5 Strategies to Market in the Digital Age - 2012 Event Marketer Summit
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The document summarizes key strategies for companies to thrive in a digital age by leveraging customer networks. It discusses moving from mass marketing directly to companies to customer network marketing, where customers connect and influence each other. It outlines five key strategies - access, engage, customize, connect, and collaborate - for inspiring customer advocacy. It also provides a five-step process for developing a strategic customer network plan, including setting objectives, segmentation, strategy selection, execution, and measurement.
5 Strategies to Market in the Digital Age - 2012 Event Marketer Summit
- 1. The Network Is Your Customer 5 Strategies to thrive in a digital age @David_Rogers Consultant, Speaker, Author Faculty director, Digital Marketing Strategy program Columbia Business School www.davidrogers.biz
- 2. #TNIYC Hardcover (Amazon): http://bit.ly/rogersbook Kindle b k (for iP d Ki dl ebook (f iPad or Kindle): http://amzn.to/TNIYCkindle Nook ebook: http://bit.ly/TNIYCnook http://bit ly/TNIYCnook
- 3. Customer Customer Customer Customer Customer Customer 3
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- 9. Will YOUR customer be… …your biggest competitor? …or your biggest business driver? 9
- 10. Mass Marketing Company Customers 10
- 11. Customer Network Marketing Customer Customer Blogs Comments Customer Customer Company p y Forums Customer 11
- 12. RETHINK the Marketing Funnel Broadcast Customer Networks TV, radio, out-of-door Search, buzz, blogs , Direct mail, b Di t il brochure h Online O li research, user reviews h i Product test, comparison Social networks, YouTube, local search In-store purchase Group discounts, purchase on-line/in-store/mobile Reward points “Friending” (FB, Twitter, email), customized up-selling Reviews, links, “likes,” social buzz 12
- 13. What kinds of products, services, & communications… i i …will inspire advocacy in customer networks?
- 14. Access Collaborate Customer Engage Networks Connect Customize 14
- 15. ACCESS Be faster, be easier, be everywhere be everywhere, always on 15
- 26. ENGAGE Become a source of valued content 26
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- 29. Every company must think like y p y a media company
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- 33. ENGAGE: Focus on the p particular Masi guy blog 33
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- 36. CUSTOMIZE Make your offering adaptable to your customers’ needs 36
- 37. 20,000 20 000 books 1,500,000+ 1 500 000+ books 37 Adapted from “The Long Tail,” Chris Anderson (Hyperion, 2006)
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- 45. CONNECT Become a part of your customers’ conversations 45
- 47. EXPECTED: DISCOVERED: 80 thi things t d to do 5 thi things i the in h Social Media to increase Analysis first 20 minutes likelihood make the most guests would positive impact recommend
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- 54. COLLABORATE Invite your customers to help build your enterprise 54
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- 64. A strategic planning process for customer networks
- 65. TECHNOLOGIES ??
- 66. 1. Objectives 2. 2 Segmentation & Positioning 3. Strategy Selection & Ideation 4. Execution 5. Measurement 66
- 68. 1. Set objectives first Product line innovation (General Mills) Retail Behavior (Kraft) Web sales conversion (Walmart.com) Brand positioning (Old Spice) OBJECTIVES Word-of-mouth !! (Doritos) Awareness (L’Oreal Dermablend) Service differentiation (Virgin America) Loyalty/community (Nike+) Product differentiation (iPad)
- 69. 2. Segmentation & Brand Positioning ● Demographic ● Pyschographic A “third space” p ● Technology use to relax between work and home Athletic aspiration (“Just ( Just do it”) Making your business a best- run b i business
- 70. 3. Strategy Selection, Ideation, & Concept Testing Map strategies Ideation & Strategy to customers, selection of Selection organization, organization concepts competitors 70
- 71. 4. Execution & Skill Sets Leverage existing domains Develop new capabilities ● Marketing/sales ● Digital production ●I T I.T. ● Social media ● Product Development ● Idea capture ● Operations ● Communications ● Strategy & Leadership
- 72. 5. Measurement
- 73. 3.5m 3 5m YouTube views 2.7m Twitter impressions 38% pre-launch awareness in target audience 100k+ test drives
- 74. Channel Universal Audience Financial engagement engagement Social Social Pre-launch media media awareness ? Sales reach engagement Test drives (lead gen) ? Sales Savings ? on mkg spend?
- 76. 1. Objectives 2. 2 Segmentation & Positioning 3. Strategy Selection & Ideation 4. Execution 5. Measurement 76
- 77. From mass marketing… Company Customers 77
- 78. …to customer network marketing Customer Customer Blogs Comments Customer Customer Company p y Forums Customer 78
- 79. Customer Customer networks networks Customer Customer networks networks Customer Customer networks networks 79
- 80. Access Collaborate Customer Engage Networks Connect Customize 80
- 81. Free chapter: p www.davidrogers.biz Newsletter: http://bit.ly/Digital-Strategist http://bit ly/Digital-Strategist Contact: contact@davidrogers.biz 3-day executive program: Oct 24-26, 2012 (Columbia Business School, NYC) 81