Embed Size (px)
Citation preview
discuss
Can you think of an immersive brand experiences?
Miller’s Man Laws
• A ridiculous invention but one that obeys the branding law of the 21st century.
Extend Marketing Space
• Healthy Choice has used its online games to drive people to supermarkets to actually buy its products, by offering the chance for customers to print "mystery coupons"
• A Hanes sweepstakes promoted the apparel company's new "tagless" t-shirt by using a tag as the virtual game piece: "Lifting" it with the mouse revealed the visitor's prize.
turning a digital brand physical
In the 21st century, this is what your job is all about:
• Find ways to make your brand more experiential and hence more memorable!– careful spatial planning– live, real-time, event-based nature of the brand interaction
• Shift consumers’ perception and practice of what constitutes a marketing ‘space’.– Immersion marketing seeks to achieve a much more proximal
relationship between consumers and brands.
• as theorists of the ‘experience economy’ put it: – ‘the more effectively an experience engages the senses, the more
memorable it will be’ (Pine and Gilmore, 1999: 59).
ApplicationYou have been hired to lead the strategy task force for digital marketing at Buick. The marketing director is at a loss because the brand seems to be losing ground with the 18-35 year old demographic.
Buick
• On a conceptual level, what do you suggest needs to be done.
• On a concrete level, develop a marketing mix to achieve the objective of brand renewal.
question
• What do marketers brand?
Flexible Branding of Customers
Before Dematerialzation of Consumers we branded Products:
Branded Product Customer
Identity
Differentiation
Reputation
Success is measuredin brand recall/equity
Now we brand customers...
Branded Product Customer
Identity
Differentiation
Reputation
Success is measured in accuracy of customer identity production
• IT lets firms recognize the customer as an individual with a history, a present, and a future, and be treated as such.
• IT lets marketer manage customers for profit, – balancing each customer’s value against
cost to serve!
Xxx xx xxxx xxxx xxx xxx xxxx
xxxx xxx xxxx xxxx xxxx x xxxxxx xxx x x x x x x x xx x xxxx xxxx x x x x x x x xxxx
xx xx xxxx xxxx xx xx xxx
A typical Customer Map
Value
High
Low
Cost-to-serveLow High
Xxx xx xxxx xxxx xxx xxx xxxx
xxxx xxx xxxx xxxx xxxx x xxxxxx xxx x x x x x x x xx x xxxx xxxx x x x x x x x xxxx
xx xx xxxx xxxx xx xx xxx
Goal: Manage customer relations toward the diagonal
Value
High
Low
Cost-to-serveLow High
Xxx xx xxxx xxxx xxx xxx xxxx
xxxx xxx xxxx xxxx xxxx x xxxxxx xxx x x x x x x x xx x xxxx xxxx x x x x x x x xxxx
xx xx xxxx xxxx xx xx xxx
Information Marketer: Service delivery system driven bythe customer’s assessed value
Value
High
Low
Cost-to-serveLow High
Steps to a Strong Customer Brand
Identify each customer upon acquisition
Rank each bygross margin or
lifetime value Ask, learn and remember key customer characteristics and preferences
Give preferred Customers more of what they value
For low margin customers, reduce cost-to-serve
Cost-to-serve
Val
ue
Identify Differentiate Interact Customize
Group Think!
• Identify some specific uses of this customer branding technology!– Pick a industry– Pick a company– Generate a ‘case’ that shows how customer
branding could be used by your company to improve profit per customer?
Learning About Customers
• Knowledge acquisition
• Cross-category analysis
• Customer differentiation
Customization of Offerings and Interactions
• Communications
• Products/services
• Channels
• Prices
• Service delivery
INTERACTIONS
Managing Relationships with Interactive Marketing
Tailored Commun-
ication
MassCustom-ization
CustomPrices
ServiceDelivery
CustomChannels
Remem-beringNeeds
Antici-patingNeeds
• Targeting banner ads
• Viral marketing
• Customer designed products (Mattel, Levi, threadlessetc.)
• Auctions
• Customer control (Priceline.com)
• Discounts based on behavior
• Tracking
• Service based on potential value
• Dual channels
• Reduce trans-action costs
• Collabor-ative filtering
Customizing Offerings and Interactions
Summary
• Branding is paramount
• Branding is no longer limited to products and services
• Branding needs individualized information
• Customer branding becomes the foundation of a revolution in all other elements of the 4Ps!
CCB managing director David Cole says: "Data is the lifeblood of our industry. Without fresh sources of data, response rates will continue to decline."
