8. Brands Smaller marketing budgets Moving away from traditional media advertising Digital – video exploded (Old Spice) Diversified budgets across specialist agencies Marketing innovation providing competitive differentiation Changing from ‘buy what we sell’ to ‘make what I want’ Consumers Tried new things, like store brands and they weren’t disappointed… Don’t want ultimate choice (the Starbucks lesson)
9. And technology… Brought us closer to each other. People sharing accessible and visible content that represented their beliefs, interests, values and experiences. We call it social media.
11. ////The Truth™ Jonathan Baskin in Advertising Age states – marketers have a ‘truth gap’. Case: Domino’s Pizza Turnaround Truth is a powerful tool Requires consistency Real insight – not assumptions Test your campaign ideas Jack Nicholson, A Few Good Men, 1992
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13. No resistance to naming each piece by brand and linking to online shops
15. Influential, honest and activeFacilitate their lifestyle and they will facilitate your brand! Screenshot, chictopia.com
16. /////////////////Social peer influence People's influence on each other rivals online advertising. Nielsen Online estimates advertisers created 1.974 trillion online advertising impressions, compared to the 500 billion impressions people make. People's online impressions on each other about products and services are about one fourth of online advertising impressions – but more credible!
22. Don’t think in CHANNELS Think in CYCLES Facilitate consumers to create the social proof for your brand. Conversation.
23. Define the brand, not the message. Flexibility to communicate the brand more effectively, across media and to evolve.
24. Set clear goals and outcomes. Then iterate as you implement. A brand strategy needs clear goals, expectations and critical success factors. Not all goals need to be revenue based or short term.
25. Everything is measureable! Measurement is critical to continuous improvement and ongoing success. Define your outcomes and expectations.
26. Buying your product / service should be your customer’s first step, not their last. The purchase is just the start of your customer’s journey, so make it a good one.
27. Events rock! (aka How RedBull built a brand leader) 53% of 300 senior marketing executives say event and experience marketing still generates the biggest ROI, viral and brand engagement. (BrandWeek)
28. Generation branding Are you communicating your brand effectively to all generations of your consumers?
29. That’s it, thanks! Brant Emery rentabrant.com Twitter: @brantemery Remember, technology is moving fast, but as marketers you must not forget that your market may not be moving at the pace you think. Don’t operate on assumptions.
Hinweis der Redaktion
We are moving towards closer relationships between consumer and producer (Quirky)Brand still own the brand. People just want better brands that reflect their values, needs, wants.Not ultimate choice (the Starbucks lesson)Brands are becoming expert producers and facilitators; sourcing ideas from consumers (Dell’s IdeaStorm)Going from ‘buy what we sell’ to ‘make what I want’
making digital content scarce creates more value and exclusivity. Consumers are more driven by emotion - making an effort, and is (most likely) more fulfilling. Maybe make a reference with Location Based offers? Location brings scarcity - going from global (facebook page) to hyperlocal (shop, store etc.)
We are moving towards closer relationships between consumer and producer (Quirky)Brand still own the brand. People just want better brands that reflect their values, needs, wants. Not ultimate choice (the Starbucks lesson)Brands are becoming expert producers and facilitators; sourcing ideas from consumers (Dell’s IdeaStorm)Going from ‘buy what we sell’ to ‘make what we want’
Remember - Technology is moving fast, but as marketers don’t forget that your market may not be moving at the pace you think. Mobile apps may be common, but not everyone has a phone that uses apps. Nokia Symbian still has 30% of the mobile market share. But social media is not yet a mass market technology. Be careful not to make assumptions (always a golden rule in my book).