Managing Reputation as a standalone
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This document provides an overview of modern marketing capabilities and strategies. It discusses how marketers can now track individual consumer preferences and customize offerings. It also describes the wide variety of available communication channels and tools to listen to customers. The document outlines elements of an effective marketing plan, including messaging, media, promotions, and events. It distinguishes between paid, earned, and owned media and notes the importance of both company-generated and user-generated content. Finally, it suggests integrating reputation metrics like community contribution, sentiment, and engagement with traditional brand health metrics.
Managing Reputation as a standalone
- 1. @jessie_paul jessie@paulwriter.com Managing reputation as a standalone is like trying to control a cake through its icing
- 3. Marketer circa 2016 • Has the ability to track consumer preferences at the individual level. Can customize offerings as per these preferences • Can predict purchases, using analytics and customer data • On-the-fly pricing strategies are possible • Wide variety of communication options available - digital, print, outdoor, wireless, direct, context-sensitive.... • Access to sophisticated tools to listen to the customer
- 4. Marketing Architecture CUSTOMER EXPERIENCES MARKETING OPERATIONS MIDDLEWARE TECH BACKBONE DATA REPOSITORIES Ad Tools & Platforms Brand messaging, Emails, Social Media, Events, Apps, Retail, Sales Storytelling. Individually. Analytics, MRM, DAM Efficiency Connectors, Customer Demand Planning, Data Management Platform, APIs CRM, Automation, Content Management, E-commerce Databases, User History, Market Data Facebook, Google, Twitter, LinkedIn Governance
- 5. Elements of a marketing plan 1 2 3 4 5 6 7 8 9 10 MESSAGING MEDIA CHANNELS MEDIA RELATIONS INFLUENCER RELATIONS CUSTOMER MINING THOUGHT LEADERSHIP PROMOTIONS PROSPECT MINING PARTNER MARKETING EVENTS
- 6. Shades of Grey: Paid vs Earned Amplification Tweets Posts Likes Shares SOCIAL Native Advertising eDM Coverage Polls Contests DIGITAL Advertising Events coverage PRINT Credibility Endorsements SOCIAL Native Advertising Polls Awards Reviews DIGITAL PRINT Influencer endorsements SOCIAL Research Ratings Superlatives DIGITAL Editorial Research Ratings PRINT Influence Reviews Native Advertising Awards
- 7. Integrating Reputation with Brand Health Metrics LOW HIGH COMMUNITY CONTRIBUTION COMPANY AUTHORED CONTENT USER GENERATED CONTENT TYPE OF INTERACTION VIEWS LIKES SHARES CONVERSATION SENTIMENT ANGRY CONFRONTATIONAL HAPPY COLLABORATIVE
- 8. All rights reserved. No portion of this presentation may be excerpted or reused without the author’s written permission Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English. Paul Writer: n A trusted advisor to brand owners. West African symbol or adinkra for “help me and let me help you” Thank You