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presentation from the breakfast meeting on 31st august
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What happened to TOP OF THE POPS?
Date: May 2011
• Established “brand.”• Regular timeslot.• Route to market for “musicians”.• “Sit back” technology.• Passive mode.• Unable to change quick enough.• Cant respond to customer needs.
Top of the Pops – delivery channel
• Route to market.• Customisable.• “lean forward” technology.• Social • Interaction.• Calls to action.• Convenience.• Community.• Choice.
Todays delivery channel
0
5
10
15
20
25
30
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Bro
adba
nd p
enet
ratio
n (m
)
0
5
10
15
20
Onl
ine
Spen
ding
(£bn
)
Total Broadband (m) Online Spending (£bn)
Companies that don’t understand digital
communities will die….
Source:hagel
Your customers have changed
Source:the economist
70
50
30
20
10
45-66
Baby Boomers’46-’66
66-45
Baby Boomers’46-’65
45-33
Gen X’66-’76
33-16
Gen Y’77-’94
15-0
Gen Z’95-’2012
Age in 2010
Natives
Immigrants
“millennials”
Digital Natives
– Hyper connected.– Instant access.– Digital technology at core.– Multi tasking information junkies.
– Do you recognise anyone?
Digital Immigrants
– Avoiders– Reluctant adopters.– Eager adopters.
– Do you recognise anyone?
27% of the UK workforce was born after 1980
Source:the economist
The Old Way is Static – The New Way is Dynamic
Interactive
Social is relationship marketing
And relationships need to be worked at.
People are not demographics anymore
To connect to them, you need to understand them and social is
relationship building
Everyone has a circle of trust
People whose opinion they listen to and respect…
Trust?
Consumers are not listening anymore…..
Interruptive marketing has seen its day…
Relationship marketing and the rise of the “prosumer”
A shift in culture, communication and values
And companies are becoming
transparent
Conversations will happen without you initiating them
Best to be part of these conversations.
Digital Experience
There are over 500 million facebook users worldwide.
If Facebook was a country it would have the 3rd largest population in the world.
Your Online Value Proposition• Tempt customers by offering channel choice and
something they cant get elsewhere.• Use the 6 C’s to define your OVP
– Content– Customization– Community– Convenience– Choice– Cost reduction
New Business Models
• Case Study 1 – B2B– Major provider of camera accessories.– No direct selling.– Selling through retailers.– Change their online proposition to encourage
retailers to hold more stock.– Now sell direct – order is placed with retailers,
by postcode, if they cant fulfil order processed by Manufacturer.
Case Study 2
• IT Hardware and Software Company Based in West Midlands – B2G– 18 months ago, embarked on social.– Telesales operative.– Twitter.
• Sales.• Customer Service.• Recruitment.• Reputation Management.
Case Study 3
• Dog Food Supplier in May 23rd 2009 – New website launched West Midlands – B2C– Worked with them to re-design site around customers needs -
old site was developed around companies needs.
– Key dates– May 23rd 2009 – New website launched– June 2009 – PPC advertising campaign launched– August 2009 – Free samples on Money Saving Expert forum.– September 2009 –Puppy Club launched– October 1st 2009 –Breeder Club launched online– January 2010 – Blog and forums launched
OVP
Customer Centric Design
• Your website should be providing customer service.
• 90% service ;• Help them buy something they need.• Help them find information.• Help them save money and time.• Help them talk to the organisation.• Help them enjoy a positive experience!!
• Story board and take your customers on a journey.
The next 10 Years
• Mashups
• Widgets
• Augmented reality
• Intelligent personal agents.
• The semantic web
• The rise in virtual environments
YOUR Company?
What We Do
Digital insight, digital strategy, digital training.
“Many companies don't have digital
marketing strategy but implement tactics
that are disjointed. We join up the dots for
you which mean that you attract more
customers more often.”
expensive
inexpensive
high qualityLow quality
cowboy premium
bargaineconomy
X
• [email protected]• www.twitter.com/sharpmonkeys• skype – john.chacks• phone - 07962188183
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