"why conversational marketing matters: engagement in the age of stratification" -...
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Presented at the EPiServer Partner Summit 2010 by Deane Barker.TRANSCRIPT
Why Conversational Marketing Matters:Engagement in the Age of Stratification
Deane BarkerContent Management Practice DirectorBlend Interactive
Blend Interactive
EPiServer Partner since 2008
2009 North American Partner of the Year
Sioux Falls, South Dakota, USA
Image by S.K. Photography
Image by Dean Franklin
@gadgetopia
Why this topic?
Conversational marketing is becoming more and more important to customers.
EPiServer has a great story to tell.
A Cultural Disclaimer
What is conversational marketing?
Un-marketingMarketing through dialogue rather than monologueMarketing which allows the prospect to talk backParticipating in a conversation about your industry, brand, or customer’s interest
Harmony Tweets
Very soft sellTargeted an interest of their pool of prospective customersEncouraged the community to talk amongst themselvesConnected to other communication
channelsInvolved other organizations
Why has marketing become conversational?
Marketing has stratified and technology is making it easier to cut out.Technology has brought us back to the classic marketplace where consumers converse with each other.
Big Point #1
Marketing has stratified and technology is making it easier to
cut out.
Integrated Advertising
The Commercial Break
Marketing Stratification
Stratification
Image by Matt Mechtley
Stratification
Content Ad Conten
t
Stratification
Content Ad Conten
t
Zenith Space Commander
Image by Jim Rees
The VCR
Tivo / DVR
RSS
AdBlock Plus
Traditional Model
Ad
Ad
Content
Traditional Model
Ad
Ad
Content
Integrated Model
Content
Ad
Integrated Advertising
Marketing has stratified
Technology has made it easier to cut out
Marketing has started to integrate back into content
The $1Million Question
In a world where consumers can pick the marketing they’re
exposed to, why would they pick yours?
Big Point #2
Technology has brought us back to the classic marketplace where consumers converse with each
other.
The Cluetrain Manifesto
“Markets are conversations”
Marketing isn’t changing. Rather, it’s changing back.
The relative isolation of the consumer has ended.
Consumers trust other consumer recommendations 78% of the time82% of customers who read reviews from other customers claim they were affected by those reviewsEight out of 10 customers trust brands more if they offer customer reviews.
What is a brand?
“The experiential aspect [of a brand] consists of the sum of all points of
contact with the brand…”
Wikipedia, “Brand”
The conversation is a “point of contact” you
cannot control.
A conversation is happening right now
about your brand.The only question: are you in
on it?
The Saga of Jeremy Hermanns
The Saga of Jeremy Hermanns
The Saga of Jeremy Hermanns
Conversation FAIL.
Conversations about your brand are happening whether or not you’re involved.There is value in participating in these conversations.There is also considerable peril.There’s even more value in initiating, hosting, and branding these conversations.
Case Studies
