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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)
Citation preview
The Challenges and Solutions
in the Age of the
Connected Consumer
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer
Kathryn McMann
Holistic & Social Media Marketer &
Director of Kathryn McMann Consultancy
@KathrynMcMann
www.KathrynMcMann.com
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
1 What is Holistic Marketing?
2 What do we mean by ‘Connected Consumer’
3 The Challenges and Solutions
4 Takeaways
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer
@KathrynMcMann
www.KathrynMcMann.com
1 What is Holistic Marketing?
2 What do we mean by ‘Connected Consumer’
3 The Challenges and Solutions
4 Takeaways
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer
@KathrynMcMann
www.KathrynMcMann.com
Holistic is characterized by the belief that the parts of something are intimately interconnected and explicable only by reference to the whole. The Oxford Dictionary Holism (from ὅλος holos, a Greek word meaning all, whole, entire, total) is the idea that natural systems (physical, biological, chemical, social, economic, mental, linguistic, etc.) and their properties should be viewed as wholes, not as collections of parts. Wikipedia
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
Rajendra Sisodia
Academic, Marketer and Author
• Relationship Marketing
• Internal Marketing
• Integrated Marketing
• Performance Marketing
WWW.KATHRYNMCMANN.COM
@KATHRYNMCMANN
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer
“Holistic Marketing is…
integrated marketing strategy
with human-centred process design…
for the practical application to manage
actions and responsibility, implementation
and measurement ” Kathryn McMann, Holistic Marketer
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
The Jargon Definition
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer
“Holistic Marketing…
considers the whole picture of a business,
unites the business behind the brand and delivers a
seamless and consistent experience for the user or
customer” Kathryn McMann, Holistic Marketer
The Business Definition
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer
1 What is Holistic Marketing?
2 What do we mean by ‘Connected Consumer’
3 The Challenges and Solutions
4 Takeaways
WWW.KATHRYNMCMANN.COM
@KATHRYNMCMANN
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer
3
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
THE CONNECTED CONSUMER
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
…communicates across devices and channels seamlessly –
Ebay, Amazon, Apple, Google
THE CONNECTED CONSUMER
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
…embeds a range of mediums across multiple Digital
Platforms without questioning the technology - Facebook,
Google+ and Youtube, Twitter
THE CONNECTED CONSUMER
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
…‘shares’ because it’s an extension of them, not your brand.
Brand loyalty hasn’t come into it yet.
THE CONNECTED CONSUMER
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
…doesn’t see ‘communication touch-points’ as “somebody
else’s’ department” (except outdated call-centres)
THE CONNECTED CONSUMER
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
CONSUMER-BRAND RELATIONSHIP
One relationship with a brand
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
CONSUMER-BRAND RELATIONSHIP
One relationship with a brand
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
BRANDS = MULTIPLE CUSTOMER TOUCHPOINTS
Multiple relationships per customer
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
The BUSINESS LIFECYCLE
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
The BUSINESS LIFECYCLE
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
1 What is Holistic Marketing?
2 What do we mean by ‘Connected Consumer’
3 The Challenges and Solutions
4 Takeaways
WWW.KATHRYNMCMANN.COM
@KATHRYNMCMANN
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer
The Core Challenges
Marketing in the age of the Connected Consumer
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
1. Targeting Multiple Customers
2. Being Heard through the Noise
3. Multi-Channel Management
4. Already Over-extended Resources
Solutions
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
Challenge #1
Marketing in the age of the Connected Consumer
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
Targeting Multiple Customers Reaching multiple target audiences, across multiple channels, at the
same time?
Solution
Invest in Research and Planning Define how many grouped target demographics, who they are, and where
they are. These will evolve as actions evolve. Prepare to adapt
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#DigitalMarketingShow
#ConnectedConsumer WWW.KATHRYNMCMANN.COM
@KATHRYNMCMANN
Marketing in the age of the Connected Consumer
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
Being Heard through the Noise With so many distractions, how can a company stand out from its
competitors?
Solution
Market with a broad integrated perspective • Unite, optimize to lead across channels and centralised information (CTA
directions, landing pages, communities, content)
• Build brand values into all media and materials (keywords, design, etc.)
• Be relevant, as well as consistent
Challenge #2
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer WWW.KATHRYNMCMANN.COM
@KATHRYNMCMANN
Marketing in the age of the Connected Consumer
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
Managing Multiple Channels With so many stakeholders and departments, how do companies manage each
section for consistency across all channels?
Solution
Challenge #3
Holistic Management • Design process management into the strategy at the beginning
• Centralise operations, encouraging cross-depart. collaborations and autonomy
among stakeholders to ensure everyone is working towards the same goals.
• Centralise static Brand information to be accessible by all key stakeholders.
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer WWW.KATHRYNMCMANN.COM
@KATHRYNMCMANN
Marketing in the age of the Connected Consumer
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
Over-extended Resources Your team and skills base are only so big. How can you manage yet more
marketing activity, in a world that never sleeps?
Solution
Challenge #4
Be relevant and creative but don’t be over ambitious. • Be practical in your planning, this will help you sustain and build towards more
ambitious ideas at later stages.
• Arm your employees with information and they will be your best brand
ambassadors
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#ConnectedConsumer WWW.KATHRYNMCMANN.COM
@KATHRYNMCMANN
Key Takeaways
• Design for the customer but build with the brands resources in mind
• Integrate holistic marketing with all arms of the business. If you consider the different customer-touchpoints as separate silos, the customer-facing messaging will be fragmented.
• Invest in the Research and Planning stage. This will save mistakes, budget and time in the long-run.
• Consider the resources as another level to the strategy, and encourage discussion between departs during Research and Planning.
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer WWW.KATHRYNMCMANN.COM
@KATHRYNMCMANN
You can find out more @
www.KathrynMcMann.com
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
Thank you for listening
Any questions? Kathryn McMann
Director and Holistic Marketer
www.KathrynMcMann.com
T: @KathrynMcMann
@DMSLDN
#DigitalMarketingShow
#ConnectedConsumer
WE JOIN THE DOTS
AND MAKE IT HAPPEN