managing marketing processes_seminar 8
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Seminar 8
Managing Marketing Processes----Branding and Digital Marketing
Robin Teigland & Paola PerettiMaster of General ManagementStockholm School of Economics
September 23, 2013
Seminar 8 Overview
Branding in the digital age – What is it and Why is it important?
Group assignment > Written feedback
Guest Speaker, Tobias Brandt, Digital Strategy Director http://www.grow.eu
2
Marketing Plan
3
QUICK RECAP…
MARKETING
4
• Organizational Function
• A Set of Processes
FOR
CREATING COMMUNICATING DELIVERING
VALUE
CUSTOMERS & STAKEHOLDERS
Challenges
So,what does BRANDING
mean today?
The Branding Evolution
Your brand is the recognition that, in your particular marketplace, you have actually stated the value of your product/service in terms that resonate with your customer.
The value of your product/service is unmistakably yours. Why? Because your “brand” is the
representation of your unique competitive advantage.
7
The Branding Evolution Like so much in marketing, brand development has
evolved over the past 20 years. Originally branding was synonymous with the visual interpretation and representation of a business. The symbol or logo was the manifestation of a company’s essence, as presented in advertising, promotions,on trucks, uniforms, signage…
Over time, businesses have become much more sophisticated in how they represent themselves, both internally and externally.
Today,the word “brand” connotes a range of emotive connections to the entity behind the brand.
8
FIRST 100 DAYS…ONLY
DIESEL “BE STUPID” MARKETING CAMPAIGN
No longer can brands expect to “tell” and “sell” in their marketing communications and be as effective as they once were.
To be effective with a digital consumer, brands must seek to build relationships with them by creating experiences that make them WANT to engage your brand.
Branding in the digital age
Evolution of the Web
The Rise of Social Media
BASIC DEFINITION:“the use of electronic and
Internet tools for the purpose of sharing and discussing information and experiences with other human beings..”
(Tuten & Solomon, 2013).
3 Elements to consider:• SOCIAL: our social lives• MEDIA: social community
media (Facebook), social publishing media (YouTube), social commerce media (TripAdvisor), social entertainment media (Zynga)
• NETWORK: the interconnections between the members of the community
The digitalization of the world
Jobber, 2007
The new CONSUMER BEHAVIORS
Social Media Around the World, InSites Consulting (2012)
Brand Image(what are you telling me)
Brand Engagement(how are you involving me)
MessagingStatic
PromisingLook and feel
FantasyAdvertising
AudienceConsistency
ImagePassive
On-High
DialogueDynamicDeliveringExperienceAuthenticityCultureCommunityCoherenceCurrencyInteractiveCo-Create
vs.
QUICK RECAP: Branding in the digital age…
Brand Image(what are you telling me)
Brand Engagement(how are you involving me)
MessagingStatic
PromisingLook and feel
FantasyAdvertising
AudienceConsistency
ImagePassive
On-High
DialogueDynamicDeliveringExperienceAuthenticityCultureCommunityCoherenceCurrencyInteractiveCo-Create
vs.
From one-way messaging to consumers… to developing a two-way (or more) dialogue with them.
Brand Image(what are you telling me)
Brand Engagement(how are you involving me)
MessagingStatic
PromisingLook and feel
FantasyAdvertising
AudienceConsistency
ImagePassive
On-High
DialogueDynamicDeliveringExperienceAuthenticityCultureCommunityCoherenceCurrencyInteractiveCo-Create
vs.
From extending a “look and feel” online to creating experiences for consumers to engage with.
Brand Image(what are you telling me)
Brand Engagement(how are you involving me)
MessagingStatic
PromisingLook and feel
FantasyAdvertising
AudienceConsistency
ImagePassive
On-High
DialogueDynamicDeliveringExperienceAuthenticityCultureCommunityCoherenceCurrencyInteractiveCo-Create
vs.
From addressing consumers as a mass audience, to leveraging the fact that they are a community.
Brand Image(what are you telling me)
Brand Engagement(how are you involving me)
MessagingStatic
PromisingLook and feel
FantasyAdvertising
AudienceConsistency
ImagePassiveOn-high
DialogueDynamicDeliveringExperienceAuthenticityCultureCommunityCoherenceCurrencyInteractiveCo-create
vs.
From being passive in our communications to them, to encouraging interactivity.
Brand Image(what are you telling me)
Brand Engagement(how are you involving me)
vs.
This mindset shift should be at the heart of every part of our business and marketing strategy.
MessagingStatic
PromisingLook and feel
FantasyAdvertising
AudienceConsistency
ImagePassiveOn-high
DialogueDynamicDeliveringExperienceAuthenticityCultureCommunityCoherenceCurrencyInteractiveCo-create
THUS MARKETING HAS TO EVOLVE….
How DID wrigley launch a new CHEWING gum?
A good example?
IMPLICATIONS FOR MARKETERS:Key dimensions of the digital age
AUDIENCES
TECHNOLOGY
MARKETING
APPLICATIONS
SO THAT’S WHY….
MY FAVORITE DEFINITION: PARSONS (1998)
DIGITAL MARKETING OBJECTIVES
Digital Marketing: Approach & methodology
Peretti (2011)
LISTEN
> For marketing managers it is increasingly important to LISTEN and understand the target audiences, as there are significant changes taking place resulting from more and more interactions between organizations and their audiences via digital technology.
Examples of activities:1. Website analysis2. Online media consumption3. Social media conversation4. Customer channel usage5. Influencers map6. Online buyer behaviors
CONNECT
> The Internet and mobile applications provide innovative options to CONNECT for digital marketers: communications can be interactive, animated, personalized and instantaneous. There are digital channels and digital promotions tools that
ENGAGE
ENGAGEMENT: “Level of an individual customer’s motivational, brand related and context dependent state of mind, characterized by specific level of cognitive, emotional and behavioural activity in direct brand interaction” (Hollebeek, 2011)
It is important to ENGAGE during all stages of the customer experience:1. Pre-purchase: relationship process2. Purchase experience3. Post-purchase: loyalty4. Ongoing online: social networks5. Co-creation
ADVOCACY
In electronic commerce, online advertising and digital marketing, a brand ADVOCATE is a person, or customer who talks favorably about a brand or product, and then passes on positive word-of-mouth (WOM) messages about the brand to other people.
Possible outputs:1. Awareness2. E-WoM3. Earned Media (or free media)4. Reputation5. Ranking6. Sales
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