The "Big Bang" of Consumer and Business Marketing - Scott Berg
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A transformational and disruptive marketing era is fast approaching. Your prospects, customers (and former customers) are leveraging social media tools and initiating conversations about your product or service; with or without you. The energy and control are moving from the marketer to the consumer to such a degree that the consumer now self markets, making word of mouth the new currency of choice. In this complex matrix of consumer behavior, marketers must shift from campaign management to ecosystem management.
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The "Big Bang" of Consumer and Business Marketing - Scott Berg
- 1. The Big Bang Scott Berg Director, Global Digital Strategy © 2008 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
- 2. The big bang Widely distributed empowering tools & services + Changing consumer expectations and behavior = Transformative and disruptive era 2 7/1/2009
- 3. The internet = connection engine • The co-ordinates of this connection grow… − All over the world − Across all devices − All the time Connect to find Connect to share Connect to transact Connect to express (Discovery) (Social Media) (Commerce) (Creativity) 3 7/1/2009
- 4. In a connected age… • The end of ignorance − I can know, find, and discover peoples reputation, competitive product attributes and pricing, and a lot more….(increasingly anywhere and anytime) • Rising individual media conglomerates − I can create, combine and cull.. − I can publish, post, upload… 4 7/1/2009
- 5. In a connected age… • New expectations − Transparency − Responsiveness • New emotional truths − Authenticity (is individual or company real?) − Trust (the new critical currency) − Purpose and values (why do you exist?) 5 7/1/2009
- 6. The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering 6 7/1/2009
- 7. The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing 7 7/1/2009
- 8. The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing Shift THREE From users to voices 8 7/1/2009
- 9. The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing Shift THREE From users to voices Shift FOUR From analog communication to digital communication 9 7/1/2009
- 10. The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing Shift THREE From users to voices Shift FOUR From analog communication to digital communication Shift FIVE From finding them to them finding you 10 7/1/2009
- 11. The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing Shift THREE From users to voices Shift FOUR From analog communication to digital communication Shift FIVE From finding them to them finding you Shift SIX From marketing to facilitation 11 7/1/2009
- 12. The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing Shift THREE From users to voices Shift FOUR From analog communication to digital communication Shift FIVE From finding them to them finding you Shift SIX From marketing to facilitation Shift SEVEN From engagement to utility 12 7/1/2009
- 13. The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering Shift TWO From 2-way marketing to multi-polar marketing Shift THREE From users to voices Shift FOUR From analog communication to digital communication Shift FIVE From finding them to them finding you Shift SIX From marketing to facilitation Shift SEVEN From engagement to utility Shift EIGHT From campaigns to ecosystems 13 7/1/2009
- 14. Shift ONE: From telling to delivering • The proof is in the performance, the act and behavior rather than the message, the media and the discount • Fund product superiority, news and customer service over messaging − Earned media over bought media − Positive WOM over paid spokespeople Advertising Products Media Utilities & services Promotion Customer support 14 7/1/2009
- 15. Shift TWO: To multi-polar marketing 2-way marketing Multi-way marketing Independent media Multi-media vehicles Multi-measures Simple measures 15 7/1/2009
- 16. Shift THREE: From users to voices • In a connected age everyone is a media conglomerate- Word of Mouth is the currency of choice we should focus on • Must target influencers, support advocates and address the issues of detractors Influencers Heavy users, Advocates specific demos? Detractors? 16 7/1/2009
- 17. Shift FOUR: From analog to digital 17 7/1/2009
- 18. Shift FIVE: From finding them to them finding you • In a connected world we move from: Segmentation Re-aggregation Hunting Fishing Broadcast/publish Search/social recos • How can consumers easily find you in: − Search − Distributed content − Superior performance that people speak about 18 7/1/2009
- 19. Shift SIX: From marketing to facilitation • The energy and control are moving from the marketer to the consumer to such a degree that the consumer now self markets − Finance, Pharma, Travel, Tech, Auto • Important to support and leverage this “self marketing” 19 7/1/2009
- 20. Shift SEVEN: From engagement to utility • Measures of digital campaign success tend to focus on how long a person spends with the brand under the banner of ‘engagement’ − Total page views, total time spent, number of interactions performed • We need to stop elongating the game- focusing instead on how quickly and how well we fulfill particular needs Engagement Utility 20 7/1/2009
- 21. Shift EIGHT: Moving from campaigns to ecosystems Campaigns Ecosystems Can be consumer initiated Control by initiator Efforts released then Fixed duration monitored as digital lasts forever Neat model Multi-way with secondary effects Clear cut roles Blur between players Discover Find Confirm/ Transact Support Feedback/Share Validate HP Consideration purchase Awareness Purchase Loyalty funnel Preference 21 7/1/2009