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What Is Marketing Becoming Bd

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What Is Marketing Becoming Bd

  1. 1. What is marketing becoming? Questioning trends & ideas driven from the digital space
  2. 2. <ul><li>JupiterJasper on-demand marketing </li></ul><ul><li>South Africa/ UK, client-side marketing roles and in all sorts of agencies from micro full service to global specialists. </li></ul><ul><li>Work with small business and startups - strategy through to day to day handling of marketing and creative supplier management. </li></ul><ul><li>Blog: Marketing Ideaology, Twitter, Linked In </li></ul>
  3. 3. This session <ul><li>This is a debate. Say what you think. Interupt. </li></ul><ul><li>Marketing is changing. Now if we’d only agree as to what. </li></ul><ul><li>I’m a marketer (a professional marketing experimenter). You have to be immersed and willing to learn. So here I am. </li></ul>
  4. 4. Where have we come from? <ul><li>Marketing is creating supply and demand. </li></ul><ul><li>If we measure, we measure units sold, number of customers, value of sale. </li></ul><ul><li>Data is a pain. Getting value from it is difficult. Managing it is not a priority. </li></ul><ul><li>Marketing tools in fashion - online advertising, direct marketing, outdoor, traditional mass media. </li></ul><ul><li>The digitally proficient are the innovators and the 1st to purchase, not necessarily the majority. </li></ul><ul><li>An era of mass markets, mass media, and impersonal transactions. </li></ul>
  5. 5. The Why should we care bit <ul><li>Everyone is claiming that marketing is changing. </li></ul><ul><li>The staple marketing approaches are not as effective. ‘Marketing’ is not working. </li></ul><ul><li>The trouble with free. </li></ul><ul><li>The trouble with money. </li></ul><ul><li>Information access. </li></ul><ul><li>Everybody is an expert, but very few demonstrate results. </li></ul><ul><li>What do we do next? </li></ul>
  6. 6. 1: Marketers manage supply & demand <ul><li>Joined up marketing. No longer just about the creative messaging. </li></ul><ul><li>Customer touchpoints. </li></ul><ul><li>Manufacture of meaning is in the hands of the customer - as drawn from their whole experience of your business. </li></ul><ul><li>Expectation, immediacy. </li></ul><ul><li>Organisational alignment. </li></ul><ul><li>= Marketing is a whole-business discipline </li></ul>
  7. 7. What is the effect? <ul><li>Everything you do counts - if it impacts your customer, it is marketing your business. From your invoice to your customer service rep. </li></ul><ul><li>Training. </li></ul><ul><li>Do more with what you have. </li></ul><ul><li>Internal communication. </li></ul><ul><li>Pre-planned bursts of activity will not drive an ever-changing dialogue. </li></ul><ul><li>The brand becomes the consistent thread. </li></ul>
  8. 8. 2: (If) we measure units sold, number of customers, value of sale <ul><li>It’s now a conversation. An interaction. Continous. </li></ul><ul><li>Cultivate customers rather than market products. </li></ul><ul><li>Real time customer service. </li></ul><ul><li>Keeping promises. Creating intangible value. </li></ul><ul><li>Investment of time and watching. </li></ul><ul><li>Work with contemporary culture rather than against it. </li></ul><ul><li>= Relationship is the new measurement </li></ul>
  9. 9. How could you apply it? <ul><li>Example: How Ford got Social media right </li></ul><ul><li>Grant McCracken, Harvard Business Review </li></ul><ul><li> </li></ul><ul><li>Structural & resource changes to focus on evaluating, watching, creating value for customers, being responsive. </li></ul>
  10. 10. 3: Data is a pain. <ul><li>Not all customers are created equal. </li></ul><ul><li>Are you learning from what your customers tell you? Volunteering their personal information in exchange for value, and better experience. </li></ul><ul><li>Personalisation of content. </li></ul><ul><li>Segmentation. </li></ul><ul><li>Personal transactions. 2 way dialogue. </li></ul><ul><li>People have opinions. And will share them. </li></ul><ul><li>Security and privacy conscious. </li></ul><ul><li>= Volunteered personal information </li></ul>
  11. 11. Put data to work <ul><li>Measure changes in attitude and intent rather than counting units. </li></ul><ul><li>Customers aren’t numbers, so stop talking at them & engage them. </li></ul><ul><li>REALLY look after privacy and data security. </li></ul><ul><li>What proper data use will give you is increased relevance and therefore better relationships with your customers. </li></ul>
  12. 12. 4: Marketing tools in fashion <ul><li>Shifting journalism - audience generated, PR is everyone’s business, the bloggers, commenters. </li></ul><ul><li>No longer in a position to tell customers what to think. Perceptual tinkering. </li></ul><ul><li>Opening brand to the world. </li></ul><ul><li>Earning media, not buying it. Customers become the channel. </li></ul><ul><li>= The tools are parts of an overall strategy </li></ul>
  13. 13. The tools are part of a strategy <ul><li>What is the strategy? No longer knee-jerk reactions, but considered, invested, time allocated to where the benefit is there for the customer and organisation. </li></ul><ul><li>Audience direction - Twitter landing pages. </li></ul><ul><li>Social media - listening, connecting, publishing. </li></ul><ul><li>Rules of engagement. </li></ul><ul><li>Bloggers: 70% of bloggers are organically talking about brands on their blog.; 38% of bloggers post brand or product reviews. (from econsultancy stats) </li></ul>
  14. 14. 5: When not online <ul><li>Going from digital to physical - tweetups. </li></ul><ul><li>Traditionally offline going online - drawing people in. </li></ul><ul><li>Mobile devices - customers indifferent to them - expect them to give them what they are wanting regardless. </li></ul><ul><li>Do not neglect the non-online customer. </li></ul>
  15. 15. Radically over-deliver <ul><li>Seth’s blog: 7th Feb </li></ul><ul><li>Of course, there's a different strategy, a crazy alternative that seems to work: do the most you can do instead of the least. </li></ul><ul><li>Radically overdeliver. </li></ul><ul><ul><li>(Turns out that this is a cheap and effective marketing technique.) </li></ul></ul><ul><li>Best Buy - how to bring it all together </li></ul><ul><li> </li></ul>
  16. 16. So... <ul><li>Marketing is a whole-business discipline </li></ul><ul><li>Relationship is the new measurement </li></ul><ul><li>Make best use of volunteered personal information </li></ul><ul><li>The tools are parts of an overall strategy </li></ul><ul><li>The non-digital customer is still a paying customer </li></ul>
  17. 17. References <ul><li>Seth Godin </li></ul><ul><li>Brian Solis </li></ul><ul><li>Chris Brogan </li></ul><ul><li>Harvard Business Review </li></ul><ul><li>Clickz </li></ul><ul><li>eConsultancy </li></ul>