1 / 100

Marketing 2.0 for Competitive Advantage

Marketing 2.0 for Competitive Advantage. What we will do today. Discuss how communication value (through customer value) is generated and delivered in a Web 2.0 world B2C and B2B Effective web-based communication tools Lead generation and sales w/o push

anatole
Télécharger la présentation

Marketing 2.0 for Competitive Advantage

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Marketing 2.0 for Competitive Advantage ©Zwick

  2. What we will do today • Discuss how communication value (through customer value) is generated and delivered in a Web 2.0 world • B2C and B2B • Effective web-based communication tools • Lead generation and sales w/o push • Develop an online marketing communication plan • Things you can do tomorrow ©Zwick

  3. More Specifically: Session 1: Map the new media forms Session 2: Unpack logic/theory of new media Session 3: Drill down on the tools of Web 2.0 communication Session 4: Your turn! Write an action plan. ©Zwick

  4. Let start with some question… • What do you consider the most significant challenges advertisers face today? • What do you consider the root causes of these challenges? ©Zwick

  5. And two more… • What is digital/interactive/e-marketing to you? • How can digital marketing help overcome advertising challenges of the 21st century? ©Zwick

  6. Let’s share… ©Zwick

  7. All four: • What do you consider the most significant challenges advertisers face today? • What do you consider the root causes of these challenges? • What is digital/interactive/e-marketing to you? • How can digital marketing help overcome advertising challenges of the 21st century? ©Zwick

  8. Customer Feedback • “Today’s marketing world is broken…We are still too dependent on marketing tactics that are not in touch with today’s consumer” • Jim Stengel, Global Marketing Officer, Procter &Gamble • “Used to be, TV was the answer. The only problem was it stopped working sometime around 1987.” • President GM North America • “Broadcasting an ad on television or in a newspaper is admitting you have no idea who your customers are.” • Gary Loveman, CEO, Harrah’s ©Zwick

  9. What we know ©Zwick

  10. If you can… • Spend $300 on a video camera and reach 4 million unique visitors/month (MS). • Spend 1% on marketing to increase sales six-fold in 2 years (Stormhoek). • Hire a videographer, a blogger, and a flickr photographer and run a presidential campaign. ©Zwick

  11. …then a truly a New Reality with New Rules is here • So what has happened in the last 10 years?? • Google, YouTube, Facebook • Word of mouth has gotten much, much more efficient and important • Rise of attention economy • Rise of Long Tail • More? ©Zwick

  12. Blogs…right • Arnold Kim, MD • His blog: MacRumors.com • Started in 2000, full-time since 2008 • Attracts more than 4.4 million people • NY Times has 13-14 million • 40 million page views a month (Quantcast) ©Zwick

  13. Name the Top Blogs: • Gawker Media • MacRumors.com • The Huffington Post • PerezHilton.com • TechCrunch ©Zwick

  14. More importantly • Can you name the key blogs/wikis/forums in your industry?? ©Zwick

  15. In your Groups: • For each member • Identify the blogs, forums, wikis, and list serves for your industry? • Ex.: the Solo Attorney list • Which ones do you monitor? • In which ones do you or your organization participate? • Ex.: AlacraWiki? ©Zwick

  16. Let’s share… ©Zwick

  17. Result • A new medium is here that is as influential as CNN and the New York Times ©Zwick

  18. Mapping Digital Marketing ©Zwick

  19. Mapping Digital Marketing ©Zwick

  20. Mapping Digital Marketing ©Zwick

  21. Mapping Digital Marketing ©Zwick

  22. Mapping Digital Marketing ©Zwick

  23. In your Groups: • Work together to fill the quadrants for each of your companies. ©Zwick

  24. Let’s share… ©Zwick

  25. Let’s take a break! ©Zwick

  26. Reaching Customer • New Tools to drive • Buzz • Traffic and Leads • New product feedback • Sales • Relationships • Etc. ©Zwick

  27. Of Influentials and Search Engines ©Zwick

  28. Is there a Simple Formula to Success? • No… • …but I’ll give you one anyway. ©Zwick

  29. Turn a good story… • …into a groundswell of communication and attention. • Will it blend? (youtube) • Nokia N95 (blog seedings) • Mike Pedersen (www.golf-trainer.com, www.performbettergolf.com/blog) • Le Cache Premium Wine Cabinets (wine-storage.blogspot.com) ©Zwick

  30. But why? So what? • What does all that communication and (possibly) knowledge of the product, service, company, brand, person, etc. turn into? • Credibility, authenticity, authority In short: TRUST through THOUGHT LEADERSHIP ©Zwick

  31. In Groups: • For each member, do these two things: • Identify the story about your organization/product/service currently told to consumers in your ads • Identify all the ways you are telling this story to your market ©Zwick

  32. Let’s share… ©Zwick

  33. Why thought leadership…? • traffic • relationships • sales • loyalty ©Zwick

  34. So what is different about Online Advertising? • Standard Answer: Allows you to communicate directly with your marketplace. • But • Does a TV commercial not do that? • Does a good PR campaign not do that? ©Zwick

  35. So what is different (cont’d)? • Prior to web: how can you get attention from customers? • Advertising • PR • How targeted are these? • depends but overall pretty much shot gun • How timely are these? • Usually untimely one-way interruptions! ©Zwick

  36. …and now…? • Conversation, interaction, relationship with the select few • Attention is always already there • We dig deeper after group work… ©Zwick

  37. Back to your Groups: • Back to your story… • Together ponder two additional online communication tactics for each of you that you would recommend to tell the story. ©Zwick

  38. Let’s share… ©Zwick

  39. Theory Burst (fear not) From Consumer Marketing to Customer Moment Marketing ©Zwick

  40. 21ST Century Marketing Challenges • FRAGMENTATION!! • Attention • Demand • Community and Communication ©Zwick

  41. Attention Economy • Fragmented media • Consumers tuning out or completely skipping messages • 61% of consumers say that marketers and advertisers do not treat them with respect • 69% are interested in products or services that would help them skip or block advertising • Poor Information/Metrics on effectiveness ©Zwick

  42. Long Tail (Chris Anderson) • Fragmented Demand • Niches are Riches ©Zwick

  43. What is “Natural Demand”? • The “Head” of the Demand Curve: • Pre-Internet, old economy firms turned out a small number of “hits” or blockbuster products • The “Tail” of the Demand Curve: • Internet-era, new economy firms offer a broader range of niche products. ©Zwick

  44. The Head • Prior to the Internet, production, distribution, and consumption focused on a few hits because of scarcity of resources: • time, space, and money • The 80/20 rule ©Zwick

  45. The Long Tail • Costs of reaching niches down! ©Zwick

  46. To Summarize: • In virtually all markets, there are far more niche goods than hits • The cost of reaching those niches is now falling dramatically. • The demand curve flattens. • There are still hits and niches, but the hits are relatively less popular and the niches relatively more so. • All the niches add up. • The natural shape of demand is revealed. ©Zwick

  47. Is there a Long Tail? • www.rogerebert.com hosts more than ten thousand reviews • June 2006, these movies were big: • The Da Vinci Code • Brokeback Mountain • V for Vendetta • X-Men: The Last Stand • An Inconvenient Truth The question: what percentage of clicks went to any of these reviews? ©Zwick

  48. Is there a Long Tail? • Web traffic statistics show that even the most popular film represents less than 1 percent of their business. • The Da Vinci Code .8% • Brokeback Mountain .8% • V for Vendetta .7% • X-Men: The Last Stand .6% • An Inconvenient Truth .5% The lesson: People are curious about a lot of different movies. ©Zwick

  49. Brands/Companies as Platforms • Social communication theory • From attention to recognition • “Open-source marketing” • Wikis, forums, communities ©Zwick

  50. So, together • Fragmentation, Long Tail, Social Communication makes reaching and keeping the attention of your customer ever harder. ©Zwick

More Related