This document discusses the challenges of non-traditional marketing in three key areas: understanding the consumer journey across multiple channels, defining new audience and engagement metrics, and measuring the attribution of marketing activities. It also addresses challenges such as breaking down silos between departments, coordinating an increasing number of marketing agencies, and adapting to a context of total transparency. The new consumer is described as "empowered" with abundant choices and an expectation of convenience.
2. “It’s hard to say exactly what has driven the shift -
perhaps it is our connected lives, or our abundance
of choice, or the ability to get what we want when
we want it. But anyway you explore the trend, a new
consumer is emerging: the Empowered Consumer”
Steven Rosenbaum
10. CHALLENGE #2: audiences vs. consumers
be part of
the
conversa-
tion*
generate
the
conversa-
tion
*25% of content that appears in web searches for specific brand names is
generated by consumers
11.
12.
13.
14.
15. CHALLENGE #2: audiences vs. consumers
be part of
the
conversa-
tion
generate
the
conversa-
tion
49. CHALLENGE #2: understanding new metrics
Source: Hoffman and
Fodor, Can You Measure
the ROI of Social Media
Marketing?, MIT Sloan
Management Review,
2010
66. transactional
customers
consultative
customers
Know what they want
You: commodity
Don’t want to meet
Cost focus
Criteria: price &
convenience
Have a problem
Value your time
Want meetings
Advice focus
Criteria: expertise
& trust
type of products / clients / salespeople
$
Source: Neil Rackham, To increase sales change the way you sell, IESE Insight 2014