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THE GAME HAS
CHANGED
NEW MARKETING
TRENDS.
Fernando Barrenechea
@fbarrenecheaf
The advent of innovative channels and
technologies have created a new breed of
customers with a fresh set of expectations,
causing the need for organizations to revamp
and reasses their approaches toward customer
management in order to keep up.
NEW	
  CHANNELS	
  
AND	
  
TECHNOLOGIES	
  
DEMAND	
  NEW	
  
RULES
Multi-screen
isn’t just the
most recent
buzzword; it’s
perhaps the
most significant
change the
digital
marketing
space has seen
in recent years.
DATA:	
  THE	
  REAL	
  
GAME	
  
CHANGER
Customer Data has been a mainstay in digital
marketing since its inception.

Check..

Emerging channels like mobile and social have
given us a wealth of data to work with, but it can
be overwhelming to try to analyze and gain
valuable insights from such an enormous pool of
data.
Access to more data has also provided some
alleviation of the metrics problem. Sophisticated
measurement platforms have allowed marketers
to more accurately track which programs deliver
qualified leads that actually convert to
purchases, including longer term, long-tail
impact.
When marketing budgets are tight, the need to
justify spending is critical, but more than that, the
ability to identify top performers and improve.
FROM AIDA
MODEL to
CUSTOMER
JOURNEY…
The Game has changed new marketing trends
ITS	
  ALL	
  
ABOUT	
  
COUSTOMERS	
  
Playing the new game to win means letting go
of antiquated philosophies and approaches
and recognizing the customer’s power and the
importance of nurturing them throughout their
journey, and realizing that the journey never
ends… l!!!
Marketing should
always be about the
customer. For so long,
marketers defaulted to
the idea that marketing
is about the brand, but,
while branding and
messaging are
important, marketing is
really about the
individual at the
receiving end of the
message.
Customers are fully
aware that multiple
brands are competing
for their business, and
expect to be courted
as such.
Sitting back and
waiting for the
customer to
approach you is
not an option.
Then Marketers have to
take an active role in
tracking buyer
behavior; in order to
serve the right
messages and offers at
the right point of the
buying cycle.
it’s not just about
generating new
customers, also
keeping the current
crop happy. Focusing
on giving your existing
customers a great
experience is an
extremely effective
way to expand the
business.
Consideration
is the New
Awareness
According to the
traditional model of the
sales funnel, awareness
is the first stage of the
customer lifecycle.
However, in a highly
competitive market,
the awareness stage is
just the tip of the
iceberg.
Making your customer
aware of your product
or service still hasn’t
actually placed you
within the customer
journey.
You have to realize that
the first step of the
customer journey isn’t
actually a step at all,
but a process.
The Game has changed new marketing trends
Market
Through the
Loyalty Loop
to Create
Customers
for Life
The Game has changed new marketing trends
The
Evaluation
Stage is
Higher Touch
Than Before
Brands &
Content are
The Kings…
THE	
  BUY	
  IS	
  JUST	
  
THE	
  BEGINNING	
  	
  
Conclusions…
It can’t be denied that the marketing game
has changed, so brands have to play by the
new rules if they want to win. Customers are no
longer passive money machines that will
simply stick with a brand out of habit; they are
savvy, demanding and more involved than
ever in their own experience.
The new world is highly competitive, and
customers are empowered to switch brands if
they feel they are not being given the best
experience possible.
It’s time to throw out AIDA and embrace The
Customer Journey. It’s time to recognize the
importance of the Zero Moment of Truth, and
design marketing programs to specifically
target that period of consideration. And it’s
time to build relationships beyond the buy to
create lifelong customers and brand
ambassadors.
Playing the new game to win means letting go
of antiquated philosophies and approaches
and recognizing the customer’s power and the
importance of nurturing them throughout their
journey, and realizing that the journey never
ends.
The Game has changed new marketing trends
Thank You
Contact

Fernando Barrenechea
@fbarrenecheaf

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The Game has changed new marketing trends

  • 1. THE GAME HAS CHANGED NEW MARKETING TRENDS. Fernando Barrenechea @fbarrenecheaf
  • 2. The advent of innovative channels and technologies have created a new breed of customers with a fresh set of expectations, causing the need for organizations to revamp and reasses their approaches toward customer management in order to keep up.
  • 3. NEW  CHANNELS   AND   TECHNOLOGIES   DEMAND  NEW   RULES
  • 4. Multi-screen isn’t just the most recent buzzword; it’s perhaps the most significant change the digital marketing space has seen in recent years.
  • 5. DATA:  THE  REAL   GAME   CHANGER
  • 6. Customer Data has been a mainstay in digital marketing since its inception. Check.. Emerging channels like mobile and social have given us a wealth of data to work with, but it can be overwhelming to try to analyze and gain valuable insights from such an enormous pool of data. Access to more data has also provided some alleviation of the metrics problem. Sophisticated measurement platforms have allowed marketers to more accurately track which programs deliver qualified leads that actually convert to purchases, including longer term, long-tail impact. When marketing budgets are tight, the need to justify spending is critical, but more than that, the ability to identify top performers and improve.
  • 9. ITS  ALL   ABOUT   COUSTOMERS  
  • 10. Playing the new game to win means letting go of antiquated philosophies and approaches and recognizing the customer’s power and the importance of nurturing them throughout their journey, and realizing that the journey never ends… l!!!
  • 11. Marketing should always be about the customer. For so long, marketers defaulted to the idea that marketing is about the brand, but, while branding and messaging are important, marketing is really about the individual at the receiving end of the message. Customers are fully aware that multiple brands are competing for their business, and expect to be courted as such.
  • 12. Sitting back and waiting for the customer to approach you is not an option.
  • 13. Then Marketers have to take an active role in tracking buyer behavior; in order to serve the right messages and offers at the right point of the buying cycle. it’s not just about generating new customers, also keeping the current crop happy. Focusing on giving your existing customers a great experience is an extremely effective way to expand the business.
  • 15. According to the traditional model of the sales funnel, awareness is the first stage of the customer lifecycle. However, in a highly competitive market, the awareness stage is just the tip of the iceberg. Making your customer aware of your product or service still hasn’t actually placed you within the customer journey. You have to realize that the first step of the customer journey isn’t actually a step at all, but a process.
  • 17. Market Through the Loyalty Loop to Create Customers for Life
  • 21. THE  BUY  IS  JUST   THE  BEGINNING    
  • 23. It can’t be denied that the marketing game has changed, so brands have to play by the new rules if they want to win. Customers are no longer passive money machines that will simply stick with a brand out of habit; they are savvy, demanding and more involved than ever in their own experience. The new world is highly competitive, and customers are empowered to switch brands if they feel they are not being given the best experience possible.
  • 24. It’s time to throw out AIDA and embrace The Customer Journey. It’s time to recognize the importance of the Zero Moment of Truth, and design marketing programs to specifically target that period of consideration. And it’s time to build relationships beyond the buy to create lifelong customers and brand ambassadors.
  • 25. Playing the new game to win means letting go of antiquated philosophies and approaches and recognizing the customer’s power and the importance of nurturing them throughout their journey, and realizing that the journey never ends.