Reinventing Marketing for the Digital Age5 strategies for growingyour customer network
@David_RogersAuthor, Speaker, ConsultantFaculty, Digital Marketing StrategyColumbia Business School
www.davidrogers.biz
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Some companies worked with
Customer network paradigm
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Customer
Customer
Customer
Customer
Customer
Customer
•Free academic tutorials
•1800+ videos on YouTube
•Anywhere in the world
•32 million lessons delivered worldwide
•New grants from Gates & Google
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CompanyCustomers
Mass market model
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Company
Comments
Forums
Blogs
Customer Customer
Customer
Customer Customer
Customer network model
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,TV, radio, out-of-door
Direct mail, brochure
Product test, comparison
In-store purchase
Reward points
Broadcast Customer Networks
Search, buzz, blogs
Online research, user reviews
Social networks, YouTube, local search
Group discounts, purchase on-line/in-store/mobile
“Friending” (FB, Twitter, email),customized up-selling
Reviews, links, “likes,” social buzz
RETHINK the Marketing Funnel
What kinds of
products, services,& communications…
…will inspire advocacy in customer networks?
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Access
CustomerNetworks
Engage
CustomizeConnect
Collaborate
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ACCESSBe faster, be easier, be everywhere, be
always on
Last Year’s Christmas Card
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ENGAGEBecome a source of
valued content
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Every business must think like a media company
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93% of B2B marketers do content creation
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CUSTOMIZEMake your offering adaptable to your customers’ needs
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Image of person buying online
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CONNECTBecome a part of your customers’ conversations
EXPECTED:
80 things to do to increase likelihood guests would recommend
DISCOVERED:
5 things in the first 20 minutes make the most positive impact
Social Media Analysis
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COLLABORATEInvite your customers
to help buildyour enterprise
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The world is changing…
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CompanyCustomers
From mass markets…
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Company
Comments
Forums
Blogs
Customer Customer
Customer
Customer Customer
…to customer networks
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Customer networks
Customer networks
Customer networks
Customer networks
Customer networks
Customer networks
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Access
CustomerNetworks
Engage
CustomizeConnect
Collaborate
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