How the Internet and mobile communications have changed marketing Meet Tom Story adapted from Berger Jonah 2013 Contagious Why Things Catch On New York NY Simon amp Schuster the consumer is in charge ID: 574021
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Slide1
The Digital Age
How the Internet and mobile communications have changed marketing.Slide2
Meet Tom.
Story adapted from Berger, Jonah 2013 "Contagious: Why Things Catch On," New York, NY Simon & Schuster.Slide3
the consumer is in charge,
content is currency, and
there’s a new ethic of publicness.
The Internet has changed the playing field for marketing:Slide4
The Consumer is in Charge
Power Shift
Companies
Individuals
From “E-Marketing” Seventh Edition, Judith Strauss and Raymond Frost, C. 2014
Traditional Media
Television
Radio
Magazines
Newspapers
Centralized Push
Social Media
Social Networks
Blogs
Wikis
And more
Decentralized PullSlide5
The customer is opinionated, publicallySlide6
Content is currency.
Brand-related consumer actions and conversations
Any asset owned by the brand (digital or physical)
Paid placements that promote a product, website, piece of content or anything else that an advertiser wants to pay to draw attention to.Slide7
Company web site
Blog
Support forum/community
Podcast
Email, text messaging
Online event
Sales promotions
Virtual world
Online games
Gifting
Branded mobile apps
QR codes
Location-based marketing
Social network presence*
SEO-natural, organic
Digital Coverage from traditional media
Viral marketing
Wikis
Ratings and reviews
Social recommendations
Email
Social site discussionCommunity discussionWidgets & social appsLocation-based services
Collaborative content
CONTENT
Customers
Prospects
Detractors & Fans
Display ads
Sponsorships
Classified ads
Product placement
Social media ads
Mobile ads
SEO: paid search
From: E-marketing, Seventh Edition, Judy Strauss and Raymond Frost, c. 2014Slide8
Privacy
Publicness vs.
Jarvis, Jeff. Public Parts: How Sharing in the Digital Age Improves the way we work and live, c2011.Slide9
Jarvis, Jeff. Public Parts: How Sharing in the Digital Age Improves the way we work and live, c2011.Slide10
August 24, 2015
Jarvis, Jeff. Public Parts: How Sharing in the Digital Age Improves the way we work and live, c2011.Slide11
The value of publicness
Publicness…
Builds relationships
Disarms strangers
Enables collaboration
Unleashes the wisdom and generosity of the
c
rowd
Defuses the myth of perfection
Neutralizes Stigmas
Grants Immortality .. Or at Least Credit
Organizes Us
Protects Us
Jarvis, Jeff. Public Parts: How Sharing in the Digital Age Improves the way we work and live, c2011.Slide12
Given these three shifts
(consumer in charge, content is currency, the value of publicness)
what do we see marketers doing today that works?Slide13
Four ways to get more value from digital marketing
Create an integrated experience
Inspire customers to share your content
Adopt a publisher’s ethos
Use insight to inspire action
Edelman, David. "Four ways to get more value from digital marketing," McKinsey Quarterly, March 2010. Retrieved: http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/four-ways-to-get-more-value-from-digital-marketingSlide14
Integrated experienceSlide15
Inspire customersSlide16
Adopt a publisher’s ethosSlide17
Use insight to drive action
Which design worked best for students?Slide18
Growth Hacker is the new VP of Marketing
Their main
task is to build great marketing ideas
into the product
during the development process
.The end goal of every growth hacker is to build a self-perpetuating marketing machine that reaches millions by itself.
Uses customer acquisition techniques that are
testable, trackable, and scalable
.
Growth hacker
(n):
Holiday, Ryan. Growth Hacker Marketing, c.2014Slide19
Growth hacking case studies
P.S.: I love you. Get your free e-mail at Hotmail
Holiday, Ryan. Growth Hacker Marketing, c.2014Slide20
The Growth Hacker Mindset
Product market
fit: Make something people want.
S
tart with a Minimal Viable Product (MVP) and get feedback.
Growth and Attention: Kick off growth with early adopters.
Virality
: What makes people want to share?
Optimization and
retention: Measure
what works and
repeat it.
Holiday, Ryan. Growth Hacker Marketing, c.2014Slide21
What works now?
Restore
community marketing.
Used properly, social media is accelerating a trend in which buyers can increasingly approximate the experience of buying in their local, physical communities.
Find your customer influencers. Many firms spend lots of resources pursuing outside influencers who’ve gained following on the Web and through social media. A better approach is to find and cultivate
customer influencers and give them something great to talk about. There are many other measures of a customer’s potential value, beyond the money they pay you. For example, how large and strategic to your firm is the customer’s network? How respected is she?
Help them build social capital.
Traditional marketing often tries to encourage customer advocacy with cash rewards, discounts or other untoward inducements. The new marketing helps its advocates and influencers create social capital: it helps them build their affiliation networks, increase their reputation and gives them access to new knowledge — all of which your customer influencers crave.
Get your customer advocates involved in the solution you provide.
Ask them for their input and ideas.
Long live marketing.Slide22
An ethic
of publicness
Consumers are in charge
Build something people want (PMF).
Start with early adopters for growth.
Optimize with customer feedback.
Content is currency
Adopt a publishers
ethos.
Optimize using insight to drive action.
Build an integrated experience.
Inspire
customers and build
in
virality
.
CONCLUSION