SDL 02 New Marketing 2015
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An exploration into the 'why' behind the current sea-changes in the world of marketing. Discussion of the similarities and differences between design and marketing.
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SDL 02 New Marketing 2015
- 1. © Florian Vollmer 2015 Georgia Institute of Technology – School of Industrial Design ID 6214A Strategic Design Language 2015 02 New Marketing
- 2. © Florian Vollmer 2015 Product The Evolution of Design (Thinking) Experience Organization
- 3. © Florian Vollmer 2015 Primary Secondary Stakeholder (Relationship!) Mapping Tertiary
- 4. © Florian Vollmer 2015 Marketing – An Integration Force Product Experience Organization Primary Secondary Tertiary Design Stakeholder Engagement New Marketing
- 5. © Florian Vollmer 2015 Marketing Context
- 6. © Florian Vollmer 2015 Lifelong Learning
- 7. © Florian Vollmer 2015 Number of Possible Touchpoints Qty Time
- 8. © Florian Vollmer 2015 The Marketing Funnel Consideration Pre-Selection Selection Purchase
- 9. © Florian Vollmer 2015 Sustainable: The Marketing Cycle Evaluate Consider Advocate Endorse Purchase Brand Loyalty Edelman, HBR 2010
- 10. © Florian Vollmer 2015 Sustainable: The Marketing Cycle Evaluate Consider Advocate Endorse Purchase Brand Loyalty Edelman, HBR 2010 1. Once established, more Predictive 2. Manageable Cost 3. Customers as Partners & Authors 4. New Marketing Inner Circle 1. Expensive 2. Uncertain 3. The Unknown Customer 4. Old Marketing Outer Circle
- 11. © Florian Vollmer 2015 Evaluate Consider Advocate Endorse Purchase Brand Loyalty Edelman, HBR 2010 Processes Remain, Tools and Channels are Ever Changing Print Online Conversation Online Reviews Catalog App Search Recommendation
- 12. © Florian Vollmer 2015 Maximizing Lifetime Customer Value Customer Lifetime Value Marketshare
- 13. © Florian Vollmer 2015 Marketing & Product Development In the Age of Globalization und Commodification
- 14. © Florian Vollmer 2015 – A.G. Lafley, CEO P&G “We need to reinvent the way we market to consumers. We need a new model.”
- 15. © Florian Vollmer 2015 Integrative Innovation DistributionMarketing Design CX Design Design for Production Customization 2.0 © Florian Vollmer 2015
- 16. © Florian Vollmer 2015 Globalization & Commodification Design Thinking and (Co-) Creative Processes Leadership through Marketing and Integrative Design Thinking Design, Quality, Price
- 17. © Florian Vollmer 2015 Design, Quality, Price
- 18. © Florian Vollmer 2015 Quality: A Given
- 19. © Florian Vollmer 2015 Durable Goods in Private Households 2013 Phone/ Mobile Fridge TV Laundry Mashine Camera Car Dishwasher 0 25 50 75 100 Date for Germany: Statistisches Bundesamt, Wiesbaden 2013
- 20. © Florian Vollmer 2015 Elevated Design Standards
- 21. © Florian Vollmer 2015 Points of Differentiation? How to Create Unique
- 22. © Florian Vollmer 2015
- 23. © Florian Vollmer 2015 Work Example from www.inreality.com
- 24. © Florian Vollmer 2015 Stories & Relationships
- 25. © Florian Vollmer 2015 Globalization & Commodification
- 26. © Florian Vollmer 2015 Design Marketing Production Internation Manufacturing and Marketing Production Design Market Research
- 27. © Florian Vollmer 2015 Innovation Backlog in Marketing 0 22.5 45 67.5 90 Asien USA Europa “Marketing has to reinvent itself” BrandEins, 02/2015
- 28. © Florian Vollmer 2015 Storybrands Traditional Methods Disruption Kotler, Sachs, other
- 29. © Florian Vollmer 2015 Stories and Relationships Points of Differentiation
- 30. © Florian Vollmer 2015 Design Thinking and (Co-) Creative Processes
- 31. © Florian Vollmer 2015 Order and Chaos Creativity: An Interplay of
- 32. © Florian Vollmer 2015 Innovation & Change Management Co-Creation Design Thinking Goals Concepts Implementation Marketing Enterprise Design
- 33. © Florian Vollmer 2015 Work Example from www.inreality.com Stakeholder Engagement and Co-Creation
- 34. © Florian Vollmer 2015 Work Example from www.inreality.com
- 35. © Florian Vollmer 2015 Personas Gretchen the Gen Y – Social Sciences Student Social life takes priority over most anything, especially sleep. Texting is the number one way to communicate. Status is important to her. While a good mattress is important, it needs to be practical, keeping her spin classes, happy-hour, and high-end fashion flash sales in mind too – everything needs to fit in her budget! Does: ● Goes to a major college, lives about 20 minutes away ● Rock climbing and anything outdoors ● Works 20 hrs/ week as a paid intern in a law office Loves: ● Socializing ● Sharing purchases with her friends ● Ask for opinions before buying ● Trying things on or looking at them in a store, but then buying them on her mobile device ● Loves Google Now, gives her all the information that she wants ● Organic food Avoids: ● Volunteering too much information about herself to organizations (she thought she would give Google Now a try, and delete if from her phone, but the utility is overcoming any privacy concerns here) ● Buying anything she does not need, money is a bit tight Dreams of: ● Making a difference ● Being part of a company with a really cool culture one day ● Combining professional work, meaningful volunteering, and a family soon Page 3 of 7 – © InReality 2015 RSA: Sue the Connector Sue got a retail job because she needs to provide for her family. Not what she was dreaming of when she was young, she was hoping to become a nurse practitioner – but did not finish her degree. Believing in giving her best no matter what life throws at her, she is eager to learn and grown in this new job. Does: ● Work the floor 6 days a week ● Takes the early shift because she needs to pick up the kids from school and make family dinner every night ● Reads for relaxation Loves: ● Her family ● Helping others ● Connecting people ● Learning Avoids: ● Going above and beyond. She took this job for its clearly defined start and end time ● Talking about products she is not 100% familiar with (she feels a bit bad at times that she forgets details of products the store does not sell every single day) Dreams of: ● Finishing her degree one day, when the kids are a bit older ● Taking a long family vacation ● Making a difference for people Page 6 of 7 – © InReality 2015 RSA: Old School Jim Jim got promoted from RSA to manager 10 years ago. He is into old-school selling and has his secret formula that has worked for forever. He recently heard about CX and wants to learn about it, but is a bit sceptical. He just got a smartphone and is learning how to use it slowly. Does: ● Work 6 days/ week, during the holiday season 7 days/ week ● Usually takes the late shift to close the store at 10:00 pm, stays late, often until 11:00 or later to finish some paperwork ● He has little time for anything else, but likes to work out in the morning Loves: ● Learning ● Working smarter, not harder ● Good food and his friends ● Learning about new products when they are shelved ● Building a connection with his customers Avoids: ● Corporate politics, he simply wants to do the best possible job in his store ● Conflict. He likes giving feedback, but really focuses on the positive ● Scripted interactions. He wants to give every situation and person the right attention Dreams of: ● Working less because his team “got it” ● Developing different training methods for his company, something that is truly authentic Page 5 of 7 – © InReality 2015 RSA: Holden the Geek Holden just finished his BA in Art History and is trying to figure out his next moves. He’s taken a retail job because it’s easy and convenient to find a job, and with his interest in psychology, he figures he can make a pretty good commission, saving up for whatever is next. He is used to the latest digital tools for communication. Does: ● Ride a single speed ● Reads the latest tech blogs ● Reads a lot of (actual) books Loves: ● His freedom ● Learning something new every day ● Interacting with people and giving them as much information as possible Avoids: ● Things that bore him Dreams of: ● Traveling for a year or so ● Getting a Master’s degree ● Working for a startup Page 7 of 7 – © InReality 2015 Dan the Digital Native Loves social media, Pinterest, and Snap-chat... His fast paced lifestyle requires him to be connected 95% of the time. He doesn’t have time for conventional shopping, Amazon Prime is hiore go-to and he is dialed into the latest technology and gadgets that his mobile apps curate for him. Can do 3 things at the same time, and looks for a good night’s sleep to give him the energy he needs to perform during his busy day and social life. If 6 hours is all he can afford, it better be a great 6 hours! Does: ● Grad School / App developer for Marketing Company ● Soccer ● Flight school ● Drives a Hybrid environmentally friendly car Loves: ● Sports ● Well Curated Food ● Gaming ● Sharing experiences with friends ● Spending time doing “fun” things ● Instant gratification ● Watching TV, Movies and getting information on his own schedule. Has not watched “tv” and regularly-scheduled shows except for sports in years Avoids: ● Brick and mortar stores ● Lines or anything that requires a lot of time ● Spending time on buying stuff Dreams of: ● A world that suggests what he may need ● Seamless experiences (“why should I search for anything?” ● Having as much time for himself and his friends as possible Page 2 of 7 – © InReality 2015 Robert the Baby Boomer – Enjoying Life At this stage in life, it’s all about quality and trust. Enjoys reputable brands, that reflect choice materials and expert craftsmanship. Recently got a smartphone and loves it. Does everything on it, keeps lists with Evernote and his family shares photos frequently. Loves staying in touch with family and children via Facetime. Values experiences and makes time for the important things. Does: ● Early retirement from a management position ● Works part time as management consultant ● Volunteers in various organizations ● Charcoal Sketches Loves: ● Road biking ● Riding around in his convertible ● Discovering new restaurants and art galleries ● Spending money on quality and considered purchases Avoids: ● Complexity. The fact that there are 200 different kinds of mustard at his grocery store drives him crazy. Grey Poupon and done. He filters out everything else ● Stress. He takes his time to do it right ● Suburbs. He recently re-discovered the beauty of downtown living. Different, but so much more to do in walking distance. Dreams of: ● Traveling around the world with his wife ● Building the home of his dreams. Now he has the time and the money to build a truly custom home ● His first solo exhibition Page 4 of 7 – © InReality 2015
- 36. © Florian Vollmer 2015 THE BUYER’S JOURNEY Awareness Planning word-of-mouth reviews expectations How does the user know about service? How can the service value be communicated? choose rental research location plan activities What is the process? How could the service be marketed during planning? Could the service make planning easier or better? Arrive Discover Adopt Inform P ServicePre-Service find location enter rental property When does the user need exposure to service info? Is the property denoted with any decals or branding? see service graphic explore property see ‘tagged’ items How should the service be communicated? What does the user need to know? What are the critical interactions? download app set up account In-app tutorial? Is it easy to use? What should the user be able to do? How long does set up take? scan ‘tag’ read apt “catalogue” read product info What is the interaction? What should the ‘tag’ look like? What info does the user really want? save to fa confirm p choose s Push rem items? How is pu recorded? What opti available? Emotional State Mild Stress Curious Serious Happy / Excited
- 37. © Florian Vollmer 2015 ve Discover Adopt Inform Purchase Evaluate Share Service Post Service operty e user e to denoted s or see service graphic explore property see ‘tagged’ items How should the service be communicated? What does the user need to know? What are the critical interactions? download app set up account In-app tutorial? Is it easy to use? What should the user be able to do? How long does set up take? scan ‘tag’ read apt “catalogue” read product info What is the interaction? What should the ‘tag’ look like? What info does the user really want? save to favorites confirm purchase choose shipping options Push reminders for saved items? How is purchase recorded? What options should be available? CX survey customer support write review How is experience measured? How are damaged products handled? How are reviews encouraged? tell friends share on web or social How is sharing encouraged? Can sharing be incentivized? What do users like to share? Why? Curious Serious Happy / Excited Happy / Satisfied
- 38. © Florian Vollmer 2015 THE BUYER’S JOURNEY Awareness Planning word-of-mouth reviews expectations How does the user know about service? How can the service value be communicated? choose rental research location plan activities What is the process? How could the service be marketed during planning? Could the service make planning easier or better? Arrive Discover Adopt Inform Purchase Evaluate Share Service Post ServicePre-Service find location enter rental property When does the user need exposure to service info? Is the property denoted with any decals or branding? see service graphic explore property see ‘tagged’ items How should the service be communicated? What does the user need to know? What are the critical interactions? download app set up account In-app tutorial? Is it easy to use? What should the user be able to do? How long does set up take? scan ‘tag’ read apt “catalogue” read product info What is the interaction? What should the ‘tag’ look like? What info does the user really want? save to favorites confirm purchase choose shipping options Push reminders for saved items? How is purchase recorded? What options should be available? CX survey customer support write review How is experience measured? How are damaged products handled? How are reviews encouraged? tell friends share on web or social How is sharing encouraged? Can sharing be incentivized? What do users like to share? Why? I can’t wait for this trip. Emotional State Mild Stress Curious Serious Happy / Excited Happy / Satisfied Confused Annoyed Angry Mild Stress Frustrated This was really convenient.This is so cool! I can learn everything right from the app. That was quick. This sounds like a cool service. How do I return this? This is way too hard to use. How does this work? Ugh.
- 39. © Florian Vollmer 2015 Stories and Relationships Points of Differentiation Challenge & Chance: Group
- 40. © Florian Vollmer 2015 Leadership Marketing and Design
- 41. © Florian Vollmer 2015 Customer New Organizational Structures Product Product-Manager Focus Rust, Mooreman and Bhalla, HBR 2010
- 42. © Florian Vollmer 2015 Customer New Organizational Structures Product Product Customer Product-Manager Focus Customer-Manager Focus Rust, Mooreman and Bhalla, HBR 2010
- 43. © Florian Vollmer 2015 The 4Ps of Marketing Product PlacePromotionPrice Jerome McCarthy
- 44. © Florian Vollmer 2015 The 7Ps of Marketing Product Place Promotion Price Packaging Positioning People
- 45. © Florian Vollmer 2015 Centralized Marketing Bottlenecks in Capacity and Creativity, limited Effectiveness Market Enterprise
- 46. © Florian Vollmer 2015 Integrative Marketing Success Factor Design Thinking und Group Processes Homburg/ Krohmer Internal External
- 47. © Florian Vollmer 2015 Stories and Relationships Points of Differentiation Challenge & Chance: Group Distributed Responsibilities
- 48. © Florian Vollmer 2015 Experience-Focused Brands
- 49. © Florian Vollmer 2015Picture: http://www.automobilemag.com/features/news/1505-porsche-opens-new-headquarters-test-track-in-atlanta/
- 50. © Florian Vollmer 2015 Stories and Relationships Points of Differentiation Challenge & Chance: Group Distributed Responsibilities Continuity
- 51. © Florian Vollmer 2015 Integrative Thinking and Processes
- 52. © Florian Vollmer 2015 Marketing 2015: Customer Journey Thinking Awareness Planning word-of-mouth reviews expectations How does the user know about service? How can the service value be communicated? choose rental research location plan activities What is the process? How could the service be marketed during planning? Could the service make planning easier or better? Arrive Discover Adopt Inform Purchase Evaluate Share Service Post ServicePre-Service find location enter rental property When does the user need exposure to service info? Is the property denoted with any decals or branding? see service graphic explore property see ‘tagged’ items How should the service be communicated? What does the user need to know? What are the critical interactions? download app set up account In-app tutorial? Is it easy to use? What should the user be able to do? How long does set up take? scan ‘tag’ read apt “catalogue” read product info What is the interaction? What should the ‘tag’ look like? What info does the user really want? save to favorites confirm purchase choose shipping options Push reminders for saved items? How is purchase recorded? What options should be available? CX survey customer support write review How is experience measured? How are damaged products handled? How are reviews encouraged? tell friends share on web or social How is sharing encouraged? Can sharing be incentivized? What do users like to share? Why? I can’t wait for this trip. Emotional State Mild Stress Curious Serious Happy / Excited Happy / Satisfied Confused Annoyed Angry Mild Stress Frustrated This was really convenient.This is so cool! I can learn everything right from the app. That was quick. This sounds like a cool service. How do I return this? This is way too hard to use. How does this work? Ugh.
- 53. © Florian Vollmer 2015 Manufacturer Brands Distributors Independent Retailers Agency Customers Retailer Chains Flagship & Brand StoresService Providers & Agencies
- 54. © Florian Vollmer 2015 – AMA Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
- 55. © Florian Vollmer 2015 Conscious Design and Marketing Phillip Kotler,Northwestern, US Jonah Sachs, US Alex Osterwalder, Switzerland Raj Sisodia, Bentley, US
- 56. © Florian Vollmer 2015 Globalization & Commodification Design Thinking and (Co-) Creative Processes Leadership through Marketing and Integrative Design Thinking Design, Quality, Price
- 57. © Florian Vollmer 2015
- 58. © Florian Vollmer 2015 Georgia Institute of Technology – School of Industrial Design ID 6214A Strategic Design Language 2015 02 New Marketing