Marketing in a socially connected world - August 2015
•
2 gefällt mir•452 views
An abridged version of a presentation I gave to start-up entrepreneurs to give them a top-level understanding of modern marketing, and sharing how I believe having clarity of purpose is essential for engaging with customers.
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (19)
Andere mochten auch
Andere mochten auch (20)
Ähnlich wie Marketing in a socially connected world - August 2015
Ähnlich wie Marketing in a socially connected world - August 2015 (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Marketing in a socially connected world - August 2015
- 1. Jude Brooks communicating in a socially connected world Marketing in a socially connected world Jude Brooks August 2015
- 2. Jude Brooks communicating in a socially connected world Purpose To help you better understand modern marketing in a complex, socially connected world & To inspire you to develop purposeful marketing strategies that work ““
- 3. Jude Brooks communicating in a socially connected world What is marketing? • Kotler: “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” • CIM: “Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.” • Wikipedia: “Marketing is communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand.”
- 4. Jude Brooks communicating in a socially connected world What is marketing? Marketing is the right product, in the right place, at the right time, at the right price. - Adcock “ “
- 5. Jude Brooks communicating in a socially connected world Changing landscape Changing media landscape – how we spend out time Changing mobile landscape – increasing reliance on mobile devices Changing social landscape – interacting more and more Changing decision journey – more influencers
- 6. Jude Brooks communicating in a socially connected world Evolving marketing mix 1960s 1980s 2012 2015 4Ps: Product, Price, Place and Promotion 7Ps: Product, Price, Place, Promotion, People, Process and Physical Environment 4As: Awareness, Availability, Affordability and Acceptability 4Ps: People, Purpose, Principles and Participation Focus shifted from corporate-first to customer-centric
- 7. Jude Brooks communicating in a socially connected world Customer decision journey ① ② ① Initial Consideration: Consider an initial set of brands ② Active Evaluation: Add or subtract brands as they seek and evaluate information ③ ④ ⑤ ③ Moment of Purchase: Consumer selects a brand at the moment of purchase ④ Post-Purchase Experience: Consumer experiences the brand which informs subsequent purchase decision ⑤ Advocacy: Consumer will talk about the experience – good and bad! ⑥ ⑥ Bond: Subsequent purchases driven by brand bond via’ Loyalty Loop’
- 8. Jude Brooks communicating in a socially connected world So marketing needs to change From Stop/Start campaigns Interruptive ads Telling a message Focus on new customers Brand ads What you say To Always-on programmes Engaged participation Creating helpful utility Focus on loyalty Branded content What you do
- 9. Jude Brooks communicating in a socially connected world All about purpose and meaning What we believe will impact what we do, which is far more powerful that what we say. - Antony Mayfield, Brilliant Noise “ “
- 10. Jude Brooks communicating in a socially connected world Simon Sinek’s Golden Circle Why How What We mostly start with ‘What’… • What? Products & services • How? Differentiation / USP • Why? Purpose / cause / belief
- 11. Jude Brooks communicating in a socially connected world Why How What Simon Sinek’s Golden Circle Great leaders & great organisations start with ‘Why’ They put purpose at the heart
- 12. Jude Brooks communicating in a socially connected world Where purpose fits • Purpose: Your raison d'être • Values: What you care about • Mission: What you’re here to do • Vision: Where you’re heading • Strategy: How you’re going to get there
- 13. Jude Brooks communicating in a socially connected world Objectives Purpose Why Outcomes Aspirational Long term Intangible Reason Things Tasks Functional Short term Tangible Destination
- 14. Jude Brooks communicating in a socially connected world Benefits of purpose • Consistency of message • Focus and choice • Trust and authenticity • Profit
- 15. Jude Brooks communicating in a socially connected world 5 Types of purpose Elicit joy Enable connection Inspire explorationEvoke pride Impact society
- 16. Jude Brooks communicating in a socially connected world Jude’s Law What you do is more important than what you say “ “
- 17. Jude Brooks communicating in a socially connected world Thank you! jude@judebrooks.com