Understand, Engage and Embrace Your Customer

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The basic mechanisms as well as specifics of new media in marketing get explaines and analyed. The presentations starting point is a review of the changes in marketing communications, and the why's behind.


<ul><li> 1. 13.9.2014 Dr. Ute HillmerUnderstand, Engage, EmbraceYour Customers Dr. Ute Hillmer BetterReality MarketingStuttgart, 13.9.2014 </li> <li> 2. 13.9.2014 Dr. Ute HillmerSee it ! Hear it ! Say it ! Do it ! </li> <li> 3. 13.9.2014 Dr. Ute HillmerWHO is Dr. Ute Hillmer? an expert in positioning and promoting technology products, with a carving for innovative products that are not self-explaining. With such products, human behavior is often outside the boundaries of rationality -despite its economic context. Buying behavior is here typically a result of social, cognitive and emotional factors, along with the economic ones. </li> <li> 4. 13.9.2014 Dr. Ute HillmerWhat did Ute do? 27 years of international marketing (HP, CoCreate, MFG Innovation Agency State of BW, Better Reality Marketing) Dissertation in business administration, behavioral economics in technology marketing: Technology Acceptance in Mechatronics Worldwide company and product communication; mainly 3 continents (America, Europe, Asia) Product-, program-, channel-, partner marketing, marketing communication, branding, positioning Responsible for operative, strategic + corporate marketing, branding, sales training Experienced in large corporations, SMEs and freelance work as well as political institutions. Responsible for the first international website of Hewlett Packard in 1993 </li> <li> 5. 13.9.2014 Dr. Ute HillmerWhats Utes STORY? I am in business to change the lives of my technology clients by giving purpose to their work! </li> <li> 6. 13.9.2014 Dr. Ute Hillmer and turn their customers into raving fans! </li> <li> 7. 13.9.2014 Dr. Ute HillmerWHO are YOU? </li> <li> 8. 13.9.2014 Dr. Ute HillmerBe inSTATE! </li> <li> 9. 13.9.2014 Dr. Ute HillmerAgenda Preframe Who is Who? The Larger Context Why has Marketing changed? What does that mean? Should I care? The Basics Get started with Digital Marketing Customer Touch Points The Long Tail Work Session 1 The Digital Toolbox too long to list Work Session 2 Content Segment to Bond! </li> <li> 10. 13.9.2014 Dr. Ute HillmerThe Larger Context </li> <li> 11. 13.9.2014 Dr. Ute HillmerHas Marketing Communication Changed? </li> <li> 12. 13.9.2014 Dr. Ute Hillmer How did you buy yesterday? How do you buy it today? How will you buy it tomorrow? </li> <li> 13. 13.9.2014 Dr. Ute HillmerThe Power ofRecommendations: IllHaveWhatSheisHaving </li> <li> 14. 13.9.2014 Dr. Ute HillmerChange Engines on a Meta Level Technological Development Digitalization Network Technologies Converging media Storage Technologies Mobile Technologies Social Development The mature human the mature customer Self-confidence Participation Self-determination Individualization Visualization tech. Social Media Digital distribution Intelligent automation </li> <li> 15. 13.9.2014 Dr. Ute HillmerChangingKommunicationfrom Sender Receiver </li> <li> 16. 13.9.2014 Dr. Ute Hillmerto Sender Receiver </li> <li> 17. 13.9.2014 Dr. Ute HillmerFrom Product -to Customer-FocusProductPricePlacePromotionCustomer NeedsCustomer CostConvenience / AccessCommunication McCarthy: Basic Marketing: A managerial approach, 1960 Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993 </li> <li> 18. 13.9.2014 Dr. Ute HillmerWho must go with the change? </li> <li> 19. 13.9.2014 Dr. Ute HillmerWarumsindSiein SozialenNetzen(EuropeaData) ...to get to know things about (new) products / brands ...to come in contact with brands / companies ...to stimulate my career ...to find other users of a certain brand / product ...to find promotions of a certain brand / product ...to become a famous person ...to become an opinion leader Source: Social Media Around the World 2011, InSites ConsultingThe Web 2.0 Generation isOnline </li> <li> 20. 13.9.2014 Dr. Ute HillmerThe Nerd is Online </li> <li> 21. 13.9.2014 Dr. Ute HillmerSocialMedia in B2B? Guten Tag! Gr Gott! Source: Storymaker People buy from people! </li> <li> 22. 13.9.2014 Dr. Ute HillmerDigital Marketing andSocialMedia matterstoB2B Chief stakeholders may not be using social media. but their assistants will Social media is impacting how B2B decisions are being made. Background research Expertise Search results impact </li> <li> 23. 13.9.2014 Dr. Ute HillmerSocialMedia andtheBuyingProcessPost-sales user-experience reports support+ help complains learning upgradingSales lookingforthefittingsolution orproductmix lookingforthebestdealPre-sales lookingforinformation </li> <li> 24. 13.9.2014 Dr. Ute HillmerCustomers + Web 2.0 Technologies </li> <li> 25. 13.9.2014 Dr. Ute HillmerSocialMedia: Who isthere? (Wave 7 Data) http://wave.umww.com/assets/pdf/wave_7- cracking-the-social-code.pdf </li> <li> 26. 13.9.2014 Dr. Ute HillmerHowEffectiveist SocialMedia? Source: B2B Content Marketing report 2012; Content Marketing Institute and MarketingProfs </li> <li> 27. 13.9.2014 Dr. Ute HillmerB2B-Kommunikation? Der direkte Draht zur Zielgruppe entscheidet. Social Media betonen die menschliche Komponente von Kommunikation. B2B-Unternehmen mssen gegen Familienmitglieder, Freunde und Popstars bestehen. </li> <li> 28. 13.9.2014 Dr. Ute Hillmer SocialMedia and the Buying Process Source: BVDW </li> <li> 29. 13.9.2014 Dr. Ute Hillmer 1950er 1960er 1970er 1980er 1990er 2000er Zeit Distributions- orientierung Verbraucher- orientierung Handels- orientierung Wettbewerbs- orientierung Umwelt- orientierung Netzwerk- orientierung Anspruchs- spektrumdes Marketings Unter- nehmung Ver- braucher Handel Wett- bewerber Umwelt NetzwerkeDevelopment Steps in Marketing(Meffert, 2008 S. 8) Inhaltlicher Fokus des Marketings </li> <li> 30. 13.9.2014 Dr. Ute HillmerThe Dell Hell Case Lesson People talk about your company -with or without you dont you want to steer the direction best you can? Dell Hell: starting point in 2005 </li> <li> 31. 13.9.2014 Dr. Ute HillmerDell Hell </li> <li> 32. 13.9.2014 Dr. Ute Hillmer Dell Hell 2 Obviously a lot of people are in the blogosphere talking about their issues with Dell products, why arent we doing anything about it? Michael Dell, 2006 </li> <li> 33. 13.9.2014 Dr. Ute HillmerDell 2006:Obviously a lot of people are in the blogosphere talking about their issues with Dell products, why arent we doing anything about it? Michael Dell, 20062011: Dell named most social brand of 100 top brands </li> <li> 34. 13.9.2014 Dr. Ute HillmerCooperativeMarketing TargetedCustomer Dialog </li> <li> 35. 13.9.2014 Dr. Ute HillmerThe to get started </li> <li> 36. 13.9.2014 Dr. Ute HillmerEven More </li> <li> 37. 13.9.2014 Dr. Ute HillmerThe to get started </li> <li> 38. 13.9.2014 Dr. Ute HillmerHowtogetstartedwithDigital Marketing1. StayFocusedon yourObjective Which channel, which medium, which platform will help me reach my target? Define marketing goal Define target markets Bewhereyour customers are!! </li> <li> 39. 13.9.2014 Dr. Ute HillmerHowtogetstartedwithDigital Marketing? 2. What do you intent to achieve? Win additional customers Gain a new customer base Increase sales Increase awareness Enter new markets Increase communication with customers Increase website traffic Increase image Change image Increase online reputationAs with traditional marketing: set yourself realistic goals! </li> <li> 40. 13.9.2014 Dr. Ute HillmerHowtogetstartedwithDigital Marketing 3. Whereare your customers having their conversations? Let's spend a day in your customers media mix and learn to understand what they experience, how they feel, and most of all, how they communicate and interact. Kevin Colleran, Facebooks#1 Sales RepLISTEN!! talkenergizesupportIntegrateBOND </li> <li> 41. 13.9.2014 Dr. Ute HillmerHowtogetstartedwithDigital Marketing 4. dont get confused, think of Customer Touch Pointsinstead Source: Wave 7 </li> <li> 42. 13.9.2014 Dr. Ute HillmerClassic Touchpoints Journals andMagazines Bill boardadvertisement Trade shows Offline-Word ofMouth Oftenindividuallypushed, seldomorchestrated SalesteamandPartners Source: Storymaker </li> <li> 43. 13.9.2014 Dr. Ute HillmerSupplemented by a Digital Architecture WEB- SITE Micro- Site Online- PR ONLINE- PR PUSH/PULL Source: Storymaker News- letter </li> <li> 44. 13.9.2014 Dr. Ute HillmerSupplemented by a Digital Architecture WEB- SITE Micro- Site Online- PR ONLINEPR PUSH/PULL Source: Storymaker News- letterCommunication ChannelCorporateHosting </li> <li> 45. 13.9.2014 Dr. Ute Hillmer andIncreasinglyMobile Source: MashableAugust 05, 2013 </li> <li> 46. 13.9.2014 Dr. Ute HillmerDigital Touchpoints XING &amp; LINKEDIN Business Networks geschftliche Kontakte Inhalte mit Geschftspartnern teilen Unternehmens- sichtbarkeit auf persnlicher Ebene Mitarbeiter als Unternehmens- botschafter TWITTER FACEBOOK GOOGLE 200 Mio. aktive Nutzer 2,5 Mio. in D 200 Follower/Nutzer Wichtigster Microblogging- Dienst Multiplikations- freudige Nutzer Ideal fr Inhaltsteaser Themenmonitoring! &gt; 1 Mrd. Nutzer &gt; 25 Mio. in D Wichtigstes soziales Netzwerk Firmenaccounts Fanpages Sehr visuell geprgt Starke Multiplikationseffekte erhhen Sichtbarkeit Grte Suchmaschine 97% Marktanteil in Deutschland 50 Mio. Personen suchen jeden Monat in Deutschland Wer bei Google nicht gefunden wird, existiert im Web nicht Source: Storymaker </li> <li> 47. 13.9.2014 Dr. Ute HillmerDigital Touchpoints YOUTUBE FLICKR 4 Mrd. Stunden Videomaterial pro Monat zweitgrte Such- maschine gehrt zu Google wirkt sich positiv auf die Auffindbarkeit in der Suche aus YouTube fr Fotos 5 Mrd. Fotos, zus. 3 Mio. pro Tag eigene Kanle, Gruppen und Fotosets Flickr-Alben auf Websites und Blog einbinden praktisches Einbinden bei Twitter zentraler Ort fr Bildcontent YouTube fr Slides Sichtbarkeit fr Prsentationen erhhen leicht einbettbar positiv fr SEO SLIDESHARE Source: Storymaker </li> <li> 48. 13.9.2014 Dr. Ute HillmerDogitalTouchpoints PINTEREST BLOG lngere Texte multimedial anreichern dynamischer als Websites Kommentarsystem leicht anpassbar 70 Mio. Nutzer ca. 0,5 Mio. in D stark wachsend Bilder aus dem Web auf themenorientierte Pinnwnde pinnen Pins beinhalten Backlink auf Quellseite YouTube fr Print erhht Sichtbarkeit fr Broschren etc. durchbltterbar leicht einbettbar positiv fr SEO ISSUU Source: Storymaker </li> <li> 49. 13.9.2014 Dr. Ute HillmerDigital Marketingand The Long Tail Chris Anderson: The Long Tail, 2006. </li> <li> 50. 13.9.2014 Dr. Ute HillmerDigital MarketingThe CluetrainManifesto (2001) 95 Theses Excerpt 1. Markets are conversations. 12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. 17. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves. 18. Companies that don't realize their markets are now networked person-to-person, getting smarter as a resultand deeply joined in conversation are missing their best opportunity. 19. Companies can now communicate with their markets directly. If they blow it, it could be their last chance. 21. Companies need to lighten upand take themselves less seriously. They need to get a sense of humor. </li> <li> 51....</li></ul>