HOW TO ADAPT MARKETING TO THE DIGITAL WORLD

HOW TO ADAPT
MARKETING TO
THE DIGITAL
WORLD
Jožek Gruškovnjak
Principal and Managing Director

mar·ket·ing
/’märkədiNG/
noun
the action or business of promoting and selling products or
services, including market research and advertising.
Source: Google Search
2© 2014 - Inluceo Consulting, Ltd. 2014

1860 1860
1867
Earliest Billboard Rentals
1880
Earliest Trademarks as Branding
1900
1905
University of Pennsylvania
offers a course “Marketing
of Products”
1925
1922
Radio Advertising
1940
TV Advertising
Production Centric
Getting products to market
Product Centric
1950
1951
Systematization of
telemarketing
Brand Centric
Experience
Source: Kotler & Keller, 2006; Wayne Flemming, 2012
A brief History of marketing – the “Good Old Days”…

1970 1980
1979
E-commerce
1980
Database marketing
Relationship marketing
1990
1991
Integrated marketing
reaches academic status
2000
1984
Guerilla marketing
1998
Google & MSN
launched
Brand Centric
Experience Emotions
2005
2001
Social
bookmarking
2001
Photo
sharing
2003
My Space
2004
Facebook,
Digg
2005
YouTube,
Vimeo
2006
Twitter
2014
Consumer Centric
Social-branding
THE FUTURE
Post-advertising Age
A brief History of marketing – the Near Past and Present
Source: Kotler & Keller, 2006; Wayne Flemming, 2012

In the past decade, what marketers
do to engage customers has changed
almost beyond recognition. ... Tools
and strategies that were cutting-edge
just a few years ago are fast
becoming obsolete, and new
approaches are appearing every day.
Harvard Business Review, 2014

Tablets Smartphones Phablets
Digital Kiosks Social Machines Ambient Surfaces
Wearable
Technology
Shift from Analog to Digital
The Analog World The Digital World
Photos: Google Images

gocomics.com/thebucketts
©2014GreggCravens,Dist.ByUniversalUclickforUFS
Technologies and especially Digital Technologies
are key part of our lives
Source: gocomics.com/thebucketts, 11.2014

Mobile is now in the center
Tablets Smartphones Phablets
Digital Kiosks
Social Machines
Ambient Surfaces
Wearable
Technology
… and a handful of platforms enables sharing across multiple screens…
…

Mobile Only
Photo: Tauno Tõhk, Creative Commons, http:// /photos/toehk/

Digital world is creating a multitude of touch-points…

… and a shift to digital in “research” and purchasing
Source: (Europe, 2011), McKinsey

All this has a profound impact on
customer journey
Consider
Buy
Advocate
Evaluate Experience
Photo: Shutterstock

Why Experience? The Quest for Value
SSeerrvviiccee
$$..7755––$$11..5500
per cup
GGoooodd
$$..0055––$$..2255
per cup
EExxppeerriieennccee
$$22..0000––$$55..0000
per cup
CCoommmmooddiittyy
$$..0011––$$0022
per cup
Source: Pine and Gilmore, The Experience Economy, 1999

So it is not really about
this…
… but about this…
… and this…
… and… 17© 2014 - Inluceo Consulting, Ltd. 2014

Driving value is not the most important reason…
People don’t remember (and henceforth don’t talk
about) the sales pitch.
But they do remember (and talk) about
experience.

customers are likely to say something positive about a good customer-
service experience, but 6655 ppeerrcceenntt aarree lliikkeellyy ttoo ssaayy ssoommeetthhiinngg nneeggaattiivvee
aabboouutt aa bbaadd oonnee.
Video: Youtube

Integrated Experience > of its partsΣ
Product Experience Transaction Experience Interaction Experience

Key part of experience is iinntteerraaccttiioonn.
In is no longer about
unidirectional rant or
broadcast dominated by
messaging about products.
Listening to customers,
capturing information,
learning and creating
insights is key.

Once eennggaaggeedd customers want to
sshhaarree and ccoonnttrriibbuuttee.
Engage in customer dialogue and
leverage their insights.
All aspects of consumer experience
are open to discussion – no limits or
taboos.
Architect communities and co-create
ideas with communities – discover
more meaningful ways to connect
with people.
Stop thinking about audiences – think
communities.
CCoommmmuunniittiieess help drive
brand stories on brand’s behalf.
Photo: Google Images

Bond
What happens when we create communities and help
customers participate, share purpose and bboonndd with the
brand?
Consider
Buy
Advocate
Evaluate Experience
Photo: Shutterstock

It’s a new world…
customer control
The customers control the brands
and stories they tell about the brands.
The customers choose when, where
and how they will engage.
They trust fellow customers more
than they trust the brands.

A perfect storm in the making…
Photo: Shutterstock

So, what needs to be DONE?
Photo: Google Images

Unwanted
Interrupts, irritates
Kills trust
Hurts brand
Always Be CClloossiinngg
Wanted
Educates
Provides unique insights
Solves customers’ problems
Always Be HHeellppiinngg
The Big Question – What is your Mindset?
Photos: Google Images, Bigstock

It is no longer about finding
the ppaaiinn--ppooiinntt
(or the need)…

Content is King
2nd Level – Useful Apps and Utilities
3rd Level – Freemium Products
29
1st
E-books Insights Infographics
© 2014 - Inluceo Consulting, Ltd. 2014

Owned MediaPaid Media
Traditional Ads
Earned Media
Organic
Converged
Media
Promoted
Brand
Sponsored
Brands that
ask for
shared
The CCoonnvveerrggeennccee of Paid, Owned and
Earned Media
Web Properties
Web Site
Mobile Site
Blogs
Social Media Channels
Sharing
Mentions
Shares
Reports
Reviews
Advertising
Pay Per Click
Display Adds
Retargeting
Paid Content Promotion
Social Media Ads
Propel sharing and
engagement with
paid promotion
SEO and brand
content drive earned
media (sharing) and
Gain more exposure
to web properties
For comprehensive marketing strategy you
should leverage all types of media!

Key media of the future: mmoobbiillee, oonnlliinnee vviiddeeoo
and ssoocciiaall mmeeddiiaa.

If CCoonntteenntt is King…
…CCoonntteexxtt is Queen
“CONTENT PROVIDERS OF THE FUTURE WILL THRIVE BY MAKING RELEVANT
INFORMATION FIND THE USER, AS OPPOSED TO THE USER HAVING TO FIND THE
INFORMATION RELEVANT TO THEM.”
Sam Quayle, Smashing Magazine

The Analog World The Digital World
34
AAuuttoommaattee everything.
Nurture prospects with highly
personalized, useful content that helps
convert prospects to customers and
turn customers into delighted
customers.
Great content is key.
“Themostdistinctive traitof the internetis
thatitcanindividualize experiencesat
scale.”
DonSmithmier,Founder,GokartLabs
© 2014 - Inluceo Consulting, Ltd. 2014

Marketing
Sales
Sales and Marketing – TTooggeetthheerr, not Separate
Jointly Accountable and Rewarded
§  One mission & charter
§  One set of SLAs
§  One set of KPIs
§  One feedback loop
§  One dashboard
Key Roles (example)
§  Online marketing
§ 
§ 
§  Sales ops
§  Data specialist
§ 
§  Lead intake
§  Inside sales
§  …
Integrated conversation with customer from beginning to close and beyond…

MMeeaassuurree Everything…
Prospects
Website Visitors
Prospects
Sales Qualified Leads
Opportunities
Inbound Marketing Outbound Marketing
Customers
#### ####
####
####
####
$$$$
$$$$
$$$$$$$$
% meeting
%
Meeting to
close
LTV
  PPC
  SEO
  Retargeting ads
  Website
  Lading pages
  Blog/Learn Ctr.
  Social pages
  Mobile pages
  Reputation SEO
  Reviews
  Live Chat
  Freemium products
  Free apps/utilities
  Email marketing
  Webinars
  Social ads
  Display ads
  Traditional ads
  Creative types
  Content types
  A/B Testing
  PR
  Data sourcing
  Data quality
  Data appending
  List compiling
  Lead scoring
  Directed calls/plays
  MAKE call method
  Insights tool
  IMC sharing
  Tradeshows
  Speaking events
  Intake coverage
  Intake response
time
  Nurture campaigns
  Videos -
Testimonials
  Sales response time
  Product bundles
  Promotional pricing
  Vertical specific
offer
  Videos - product
  Sales comp/spiffs
  QA process/
updates
  IMC email
templates
  Appointment
setters
  Insights for list
builds
  Reference clients
  Solution
presentation
  # products
presented
  Navigator tool
  Budget Builder tool
  ACHIEVE method
  Live demos
  Web-demos
  Collateral
  Onboarding
  Nurturing
campaigns
  Proactive AE
recommendations
  Special promos
  Upsell emails
  Product insights
delivered via
mobile app
But the Devil is in the Detail
Source: ReachLocal

MMeeaassuurree Everything…
Prospects
Website Visitors
Prospects
Sales Qualified Leads
Opportunities
Inbound Marketing Outbound Marketing
Customers
#### ####
####
####
####
$$$$
$$$$
$$$$$$$$
% meeting
%
Meeting to
close
LTV
  PPC
  SEO
  Retargeting ads
  Website
  Lading pages
  Blog/Learn Ctr.
  Social pages
  Mobile pages
  Reputation SEO
  Reviews
  Live Chat
  Freemium products
  Free apps/utilities
  Email marketing
  Webinars
  Social ads
  Display ads
  Traditional ads
  Creative types
  Content types
  A/B Testing
  PR
  Data sourcing
  Data quality
  Data appending
  List compiling
  Lead scoring
  Directed calls/plays
  MAKE call method
  Insights tool
  IMC sharing
  Tradeshows
  Speaking events
  Intake coverage
  Intake response
time
  Nurture campaigns
  Videos -
Testimonials
  Product bundles
  Promotional pricing
  Vertical specific
offer
  Videos - product
  Sales comp/spiffs
  QA process/
updates
  IMC email
templates
  Appointment
setters
  Insights for list
builds
  Solution
presentation
  # products
presented
  Navigator tool
  Budget Builder tool
  ACHIEVE method
  Live demos
  Web-demos
  Collateral
  Onboarding
  Nurturing
campaigns
  Proactive AE
recommendations
  Special promos
  Upsell emails
  Product insights
delivered via
mobile app
But the Devil is in the Detail
Source: ReachLocal
“If you can’t mmeeaassuurree it,
you can’t iimmpprroovvee it.”
Peter Drucker

Educate, solve
problems, provide apps,
free trials and fremium
products.
Build a culture
focused on
continuous testing
and improvement.
Integrate
marketing and
sales, create series
of integrated /
connected touch-
points.
Use marketing
automation to create
scale and intelligence
(from big data to
smart data).
Source: Adopted form ReachLocal
The GGuuiiddiinngg PPrriinncciipplleess
of Modern Marketing

IInn ccoonncclluussiioonn
After all the blah, blah, blah… we need to change, blah, …

destination, just
like hope is not
a strategy.”
Rudy Giuliani

OptimizedInitial Managed
A digital
laggard
Developing
digital
capabilities
Average
digital
capability
with digital
Best in class
digital
marketing
DDiiggiittaall TTrraannssffoorrmmaattiioonn is a Journey. Plan it.
What is Digital Transformation?
A staged program of business improvements to people, process and tools used for
integrated digital marketing to maximize the potential business contribution of digital
technology and media.
Source: http://bit.ly/smarttransformation

Learn how to deal with TTeecchhnnoollooggyy
It’s a complex world out
there…

The role of CChhiieeff MMaarrkkeettiinngg TTeecchhnnoollooggiisstt

Buy
Market & Sell
1
2
3
4
5
6
7
Need
Research
Select
Purchase
Receive
Use
Maintain8
Recommend
Own
entire organization

Like building a cathedral,
reengineering entire
organization around
tteeaammwwoorrkk.
LLeeaadd!!
Photo: Bigstock

ppeerrssppeeccttiivvee
From analog to digital thinking
From selling to helping
From audiences to
communities
From follower to leader
Embrace technology to
transform relationships with
customers and your
organization.
47Photo: Google Images

““IIff yyoouu ddiisslliikkee
cchhaannggee,, yyoouu wwiillll
ddiisslliikkee iirrrreelleevvaannccee
eevveenn mmoorree..””
General Eric Shineski
CChhaannggee is not optional.

PROCESS
PLAN
CREATIVE
COMMUNICATE
MOTIVATE
INNOVATE
CREATE
STRATEGY
GO
WORK
BRAIN
MEDIA
BOX
OUT OF THE
WRITE
RESEARCH
SKETCH
MEETING
SUCCESS
!
!
OK
THINK
IDEA
SELL
POSITIVE
BRAINSTORM
POWER
TEAM
GOAL
MARKET
MOTIVATE
TARGET
GROUP
TALK
WORDS
iinnlluucceeoo

consulting
Thank You!
jgruskovnjak@inluceo.eu

HOW TO ADAPT MARKETING TO THE DIGITAL WORLD

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