The Digital Age - PowerPoint Presentation

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