the 7 most important marketing/crm trends of 2014 and what to do with them
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whats hot? - and whats not? whats new - and whats to love?TRANSCRIPT
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2014:
7 NYE TRENDER
tvil, tro, håp og kjærlighet
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1
Content marketing
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A marketing technique of creating and distributing relevant
and valuable content to attract, acquire and engage
a clearly defined and understood target audience – with the
objective of driving profitable customer action
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Onsdag, klokken 09:35
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7 28.08.2014
PlussTid er medlemskonseptet til Lilleborg. Målgruppen er primært barnefamilier.
Presisjon gir effekt. Som et eksempel på vareprøver som har truffet veldig godt, nevnes babyprodukter til alle PlussTid-medlemmer som har barn under 3 år. Med overveldende respons. ”Vi lykkes aller best når vi kan presentere nye produkter for våre medlemmer. Etter å ha fått lov til å prøve et nytt produkt på forhånd, øker også kundenes motivasjon for kjøp,” mener Medbøe.
I Nyhetsbrevet, magasin og nettside får en tips og råd som kan bidra til å forenkle en travel hverdag. ”Magasinet har et opplag på 150 000, så dette har etter hvert utviklet seg til å bli en betydelig kanal for oss,” sier produktansvarlig Hilde Medbøe.
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I Norge anslår Medialounge at utgjør CM mellom 5% - 30% av
markedsbudsjettet – eller mellom 1 og 6 mrd kroner.
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Conventional wisdom told brands to keep knowledge
quiet, to put “trade secrets” under indefinite embargo and to
let exclusive information gather dust in corporate
archives.
Corporations are now in the unique position to distribute
the information they’ve gathered in exchange for
audiences, readership, and loyalty.
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Brand publishing allows companies to provide increased
transparency, create a strong brand identity at a fraction
of the price of traditional marketing tactics, and in less
time.
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Big brands are poaching top-talent journalists in droves and
implementing the most successful aspects of the traditional media
house. Former journalist Hamish McKenzie is now lead writer at Tesla
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Konsekvens
Content & Brand Marketing er som skapt for CRM og omvendt.
Alle CRM-kanalene er kostnadseffektive og relevante
budskapsformidlere.
CM er ingen engangskampanje, men en langsiktig strategi.
Dårlig egnet til Panic Marketing og gule bomber.
Relevant, ærlig, transparent og med reell nytte- og
nyhetsverdi – hver gang. I år etter år.
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2
Internet of things
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Internet refrigerator (also known as Smart
refrigerator) senses what kinds of products
are being stored inside it and keep a track of
the stock.
Determine itself whenever a food item needs to
be replenished.
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Internet of things?
Internet forandrer
spillereglene.
I alle bransjer.
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Hva skjer i Norge?
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Konsekvens
Internet endrer forretningsmodeller i alle bransjer
Valget: Å stritte imot lengst mulig – eller lede utviklingen?
Kundene vil over tid alltid handle der det er enklest – uansett om
firmaet har eksistert i 300 år eller 30 dager.
Verdiskapning vil gå fra å masseprodusere like og offline produkter –
til å tenke integrerte, online økosystem
Når alle produkter selges on-line, blir CRM avgjørende. Igjen.
Realtime kundeinnsikt – adferdsprediksjon – personifiserte budskap –
just in time respons.
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3 Disruptive innovation
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En disruptiv innovasjon
forstyrrer et eksisterende marked
på en måte som markedet ikke forventer.
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Disruptiv innovasjon – de 2 viktigste i historien
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How much market research was done to lead the development of the iPad? Jobs: “None. It isn't the consumers' job to know what they want. It's hard for consumers to tell you what they want when they've never seen anything remotely like it."
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Norges mest populære mobil i 2008
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I 2009
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Markedsundersøkelser og fokusgrupper
bekrefter selvfølgeligheter:
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Ekstrem disruptiv innovasjon
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Kundesentrisk, disruptiv innovasjon
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«Consumers hidden needs»
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Disruptiv innovasjon i finansbransjen
Tirsdag 14:15
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Kan fort bli din eneste reelle differensiator – når alt annet er
likt din konkurrent
Må du ta ansvaret for selv – kundene vet ikke hva de ikke vet
Fokusgrupper og undersøkelser gir oftest selvfølgeligheter til
svar.
Endringshastigheten vil øke. I alle bransjer.
Ideer er ikke vanskelig. Implementering er.
Konsekvens
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3 kjappe
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4
Social vs email
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E-handel: hvilken kanal generer inntekt?
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marketing:
57 x høyere
inntekt enn
social media
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5
Next-generation personalization
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Next-generation personalization Personalized messages to each individual customer and maintain
this relevance on every screen.
Correlation between the customer experiences delivered by more than 150 US firms and the loyalty of their customers: Personalization correlates to consumers' willingness to repurchase, reluctance to switch, and likelihood to recommend firms
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profile data (e.g. city/state of residence, specific interests)
historical data (e.g. last time visited the page, purchases made)
behavioral data (e.g. interactions with the site)
situational data (e.g. time of day, geographical location).
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40% of customers buy more from businesses who personalize across all
channels
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6
location-based marketing
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Identify shoppers that had already been to Vespa and Moto Guzzi dealers. The company then retargeted those shoppers with timely and relevant mobile ads.
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Driving bookings Best Western has geo-fenced ads around its hotels and airports. Mobile ads in geofences around competitors’ locations to sway consumers into a Best Western hotel.
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Kan være kjernen i din Disruptive innovasjon
Gjør det nå. Ikke i morgen.
Tenk CRM – ikke la det bli standalone kampanjeaktiviteter
Konsekvens – Personifisering 2.0 og lokasjonsmarkedsføring
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7
deg
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CRM:
Tror du på CRM?
Har du mange gode ideer?
Får du realisert de?
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Er det så vanskelig å realisere ideer?
Hvorfor
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For lav kompetanse?
For dårlige systemer?
For lite kreativitet?
Ikke nok ressurser?
Er det på grunn av
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Dårlig samarbeide
Beslutningsvegring
Motarbeiding
Likegyldighet
Uklare roller
Politikken rår – tiden går
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Hva har de som lykkes
til felles?
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Tro.
På at det går.
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- Flytter fjell?
- skaper samarbeide
- Skjærer igjennom beslutningsvegring
- unngår motarbeiding
- Engasjement fremfor likegyldighet
- Tar tak i uklare roller
Tro
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Gutter har større tro på at de er flinke i matte og
har høyere selvoppfatning enn jenter.
Gutter har også større mestringsforventning
enn jenter.
Men ferdighetsmessig er de på samme nivå.
Pisa-undersøkelsen om ferdigheter i matematikk i OECD.
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The me I see, is the me I be
75
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Hender det at andre gjør deg usikker?
Blir du satt ut av autoritære personer?
Hender det at du ikke klarer å si hva du egentlig mener?
Når sjefen er uenig i planen din – blir du stille?
76
Det som forstyrrer troen:
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Er sjefen egentlig din verste kritiker?
Hvem setter grenser for deg?
sier at du ikke kan?
hindrer deg?
77
Hvem gjør deg usikker?
- egentlig?
Andre? – eller deg selv?
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Usikker? Sikker!
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Neste gang…
Prøv!
Igjen.
Og igjen.
Og en gang til.
79
NO
Disruptive innovation
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http://lista.vg.no/artist/one-republic/singel/counting-stars/6138