Marketing in a socially connected world - August 2015
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The document outlines the evolution and purpose of marketing in a socially connected world, emphasizing the importance of developing customer-centric strategies. It discusses key concepts like the customer decision journey, the shift from traditional marketing to loyalty and engagement, and the significance of purpose-driven initiatives. Jude Brooks advocates for a deeper understanding of marketing by focusing on purpose, values, and meaningful connections with consumers.
Marketing in a socially connected world - August 2015
- 1. Jude Brooks communicating in a socially connected world Marketing in a socially connected world Jude Brooks August 2015
- 2. Jude Brooks communicating in a socially connected world Purpose To help you better understand modern marketing in a complex, socially connected world & To inspire you to develop purposeful marketing strategies that work ““
- 3. Jude Brooks communicating in a socially connected world What is marketing? • Kotler: “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” • CIM: “Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.” • Wikipedia: “Marketing is communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand.”
- 4. Jude Brooks communicating in a socially connected world What is marketing? Marketing is the right product, in the right place, at the right time, at the right price. - Adcock “ “
- 5. Jude Brooks communicating in a socially connected world Changing landscape Changing media landscape – how we spend out time Changing mobile landscape – increasing reliance on mobile devices Changing social landscape – interacting more and more Changing decision journey – more influencers
- 6. Jude Brooks communicating in a socially connected world Evolving marketing mix 1960s 1980s 2012 2015 4Ps: Product, Price, Place and Promotion 7Ps: Product, Price, Place, Promotion, People, Process and Physical Environment 4As: Awareness, Availability, Affordability and Acceptability 4Ps: People, Purpose, Principles and Participation Focus shifted from corporate-first to customer-centric
- 7. Jude Brooks communicating in a socially connected world Customer decision journey ① ② ① Initial Consideration: Consider an initial set of brands ② Active Evaluation: Add or subtract brands as they seek and evaluate information ③ ④ ⑤ ③ Moment of Purchase: Consumer selects a brand at the moment of purchase ④ Post-Purchase Experience: Consumer experiences the brand which informs subsequent purchase decision ⑤ Advocacy: Consumer will talk about the experience – good and bad! ⑥ ⑥ Bond: Subsequent purchases driven by brand bond via’ Loyalty Loop’
- 8. Jude Brooks communicating in a socially connected world So marketing needs to change From Stop/Start campaigns Interruptive ads Telling a message Focus on new customers Brand ads What you say To Always-on programmes Engaged participation Creating helpful utility Focus on loyalty Branded content What you do
- 9. Jude Brooks communicating in a socially connected world All about purpose and meaning What we believe will impact what we do, which is far more powerful that what we say. - Antony Mayfield, Brilliant Noise “ “
- 10. Jude Brooks communicating in a socially connected world Simon Sinek’s Golden Circle Why How What We mostly start with ‘What’… • What? Products & services • How? Differentiation / USP • Why? Purpose / cause / belief
- 11. Jude Brooks communicating in a socially connected world Why How What Simon Sinek’s Golden Circle Great leaders & great organisations start with ‘Why’ They put purpose at the heart
- 12. Jude Brooks communicating in a socially connected world Where purpose fits • Purpose: Your raison d'être • Values: What you care about • Mission: What you’re here to do • Vision: Where you’re heading • Strategy: How you’re going to get there
- 13. Jude Brooks communicating in a socially connected world Objectives Purpose Why Outcomes Aspirational Long term Intangible Reason Things Tasks Functional Short term Tangible Destination
- 14. Jude Brooks communicating in a socially connected world Benefits of purpose • Consistency of message • Focus and choice • Trust and authenticity • Profit
- 15. Jude Brooks communicating in a socially connected world 5 Types of purpose Elicit joy Enable connection Inspire explorationEvoke pride Impact society
- 16. Jude Brooks communicating in a socially connected world Jude’s Law What you do is more important than what you say “ “
- 17. Jude Brooks communicating in a socially connected world Thank you! jude@judebrooks.com