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An introduction course on the evolution of Marketing from product oriented strategies to community focused
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Améliorer l’efficacité des campagnes est cité comme étant la raison principale pour déployer de nouvelles solutions digitales
Pour les responsables marketing, la manière la plus efficace de générer la demande sur leur marché, pour près de 50% des sondés, est le marketing à partir d’un site Web optimisé pour la recherche
Pour 42%, la valeur vient des interactions via les médias sociaux etl’engagement. Ces approches éclipsent les brochures papierclassiques et les médias de diffusion, et sont très au dessus de larecherche sur les mobiles ou la publicité sur mobile.
STATE OF MARKETING 2014 STUDY (526 CMO SURVEYED)A Global Assessment of Marketing Vitality and DirectionThe Chief Marketing Officer (CMO) Council
c30% of Marketing budgets to be spent on Digital marketing in 2014, BECAUSE :
L’email marketing
Indispensable!!
THE REALITY OF BUSINESS TODAYChallenges: When Google shifts their algorithm and your website drops from 1 to 31 in the
rankings When a competitor improves their backlinking and ends up with your visitors When Gmail starts filtering your newsletters into spam or ‘Promotional’ and
your Open rates and ‘clicks to offer’s drop by Half When there is a bad buzz about your company on Youtube When customers find out BEFORE you that your company is not as ethical as
you thought it was
Opportunities When you read an interesting blog post or case study and want to replicate
those results When a new traffic source such as Snapchat or Twitter opens up a flood of
virgin leads When you are better informed through the Internet than your competitor is
about their new product launch
Marketing is an activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have
VALUE for consumers, clients,
partners and society at large
American Marketing Association 2008
The Digital landscape
2003 online population 608 million
2014 :2,9 billion people*
Broadband penetration
Market penetration through digitalchannels
*www.internetworldstats.com
Global Online shopping
Population online consumer behaviour
Digital Ad Spending Worldwide to Hit $137.53 Billion in 201410-30% marketing budgets in Digital
82% co
nsu
mers d
o n
ot tru
st advertisin
g
94% of viewers purchasing behaviour influenced by reality TVF
irst sou
rce of tru
st is oth
er con
sum
ers
WOM Public = media
Brand integrity PROSUMERS
UGC
1.0 – product- Classic marketing- Products new, high demand- Product based
Industrial revolution the inspiration
2.0 – consumer- Competition increased during 80s- Technological revolution- « Customer is King »- BUT – consumer passive targets- of campaigns
Origins of Marketing
Marketing 1.0
A customer can choose what ever colour he likes for his Ford car so long as its blackH.Ford – Founder of Ford Motor Company
Consumer profiling
CRM
Choice
Competition
Marketing 2.0
Marketing 3.0
CollaborationPARTICIPATION
GLOBALISATION
Paradox
CREATIVE
Society
HUMANSpiritMARKETING
CORPORATEPROFITABILITY
CORPORATE
RESPONSIBILITY
CONSUMERBEHAVIOUUR
CHANGE
MACROECONOMIC
CHANGE
Marketing 3.0
ECONOMIC crisisDECLINEIN PurchasingPOWER
GENERATION Y
HYPERCHOICE
SO
CIA
L E
con
om
ic CH
AN
GE
Age of ParticipationglobalisationCOLLABORATIVE
CREATIVE society
Ethical, differentiation with responsibility
Communitization, co-creativity, Character building
Treat consumers as whole individuals with hearts, minds and spirits
Make the world a better place
MIND HEARTSPIRIT
MIS
SIO
NV
ALU
ES
VIS
ION
DeliverSATISFACTION
PROFITABLITY
BEBETTER
RealiseASPIRATION
PRACTICECompassion
ReturnabilitySUSTAINABILITY
BEDifferent
MAKE ADIFFERENCE
*Kotler, Marketing 3.0
Brand integrityBR
AND
Iden
tity
BRAND imagePos
itio
nin
g
Diff
erentiation
Eradicate extreme poverty and hunger - Achieve universal primaryEducation - Promote gender equlity and empower women - Reduce
child mortality - Improve maternal health - Combat HIV malariaand other diseases - Ensure governmental sustainability - Develop a
global partnership for development
Adapting to market tendanciesBe sensitive to change and ready to transform
Reputation managementGuard your name, be CLEAR about who you are
Marketing E
thical Challenges
ET
HIC
ALchallenges
Relationship Marketing
WHATEVER your business it’s a SERVICE business
Price competitivityALWAYS offer a good package
at a FAIR price
ET
HIC
ALchallenges
BRAND Identity
BRAND integrity
Self
Actualisation, morality,
creativity, purpose,
meaning
PHYSIOLOGICAL NEEDS breathing, food, water, shelter,sleep
SAFETY AND SECURITY property, health, employment
LOVE AND BELONGINGfriendship, family, sense of connection
SELF ESTEEMconfidence,
achievement, respect of others
Maslow
’s trianglePutting the FOCUS at the TOP of the PYRAMID
NEEDSNo longer
EXIST
Water’s getting smart
Public Perception Profi le ParticipationPublic Perception Profi le ParticipationPublic Perception Profi le Participation
Public Perception Profi le Participation
Public Perception Profi le Participation
Public Perception Profi le ParticipationPublic Perception Profi le ParticipationPublic Perception Profi le ParticipationPublic Perception Profi le ParticipationPublic Perception Profi le ParticipationPublic Perception Profi le ParticipationPublic Perception Profi le Participation
FUTURE MODEL OF
3.0
DisciplinesOf MARKETING
TODAY’SMarketing Concept
FUTUREMarketing Concept
ProductManagement
FOURP’s
CO-Creation
STP Community
BrandAwareness
Brand
Integrity
CustomerManagement
BRANDManagement
Components Traditional Marketing
Marketing 3.0
Marketing Mindset Use one way communication Nurture dialogue and relationship, earn trust
Brand equity Brand recall is holy grail Brand value determined by customers, unaided, WOM
Segmentation Group customers by demographics Group customers by behaviour, attitudes, what’s important to them
Targeting Target by demographics Tardet according to customer behaviour
Communication Broadcast style, push marketing Digital environment, interactive communication
Content Professional content controlled by marketers
Mix of professional and user generated
Virality A nice feature but flashy presentation more important
Based on solid content that will get people talking
Revues Done by the experts eg Michelin Think Amazon and voting systems
Advertiser/publisher
Establishes channel and controls content to gather audience
Build relationships, sponsor content as customers want it
Strategy Top down imposed by senior management Bottom up, winning ideas culled from customers
Payment CPM ( cost per thousand) ROI – Invest in marketing for future growth based on measurable return
* Pe
ter S
tein
er, N
ew
Yo
rker‘On the Internet nobody knows you’re a dog*’
Your PHYSICALand demographic Profileno longer a PRIORITY
New
techniques
NPSVsBrandRECALL
SEGMENTATIONBy what people
FEEL and THINK
TARGETING byBehaviourSEOSite visit trackingBLOGS
Interactive communication
compelling CONTENT to attract people
BlendtechMarketing Director took a tour of the factory - Saw tests being done on $400 blender. Took this idea to market - Sales
increased by 385%. YOU tube channel, social media, customer participation
Building empires from an idea
Postwar
-needs driven
-economic reconstruction
Soaring
-needs driven
-high purchasing power
Turbulent
-socio/economic factors
Uncertain
-increased competition
Increased purchasing power
Advertising rules
One to one
-Informed customer
Hyper choice
-Product saturation
Financially driven-Access to credit-Reduced purchasing power-Hyper choice-Relationship marketing
1950s
1960s
1970s
1980s
1990s
2000s
Evolution of Marketing