270 melinda kenneway

Interactive Marketing

From transactions to conversations

Melinda Kenneway

TBI Communications

Melinda.Kenneway@tbicommunications.com

May 30th 2008 SSP: Empires of the Mind

20th century marketing

interruption

21st century marketing

engagement

May 30th 2008 SSP: Empires of the Mind

Generation C

May 30th 2008 SSP: Empires of the Mind

“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)

May 30th 2008 SSP: Empires of the Mind

• 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)

May 30th 2008 SSP: Empires of the Mind

“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

May 30th 2008 SSP: Empires of the Mind

• Customer insight requires interaction

• Creativity gets attention

• Loyalty leads to advocacy

• Satisfied customers = successful businesses

May 30th 2008 SSP: Empires of the Mind

• 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

May 30th 2008 SSP: Empires of the Mind

competition for

attention

May 30th 2008 SSP: Empires of the Mind

• 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

May 30th 2008 SSP: Empires of the Mind

May 30th 2008 SSP: Empires of the Mind

“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.”

May 30th 2008 SSP: Empires of the Mind

Sales result?

• Double digit growth since 2004

• General trends 2-3%

May 30th 2008 SSP: Empires of the Mind

marketing should be a

service

not an

annoyance

May 30th 2008 SSP: Empires of the Mind

May 30th 2008 SSP: Empires of the Mind

the wave of

change is coming

May 30th 2008 SSP: Empires of the Mind

• Organizing and profiling customer database

• Tagging content

• Detailed market opportunity analyses

• Single customer view

• Online host support

• Other bolt-on technologies such as Baynote

May 30th 2008 SSP: Empires of the Mind

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

May 30th 2008 SSP: Empires of the Mind

Six ways to make people like you

How to Win Friends and Influence People

Dale Carnegie, 1936

May 30th 2008 SSP: Empires of the Mind

become genuinely interested

in other people

May 30th 2008 SSP: Empires of the Mind

smile

May 30th 2008 SSP: Empires of the Mind

remember that a person's name is to

that person the sweetest and most

important sound in any language

May 30th 2008 SSP: Empires of the Mind

be a good listener

encourage others to talk

about themselves

May 30th 2008 SSP: Empires of the Mind

talk in terms of the other

person's interests

May 30th 2008 SSP: Empires of the Mind

make the other person feel important - and do it sincerely

Thank you

Melinda Kenneway

TBI Communications

Melinda.Kenneway@tbicommunications.com