david vs goliath 13.07.16
TRANSCRIPT
David vs. Goliath Trends in modern consumer marketing.
The aim of marketing is to know and understand the customer so well that the product or service sells itself, thus making selling superfluous.
- Peter Drucker
WOW!
WOW!
What’s going on?
Big Idea No.1
(Winning the Zero Moment of Truth)
What is a Zero Moment of Truth?
ZMOT is that moment when you grab your laptop,mobile phone or some other wired device
and start learning about a product or service…
Traditional Marketing Model
The ‘Zero’ Moment of Truth
Big Idea No.2
The new intersection of technologyand storytelling
The more we are engaged, the more we believe
Learning results from interaction and participation.
When marketers find ways to personalise a brand, they triggerthe fan mechanism throughwhich memory transformsa customer into a brand ambassador.
The bottom line
People don’t believe what you tell them.They rarely believe what you show them.They often believe what their friends tell them.They always believe what they tell themselves.
Give people stories they can tell themselves — stories about the future, about change, and about our brands.
Big Idea No.3
Create a harmonious marriagebetween all your marketing efforts
Everything must work together from the way you sound, look and even act
Your first move is to redefine how you think about your brand
Brand
PR
Advertising
In Store
Mobile
Social Media
Content
Your brand is now everything
It’s what your customers think of you.It’s the images, words, feelings, price, services, products, experience, quality etc. associated with your company.Even the little things from how your employees dress to their attitudes all affect your customers experience of your brand.
The aim of marketing is to know and understand the customer so well that the product or service sells itself, thus making selling superfluous.
- Peter Drucker
https://www.thoughtworks.com/insights/blog/what-10x-content-and-why-does-it-matter
What happens when you do it right…
WOW!
• 20 million views• 12 minute duration• Global audience• Self –selected, opt-in• Potential customers• Unfathomable ££ value in media
WOW!
Thank you!