3. Do
You
Have
to
Shout?
Each
day
people
are
exposed
to
more
than
3,000
adver4sing
messages
4. Changing
landscape
Consumer
is
now
king
More
informed
More
conversa4on
online
Indifference
Crea4ve
not
enough
Marketers
need
to..
par/cipate
5. Listen
as
Much
as
You
Speak
Understand
individuals
Seek
consumer
feedback
Achieve
an4cipa4on
instead
of
interrup4on
6. Customer
at
the
Centre
Mul4ple
touch
points
Encourage
par4cipa4on
Foster
conversa4on
Place
an
opt-‐in
on
every
page
Deliver
unique
content
Offer
methods
of
feedback
7. Not
Just
Targe4ng
Targe4ng
A
one-‐way
conversa4on
Engagement
A
two-‐way
interac4on
11. Customer
Behaviour
Research
Offers
to
worst
performing
categories
4x
increase
in
clicks
66%
increase
in
conversions
6x
increase
in
revenue
per
email
sent
Source:
Jupiter
Research
12. Path
to
success
Start
small
Understand
your
goals
One
step
at
a
4me
Don’t
forget
to
test
5
quick
starts
13. Who
hasn’t
completed
a
transac4on?
Target
incomplete
processes
Shopping
basket,
registra4ons
etc
14. What
pages
do
they
visit?
product
specific
searches
micro
sites
product
pages
Old media vs new media vs new new media ;) One2one relationships emergingDifferent world – we do not define the brands.. Lets take closer look
Imagine your average day.. ExamplesInterruptive marketing – irritation leads to tuning outWith the internet – track and push boundaries – shouting is not the only way any more is it still the best strategy
NO..Basically, marketers have lost control.Customers now assert more control over the brand and fully expect companies to participate in dialogues with them.
Today, the goal is to create relationships that benefit customers as much or more than the marketers themselves. Listen vs speak – twitter..Marketers no longer the sole voice in building brands become the ambassadors to communities that build brands alongside them.To do so, you’ll need to seek out consumer feedback. By giving audiences the chance to respond and interact you’ll build brand loyalty and be a part of the thousands of conversations taking place online.
Focus on website and encourage…*Interesting fact: Just under a third of respondents to Econsultancy’s survey (30 percent) said the development of microsites help them keep Web-site visitors informed of new product offerings and services.
This is different from targeting. targeted marketing is an essential part of any savvy marketing plan, it’s no longer enough. As customers gain more control over the brand, it’s imperative to engage them too.
