270 melinda kenneway

Interactive Marketing

From transactions to conversations

Melinda Kenneway

TBI Communications

[email protected]

May 30th 2008 SSP: Empires of the Mind

20th century marketing

interruption

21st century marketing

engagement


Generation C


“Generation C will be middle aged by 2020. This

generation has grown up under the Web ideologies of

open access, cooperation, exchange and sharing of

information, as will all further generations. This will have

profound implications on our society.”

Dr Peter Marsh

Social Issues Research Centre (SIRC)


• Content more complex (vertical, format-agnostic, multi media)

• New business models (open access, advertising, infomediary)

• Broader market reach (consortia, new segments)

• Niche market potential (long tail)

• Increased direct selling (via website, reps etc)

• Community more influential (recommendations)

• Self-publishing/user generated content (author power)

• Customization and personalization (it’s all about me)


“Ogilvy's belief was that deep consumer insight, coupled

with big creative ideas, is the engine of brand building.

Ogilvy has always been about 360° branding, using all

channels to reach a consumer, always about inviting

customers in, rather than forcing a broadcast message.”

Rory Sutherland

Vice Chairman, Ogilvy Group, UK


• Customer insight requires interaction

• Creativity gets attention

• Loyalty leads to advocacy

• Satisfied customers = successful businesses


• Marketing can help build relationships

• Needs to be a bigger role than ‘promotion’

• Transaction-based objectives are not enough

• Leverage lower costs of online channels

• Mass personalization

• Build communities around brands


competition for

attention


• Marketing catching up with new environment

• Still focused on broadcast messages

• Opportunity for more creativity

• Need to experiment and learn

• Look outside industry for inspiration


“It’s been years since I’ve bought a Dove

product, but as a result of this I’m doing all I

can to support them. I know that their

campaign is a marketing tool but I also believe

it’s going to help a lot of women learn to

accept themselves as who they are.”


Sales result?

• Double digit growth since 2004

• General trends 2-3%


marketing should be a

service

not an

annoyance


the wave of

change is coming


• Organizing and profiling customer database

• Tagging content

• Detailed market opportunity analyses

• Single customer view

• Online host support

• Other bolt-on technologies such as Baynote


PROFESSIONAL INTERESTS

PERSONAL INTERESTS

CAREER

JOB

ACQUIRE

PARTICIPATE

ENGAGE

SHARE

Not just about unit sales anymore…visit

website, register, opt in

Respond: read email alert, click on

link etc

Provide additional data, vote on a poll, respond to offer,

exclusive content etc

Email a friend, add social bookmark, link on own blog, discuss in web 2.0 community


Six ways to make people like you

How to Win Friends and Influence People

Dale Carnegie, 1936


become genuinely interested

in other people


smile


remember that a person's name is to

that person the sweetest and most

important sound in any language


be a good listener

encourage others to talk

about themselves


talk in terms of the other

person's interests


make the other person feel important - and do it sincerely

Thank you

Melinda Kenneway

TBI Communications

[email protected]

270 melinda kenneway

Documents

mindmay 30th

mindpage numbersssp

20th century

kennewaytbicommunications

open access

business models

offline activities

make people