product positioning. It covers several key topics:
- Memory involves encoding, storing, and retrieving information over short-term and long-term periods. Elaboration and repetition help transfer information to long-term memory.
- Learning can occur through both high and low involvement situations. Conditioning, like classical and operant, can create associations to influence behavior.
- Marketers aim to enter brands favorably into consumers' memories through elaboration, repetition, imagery, and positively reinforcing outcomes to purchases. This helps brands be top-of-mind for consumers when making choices.
CRM involves developing and maintaining long-term, mutually beneficial relationships with strategically important customers. It is based on trust and value and aims to deliver superior customer value over time. Relationships develop through different stages from initial interactions to long-term partnerships. Salespeople play a key role in building and promoting relationships by understanding customer needs and adding value at each stage of development. The goal of CRM is turning prospects into loyal, profitable customers through effective relationship management.
Ch8: Distribution Management & The Marketing Mixitsvineeth209
Distribution channels help companies reach more customers by providing products in convenient locations and times for purchase. They create utility for consumers. A company's distribution strategy considers service levels, objectives, network structure, policies, performance metrics and critical factors for success. It aims to efficiently meet customer expectations through intermediaries like distributors, wholesalers and retailers while achieving sales and profitability targets. Effective distribution is key to a company's market presence and requires commitment from top management and channel partners.
"Consumer behaviour may be defined as the behaviour that consumers display in searching for, purchasing, evaluating and disposing of produces, services and ideas which they expect will satisfy their needs."
Every organization needs to adapt to the ever-changing business environment. Sensing this need, we have come up with these content-ready change management PowerPoint presentation slides. These change management PPT templates will help you deal with any kind of an organizational change. Be it with people, goals or processes. The business solutions incorporated here will help you identify the organizational structure, create vision for change, implement strategies, identify resistance and risk, manage cost of change, get feedback and evaluation, and much more. With the help of various change management tools and techniques illustrated in this presentation design, you can achieve the desired business outcomes. This business transition PowerPoint design also covers certain related topics such as change model, transformation strategy, change readiness, change control, project management and business process. By implementing the change control methods mentioned in the presentation, you will be able to have a smooth transition in an organization. So, without waiting much, download our extensively researched change management framework presentation. With our Change Management Presentation slides, understand the need for change and plan to go through it without any hassles.
Customer Relationship Management (CRM) is concerned with creating shareholder value through developing appropriate customer relationships. This requires integrating people, operations, and marketing capabilities using information, technology, and applications.
The document outlines a CRM strategy framework involving five key processes: strategy development, value creation, multi-channel integration, information management, and performance assessment. These processes drive a firm's CRM strategy through questions about how to segment and deliver value to customers, maximize lifetime customer value, integrate customer touchpoints, organize customer data, and measure results.
BB Chapter Five : Evaluating and Selecting AlternativesBBAdvisor
This chapter discusses how consumers evaluate and select alternatives. It covers the key steps in the consumer decision-making process: (1) identifying evaluative criteria, (2) measuring consumer perceptions of alternatives based on those criteria, and (3) applying decision rules to select an alternative. The chapter also examines how individual judgments can lack accuracy and be influenced by surrogate indicators. Marketers must understand consumers' evaluative criteria, perceptions, and decision rules in order to effectively position products.
The document discusses sustainability reporting and frameworks for reporting. It provides definitions and explanations of sustainability reporting, its importance, and common frameworks used like the GRI Standards. The GRI framework is explained in depth, including its development, structure, principles, and types of performance indicators. National and global scenarios for sustainability reporting are also summarized.
This chapter discusses problem recognition, which is an important stage of consumer decision making. It begins by describing the nature of problem recognition as arising from a gap between a desired and actual state. It then covers different types of consumer decisions like habitual, limited, and extended decision making that are influenced by purchase involvement. The chapter also discusses factors that influence problem recognition, both marketing and non-marketing factors. Finally, it outlines different marketing strategies related to problem recognition, such as discovering consumer problems, responding to problems, and helping or suppressing problem recognition.
The document discusses reputation risk for financial institutions. It provides definitions of reputation and compares it to concepts like image and brand. Reputation is described as being based on a company's past actions and how trustworthy stakeholders perceive the company to be. The value of reputation comes from factors like financial performance, customer service, and governance. Maintaining a good reputation provides benefits like encouraging sales, attracting employees and investors, and gaining favor with regulators. The document notes that reputation risk is the number one concern for chief risk officers.
Chapter 8 Consumer Attitude Formation And ChangeAvinash Kumar
The document discusses various models of attitude formation and change, including:
1. The tricomponent model which views attitudes as having cognitive, affective, and conative components.
2. Multiattribute models like the theory of reasoned action that examine how attitudes are formed based on beliefs about an object's attributes.
3. The theory of trying to consume which accounts for cases where action or outcome is uncertain.
4. The attitude-toward-the-ad model which proposes that feelings and judgments formed from exposure to ads affect brand attitudes.
Strategies for changing attitudes discussed include associating products with groups, resolving conflicts, altering belief components, and changing beliefs about competitors.
This document discusses consumer learning theories and their application in marketing. It covers both behavioral learning theories like classical and instrumental conditioning, as well as cognitive learning theory. Marketers use these theories to build brand loyalty through repetition, associations between stimuli and responses, and driving consumers to rehearse information. Behavioral theories focus on observable behaviors in response to stimuli, while cognitive theory examines mental problem solving and information processing.
The document discusses consumer decision making and alternative evaluation. It describes 3 types of consumer choice processes: affective choice based on emotions, attitude-based choice using general impressions rather than attributes, and attribute-based choice involving direct attribute comparisons. It also discusses evaluative criteria that consumers use to evaluate alternatives, including determining the criteria, measuring brand performance on criteria, and determining criteria importance. Finally, it outlines several decision rules consumers may use for attribute-based choices like conjunctive, disjunctive, elimination-by-aspects, and lexicographic rules.
BB Chapter Ten : Motivation and PersonalityBBAdvisor
This document provides an overview of motivation, personality, and emotion in marketing. It discusses the nature of motivation and some key theories, including:
1. Maslow's hierarchy of needs, which proposes that basic needs must be satisfied before higher-level needs. This is applied to marketing cars.
2. McGuire's psychological motives framework, which categorizes motives as cognitive/affective and preservation/growth. Specific motives like the need for consistency and affiliation are discussed.
3. How marketers can appeal to consumers' underlying motives to create demand. Both manifest and latent motives are important to uncover. Overall motivations are key to understanding consumer behavior and developing effective marketing strategies.
The document discusses learning and memory in consumer behavior. It defines learning as any change in long-term memory or behavior resulting from information processing. Consumer behavior is largely learned behavior. There are different types of learning, including conditioning (classical and operant conditioning) and cognitive learning (rote learning, modeling, and reasoning). Most consumer learning occurs through low involvement contexts using techniques like classical conditioning, iconic rote learning, and vicarious learning. The strength of learning is influenced by factors like importance, involvement, mood, reinforcement, stimulus repetitions, and imagery.
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
The document discusses several comprehensive models of customer relationship management (CRM). It describes four key models: 1) the IDIC model which focuses on identifying, differentiating, interacting with and customizing for customers, 2) Francis Buttle's 2004 model with a goal of enhanced customer profitability through various stages, 3) the QCi model which depicts activities to acquire and retain customers using people, processes and technology, and 4) Payne's five-process model separating CRM into strategic, operational and analytical processes. It also briefly outlines several additional CRM models and frameworks.
This document outlines Rohit Maheshwari's personal timetable for social business engagements. It contains two objectives - to continuously update himself on social media trends and build a network of experts, and to stay in touch with one friend from each new city in the world. No specific social media timetables are provided for either objective.
Enterprises have moved beyond Sharepoints and intranets; this Webcast takes a closer look at the social-networking tools that enterprises are using (Facebook, Twitter, and wikis, to name a few) to empower employees, disseminate information, and keep tabs on customer requirements and feedback. We look at how these new tools foster collaboration and create new ways to share enterprise data, allowing end users to unlock value and insights that were previously inaccessible.
Jennifer Lindsay is principal of Jennifer Lindsay Digital and is an Emmy-nominated Web strategy consultant. She has demonstrated expertise in connecting with key influencers through utilization of cutting edge social media, SEO, SEM, content strategy, Web 2.0, PR 2.0 and Internet/content management and digital methodologies for major B2B and B2C clients including Microsoft.
This document discusses strategies for designing marketing programs to build brand equity. It covers identifying brand positioning and values, planning brand marketing programs, and measuring brand performance. Specific strategies discussed include experiential marketing, one-to-one marketing, permission marketing, product strategy, pricing strategy, communications strategy, and channel strategy. The goal is to integrate the brand across the marketing mix in a way that enhances awareness and establishes the desired brand image.
In this presentation, we will discuss about the value of a brand, why consumers are willing to pay for the brand, the core value of a product, the importance of brand personality and total value proposition. We will also understand value through Porter’s Value Chain and Levitt’s four level model, meaning of brand proposition and USP.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Learning memory and product positioningSubhamMalik
This document discusses learning, memory, and how they relate to consumer behavior and product positioning. It covers several key topics:
- Memory involves encoding, storing, and retrieving information over short-term and long-term periods. Elaboration and repetition help transfer information to long-term memory.
- Learning can occur through both high and low involvement situations. Conditioning, like classical and operant, can create associations to influence behavior.
- Marketers aim to enter brands favorably into consumers' memories through elaboration, repetition, imagery, and positively reinforcing outcomes to purchases. This helps brands be top-of-mind for consumers when making choices.
CRM involves developing and maintaining long-term, mutually beneficial relationships with strategically important customers. It is based on trust and value and aims to deliver superior customer value over time. Relationships develop through different stages from initial interactions to long-term partnerships. Salespeople play a key role in building and promoting relationships by understanding customer needs and adding value at each stage of development. The goal of CRM is turning prospects into loyal, profitable customers through effective relationship management.
Ch8: Distribution Management & The Marketing Mixitsvineeth209
Distribution channels help companies reach more customers by providing products in convenient locations and times for purchase. They create utility for consumers. A company's distribution strategy considers service levels, objectives, network structure, policies, performance metrics and critical factors for success. It aims to efficiently meet customer expectations through intermediaries like distributors, wholesalers and retailers while achieving sales and profitability targets. Effective distribution is key to a company's market presence and requires commitment from top management and channel partners.
"Consumer behaviour may be defined as the behaviour that consumers display in searching for, purchasing, evaluating and disposing of produces, services and ideas which they expect will satisfy their needs."
Every organization needs to adapt to the ever-changing business environment. Sensing this need, we have come up with these content-ready change management PowerPoint presentation slides. These change management PPT templates will help you deal with any kind of an organizational change. Be it with people, goals or processes. The business solutions incorporated here will help you identify the organizational structure, create vision for change, implement strategies, identify resistance and risk, manage cost of change, get feedback and evaluation, and much more. With the help of various change management tools and techniques illustrated in this presentation design, you can achieve the desired business outcomes. This business transition PowerPoint design also covers certain related topics such as change model, transformation strategy, change readiness, change control, project management and business process. By implementing the change control methods mentioned in the presentation, you will be able to have a smooth transition in an organization. So, without waiting much, download our extensively researched change management framework presentation. With our Change Management Presentation slides, understand the need for change and plan to go through it without any hassles.
Customer Relationship Management (CRM) is concerned with creating shareholder value through developing appropriate customer relationships. This requires integrating people, operations, and marketing capabilities using information, technology, and applications.
The document outlines a CRM strategy framework involving five key processes: strategy development, value creation, multi-channel integration, information management, and performance assessment. These processes drive a firm's CRM strategy through questions about how to segment and deliver value to customers, maximize lifetime customer value, integrate customer touchpoints, organize customer data, and measure results.
BB Chapter Five : Evaluating and Selecting AlternativesBBAdvisor
This chapter discusses how consumers evaluate and select alternatives. It covers the key steps in the consumer decision-making process: (1) identifying evaluative criteria, (2) measuring consumer perceptions of alternatives based on those criteria, and (3) applying decision rules to select an alternative. The chapter also examines how individual judgments can lack accuracy and be influenced by surrogate indicators. Marketers must understand consumers' evaluative criteria, perceptions, and decision rules in order to effectively position products.
The document discusses sustainability reporting and frameworks for reporting. It provides definitions and explanations of sustainability reporting, its importance, and common frameworks used like the GRI Standards. The GRI framework is explained in depth, including its development, structure, principles, and types of performance indicators. National and global scenarios for sustainability reporting are also summarized.
This chapter discusses problem recognition, which is an important stage of consumer decision making. It begins by describing the nature of problem recognition as arising from a gap between a desired and actual state. It then covers different types of consumer decisions like habitual, limited, and extended decision making that are influenced by purchase involvement. The chapter also discusses factors that influence problem recognition, both marketing and non-marketing factors. Finally, it outlines different marketing strategies related to problem recognition, such as discovering consumer problems, responding to problems, and helping or suppressing problem recognition.
The document discusses reputation risk for financial institutions. It provides definitions of reputation and compares it to concepts like image and brand. Reputation is described as being based on a company's past actions and how trustworthy stakeholders perceive the company to be. The value of reputation comes from factors like financial performance, customer service, and governance. Maintaining a good reputation provides benefits like encouraging sales, attracting employees and investors, and gaining favor with regulators. The document notes that reputation risk is the number one concern for chief risk officers.
Chapter 8 Consumer Attitude Formation And ChangeAvinash Kumar
The document discusses various models of attitude formation and change, including:
1. The tricomponent model which views attitudes as having cognitive, affective, and conative components.
2. Multiattribute models like the theory of reasoned action that examine how attitudes are formed based on beliefs about an object's attributes.
3. The theory of trying to consume which accounts for cases where action or outcome is uncertain.
4. The attitude-toward-the-ad model which proposes that feelings and judgments formed from exposure to ads affect brand attitudes.
Strategies for changing attitudes discussed include associating products with groups, resolving conflicts, altering belief components, and changing beliefs about competitors.
This document discusses consumer learning theories and their application in marketing. It covers both behavioral learning theories like classical and instrumental conditioning, as well as cognitive learning theory. Marketers use these theories to build brand loyalty through repetition, associations between stimuli and responses, and driving consumers to rehearse information. Behavioral theories focus on observable behaviors in response to stimuli, while cognitive theory examines mental problem solving and information processing.
The document discusses consumer decision making and alternative evaluation. It describes 3 types of consumer choice processes: affective choice based on emotions, attitude-based choice using general impressions rather than attributes, and attribute-based choice involving direct attribute comparisons. It also discusses evaluative criteria that consumers use to evaluate alternatives, including determining the criteria, measuring brand performance on criteria, and determining criteria importance. Finally, it outlines several decision rules consumers may use for attribute-based choices like conjunctive, disjunctive, elimination-by-aspects, and lexicographic rules.
BB Chapter Ten : Motivation and PersonalityBBAdvisor
This document provides an overview of motivation, personality, and emotion in marketing. It discusses the nature of motivation and some key theories, including:
1. Maslow's hierarchy of needs, which proposes that basic needs must be satisfied before higher-level needs. This is applied to marketing cars.
2. McGuire's psychological motives framework, which categorizes motives as cognitive/affective and preservation/growth. Specific motives like the need for consistency and affiliation are discussed.
3. How marketers can appeal to consumers' underlying motives to create demand. Both manifest and latent motives are important to uncover. Overall motivations are key to understanding consumer behavior and developing effective marketing strategies.
The document discusses learning and memory in consumer behavior. It defines learning as any change in long-term memory or behavior resulting from information processing. Consumer behavior is largely learned behavior. There are different types of learning, including conditioning (classical and operant conditioning) and cognitive learning (rote learning, modeling, and reasoning). Most consumer learning occurs through low involvement contexts using techniques like classical conditioning, iconic rote learning, and vicarious learning. The strength of learning is influenced by factors like importance, involvement, mood, reinforcement, stimulus repetitions, and imagery.
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
The document discusses several comprehensive models of customer relationship management (CRM). It describes four key models: 1) the IDIC model which focuses on identifying, differentiating, interacting with and customizing for customers, 2) Francis Buttle's 2004 model with a goal of enhanced customer profitability through various stages, 3) the QCi model which depicts activities to acquire and retain customers using people, processes and technology, and 4) Payne's five-process model separating CRM into strategic, operational and analytical processes. It also briefly outlines several additional CRM models and frameworks.
This document outlines Rohit Maheshwari's personal timetable for social business engagements. It contains two objectives - to continuously update himself on social media trends and build a network of experts, and to stay in touch with one friend from each new city in the world. No specific social media timetables are provided for either objective.
Enterprises have moved beyond Sharepoints and intranets; this Webcast takes a closer look at the social-networking tools that enterprises are using (Facebook, Twitter, and wikis, to name a few) to empower employees, disseminate information, and keep tabs on customer requirements and feedback. We look at how these new tools foster collaboration and create new ways to share enterprise data, allowing end users to unlock value and insights that were previously inaccessible.
Jennifer Lindsay is principal of Jennifer Lindsay Digital and is an Emmy-nominated Web strategy consultant. She has demonstrated expertise in connecting with key influencers through utilization of cutting edge social media, SEO, SEM, content strategy, Web 2.0, PR 2.0 and Internet/content management and digital methodologies for major B2B and B2C clients including Microsoft.
You've probably heard of Twitter, but if you've visited Twitter.com - or even gone further and signed up - it might not be clear what the business value is of this real-time communication channel actually is. This webcast aims to change all that and show you how to grab the power of Twitter for (fun) and profit!
Nielsen and comScore tell us from their stats that advertisers look at all of us through a generational lens.
Coming from more than a decade in the television industry - both on-air and digital - I have long been taught to use information we know about what appeals to members of each of the four living generation in the US.
I have brought those learnings to my work as a consultant, despite a lack of dialogue about this approach in social media and general marketing circles.
This presentation was given 17th September 2010 at the Social Media Email Conference at the Hotel Nikko in San Francisco (#SMMSF).
The document provides information and guidance for chapter leaders on using social media. It defines social media and explains why it is important. It also outlines the major types of social media and best practices for using each one. The document provides templates and steps for chapters to create a social media plan, implement initiatives, engage members, and measure effectiveness. Examples are given of how some ASTD chapters are successfully using social media.
Presentation created for the Wine Institute, the public policy advocacy group of more than 1,100 California wineries and affiliated businesses that initiate and advocate state, federal and international public policy to enhance the environment for the responsible production, consumption and enjoyment of wine. The Wine Institute membership represents 85 percent of U.S. wine production and 90 percent of U.S. wine exports. Omitted from this presentation is a proprietary case study of one of the member organizations as an example of what could be done to optimize programs. Presented at the Wine Institute (425 Market St # 1000) in San Francisco on October 16, 2009.
This document outlines ideas for a new marketing reality and capitalizing on significant changes taking place in business-to-business marketing. It discusses how traditional techniques are starting to fail as people reject interruptions and spin. Relationships and word-of-mouth are emphasized as the most effective forms of marketing. Specific services offered by the company include opportunities and insights, planning and strategy input, and creating marketing materials and tools to help clients identify opportunities for improvement and implement new strategies.
Tiller develops strategic marketing platforms for corporations and non-profits that align their expertise with critical customer needs. Their guiding principle is to help organizations advance public interests and build business simultaneously. They create powerful platforms focused on underserved issues relevant to their clients' markets through research and strategic marketing programs. This helps clients better address issues while highlighting their expertise.
Small Business Marketing - When to Outsource.MONEY3
The document discusses improving the return on investment from a company's marketing resources by focusing on human capital. It presents arguments for both outsourcing marketing functions and hiring an in-house marketing professional. For outsourcing, the benefits include flexibility, accountability, and cost-effectiveness. However, hiring also has merits if the right type of professional is selected. The document suggests that for small-to-medium enterprises, the optimal approach is to hire a part-time strategic marketing manager supported by junior staff to handle administrative tasks. This ensures the right level of expertise while keeping costs low.
HOW ZENO WORKS... Zeno is a full service, outsourced marketing team.
We're your marketing team, so you'll have a marketing manager and access to our experienced team of marketing professionals, including graphic and web designers, digital marketers, PR managers, events planners and more.
The document discusses the importance of core beliefs in enabling effective teamwork and strategy development within an organization. It outlines four key core beliefs that are critical to this: 1) Creating value is more important than anything else, 2) Getting it right doesn't always happen but learning can, 3) Together we can create something new, and 4) Strategy is not "Strategy" until it has become real. Having shared core beliefs provides employees with a common purpose and worldview to guide collaboration.
The document discusses Tvarita, a business advisory firm that helps clients maximize potential and deliver value. It provides expertise in areas like talent strategies, leadership development, organizational culture and HR effectiveness. Tvarita uses a 3I model of strategic consulting, HR outsourcing/incubation, and learning services. It aims to help clients navigate today's complex, uncertain business environment through insight, implementation of solutions, and ensuring impact and results.
Downloadable .pdf brochure of Ross Fishman's entertaining and educational presentations specifically designed for law firm networks. These include Ethics and CLE presentations, keynotes, and a wide range of marketing-oriented programs.
InfoPeriscope will create a new advertising model where consumers actively control and exchange their permission to receive ads ("Digital Rights") and get paid for doing so. This will connect interested consumers directly with merchants in a way that benefits both parties. Consumers will be able to selectively communicate with merchants and receive ads only for the products and services they want. Merchants will gain a highly targeted audience and see better response rates than the current wasted $175 billion spent on direct marketing.
This document discusses how businesses can use social media and customer relationship management (CRM) strategies to attract more customers and increase sales. It recommends integrating CRM systems with social media tools to automate processes, gain insights from customer data, and engage customers through multiple online channels. Finally, it introduces a company called InDemand InfoTech that provides CRM and business intelligence services and custom application development.
Building a company is not exactly paint-by-numbers, and there is no formula or manual out there that can effectively describe how to manage a tech start-up. Entrepreneurs that get it have often first tried, failed, and tried again before finding success. It is only by doing and having a great network of advisors around you that you can accelerate this process. Some thoughts on how to bridge the gap from MaRS Advisors and Entrepreneurs-in-Residence (EIR) across the province:
Thought leadership content marketing is an important strategy for B2B companies. It involves generating valuable insights and advice on issues that customers and prospects care about through unique expertise and perspective. Content should aim to change minds and incite action through planned, multi-step campaigns rather than traditional broadcast marketing. Effective content marketing establishes the company as a trusted expert, generates leads, and progresses existing leads through the sales funnel. It provides value to communities and gives sales teams material to engage prospects with before and after sales calls.
Social media marketing - Ugrow Marketing SEOugrowm
One thing that makes a difference in social media marketing is technique. In some ways, this type of marketing might be called “Confrontational Marketing Light.” The essence of social media is to produce communication that’s sharp and lightly confrontational. Social media marketers know their promotional and sales pitches can’t leave room for doubt about the identity of the products, goods or the business name.
The document discusses knowledge management and focuses on people. It states that managing knowledge involves putting information to use through people's observable behaviors on the job. Successful managers know that harvesting knowledge from a willing workforce is key to business success. The document also emphasizes that knowledge is a resource and aspect of intellectual capital that is used every day through people's actions.
Walksign Consulting provides services in consulting, marketing, and messaging to help clients find meaning and relevance for their brands. They focus on understanding audiences and determining the right messages to cause positive thinking and action. Their approach involves analyzing various factors like drivers, barriers, and digital opportunities to develop effective strategies, positioning, attitudes, and content to achieve communication and marketing objectives.
This white paper addresses common questions that small and midsize businesses have about marketing. It surveys leaders of small advertising agencies on how to measure marketing ROI, leverage social media, consider agency compensation alternatives, determine appropriate marketing budgets, and develop necessary marketing skills. The agency leaders provide candid answers and advice to help smaller businesses better understand and address their marketing challenges.
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Social Media Threats & Opportunities
1. OppOrtunities
and
threats
The future of social media as
viewed by senior UK marketers
May 2010
2. OppOrtunity OppOrtunity
Social Media for the first time
for small business it’s the opportunity is providing marketers with
to reach a wider audience and to be true real-time intelligence into
seen as an expert in their field. To be on individual’s interests, wants,
a more level playing field with the big opinions and sentiments. Never
boys, and perhaps get ahead of them. before has this level of rich,
personal data been so readily
available.
threat
debOrah
having the time to make the
most of it and to keep up with
threat
rOwe what’s going, whether in terms
of the technology or news or
The challenge is how to
decipher the important
Consultant opportunities on offer. actionable nuggets from
Sheba Marketing the noise and to effectively
integrate this into marketing
activities to drive optimal
business results.
debbie
williaMs
b2b Marketing Consultant
and Chair of the idM b2b
Marketing Council
3. JasOn
CrOss
OppOrtunity
Md
OppOrtunity Incentivated
Deliver a less “threatening” (assumption:
The potential to engage a marketing = sales = “threat” = avoidance
behaviour reactions engaged by prospective
much larger audience in an customers) way to help connect with
businesses/people who are actively interested/
interactive environment. would benefit from but don’t know about… the
business services we are selling, and to use
these friendlier channels as a way of getting
potential customers to start to discuss and buy
into the services we are selling, such that our
more traditional sales tactics succeed more
often and with greater results
threat
threat
The greatest obstacle would Buy in from senior
have to be measuring ROI and managers/ board that
Jeff justifying efforts and resources
when investing in social media. this (social media) is a
blakeway “legitimate” marketing
LexisNexis
channel – esp in a B2B
environment
4. lynette
havenga
stOkes
OppOrtunity head of marketing
OppOrtunity
Make It Cheaper
Brand introduction
and eventually
brand recognition. Ability to build
credibility as a
subject matter
expert
threat
Our SME target sector
of 5-10 employees,
people are too busy siMOn threat
with their businesses daniels
to use social media director Time, ability to
Percassity Marketing
Data Solutions source content
and cut -through
5. helen OppOrtunity
COOper
OppOrtunity Marketing Manager
To increase sales
It’s a great way to get
Travis Perkins
of product through
people talking about your
brand cost-effectively. word of mouth
Word of mouth
recommendations are by recommendation
far the best marketing
tools you can get
threat
Managing it internally -
threat
you need someone to be
monitoring the social media
sites who can address any
negative comments and
turn them into a positive Lack of control
message. How do you keep over the
on top of it once it starts as I
imagine it’s like a snowball! gail messages
van diJk exchanged
Campaign Manager
RS UK
6. OppOrtunity
OppOrtunity The ability to influence
our market and create
a dialogue with clients
To convey messages on areas of concern. By
providing a forum for views
for free to a targeted Matt we hope to shape the way
audience eCCles key issues are resolved
director
Elemental Brands
threat
threat Our parent company and their
views on social media plus
Resistance from rOsalind the age demographic financial
colleagues to buy-in pearsOn services in general which
tends to be adverse to this
due to a continued Marketing Manager kind of communications style
Munich Re Uk
and deliberate lack
of understanding/
interest.
7. OppOrtunity linda
harris
another channel
OppOrtunity to communicate
Communications
Manager
UK Easynet Connect
Increased awareness, through
reputation and general
buzz about my agency from
a relevant audience.
threat
Less control over
threat
Lack of resource to what you are saying
focus on creating a
saM regular flow of great
rudland content that my target
Md audience wants to
Essential read and share.
Communications
8. OppOrtunity
Awareness
OppOrtunity and reach
Awareness, word of mouth
CharlOtte
gOdwin
acting Marketing
Comms Manager
BSI
threat
threat
Resource to do
Time resource it properly
riChard
hill
relationship Manager
Nectar
9. OppOrtunity
An understanding of our customers’ and prospects’ biggest
issues, build relationships with them so that we gain mutual
trust. If our targets are turning to social media for referrals and
recommendations, we need to be creating conversations with
them away from the more traditional locations such as our
website and email. Where are they looking for information. What
are they interested in? It’s not enough just to provide what we
want to talk about on our website and hope they find it there.
Conversations need to be social, not always business-driven.
Reputation, trust – both are rewards for not solely focusing on
OppOrtunity
ROI.
Connecting direct, data and
digital practitioners to share
threat real-time ideas and emerging
Internal buy-in. With worn down sales people used
best practice
to the traditional way of communicating, who think
Twitter is about celebrity gossip and Facebook for
families, photos and games, it’s hard to convince my
kate internal audience that giving me ideas and content
for social media campaigns will help win business
burge in the long run. It’s more persuasive if I tell them
threat
it helps with SEO – they just about get that, but
finding willing people to contribute to regular social
head of marketing media campaigns is hard going. Without being able
Kronos to directly measure it, that’s also hard to prove its
worth but the day we get a lead from someone who Resource
found our Facebook page or saw one of our tweets,
then they might sit up and listen! (or proof/business
case to achieve it)
CarOline
rObertsOn
Membership director
IDM
10. OppOrtunity
Gain visibility and
positioning within
the industry and
wider audiences
OppOrtunity
More customer reach threat
Relevant and
ZOe quality content
hallaM
sales & Marketing
executive
threat
BI Worldwide
Making it happen /
unable to control
lyn
MaCleay
Marketing
Communications
Manager
Scottish Life
11. alexandra
english
Marketing Manager
LBM Direct Marketing Ltd
OppOrtunity OppOrtunity
Building our brand reputation. Our business
In an age of community-building social media has changed dramatically in the past 5
adds an invaluable channel to the talent- years and this needs to be communicated
attraction mix. Today’s by-word is ‘content’ to the wider market place, which social
and by using social media to stream content, media is great for. I’m looking to give a bit
it is possible to not only attract passive
of humanity and personality to the brand,
jobseekers, but ensure they stay with you.
as well as establish ourselves as a thought
leader and knowledge base for data,
analytics and contact.
threat
The biggest obstacle is
threat
siMOn knowing how to harness Ensuring the right people are reading
lewis social media to ensure your tweets. We deal with senior
decision makers and it is unclear
editor
the most quantifiable whether or not they engage with
Onlymarketingjobs.com ROI possible. social media, or if it is a junior.
Getting my tweets to be read by
the right people from the right POV
(that being someone in need of our
services, rather than someone keen
to supply to us) is a big obstacle.
12. OppOrtunity
To allow your company to be perceived
as techniocally and socially up to date - A
method of cost-effective marketing - a way to
reach a wider range of anudiences. Benefit =
OppOrtunity Increasing my company’s online presence and
getting feedback
Access to professional influencers through
increasing prominence of networks such
as Linkedin rebeCCa
terry
sales & Marketing
Manager
Centrica Storage
threat
threat When is it a fad and when is it worth
investing in? Too many people flooding
Finding people within a social media with advertising and
traditional organisation to reducing its effectiveness. Privacy
adopt the required style, relax issues/big brother approach. Control over
control and make the time to content can be difficult unless you have
make regular contributions a dedicated team monitoring it. Getting
internal buy in/persuading budget holders
annette that it can be effective
hOlMes
Change programme
Manager
Energy
13. OppOrtunity steve
Getting to talk to and influence keMish
OppOrtunity your customers, long before
they are a customer or before
director
Cyance
Genuine, constant they even know you exist
feedback from real
buyers.
threat
Corporate apathy or arrogance.
Organisations who dismiss
threat
social media as a fad or too risky
Time. To use social media
well, you have to do it full because of losing control, will
giffOrd time. People don’t write simply be left behind
MOrley- comments according to a
fletCher timetable, and you have to
head of inbound
be ready to react quickly.
Marketing
Base One