Experiences The 7th Era of Marketing
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We’re moving into a new era of marketing, moving from product-centered content to customer-centric experiences that drive content strategy and performance. How do you make the transition? This webinar gives a deep dive into this new era of marketing. Big Brands, as it turns out, are achieving content marketing performance goals much faster with delightful, sustainable brand stories that draw readers in and make them want to engage more. You’ll learn why relevant content that’s centered creating meaningful, relevant customer experiences based on what matters most to them transforms browsers into brand loyalists and evangelists.
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Experiences The 7th Era of Marketing
- 1. Carla Johnson Speaker. Strategist. Storyteller. @CarlaJohnson
- 3. 3 Where’s Marketing Headed? @Carla Johnson
- 4. 4 70% of Millennials have FOMO Prefer experiences over material things - • 81% of Millennials • 79% of Gen Xers • 78% of Baby Boomers 65% would rather spend money on an experience than a product @Carla Johnson 70% 81% 79% 78% 64% Products vs. Experiences Source: JWT Intelligence
- 5. 5 What do you really do? @Carla Johnson
- 6. 6 The Trade Era 1850s – 1900s @Carla Johnson 1
- 7. 7 The Production Era 1900s – 1920s The Trade Era 1850s – 1900s @Carla Johnson 1 2
- 8. 8 The Production Era 1900s – 1920s The Sales Era 1920s – 1940s The Trade Era 1850s – 1900s @Carla Johnson 1 2 3
- 9. 9 The Marketing Department Era 1940s – 1960s The Production Era 1900s – 1920s The Sales Era 1920s – 1940s The Trade Era 1850s – 1900s @Carla Johnson 1 2 3 4
- 10. 10 The Marketing Department Era 1940s – 1960s The Production Era 1900s – 1920s The Marketing Company Era 1940s – 1960s The Sales Era 1920s – 1940s The Trade Era 1850s – 1900s @Carla Johnson 1 2 3 4 5
- 11. 11 The Relationship Era 1990s - 2015 The Marketing Department Era 1940s – 1960s The Production Era 1900s – 1920s The Marketing Company Era 1960s – 1990s The Sales Era 1920s – 1940s The Trade Era 1850s – 1900s @Carla Johnson 1 2 3 4 5 6
- 12. 12 The Relationship Era 1990s - 2015 The Marketing Department Era 1940s – 1960s The Production Era 1900s – 1920s The Marketing Company Era 1960s – 1990s The Sales Era 1920s – 1940s The Trade Era 1850s – 1900s @Carla Johnson The Experiences Era 2015 - ??? 1 2 3 4 5 6 7
- 13. 13 “…business buyers don’t “buy” your product; they “buy into” your approach to solving their problem.” - Jeff Ernst, Forrester @Carla Johnson
- 14. 14 4 P’s SAVE @Carla Johnson
- 15. 15 Instead of PRODUCT Instead of PLACE Instead of PRICE Instead of PROMOTION Focus on SOLUTION Define offerings by needs they meet, not by features, functions or technological superiority. Focus on ACCESS Develop an integrated cross-channel presence that considers customers’ entire journey instead of emphasizing individual purchase locations & channels. Focus on VALUE Articulate benefits relative to price rather than stressing how price relates to production costs, profit margins or competitors’ prices. Focus on EDUCATION Provide information relevant to customers’ specific needs at each touch point rather than relying on generic information. @Carla JohnsonSource: Motorola Solutions
- 16. 16Content Creation Management Inspire A revolution in the organization Recruit A team to lead Plan For an evolution Define Roles & Responsibilities Write A charter for CCM Create A content mission Map The experiences you will create Build The experiences and their purpose Operate A portfolio of experiences Assess The experiences for meaning Evaluate Stories & experiences Balance The portfolio of experiences @Carla Johnson
- 17. 17 @Carla Johnson Create • Inspire a revolution in the organization • Recruit a team • Plan an evolution
- 18. 18 @Carla Johnson Organize • Define roles and responsibilities • Write a charter for CCM • Create a content mission
- 19. 19 @Carla Johnson Manage • Map the experiences you will create • Build the experiences and their purpose • Operate a portfolio of experiences
- 20. 20 @Carla Johnson Measure • Assess the experiences for meaning • Evaluate stories and experiences • Balance the portfolio of experiences
- 22. 22 @Carla Johnson Kathy Button Bell Chief Marketing Officer “In the beginning, we realized we weren’t telling meaningful, problem- solving stories. Back then, we told stories just about our products, but didn’t have a dialogue. Now, because of social media, we have 133,000 employees trying to tell stories and create dialogue. We figured out how to aggregate it and keep it in sync so we didn’t appear insane as a company. It had to feel like there’s a main story.”
- 27. 27 What do you really do? @Carla Johnson
- 29. 29 @Carla Johnson Thank you! More information at www.7thEraOfMarketing.com Carla Johnson Type A Communications O: (720) 344-0987 M: (720) 219-3062 Carla@TypeACommunications.com