Rethinking marketing...

Athens, Greece | Sofia, Bulgaria
We Do Marketing, We Build Communities
Rethinking marketing...
Yannis P. Triantafyllou, CEO @ ToATOMO
ytriantafyllou@toatomo.info

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A passionate storyteller, change provocateur & futurist.
He has 20+ years in marketing & senior management of
technology & industrial companies in Greece and Europe.
With his teams he managed modernization of 100+ SMEs in
various countries, with investments of 50+ millions euro.
He heads ToATOMO (www.toatomo.com), the marketing &
international business advisory firm he founded to serve firms in
industries like ICT, HighTech, F&B & hospitality and other. He is
also Strategic Advisor @FBMAGreece and non-executive Advisor
& Director in various technology European firms.
«What make our job special? We love that we innovate and give
solutions that help people change their lives.» (@ΤοΑΤΟΜΟ)
Who is Yannis P. Triantafyllou…

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Our vision
“Help people and brands connect online, in communities”
Our values
Believe in technologies that help us live anywhere
and work everywhere.
Build projects based equally on tech and creativity.
Cooperate, focus, build new skills as needed.
Guide digital transformation, in confidence and experience.
To ATOMO | Your International Marketing Partner

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Brands used to control
both the message and the media.
Now we, the people, are the media.
And we control the message!

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We tell stories in order to make
sense of the world around us!
Behind every great brand
stands a great story!

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And, that’s really the heart of the matter.
Most entrepreneurs & executives
don’t live the brand the way customers do,
yet they’re responsible for driving business objectives
and managing resources to achieve them.

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But before we go to this...
What is Brand?
What is Branding?

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Brand is our Logo! Right?

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«Your brand is what other people say
about you when you're not in the room.»
Jeff Bezos (Amazon)

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Brand is what people feel, think and say about a product.
Therefore, we’re not talking about the brand itself,
we’re talking about people's perception of the brand.
Branding is all that is done to form this perception.
Let’s see this step by step…

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Step #1: Research & Analysis
Purpose, scope, intended customers, philosophy, beliefs,
values, business manners & ethics, reason to exist…
Step #2: Strategy & Storytelling
The needs our brand satisfies, how it makes people
connect emotionally with it…
Step #3: Design
Translate the brand to image…

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Step #4: Application
Easy to understand, able to communicate
its essence in a simple manner.
Step #5: Maintain & Strengthen
Language and tone of voice, culture and its adoption,
community of the brand, people faith in it…
No faith, no party!

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«Marketing is about values.»
Steve Jobs (1955-2011)
©CharisTsevis

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The Digital Shift

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Buyer behavior is rapidly changing and forces brands
to adjust and conform to the interactive world.
Nearly every consumer activity has shifted to digital
in some way - from listening to music, to shopping, to booking
restaurant reservations, and so on…

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Example of a car purchase process in digital age

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Moving from Transactional to Transformational
- Digital, Social, Mobile are the new front doors.
- Buyers flow seamlessly across multiple channels.
- Time is the new currency.
- Self-service & Price Transparency are the new normal.
- Buyers expect frictionless interactions, every time.

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Digital Transformation
V
V
Customer Experience

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The new role of marketing:
we turn ideas and data insights into personal experiences
that help our clients win more customers
and make them more valuable.
Customer Value is no longer in a single transaction,
it’s in repeat purchasing + advocacy + collaboration!
It’s in the willingness to co-create with the brand!

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“You’ve got to start
with the customer experience
and work backwards
to the technology”
(Steve Jobs, 1997)

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We move from selling
products and services
to keeping brand promises.
The battle is for
experiences and outcomes.

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What is a purpose of a marketing & selling system?
Meet more people + Get more clients + Make more sales?
True Purpose:
to answer your prospect’s questions
at just the right time.
Should I Pay Attention? Is it Interesting?
Are you for real? Can I Trust you?
Is what you recommend right for me?

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It’s not about digital marketing,
It’s about marketing in a digital world...

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Shift #1
One Big Thing > The Right Smaller Things
Goodbye 360˚ campaigns.
Hello 365 days marketing.
Real-time marketing for a real-time world.
Not singular messages, but multiple streams of ideas.
More than polished campaigns: continuous strategic strikes!

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Shift #2
Rigid Strategy > Agile Planning
Instead of strictly following a plan, plan for change.
Rapid testing hypotheses rather than extended research and deduction.
Collaboration and conversation over strategy decks and documentation.

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Shift #3
Marketing as Department > Marketing as Behavior
Break down silos, inject digital thinking throughout.
All marketing ideas have digital implications.
All digital ideas have marketing implications.

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Shift #4
Transactional Relationship > Meaningful Experience
Plan for a full consumer experience, not just a purchase.
Play a bigger role in people’s lives.
Adding value beyond a self serving purpose.

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Shift #5
Make People Want Things > Make Things People Want
Design service by understanding what people want and how they interact.
Solve brand problems by solving consumer problems-disrupt and delight.
Don’t compete in the old paradigm, create a need that only you can fill.

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Shift #6
Selling to the world > Improving the world
Be guided by a brand purpose, not just a commercial interest.
From differentiating within the category to making a difference in culture.
Deeper human connection through a higher human centric purpose.

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Shift #7
Talking to the world > Making the world talk
It’s not what you say that matters, it’s what people say about you.
If it doesn’t spread it’s dead.
Flipping the funnel: retention and advocacy is the new acquisition.

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Shift #8
Consistent Brand Image > Coherent Brand Actions
Actions speak louder than words.
Create a collection of coherent brand ideas and experiences.

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Products actually create two conversations.
One is internal, at your company.
The other is external, among your customers.
The easiest way to create the kind of conversation you want
around your product is to make these two dialogues the same.
In other words, let people in on the secret.
Don't just tell them what you do, but why you do it.

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People will never buy what you do.
They will buy what’s in it for them!
They can always get faster and cheaper, it's just a click away.
But more meaningful? More genuine?
The right conversation is the one that goes the deepest.

Keeping the Human Element

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“It has become appallingly obvious that
our technology
has exceeded our humanity.”
Albert Einstein (1879-1955)

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The way people create, talk, learn, share has evolved:
more content, less control.
People today spent more time online through mobile,
trust peer recommendations by 90% over any other forms
of marketing. Individualisation is a radical change
in the way we do business!
A personalized experience shared, differentiates companies
and engages customers in unique and immersing ways.
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Markets are conversations.
People are talking more, because they want to,
they’re interested and it’s fun!

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We communicate
7% with words, 38% with sounds , 55% with gestures & expressions.

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Companies are communities.
Human-2-Human communities,
where people socialise, cooperate,
listen, discuss, create value, trust.

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What really makes a community?
* Smaller, autonomous, empowered groups *
* Opportunities to take on additional effort *
* Emphasis on casual, social, interaction *
* Short-term milestones, rituals and traditions, shared symbols *
A successful online community has 2 sides:
the online platform and the social structure.
We would benefit from spending as much time
and attention on the latter as we do on the former.

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The Community Concept
Information Discussion Transaction
convert fans to members
People, Collaboration, Content
convert members to buyers
convert buyers to brand ambassadors
A Community Strategy should target a specific sentiment to amplify.

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The role of a business community is to enable people
to get involved in an active conversation about products
and services and connect themselves with the company team
with or without company’s intervention.
Social Business means that entire company, from
management to the last employee, are actively involved in
brand building through external and internal engagement.

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A community is an incredible asset, connecting your networks & managing
relationships and knowledge.
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BillJohnston,DirectorofGlobalOnlineCommunity@DELL

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People want to and do business with people.
Full Stop.
So, use technology resources to improve customer experience.
Do not use AI just to feed content to customers,
use it for on a proactive basis,
use it to service exceptional issues,
use it to gain business insights on an ongoing basis.
Τhat will help you continually improve your product/service.

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“And? Can we do that by ourselves?”
Yes and No. You will need different skills, most important you
must go beyond technology to define real human values
in this new digital ecosystem.
Community is about people, not products,
and is when people have a strong passion just because
community exists and they have a role in it!
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Human-2-Human Communities
is more than just brands saying they’re “human”.
Means authentic stories, delivered consistently, through
inspiring experiences. The challenge for today’s brands is to
design these 360º human (=social) experiences!
Means also communication. It’s communication
that drives personal, human, relationships.

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Human-2-Human:
Simplicity, Empathy and Imperfection
Speak human, make it simple for people to understand.
Connect marketing deeper, to basic human senses.
Customers expect extraordinary experiences , to feel unique.
Humans need context to understand concepts.
So, tell them, don’t sell them.

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Social media is
Learning,
Sharing,
Collaborating, and
Having Fun!
Who said something about sales…?

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Business is changing. Marketing also.
The new “P”s of marketing:
Purpose, Passion, Pain, Power.

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“Digital” Professional : a new role across industries
We think digital, are social, act mobile.
We know and actively participate on how markets, products,
customers and companies interact.
We select data and convert them to value.
We are efficient both with technology and creativity.
We express our brand authentically.
We are open to change.
We focus on how customers want to live their lives and
how our business will connect emotionally with them.

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A plan for the future
Strategy: Flexible Business Communities (on/offline).
Tactic: Marketing H-2-H; create business by telling stories.
Mindset: how our customers want to live their lives; and how
our business will connect emotionally with them.
“Sales Driven” Marketing Pillars:
1. Technology
2. Content Creation & Distribution
4. People (Sales & Marketing)
5. Data (the new gold!)

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Business tools and concepts
will change more in the next 5 years
than they did during the last 50 years…

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The way we speak to customers will shift dramatically.
(The power of good, “differentiated” storytelling)
The entire concept of convenience and value will shift.
(Move from how you want to sell to how they want to buy)
Experience will remain king.
(Why are you worthwhile & different from others?)

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[…] Generations ago, there was no unemployment,
because there were no real jobs to speak of.
Before the industrial revolution, the thought that you’d leave
home and go to an office or factory was bizarre.
What happens now that the industrial age is ending?
We are seeing the core assets of economy replaced
by something new. Actually, it’s something old, handmade,
but this time, on a huge scale. […]
Seth Godin
1960-..., marketer, entrepreneur, writer, speaker

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