1. MEDIA 3.0 –
EVERYTHING COMMUNICATES
Catharina Stackelberg, Founder & CEO, Marketing Clinic
30/10/13
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2. © Marketing Clinic
Marketing Clinic
Leading Nordic consultancy
specializing in marketing & sales
40+
consultants
250
OSL
O
HELSINKI
clients
STOCKHOLM
750+
projects
COPENHAGEN
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3. We are dedicated to helping our clients in:
Commercial
efficiency
Customer and end-user
value creation
Business
acceleration
ROMI measurement
Business destination and growth
strategy
Change management
Marketing guidelines
Customer and end-user intelligence
Organizational structure and
responsibilities
Brand strategy and hierarchy
Positioning and customer value
proposition, thought leadership
Planning processes and tools
Resource allocation
Portfolio strategy
Resource allocation
Media management
Segmentation
KPIs and measurement
Marketing management model
Customer experience
Competence development
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4. 360 Engagement in the digital era – how to do it?
LOYALTY
Ad
Visit to store
Selection &
purchase
Sales responsibility
R&D + sales
responsibility
Recommendati
on
Visit to store
Purchase
Ad in web /
TV….
Visit to web
shop, reviews
After-sales
services
Now
TRIAL
Marketing responsibility
Before
AWARENESS
All functions should co-operate to create the desired customer experience
in all customer journey phases!
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5. How to win?
Possibility to react and adjust
much more quickly than before
Message
Insight
Brand
Content
strategy
Channel
choices
Partners
Internal
responsibilities
Follow-up
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6. Insight – define what makes your customer tick, understand the
customer journey and experience
Brand – ensure that what you stand for is crystal clear, relevant and
differentiating
Consistency – 360 delivery from customer point of view
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7. Insights – define what makes your
customer tick, understand the customer
journey and experience
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8. What is the key insight for your brand? How do you leverage it in all
your actions?
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9. Do you have a clear picture of your customer’s purchase behavior?
What messages and activities are relevant in key touchpoints?
• Previous
interactions, web
analytics etc.
Selection
• Targeted
communications
• Collection of
preferences e.g.
what features/
services wanted
• Suggestion on
add-on features
• Personal product/
service experience
• Utilization of
existing
information
Information
search
•
•
Product usage /
Service delivery
• Tailored messages
• Engagement
Purchase
Constant information gathering, analysis, tailoring of offering
Ability to shift marketing to own channels

10. User experience – the brand is also a medium!
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11. Brand – ensure that what you stand for
is crystal clear, relevant and
differentiating
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12. Ensure that you are different and relevant
STATED IMPORTANCE
Most companies are stuck with
benefits that do not build
competitive advantage!
REQUIRED
”Goes without
saying.”
Won’t help but hurts
if don’t provide.
UNINSPIRING
”Relatively safe to
ignore.”
No value here.
CRUCIAL
”Headline it!”
Messages provide
significant customer
leverage and
differentiation
MOTIVATING
”Show it.”
Decision making
criteria.
These are the ones
that we need to
identify to
BE DIFFERENT,
RELEVANT
AND THUS
PREFERRED
DERIVED IMPORTANCE
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13. Elements of brand building
Brand vision and business destination
Desired customer experience
Brand
values
Brand
values
VALUE
PROPOSITION
Brand
values
Target insight
Brand
values
BRAND POSITIONING
KEY INSIGHT
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14. Consistency - 360 delivery from customer
point of view
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15. What does the brand look like from the customer perspective?
Consistent?
SoMe
Purchase
WOM
Mass
Media
PR
Product
Usage
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16. Measure, analyze, develop
Channel perspective (offline & online) – key
metrics e.g. per month
Overall ROI
development?
ROI per
channel?
Effect per
channel (e.g.
purchase
intent?)
Etc.
Effect/ROI
development
per channel?
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17. Measure, analyze, develop
How is your
latest
campaign
delivering?
Brand perspective –
key metrics to follow up e.g. bi-annually
User base?
What is said about
your brand in social
media?
Brand image?
Etc.
How is your
NPS
developing?
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18. Insight – define what makes your customer tick, understand the
customer journey and experience
Brand – ensure that what you stand for is crystal clear, relevant and
differentiating
Consistency – 360 delivery from customer point of view
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19. Please don’t hesitate to get in touch with us for a further discussion :
Marketing Clinic
 Catharina Stackelberg, CEO & founder,
tel. 0400 218 224
 Sanna Näkkilä, Marketing Advisor,
tel. 050 4040 092
 Mika Aalto, Senior Marketing Advisor,
tel. 0400 528 151
 firstname.lastname@marketingclinicpartners.
com
 LinkedIn for the latest marketing news:
Linkedin.com/company/marketing-clinic
30/10/13
Okimo Clinic
 Helene Auramo, CEO & founder,
tel. 040 153 082
 firstname.lastname@okimoclinic.com
 Latest Social Media News on Twitter:
twitter.com/OkimoClinic
 Products and services on LinkedIn:
linkedin.com/company/OkimoClinic
 Presentations on SlideShare:
www.slideshare.net/OkimoClinic
 Sharing and networking on Facebook:
www.facebook.com/OkimoClinic
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20. Thank you – marketing is fantastic!
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