2nd Annual Digital Marketing & Advertising Asia (DIGMA) 2014 - What’s Next: 5 Capabilities For Marketing & Communications In The Next Digital Decade
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The document discusses the shifting role of technology and its impact on marketing and communications. It notes that technology is placing power in the hands of consumers rather than media elites. It also outlines different perspectives on marketing: transactional marketing focuses on exchanges of value between customers and firms, relationship marketing aims to cultivate relationships and maximize lifetime customer value, and collaborative marketing emphasizes co-creating value experiences with customers. The role of customers is evolving from passive buyers to active participants in value creation.
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2nd Annual Digital Marketing & Advertising Asia (DIGMA) 2014 - What’s Next: 5 Capabilities For Marketing & Communications In The Next Digital Decade
- 3. Globalisation Social Growth The Personal Cloud T echnology Mobile everywhere impacting Marketing & Comms New Hybrid Form Factors/Devices Web as living room/ entertainment Con Ubiquitous Connectivity Natural Interaction
- 5. “Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” Rupert Murdoch
- 6. Transactional Marketing View of value Relationship Marketing Value is associated with a company’s offering. Maximize value in exchanges Value is associated with customer relationships. Maximize lifetime value of relationships Collaborative Marketing Value is associated with experiences. Maximize value of co-created experiences Place where value is exchanged between customers and the firm. Market is separate from the value creation process Market as a forum where value is co-created through interaction and dialogue Passive buyers to be targeted with offerings Portfolio of relationships to be cultivated Prosumers – active participants in value cocreation Define and create value for consumers Attract, develop, and retain profitable customers Engage customers in defining and co-creating unique value Survey customers to elicit needs and solicit feedback Observe customers and learn adaptively about customers Active dialogue with customers and communities View of market Role of customer Role of firm Nature of Customer Interaction Source: Mohan Sawhney, Kellogg School of Management
- 8. #1: Be Agile, Nimble, 24 x 7, Global
- 9. Community
- 24. Next Decade:
- 25. Leigh Wong Head of Communications Microsoft Malaysia leigh.wong@microsoft.com giokleigh facebook.com/giokleigh linkedin.com/in/leighwong