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Digital Marketing as Brand Advocacy Activator
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DIGITAL MARKETING: THE FUTURE
paul.marsden@clickadvisor.com
ART DIRECTORS CLUB - BERLIN OCT 08
clickadvisorinsight for innovation
Your Salary Salt Cubes
Sea Squirts Lake Wobegon
FIRST, LET’S TALK ABOUT YOUR SALARY:UP OR DOWN NEXT YEAR?
2009?
?
YOUR SALARY
YOU COULD TALK TO A FORTUNE TELLER
YOU COULD TALK TO YOUR BOSS (“TALK” IS A GREAT EUPHEMISM, ISN’T IT?)
OR YOU COULD ASK YOUR CLIENTS ONE SIMPLE QUESTION…
WOULD YOU RECOMMEND
US?
WOULD THEY RECOMMEND YOU?
CLIENT RECOMMENDATIONS DRIVE YOUR FIRM’S GROWTH
2003
CLIENT RECOMMENDATIONS DRIVE YOUR SALARY
“PROPENSITY TO RECOMMEND” LINKED TO GROWTH IN 40+ CATEGORIES
Net Promoter Score = Promoters - Detractors
Promoter Passive Detractor
0 1 2 3 4 5 6 7 8 9 10
“The most recommended brand in its category grows
2.5x category average”
“A 12% increase in NPS correlates to a doubling
of growth”
RECOMMENDATION RATES: THE CFO-FRIENDLY MARKETING METRIC
RECOMMENDATION MEDIA IS MARKETING’S MOST POWERFUL MEDIA
THIS SPACE FOR HIRE
DIGITAL DRIVES RECOMMENDATIONS FASTER AND FURTHER
BECAUSE DIGITAL MAKES A SMALL WORLD SMALLER
IT’S A SMALL WORLD
SO HOW CAN DIGITAL DRIVE RECOMMENDATION MEDIA?
WE NEED TO UNDERSTAND WHY PEOPLE RECOMMEND
70% OF RECOMMENDATIONS ARE DRIVEN BY AN EXPECTATION-BEATING PRODUCT EXPERIENCE
A NEW ROLE FOR DIGITAL: ACTIVATING ADVOCACY
“50% of people who say they would recommend,
haven’t yet recommended”SOURCE WEBER SHANDWICK 2008
ACTIVATING ADVOCACY BY HELPING FANS ARTICULATE THE REASON TO RECOMMEND
ACTIVATING ADVOCACY BY HELPING FANS ARTICULATE THE REASON TO RECOMMEND
THE LAKE WOBEGON EFFECT
Lake
Wobegon
Effect
80% of CEOs believe their firm offers a superior product…
THE LAKE WOBEGON EFFECT
Lake
Wobegon
Effect
80% of CEOs believe their firm offers a superior product…
…8% of their customers agree
THE LAKE WOBEGON EFFECT
Lake
Wobegon
Effect
DIGITAL AS A VALUE-DELIVERY PLATFORMBEATING EXPECTATIONS BY ADDING VALUE TO THE PRODUCT PROPOSITION
DIGITAL AS A VALUE-DELIVERY PLATFORMBEATING EXPECTATIONS BY ADDING VALUE TO THE PRODUCT PROPOSITION
THE SEA SQUIRT IMPERATIVE: SOLVE PROBLEMS OR EAT YOUR BRAIN
DIGITAL AS INNOVATION PLATFORMBEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER
DIGITAL AS INNOVATION PLATFORMBEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER
DIGITAL AS INNOVATION PLATFORMBEATING EXPECTATIONS BY USING DIGITAL TO INNOVATE BETTER
IT’S A LONG WAY FROM SCREEN-SPAM AND BROCHURE-WARE:AND WE DON’T HAVE ALL THE ANSWERS YET...
WHATEVER YOU DO, MAKE SURE IT’S WORTH TALKING ABOUT
paul.marsden@clickadvisor.com clickadvisorinsight for innovation
clickadvisorinsight for innovation
About Clickadvisor★ Hello, we’re Clickadvisor, a new digital insight agency that uses crowdsourcing
technology to help brands do market-led innovation
★ Instead of running traditional groups and interviews, we uncover needs, opportunities and solutions using online idea and design contests
★ Innovation Idea Contests
★ Trendspotting Contests
★ Brand Naming Contests
★ Pack/Cover Design Contests
★ Our idea and design contests help brands do collaborative innovation, delivering creative insight fast and cost-effectively
clickadvisorinsight for innovation
About the SpeakerPaul Marsden is director at clickadvisor.com, a digital insight agency specialising in innovation
An experienced market researcher, career highlights to date include:
★ Product management, sales and market research at Astra Zeneca★ PhD in social psychology (social influence) - development of online
research tool featured in The New Scientist★ Led London School of Economics team validating the link between
brand advocacy and sales growth - worked on innovation research projects for BBC, LVMH, Nokia, Economist, and Unilever
★ Co-founded two successful digital marketing agencies (Spheeris (online communication) and Brainjuicer (online research))
★ Co-authored popular business book ‘Connected Marketing’
Paul’s latest venture, clickadvisor.com, helps brands do collaborative innovation through brand-sponsored idea and design contests
clickadvisorinsight for innovation
FlipsideA reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster
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