everything changed - lisbon challenge
Post on 22-Oct-2014
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What's wrong with marketing today and how to avoid marketing as an after thought.TRANSCRIPT
EVERYTHING CHANGED again
Good News
make something great…marketing can’t help a bad
product
| Bad News
delusional vs. optimistic
find reasons not to do your startup
beware of validation
integrate marketing
from design2reality
offline
online
FACTor
PERCEPTION
RightNow | July 2011 Study
58% expect response42% expect with 24hrsyet only22% get response at all
Bill Clinton | DreamForce Keynote 2010
“You are all in the tomorrow
business.”
pause
Tech works, sometimes people don’t
From small to large
online
Helping you shop online…
Automation ?
Scale ?
offline
online
Hey!
Ouch
the quick fix
the social media diet
The Guardian Newspaper on Social Media
The Guardian Newspaper on Social Media
You are not who you say you are
You are not who you say you are
Reputation by association
Reputation by association
fast forward
MOBILE THROUGH
THE GENERATION
S
with luck community becomes a movement
create vibrant communities…so much more than the
conversation
meaningful relationships
talking to brands is a little like…
MARKETINGurgently needs a redesign
at war with the consumer
the new-improved consumer
author (wordpress)
expert (wikipedia)
dj (iTunes)
producer (YouTube)
editor (digg)
a network (friends)
critic (Amazon)
journalist (iReport CNN)
pirate / innovator (?)
syndicator (RSS)
What? | the 50/50 rule?
retention vs. acquisition
poor stupid customer
lots of followers & fans.
lots of followers & fans means…
MARKETINGwhat’s behind the door
social
market
$
THE EXPERIENCEcreating moments | it’s in the details
actual experience
experiencing self
remembering self
* psychological moment lasts for 3 seconds
that’s 600,000 per month...
the memory
experiencing self
remembering self
* we don’t choose between experiences, we choose between
memories of experiences
experience gap
Customer service is vital.
An apology without an action is worth…
Guerilla Marketing | ft. the consumer* Source: Bruno Figueiredo
INVERTING THE ROLES
Creating & managing the desire.
loyalty comes from dependence
minimizing sacrificesatisfaction maximized
Good News
make something great…marketing can’t help a bad
product
| Bad News
loosely based on a possibly
true story
consumers have infinite choice
some thoughts
total transparency
“We can’t be
successful if we don’t lie
to our customers”
Larry Ellison | Oracle
really?
you really want to do this?
what privacy?
Privacy is the price of free
go deeper
What we do
go deeper
What we doWhat we should do
go deeper
What we doWhat we should doWhat we must do
what’s next?
Good News
make something great…marketing can’t help a bad
product
| Bad News
KILLER content, service & product
build trustbe authentic
humanemphatic
+/- transparent
experimentlisten & talk &
listen
what to do then?
the more you turn left, the more you’ll learn to turn right
TOOLS EXIST.Gurus who know how to use & interpret them,not really.
NUNO MACHADO LOPES+351 916 863 [email protected]
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