Traditionalvs.InteractiveMarketing–PartII

InteractiveMarketing

WhatisInteractiveMarketing?  Therefinedformofpullmarketingthatbringsconsumerstobrandthroughconversations,interactionsandelectronicwordofmouth

  Itgivestheconsumertheabilitytocraftandcontrolthemessage

 Muchmorecreativethantraditionalmarketing  Itbuildsrealrelationshipswithconsumersthatprovidethebrandwithinsightsandunderstandingofhowaproductisused

 WerelymoreonTECHNOGRAPHICSthandemographics

TechnographicSegmentation  Traditionallymarketresearchersfocusedonvariousdemographic,psychographic,andlifestyleschemestocategorizeanddescribesimilarclustersofconsumersastargetmarkets

  Asinformationandcommunicationtechnologiesemergedasacentralfocusanddefiningforceinawiderangeofoccupationsandlifestyles,marketresearchersrealizedtheneedforasegmentationschemebasedontherolethattechnologyplaysinconsumers'lives

  Technographicsegmentationwasdevelopedtomeasureandcategorizeconsumersbasedontheirownership,usepatterns,andattitudestowardinformation,communicationandentertainmenttechnologies.

THEREISSTILLONETRUSTED

MEDIUMLEFTINTHE

WORLD

MYFRIENDS–THEIRFRIENDS–ANDALLTHOSEWECOLLECTIVELYRESPECT

ConversationsStartWithPeople

TheNewWay

TheTruthAboutInteractiveMarketing

  It’snotaboutyou,it’saboutyouraudience

  Strategymustbebasedoncustomerbehavior

  Thefocalpointneedstobeconsumerinsight–Howcanyouaddvalueorcreateamoreengagedaudience?

  ThisisaboutbuildingaREALrelationshipwithyourcustomers;customerswantcredibility

The4P’sHaveEvolved!

Permissionenablesmarketerstobeginthedialogwithconsumersasatrue,voluntaryrelationship

Proximityismoreaboutenablingbigideasthathavescalabilityatthelocallevel.

Perception–Understandthevantagepointofthecustomerandunderstandourperceptionmaynotbe100%accurate

Participation–Embracetheideathatyourcustomersandprospectivecustomersareengagedinconversationthataffectsyou.

Blog

Conversation

Collaboration

PodCast

Video

ConsumersControlTheMessage

I have a problem I need to solve

I want to be more popular

I want to be better looking

I need to impress my boss

I wish I could do more to help people

I can save the environment

I want to make my friends laugh

I want to smile

I want to laugh

I want to be more efficient

I want to be entertained

I need to know more

Brandisdialogue

Customersdeterminebrandvalue

Groupcustomersbybehavior

Enterprise+user‐generatedcontent

Viralitybasedoncontent

Amazon:userreviews

Publishersbuildrelationships

Bottom‐upstrategy

Informationondemand

Investforgrowth–MeasurableROI

One‐waycommunication

Brandrecallisholygrail

Groupcustomersbydemographics

Contentcontrolledbymarketers

Viralitydrivenbyflash

MichelinGuide:expertreviews

Publisherscontrolchannels

Top‐downstrategy

Informationhierarchy

Emphasisoncost–CPM

TheNewRulesofEngagement

BrandBuilding

LeadGeneration

ResearchandDevelopment

ProductorServiceLaunch

CustomerRetention

PartnerandChannelCommunications

ThoughtLeadership

InternalCommunications

MediaRelations

CrisisManagement

LeveragingInteractiveMediaInMarketing

WhatDoIMeanWhenISayInteractiveMarketing?

OnlineCommunicationChannels

21

Somefacts:  SEMisthefastestgrowingformofonlinemarketing  89%ofUSInternetUsers  63%ofconsumersfirstlooktotheinternet  82%saysearchisthemostcommonlyusedtool  41%usegeographicmodifiers  82%oflocalsearchersfollow‐upwithin‐storevisits,phonecallsorpurchase

Paid Search

Contextual Advertising

Search Engine Optimization

Display Advertising

SearchEngineMarketing

SearchEngineOptimization  GoogleAlgorithm  GoogleInstant  GooglePlaces  IncreasedfocusonSEOcanbegintodecreaseoreliminatetheneedforPPC

Search–Levelingtheplayingfield

SEO

PPC

+29% Higher Return

Display/BannerAdvertising  CPM(CostperThousandImpressions)  CPC(CostperClick)  CPA(CostperAction/Acquisition)  CPL(CostperLead)  RichMedia Mobile  BehavioralTargeting

SocialNetworks

UserGeneratedContent  Blogs  SocialNetworkSites Wikis  Videos&Photos  ReviewSites  AudioSites  DiscussionBoards&Forums

EmailMarketing   Fast&Easy  Interactive  Personalization  Tracking  Eliminatedprintingcosts

Mobile

Mobile Websites

SMS/Texting

Smart Phones

Tablets/iPad/Kindles

Location Based Marketing

CentralizeAnalytics–MultichannelOptimization

TheChangingRoleoftheMarketer

ChangingRoleofMarketers

It’snotabouttalkingatcustomersandprospects

ChangingRoleofMarketers

It’saboutcreating&engagingwithcommunities

Creators

Critics

Collectors

Joiners

Spectators

Inactives

PublishablogPublishyourownWebpagesUploadvideoyoucreatedUploadaudio/musicyoucreatedWritearticlesorstoriesandpostthem

Postratings/reviewsofproducts/servicesCommentonsomeoneelse’sblogContributetoonlineforumsContributeto/editarticlesinawiki

UseRSSfeedsAdd“tags”toWebpagesorphotos“Vote”forWebsitesonline

MaintainprofileonasocialnetworkingsiteVisitsocialnetworkingsites

ReadblogsWatchvideofromotherusersListentopodcastsReadonlineforumsReadcustomerratings/reviews

Noneoftheabove

TheSo

cialTec

hnog

raph

icsLa

dder

Groupsincludepeopleparticipatinginatleastoneoftheactivitiesmonthly.

Creators

18%

Critics

25%

Collectors

12%

Joiners

25%

Spectators

48%

Inactives

44%

SEGMENTATION

Withnewdata,bucketcustomersintodifferentgroups

Providemoretargeted,relevantcommunications

ADVOCACY

Byalwaysaddingvalue,yourcustomerswillbecomeadvocatesofyourbrand

Theywillpassthewordandstartthecycleoverwithothers

RETENTION

Byalwaysaddingvalueandmorerelevancetoeachindividual,customerswillcometoyou,notyourcompetitors

AWARENESS

Findyourtargetaudience

Makethemawareofyourproductsandservices

ENGAGEMENT

Nowtheyknow…butdotheycare?

Enticethetarget’sdesiretolearnmore

ACQUISITION

You’veengagedyourtarget,they’rewillingtoexchangedata,makeapurchase,etc.

UnderstandAllTheObjectives

Listening

Learningfromwhatyourcustomersaresaying

Talking

Two‐wayconversation,notjustshouting

Energizing

Helpingyourbestcustomerstorecruitothers

Supporting

Enablingyourcustomerstosupporteachother

Embracing

Involvingcustomersinyourproductdevelopment

Toolsusedtoaccomplishobjectives

Corporate function

Typical groundswell objective

Appropriate social applications

Research Listening — gaining insights from listening to customers

• Private communities • Brand monitoring

Marketing Talking — using conversations with customers to promote products or services

• Blogs • Communities • Social networking sites • Video or user-generated sites

Sales Energizing — identifying enthusiastic customers and using them to persuade others

• Brand ambassador programs • Communities • Embeddable “widgets”

Support Supporting — making it possible for customers to help each other

• Support forums • Wikis

Development Embracing — turning customers into a resource for innovation

• Innovation communities • “Suggestion boxes”

GettingTheStrategyRight

ManageExpectations  Makesurethatyourorganizationunderstandstherearenoovernightsuccesses  Tobecomeaviralbrandrequiresagreatidea,makesurethatyou

haveenoughideastorejectsothatyougetthegreatone  Attemptstofindsuperficialsocialsuccessleadsbrandstocreatea

presencethatdoesn’tfitbrandpersonalityorinappropriatecampaignsinthehopethattheygoviral

  Don’tbegreedy  Justbecauseyouhavethousandsoffollowersorfriends,doesn’t

meanthattheyallhavesomethingvaluabletosay  Measure.Review.Revise.

  Gettingsocialmediarightrequiresregularreviewtogaugewhatworksandwhatdoesn’t

  Onceyouknowwhatworks,reviseyoursocialmediastrategytoachieveresultslong‐term

WhyDoBrandsFailInSocialMedia?  Individualswithintheorganizationworkindependentlyofothersaswhatwecallsilos

 Organizationsfailtodoanyresearchorplanningtounderstandwhatsocialmediaisandhowitoperates

  Toomanyorganizationsbelievethatsocialmediaisaboutjustlisteningtowhatotherssay,ratherthanbeingpartofthediscussion

  Theyfailtodeviseamessageforthemediamakingtheirsocialmediaexperienceseemlikeanone‐offexperiment

  Theydon’ttakethetimetobuildthestrategytosucceedassuringthattheywillfail