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Branding in the Digital Age: HBR Article by D. Edelman Scott W. Flexo, Ph.D MKTG 473 Digital Marketing: Changed Consumer Brand Engagement 1. Consumers are not as brand loyal – they are more promiscuous in their brand relationships, having the desire and ability to easily connect with a many different brands during their search. Digital Marketing: Changed Consumer Brand Engagement 2. Consumers are multimedia driven and connected – they connect with brands though many different media channels often not under the control of manufacturers or retailers. Digital Marketing: Changed Consumer Brand Engagement 3. Consumers remain aggressively engaged during and after the sale – they will publicly promoting or assailing or challenging products and brands during the search process and after purchase. Result of Shifting Consumer – Brand Relationships AIDA – Awareness, Image, Desire, Action Is this traditional model still relevant? Adding New Steps at Desire Consider Evaluate Buy Enjoy, advocate, bond The New Journey Consideration Brand awareness and images produce desire to purchase Desire involves a set of brands that consumer would consider buying– we call this the consideration set. These are the products and brands "assembled from exposure to advertising or other stimuli" that consumer would consider purchasing. The New Journey Evaluate But today, consideration is not the end of the shopping processes – it's just the beginning. Consumers will take steps to search sources of information about the brands in their consideration set Seeking input from Web sources not always under the control of the marketer – peers, reviewers, etc. This independent, consumer controlled evaluation processes may change and at times, actually increase the number of brands in the consideration set. The New Journey Buy The author argues that consumers will search the Internet, but will typically put off a purchase until they are in the store. This makes point of purchase more critical – placement, packaging, pricing and sales interactions become ever more important "touch points." The New Journey Enjoy, Advocate and Bond Marketing does not stop at purchase! Consumers today interact with products and the post their experiences and opinions for others in the evaluation stage to read and use them in their journey. This could create a "loyalty loop" of buying, enjoying, advocating. Thus post-purchase advocacy and bonding become critical marketing functions. The New Journey: Importance for Marketers The author argues that in this age of digital branding, marketers are still playing with the old rules. Marketers overemphasize building awareness and brand images though traditional media advertising and offering sales promotions and incentives to stimulate purchases at the retail store. The New Journey: Importance to Marketers Instead Digital Branding is about investing in evaluation and advocacy stages of the purchase process. Thus "digital media" marketers need to focus more on... Helping consumers navigate the evaluation process – effectively using owned media and earned media. Offering and effectively management a multitude of media channels to help consumers spread positive word of mouth Providing consumers with the means for creating a strong and enduring digital "bond" with a brand. The CDJ-Journey The author calls this the CDJ-Driven Journey (Consumer Driven Journey) because it is the consumer's access and use of the Internet that is driving the evaluation, buying, advocating and bonding steps in the purchase process. Marketers must therefore adopt a CDJDriven Marketing Strategy to be successful in the digital age. Elements of the CDJ-Driven Marketing Strategy 1. Understand the Consumer Journey. What do they do? How do consumers search? What are the stages in the search? Which online resources are most valuable and which most biased/disappointing. How do brands enter and leave their consideration set during this process? Elements of the CDJ-Driven Marketing Strategy 2. Determine /Leverage "Touch Points" What Do They See? What is the consumer experience? What are consumer drivers? Is the experience connected to key drivers across all media touch points? Is the consumer/brand experience consistent and integrated or fractured. Elements of the CDJ-Driven Marketing Strategy 3. Manage After Purchase Activity What Do They Say? What is happening in social media? What key words do consumers use when discussing the brand? What is being said in discussion groups? Will the "LIKE" us? Can quickly responds and engage the consumer "bond" using social media? A Well-Brand Digital Brand Strategy The author argues that a wellplanned digital brand strategy will: "(I)include everything from discussions in social media to the in-store shopping experience to continued interactions (after purchase) with the company or retailer." All marketing activity should "ensure absolute consistency, accuracy and integration across" all media assuring a consistent consumer experience. New Roles for Marketers "Orchestrator" : Controlling and managing all "owned" media channels rather than parceling them out to different elements of the organization i.e. Web sites built by marketers, not in the IT department. New Roles for Marketers "Publisher" : Generating more and more content, publishing this content online, and managing the content supply chain. Creating videos, books, articles for earned media channels and free media channels (i.e. YouTube) Creating and disseminating promotions though social media channels (i.e.. Living Social) Developing decision support tools to help consumers build and buy products online (i.e. Web sites) Facilitating after purchase bonding (i.e. Face book) New Roles for Marketers "Information Gatherer" : Called Marketplace Intelligence, exploiting the opportunities that are offered for collecting and using consumer information to understand consumer behavior and create better marketing and consumer purchase experiences. The marketer will take the lead role in analyzing and decimating consumer information throughout the organization into the general public. Conclusion "(The) phenomenal reach, speed, and interactivity of digital media makes close attention to the entire digital brand experience essential today. Our course is about understanding the elements of this digital marketing experience and putting them into practice. End of Section #1 Introduction to Digital Marketing Old Rules vs New Rules Content of Digital Marketing Introduction to E-Commerce Web 1.0 vs Web 2.0 Effects on the Purchase Cycle Effects on Brand Experience Next: Digital Marketing and Strategic Planning