6. ”Because companies can now
interact directly with customers, they
must radically reorganize to put
cultivating relationships ahead of
building brands.”
– Roland T. Rust, Christine Moorman, and Gaurav Bhalla
in Rethinking Marketing / Harvard Business Review
7. "I believe advertising is the tax you
pay for being unremarkable.”
- Robert Stephens, the founder of GeekSquad
17. Everybody Can Innovate –
Break The Old To Create New:
Traditional Restaurant
You step in to restaurant
You meet waiter
You get a table
You see the menu
Your choose the serving and order it
Chef prepares the food
Waiter brings the food serving to table
You eat the food and pay for it to waiter / cashier
You leave after eating (and paying)
22. Can You Spare A Change?
The role of marketing department is about to change
The role of sales department is about to change
The role of research department is about to change
23. The Role Of Marketing
From buyer to producer
From silo to network
From expert knows-it-all to collaboration
24. The Role Of Sales
From seller to director/producer
From silo to network
From expert knows-it-all to collaboration
25. The Role Of Research
From past oriented to future oriented
26. The Role Of Research
From past oriented to future oriented
27. In Future You All Market, Sell And
Search For Knowledge.
35. When
New Marketing - When
When = continuous instead of hit and run campaigns
Old vs. New Model
New campaign model is about continuous customer
cultivation
38. New Marketing - Why Why
Why = to create stronger bond with customers in
order to grow and improve efficiency
Consumer life-time value
39. Consumer Life Time Value Why
Customers / consumers are the most valuable brand assets
Brands focus too much on new consumers in expense of
current consumers
You are not in charge anymore. They are more important to
you than you are to them.
40. New Marketing - Who Who
Who = everybody, especially marketing & sales
How to do this tomorrow?
42. New Marketing - Where Where
Where = in touch points: real life, on-line, media,
customer
What is a touch point?
43. Touch points are places where person
interacts with brand voluntarily
Where
44. Why
Not.
New Marketing – Why Not / Barriers
Why Not. / barriers = not yet, what’s the ROI
New metrics to measure success
45. Why
Not.
New Metrics To Measure Success
Sentiment metrics – feelings and emotions
Engagement metrics
From measuring yelling to measuring change of behavior
51. What = Social Brand Driven New
Marketing Process
Matkapaikka Producer develops
content
Activities based on tailor made
proposition
House Rules in use
Planning starts with touch points and
developing social objects
Many interest related sites drive
relationship
52. When = Touch Point Based
Continuous Campaign Planning
Scripted launch plan on weekly basis
Partner generated content
User generated content, both direct and linked (e.g.
Travelpedia)
Social networking (Facebook) drive sharing
Branding by selling
