3 little ideas on the digital line

ABOVE AND BEYOND THE LINE

Copyright Dele Atanda Sept 2012

THE LINE TRADITIONALLY

Capital Spend vs Current Spend

Awareness + Attention vs Interest + Desire

Mass Media vs Niche Media

The Line = Proximity to Sales

ATL BTL

$$$ATL

BTL

Sales

After-Sales

Awareness

Consideration

Trial

Repertoire

Loyalty

Segment

Total Population

$$

THE MARKETING FUNNEL

Sales

After-Sales

Awareness

Consideration

Trial

Repertoire

Loyalty

Segment

Total Population

Support

Broadcaster

Fan

Delight

Empower

$$

THE SOCIAL FUNNEL

Sales

After-Sales

Awareness

Consideration

Trial

Repertoire

Loyalty

Segment

Total Population

Support

Broadcaster

Fan

Delight

Empower

$$

BTL IS KEY WITH SOCIAL

ATL

BTL

BTL

Sales

After-Sales

Awareness

Consideration

Trial

Repertoire

Loyalty

Segment

Total Population

Support

Broadcaster

Fan

Delight

Empower

$$

OWNED & PAID MEDIA IS MORE ATL

Owned Paid

ATL

BTL

BTL

Sales

After-Sales

Awareness

Consideration

Trial

Repertoire

Loyalty

Segment

Total Population

Support

Broadcaster

Fan

Delight

Empower

$$

IDEA #1: EARNED MEDIA = SED

Owned Paid

Earned

ATL

BTL

BTL

FANS = SED

Sales

After-Sales

Awareness

Consideration

Trial

Repertoire

Loyal

Segment

Total Population

Support

Broadcaster

Fan

Delight

Empower

$$

THE LINE, THE FUNNEL & THE LOOP

Sales Regular & Loyal

Repertoire Trial Consideration Awareness Fatigue

Support

Empowered

Delighted

Fan

Broadcaster

IDEA #2: THE MARKETING MATRIX

Sales Regular & Loyal

Repertoire Trial Consideration Awareness Fatigue

Support

Empowered

Delighted

Fan

BroadcasterTo

From From

From

FromFrom

From

To

ToToTo

To

IDEA #2: THE MARKETING MATRIX

Where’s the line?

Viral Videos

Mother’s

Community

feedback

and reviews

Human Race

Future Flame From

SalesRegular & Loyal

Repertoire Trial Consideration Awareness Fatigue

Support

Empowered

Delighted

Fan

Broadcaster

IDEA #3 SERVICE IS THE NEW LINE

The Line = Proximity to service

SalesRegular & Loyal

Repertoire Trial Consideration Awareness Fatigue

Support

Empowered

Delighted

Fan

Broadcaster

IDEA #3 SERVICE IS THE NEW LINE

Product as a Service

Sales as a Service

Content as a Service

Context as a Service

Service as a Service

Sales as a Service

Product as a Service

Service as a Service

Context as a Service

Content as a Service

The Line = Proximity to service

SalesRegular & Loyal

Repertoire Trial Consideration Awareness Fatigue

Support

Empowered

Delighted

Fan

Broadcaster

IDEA #3 SERVICE IS THE NEW LINE

Product as a Service

Sales as a Service

Content as a Service

Context as a Service

Service as a Service

Sales as a Service

Product as a Service

Service as a Service

Context as a Service

Content as a Service

The Line = Proximity to service

IN A WORLD WHERE SERVICE IS THE NEW LINE

ATL = Macro Services Servicing Society Servicing Communities

CSR

IN A WORLD WHERE SERVICE IS THE NEW LINE

ATL = Macro Services Servicing Society Servicing Communities

BTL = Micro Services Personalised Services Servicing Individuals

CRM

CSR

TTL = Brands empowering & inspiring people to service society