Marketing trends in a digital age: relabeling marketing, using preference and customer love as a decision filter, building capabilities as marketing strategist, scientist, activist, artist

1. NAED AdVenture Marketing Conference @LoisKelly
Marketing
in Surprising Times

2. Reframe Love 4 competencies

4. Digital Marketing
Social Media
Customer Relationship Marketing
Mobile Marketing
Marketing Analytics

5. Digital Marketing BUSINESS
Social Media BUSINESS
Customer Relationship Marketing
Mobile Marketing BUSINESS
BUSINESS Marketing Analytics
BUSINESS

6. YOU ARE A SOFTWARE COMPANY

7. Who isn’t a customer service and technology company?
+
Plucky Players Business Attractors
Limping Laggards
-
Inventive Introverts
+
Service
Technology

8. How can digital earn
more customer love?
Love creates word of mouth, still #1 in marketing

9. How can we increase how much existing customers prefer us?
How can we increase the number of customers who prefer us?

10. How does this digital
marketing/business approach earn
customers’ love and preference?
I trust those guys
more than anyone
else.
They make my life so
easy.

11. Makes you love them more Makes you love them less
Knows what I need and like
Genuinely cares about my well being
Provides unexpected thoughtfulness
Drops everything if I need help
“Gets” me
Always provides honest advice
Has my back – always
Surprises me with unexpected “gifts’
Boring
One way conversations
Doesn’t follow through on promises
Not calling when running late
Gives me a different version of what I
wanted
Not totally trustworthy
Faking the love
Self-absorbed

12. Which of these competencies do B2B
marketers need?
Strategist Scientist Activist Artist
12

13. B2B marketing competencies for digital age
Strategist Scientist Activist Artist
13
Preference
Customer experience
Right measures
Use data insights
Systems/Apps
Analytics
Persuasion
science
Customer first
Tribe building
Social proof
Shakes awake
Info design
New platforms
Curator
Visual/Video

14. 14
Strategist

15. 15
Strategist
netpromoter.com

16. 16
Strategist
What is the goal? What behavior are you trying to effect?
http://bigthink.com/experts/jason-hreha

17. 17
Strategist
What digital competencies do we need to develop?
What are easy, inexpensive ways to learn?

18. 18
Scientist
Leaders in using data-driven marketing analytics:
3X more likely than laggards to achieve competitive advantage in
customer engagement/loyalty (74% vs. 24%)
3X times more likely to have increased revenues (55% vs. 20%).

19. Mobile
Data analytics

20. 20
Scientist
Master Google Analytics

21. 21
Scientist
Use systems and platforms developed to work together
Easy: access templates, maintain, find developers/designers

22. 22
Scientist
Apply persuasion science principles to your marketing
Chunked
information
helps people
make
decisions.
Social proof
provides big
bump in
adoption.
People act
more on offers
with specific,
short-term
deadlines.
Using a
person’s first
name increases
response rates.
People
determine value
by making
comparisons.
Ordering
options from
high to low
price is most
effective.

23. 23
Scientist
Use technology to analyze your communications style
http://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/tone-analyzer.html

24. 24
Scientist
Use technology to analyze your communications style

25. 25
Activist
Advocate for your customer
What would REALLY make a difference?
(What’s holding us back from NOT doing that?)
What do we need to DO for our customers?
(Vs. marketing to our customers)
Will they LOVE it so much that they talk about it?

26. 26
Activist
Advocate for your customer
How do THEY want to work with YOU
using digital?

27. 27
Everyone communicates.
Activist
WOW! These guys are
amazing.
They_______________

28. 28
Activist
What might happen if we thought about creating a
fellowship vs. a customer base?
Social ratings;
products, apps
Ratings:
service providers
in adjacent
spaces
Appreciation
and
recognition:
LinkedIn
endorsements,
social media

29. 29
Activist
To get more interest, be more interesting

30. 30
Activist

31. 31
Artist
Ban the bland, “stock” sameness, no personality

32. 32
Artist
Design customer experiences: information, design, offerings

33. 33
Artist

34. 34
Artist
Use more photos, infographcs, video:
www.canva.com

35. 35
Artist
Use more photos, infographcs, video:
Vidoelicious.com
Animoto.com

36. Artist
Curate the most useful, relevant apps

37. 37
You are a technology
company
Winning digital
strategy = customer
preference
Strategist, Scientist,
Activist, Artist
Ride the elephant

38. 38
Find this presentation at:
http://www.slideshare.net/Foghound
@LoisKelly @RebelsAtWork
Foghound.com
lkelly@foghound.com