marketing in a socially connected world - august 2015
TRANSCRIPT
Jude Brookscommunicating in a socially connected world
Marketing in a socially connected world Jude Brooks
August 2015
Jude Brookscommunicating in a socially connected world
Purpose
To help you better understand modern marketing in a complex, socially connected world
&
To inspire you to develop purposeful marketing strategies that work
““
Jude Brookscommunicating in a socially connected world
What is marketing?
• Kotler: “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”
• CIM: “Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.”
• Wikipedia: “Marketing is communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand.”
Jude Brookscommunicating in a socially connected world
What is marketing?
Marketing is the right product, in the right place, at the right time, at the right price.
- Adcock“
“
Jude Brookscommunicating in a socially connected world
Changing landscape
Changing media landscape – how we spend out time
Changing mobile landscape – increasing reliance on mobile devices
Changing social landscape – interacting more and more
Changing decision journey – more influencers
Jude Brookscommunicating in a socially connected world
Evolving marketing mix
1960s
1980s
2012
2015
4Ps: Product, Price, Place and Promotion
7Ps: Product, Price, Place, Promotion, People, Process and
Physical Environment
4As: Awareness, Availability, Affordability and Acceptability
4Ps: People, Purpose, Principles and Participation
Focus shifted from corporate-first to customer-centric
Jude Brookscommunicating in a socially connected world
Customer decision journey
①
②
① Initial Consideration: Consider an initial set of brands
② Active Evaluation: Add or subtract brands as they seek and evaluate information
③
④
⑤
③ Moment of Purchase: Consumer selects a brand at the moment of purchase
④ Post-Purchase Experience: Consumer experiences the brand which informs subsequent purchase decision
⑤ Advocacy: Consumer will talk about the experience – good and bad!
⑥
⑥ Bond: Subsequent purchases driven by brand bond via’ Loyalty Loop’
Jude Brookscommunicating in a socially connected world
So marketing needs to change
FromStop/Start campaigns
Interruptive ads
Telling a message
Focus on new customers
Brand ads
What you say
ToAlways-on programmes
Engaged participation
Creating helpful utility
Focus on loyalty
Branded content
What you do
Jude Brookscommunicating in a socially connected world
All about purpose and meaning
What we believe will impact what we do, which is far more powerful that what we say.
- Antony Mayfield, Brilliant Noise““
Jude Brookscommunicating in a socially connected world
Simon Sinek’s Golden Circle
Why
How
What
We mostly start with ‘What’…
• What? Products & services
• How? Differentiation / USP
• Why? Purpose / cause / belief
Jude Brookscommunicating in a socially connected world
Why
How
What
Simon Sinek’s Golden Circle
Great leaders & great organisations start with ‘Why’
They put purpose at the heart
Jude Brookscommunicating in a socially connected world
Where purpose fits
• Purpose: Your raison d'être
• Values: What you care about
• Mission: What you’re here to do
• Vision: Where you’re heading
• Strategy: How you’re going to get there
Jude Brookscommunicating in a socially connected world
Objectives Purpose
Why
Outcomes
Aspirational
Long term
Intangible
Reason
Things
Tasks
Functional
Short term
Tangible
Destination
Jude Brookscommunicating in a socially connected world
Benefits of purpose
• Consistency of message
• Focus and choice
• Trust and authenticity
• Profit
Jude Brookscommunicating in a socially connected world
5 Types of purpose
Elicit joy
Enable connection
Inspire explorationEvoke pride
Impact society
Jude Brookscommunicating in a socially connected world
Jude’s Law
What you do is more important than what you say““