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Transcript
Marketing 2.0 for Competitive Advantage • Today the customer is in charge and whoever is best at putting the customer in charge makes all the money. Stephen F. Quinn, Senior vice president for marketing, WalMart. • Consumers wrest control away from brand management control freaks...get over it. Turning your brand over to the consumer is taking control - and in fact, if you do, they'll return it to you in better shape. Russ Klein, President for global marketing, innovation and strategy, Burger King Let’s brainstorm: • What is traditional Marketing and MarCom all about? • What is different about Web 2.0/Social Media Marketing? Let’s do an exercise… Of Influentials and Search Engines •Bloggers •Podcasters •Videobloggers •Sneezers •Digg •Technorati •del.icio.us •Flickr •Google 21ST Century Marketing Challenges • Twitter, ‘nough said… • FRAGMENTATION!! – Attention – Demand • Fragmentation makes – reaching – keeping the attention of your customer ever harder. Interruption • Does Customer Interruption still work? Web 2.0 Marketing Experiments shows two things: • Consumers love to interrupt! • Consumers love to talk! Changes your Relationship • From ‘selling to customers’ to ‘hosting guests’ • From ‘controller’ of design, R&D, communication etc. (ie. creator, inventor, teller of stories) to ‘enabler’ of innovation, R&D, communication (ie. resource for acts, ideas, stories told by others). 3 Strategic Implications • Valorize Social Communication • Brand and Market Leadership through Thought Leadership • Relevance only matters Let’s Summarize • Marketing faces new challenges – Attention, niche demand, value of social communication • A new medium changes relationships – From customer to guest – From teller of stories to resource for stories • Brand Value: – Brand means authentic thought leadership (not one-way interruptions) – Brand value depends on the amount (and maybe quality) of social communication
