We experience rapid changes in consumer behaviour. That means that the book of marketing and branding will be rewritten. DLVR gives their vision on the future developments in marketing and consequently branding
Guide Complete Set of Residential Architectural Drawings PDF
Rewriting the book of Branding - Brand Pioneers Sept. 2012
1. Frank Van Delft
EMC Chairman
Partner
Rewriting
the Book of Branding
Brand Pioneers seminar
September 27, 2012
Olaf Cox
Marketing consultant
Partner DLVR
7. Frank Van Delft
EMC Chairman
Partner
Rewriting
the Book of Branding
Brand Pioneers seminar
September 27, 2012
Olaf Cox
Marketing consultant
Partner DLVR
8. CMO study IBM *
Factors impacting marketing
10
#1 Customer collaboration & influence
9
8 #2 Growth of channel and device choices
7
6 #3 Social media
6 5 4 3 2 1
5
#4 ROI accountability
4
3
#5 Decreasing brand loyalty
2
1 #6 Data explosion
0
0 1 2 3 4 5 6 7 8 9 10
* ibm.com/cmostudy2011
20. Innovation
The Blue Ocean (Chan Kim, Renee Mauborgne, 2005)
Nieuwsgierigheid (Roland van der Vorst, 2007)
Ga vreemd (Rob Adams, 2010)
http://www.youtube.com/watch?v=QJy1slz4evk&feature=player_embedded#t=0s
21. Interest
In your profession,
in your customers,
in your business
Interest, not a hobby or passion
Onder een hobby wordt in het algemeen
een ontspannende activiteit verstaan die
men in zijn vrije tijd uitoefent en die men
graag doet.
Wikipedia
22. The Brand on fire
#12 Privacy considerations Brand Customer #3 Social media
#5 Decreasing brand loyalty
23. Building brands with your customers
Joseph Jaffe, Flip the Funnel, 2010
http://www.flipthefunnelnow.com/whats-new/
24. Building brands with your customers
With all your customers???
Joseph Jaffe, Flip the Funnel, 2010
http://www.flipthefunnelnow.com/whats-new/
25. Customer; Satisfaction and Engagement
Shift from ROI to ROA*
primary indicators for brand loyalty and customer value.
Most satisfied and engaged customers are the best
brand advocates
1. How can we distinguish customers with various S&E levels?
2. How do we communicate with these customer groups,
collectively and individually?
* Jim Stolze , Uitverkocht 2011
26. Customer Satisfaction and Engagement
Recency Frequency Monetary value - Dialogue
Engagement
High
R R
F F
M M
D D
Satisfaction NEW CUSTOMERS Satisfaction
Low High
R R
F F
M M
D D
Engagement
Low
28. How to connect with the consumers segments
Engagement
High
Reassuring Pamper
strategy strategy
Social media
In-touch community
community
Satisfaction Content Satisfaction
Low marketing High
Added value services
Web care Social media
community
Win back Reactivation
strategy strategy
Engagement
Low
29. How to connect with the consumers segments
Engagement
High
Reassuring Pamper
strategy strategy
Social media
In-touch community
community
Satisfaction Content Satisfaction
Low marketing High
Added value services
Web care Social media
community
Win back Reactivation
strategy strategy
Engagement
Low
30. Conversation Strategy* & Brand performance
Conver- Buying
sation the Brand
Brand performance
Brand
identification Leverage Recom-
mending
the Brand
Activation Brand is
Hero
Brand values, authenticity and product performance are the fundamentals.
Brand identification increases by more engagement of the customer
* De Conversation Manager, Steven van Belleghem 2010
33. Thank you for your attention and contribution
In return, for further information do feel free to contact us!
-)
Frank van Delft Olaf Cox
Deland@online.nl Olaf@dlvr.nl
+31653 628 470 +31642 577 006