Download - Rishad Tobaccowala
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2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential. 0
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2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential.
A New Marketing Mindset
Experian
August 27, 2009
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2The Conversation Today: A Time To Rethink
The New Force
Implications Beacons: Examples Of Thinking Anew
Some Thoughts For Experian To Tangle With
Discussion
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2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential. [3]
The Force
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4The Change
Widely Distributed Empowering Tools & Services+
Changing Consumer Expectations and Behavior
=A Seminal, Transformative and Disruptive era
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5The Force = The Internet = Connection Engine
The co-ordinates of this connection grow
All over the world
Across all devices
All the time
Connect to find
(Discovery)
Connect to share
(Social Media)
Connect totransact
(Commerce)
Connect toexpress
(Creativity)
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6In a Connected Age
The end of ignorance arbitrage I can know, find, and discover peoplesreputation, competitive productattributes and pricing, and a lotmore.(increasingly anywhere andanytime)
The rising individual mediaconglomerates
I can create, combine and cull..
I can publish, post, upload
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7In a Connected Age
New expectations Transparency Responsiveness
New emotional truths Authenticity (is individual or company real?) Community (social and other awareness) Trust (believe it will be the critical currency)
Some Hard Questions Purpose and Values (why do you exist?)
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8The Connected Age Shifts
Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to Delivering
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9The Connected Age Shifts
Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to DeliveringShift Two: From Interactive To Multi-Polar
Marketing
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The Connected Age Shifts
Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to DeliveringShift Two: To Multi-Polar MarketingShift Three: From Users To Voices
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The Connected Age Shifts
Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to DeliveringShift Two: To Multi-Polar MarketingShift Three: From Users To VoicesShift Four: From Campaigns To Ecosystems
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The Connected Age Shifts
Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to DeliveringShift Two: To Multi-Polar MarketingShift Three: From Users To VoicesShift Four: From Campaigns To EcosystemsShift Five: From Finding Them To Them Finding You
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The Connected Age Shifts
Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to DeliveringShift Two: To Multi-Polar MarketingShift Three: From Users To VoicesShift Four: From Campaigns To EcosystemsShift Five: From Finding Them To Them Finding YouShift Six: From Marketing To Facilitation
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The Connected Age Shifts
Seven Shifts as we move deeper into a connected age:
Shift One: From Telling to DeliveringShift Two: To Multi-Polar MarketingShift Three: From Users To VoicesShift Four: From Campaigns To EcosystemsShift Five: From Finding Them To Them Finding YouShift Six: From Marketing To FacilitationShift Seven: From Engagement to Utility
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Shift One: From Telling to Delivering
The proof is in the performance, the act and behavior rather than themessage, the media and the discount
Fund product superiority, news and customer service over messaging Earned media over bought media
Positive WOM over paid spokespeople
AdvertisingMedia
Promotion
ProductsUtilities & ServicesCustomer Support
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Shift Two: To Multi-Polar Marketing
Two Way Marketing Multi Way Marketing
Independent MediaVehicles
Multi Media
Simple Measures Multi Measures
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Shift Three: From Users To Voices
In a connected age everyone is a media conglomerate- Word ofMouth is the currency of choice we should focus on
Heavy Users,Specific Demos
Influencers,Advocates,Detractors
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Shift Four: From Campaigns To Ecosystems
Control by initiator
Fixed duration
Neat model
Clear cut roles
Campaigns Ecosystems
Can be consumer initiated Digital lasts forever Multi-way with secondary effects Blur between players
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Shift Five: From Finding Them To Them Finding You
In a connected world we move from:
How can consumers easily find you in: Search Distributed content Superior performance that people speak about
Segmentation
Hunting
Broadcast/ Publish
Re-Aggregation
Fishing
Search/ Social Recos
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Shift Six: From Marketing To Facilitation
The energy and control aremoving from the marketer to theconsumer to such a degree thatthe consumer now self markets
Finance, Pharma, Travel, Tech,Auto
Important to support andleverage this self marketing
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Shift Seven: From Engagement to Utility
Measures tend to focus on how long a person spends with the brand underbanner of engagement
Total page views, total time spent, number of interactions performed
Stop elongating the game and focus instead on how quickly and how wellwe fulfill particular needs
Engagement Utility
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2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential. [22]
Beacons
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Beacons
Examples of efforts which: Speak to voices (advocates, influencers..)
Are found rather than find
Facilitation intense versus marketing intense
Multipolar (multi way and multi media and multi measure)
Build ecosystem
Emphasize product, service and support
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Nike Plus
Incorporates running maps through Google
Both localized and international
Extended into influential product developmentthrough software and Apple iPod partnership
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Nike Plus
Nikes ultimate running platform and community that furtherestablishes Nikes ownership of running motivation
Empowered consumers and gave them a tool to facilitate theirpassion: running
Highly successful in social connection and brand sales160 million miles logged97% recommendation from program members18% increase in conversion from intention to purchaseNike Plus shoes sales: 20% increase in 2007$17 increase in average sales value from program members vs non-members1.5MM+ sensors sold
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Allstate Teen Driving Contract
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Allstate Teen Driving Contract
Results 40,000 teen drivingcontracts have been filled outonlineAllstate perception andbrand improvementFewer Teen Deaths
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Dell Ideastorm & Forums
Ideastorm Users contribute suggestions for Dell
and collectively vote to prioritize them;brand reviews each idea
Forums Peer-to-peer support area
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Dell Ideastorm & Forums
Ideastorm Over 10k contributions, promoted over
600k times, with over 80k comments
200 suggestions have resulted inimplemented product, service andmarketing innovations
Forums Close to 1.5MM users have contributed over
700k threads
Over 10k solved cases contributed by thecommunity and Dell
Occurs when user who originates a threadhighlights related post that answers theirquestion
Gave consumers a number of ways to express themselves Reviews/Votes on products/ services Advice on technical issues
Tapped into the collective knowledge of all their customers to providecustomer service at less cost to them
Results:
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Some Thoughts For Experian To Tangle With
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A Perspective
You are as much in the EMOTION business as in the DATA business
EMPOWERMENT & TRANSPARENCY is now a two way street Consider creating assets that allow CONTROL, EDUCATION, &
CORRECTION
Huge opportunity to separate from the crowd by aligning with thecrowd VS having it align against you
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Some words from Dr Einstein
Not everything that counts can be counted;not everything that can be counted counts
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