Download - Marketing in the Digital Age

The Digital Age
HOW THE INTERNET AND MOBILE
COMMUNICATIONS HAVE CHANGED MARKETING.
Meet Tom.
STORY ADAPTED FROM BERGER, JONAH 2013
"CONTAGIOUS: WHY THINGS CATCH ON," NEW YORK, NY
SIMON & SCHUSTER.
The Internet has changed the
playing field for marketing:
the consumer is in charge,
content is currency, and
there’s a new ethic of publicness.
The Consumer is in Charge
Companies
Power Shift
Traditional Media
Television
Radio
Magazines
Newspapers
Social Media
Social Networks
Blogs
Wikis
And more
Centralized Push
Decentralized Pull
Individuals
FROM “E-MARKETING” SEVENTH EDITION, JUDITH STRAUSS AND RAYMOND FROST, C. 2014
The customer is opinionated, publically
Content is currency.
Paid placements that promote
a product, website, piece of
content or anything else that
an advertiser wants to pay to
draw attention to.
Brand-related consumer
actions and conversations
Paid
Earned
Owned
Any asset owned by the brand
(digital or physical)
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Display ads
Sponsorships
Classified ads
Product
placement
Social media
ads
Mobile ads
SEO: paid
search
Company web site
Blog
Support
forum/community
Podcast
Email, text messaging
Online event
Sales promotions
Virtual world
Online games
Gifting
Branded mobile apps
QR codes
Location-based
marketing
Social network
presence*
SEO-natural, organic
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Paid
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CONTENT
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Owned
Earned
FROM: E-MARKETING, SEVENTH EDITION, JUDY STRAUSS
AND RAYMOND FROST, C. 2014
Digital Coverage from
traditional media
Viral marketing
Wikis
Ratings and reviews
Social
recommendations
Email
Social site discussion
Community discussion
Widgets & social apps
Location-based
services
Collaborative content
Publicness
vs.
Privacy
JARVIS, JEFF. PUBLIC PARTS: HOW SHARING IN THE DIGITAL
AGE IMPROVES THE WAY WE WORK AND LIVE, C2011.
JARVIS, JEFF. PUBLIC PARTS: HOW SHARING IN THE DIGITAL
AGE IMPROVES THE WAY WE WORK AND LIVE, C2011.
August 24, 2015
JARVIS, JEFF. PUBLIC PARTS: HOW SHARING IN THE DIGITAL
AGE IMPROVES THE WAY WE WORK AND LIVE, C2011.
The value of publicness
Publicness…
• Builds relationships
• Disarms strangers
• Enables collaboration
• Unleashes the wisdom and generosity of the crowd
• Defuses the myth of perfection
• Neutralizes Stigmas
• Grants Immortality .. Or at Least Credit
• Organizes Us
• Protects Us
JARVIS, JEFF. PUBLIC PARTS: HOW SHARING IN THE DIGITAL
AGE IMPROVES THE WAY WE WORK AND LIVE, C2011.
Given these three shifts
(consumer in charge, content is
currency, the value of publicness)
what do we see marketers doing
today that works?
Four ways to get more value
from digital marketing
1. Create an integrated experience
2. Inspire customers to share your
content
3. Adopt a publisher’s ethos
4. Use insight to inspire action
EDELMAN, DAVID. "FOUR WAYS TO GET MORE VALUE FROM DIGITAL MARKETING," MCKINSEY QUARTERLY, MARCH 2010. RETRIEVED:
HTTP://WWW.MCKINSEY.COM/BUSINESS-FUNCTIONS/MARKETING-AND-SALES/OUR-INSIGHTS/FOUR-WAYS-TO-GET-MORE-VALUE-FROM-DIGITALMARKETING
Integrated experience
Inspire customers
Adopt a publisher’s ethos
Use insight to drive action
Which design worked best for students?
Growth Hacker is the new VP
of Marketing
Growth hacker
(n):
Their main task is to build great marketing
ideas into the product during the
development process.
The end goal of every growth hacker is to
build a self-perpetuating
marketing machine that reaches
millions by itself.
Uses customer acquisition techniques that
are testable, trackable, and
scalable.
HOLIDAY, RYAN. GROWTH HACKER MARKETING, C.2014
Growth hacking case studies
P.S.: I love you. Get your free e-mail at Hotmail
HOLIDAY, RYAN. GROWTH HACKER MARKETING, C.2014
The Growth Hacker Mindset
Product market fit: Make something people want.
Start with a Minimal Viable Product (MVP) and get feedback.
Growth and Attention: Kick off growth with early adopters.
Virality: What makes people want to share?
Optimization and retention: Measure what works and repeat it.
HOLIDAY, RYAN. GROWTH HACKER MARKETING, C.2014
Long live
marketing.
What works now?
Restore community marketing. Used properly, social media is accelerating a trend in
which buyers can increasingly approximate the experience of buying in their local,
physical communities.
Find your customer influencers. Many firms spend lots of resources pursuing outside
influencers who’ve gained following on the Web and through social media. A better
approach is to find and cultivate customer influencers and give them something
great to talk about. There are many other measures of a customer’s potential value,
beyond the money they pay you. For example, how large and strategic to your firm is
the customer’s network? How respected is she?
Help them build social capital. Traditional marketing often tries to encourage
customer advocacy with cash rewards, discounts or other untoward inducements.
The new marketing helps its advocates and influencers create social capital: it helps
them build their affiliation networks, increase their reputation and gives them access
to new knowledge — all of which your customer influencers crave.
Get your customer advocates involved in the solution you provide. Ask them for
their input and ideas.
Consumers are in charge
Content is currency
An ethic of publicness
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Build something people
want (PMF).
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Start with early adopters for
growth.
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Optimize with customer
feedback.
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Adopt a publishers ethos.
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Optimize using insight to
drive action.
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Build an integrated
experience.
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Inspire customers and build
in virality.