Date post: | 17-Oct-2014 |
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Business |
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MARKETING SHIFTS
RE-THINKING MARKETING IN A DIGITAL WORLD IT’S NOT ABOUT DIGITAL MARKETING
IT’S MARKETING IN A DIGITAL AGE
8 MEGA MARKETING SHIFTS
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Adapted from Matt Howell 4
Real-time marketing for a real-time world. Not singular messages, but multiple streams of ideas. More than polished campaigns, but continuous strategic strikes.
GOODBYE 360 CAMPAIGNS
360
HELLO 365 DAYS
365
ONE BIG THING
THE RIGHT SMALLER THINGS
SHIFT #1
Instead of strictly following a plan, plan for change. Rapid testing hypotheses rather than extended research and deduction. Collaboration and conversation over strategy decks and documentation.
FUTURE: BIG BRAND IDEA, STRATEGIC STRIKES, RAPID ITERATIONS
INSIGHTS STRATEGICSTRIKE
STRATEGICSTRIKE
LISTEN ADJUST LISTEN ADJUST
LEARN LEARN
BRANDIDEA
PLANDESIGNLAUNCH
PLANDESIGNLAUNCH
SPEEDMEETING
SPEEDMEETING
BRAND IDEA
PLAN DESIGN LAUNCH
PLAN DESIGN LAUNCH
SPEED MEETING
SPEED MEETING
LEARN LEARN
INSIGHT STRATEGIC STRIKE
LISTEN ADJUST STRATEGIC STRIKE
LISTEN ADJUST
RIGID STRATEGY AGILE PLANNING
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SHIFT #2
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DIGITAL AS DEPARTMENT
DIGITAL AS GLUE
SHIFT #3
Advertising
Direct Marketing
Partnership Marketing
Sales Promotion
Public Relations
Experiential Marketing
Digital
Digital
Advertising
Direct Marketing
Partnership Marketing
Sales Promotion
Public Relations
Experiential Marketing
Break down silos, inject digital thinking throughout. All marketing ideas have digital implications. All digital ideas have marketing implications.
Plan for the whole consumer experience, not just the purchase. Play a bigger role in people’s lives. Adding value beyond a self serving purpose.
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SHIFT #4
DREAM EVALUATE BOOK SHARE EXPERIENCE
TRANSACTIONAL RELATIONSHIP
MEANINGFUL RELATIONSHIP
MAKE PEOPLE
WANT THINGS
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MAKE THINGS PEOPLE WANT
SHIFT #5
THINGS
Design a service by understanding what people want and how they interact.
Solve brand problems by solving consumer problems-disrupt and delight.
Don’t compete in the old paradigm and on parity -create a need that only you can fill.
SHIFT #6
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only 17% of all brands
have a positive
impact in people's
lives
70% of all
brands would not be
missed
SELLING TO THE WORLD
IMPROVING THE WORLD
Be guided by a brand purpose, not just a commercial interest. From differentiating within the category to making a difference in culture. Deeper human connection through a higher human centric purpose.
Havas Media
TALKING AT THE WORLD MAKING THE WORLD TALK
Adopted from Digital Future Report, USC Annenberg School of Mass Communications, 2007 10
YOUR CUSTOMER1
FRIENDS 85
ACCELERATORS 1,000’S
MASSES 100,000’S
WORLD WIDE 1,000,000’S
Bookmarking Referencing
Photo Sharing Video Sharing
Social Networking Communicating Micro-blogging
Blogging, Events
CMO
SHIFT #7
It’s not what you say that matters, it’s what people say about you. If it doesn’t spread it’s dead. Flipping the funnel: retention and advocacy is the new acquisition.
CUSTOMERS 1,000S
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Actions speak louder than words. Create a collection of coherent brand ideas and experiences.
SHIFT #8 CONSISTENT BRAND IMAGE
COHERENT BRAND ACTIONS
BRAND
TONALITY
IDENTITY
PURPOSE
PR
UX
MARKETING
ADVERTISING
WEBSITE
MEDIA
SERVICES
LOGO
CUSTOMER SERVICE
MOBILE CODE OF CONDUCT
VALUES
HIRING STYLE GUIDE
PRODUCTS
PARTNER- SHIPS
MISSION
POSITIONING
PERSONALITY
PROGRESSION OF MARKETING TRADITIONAL
Straight-forward
Mass
Effective
CREATIVE
Disruptive
Entertaining
Emotive
DIGITAL
Engaging
Interactive
Experiential
SOCIAL
Participatory
Share-worthy
Shareable
Portable
Currency
USEFUL
Personal
Contextual
Real-time
Inventive
Newsworthy
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BE EFFECTIVE
WHERE WE WANT TO BE
CREATIVE DIGITAL SOCIAL USEFUL