marketing the new paradigms
DESCRIPTION
A look at how marketing is changing and hwo to re-fresh your own activityTRANSCRIPT
Publicity amp Marketing Manager Head of Marketing
Business Development Director
Consumer Marketing Manager
Head of Digital Customer Marketing
Vice President (Marketing and Commutations Manager)
Promotions Coordinator
Marketing Director
Customer Marketing Controller
Marketing Team Leader
Insight Director
On-line Manager
Trading amp Acquisition Marketing Manager
Sales amp Marketing Director
Marketing and CRM Manager
Proposition Development Manager
E-Commerce Manager
Senior Affiliate Marketing Manager
Internal Communications Associate
Marketing amp Communications Manager
Corporate Marketing Director
Head of Product and Proposition Strategy
Social Marketing and Commerce Manager
Marketing Services Executive
Shopper Marketing Team Leader
Market Insight Manager
Segmented Pricing Manager
European Poultry Business Manager
Marketing Database Analyst
Head of Marketing Services
Marketing Campaign Manager
Business Communications Manager
PPC Executive
eCRM Executive
Roadshow amp Event Coordinator
Online Marketing Manager
Marketing Project Manager
Partnership Marketing Executive
Product Planner
Customer Experience Manager
Web Analytics Specialist
Acquisition Conversion Assistant
bull
bull
bull
bull
Sales Marketing
Targets
Units
Products
Benefits
Buyer
Turnover
Objectives
Market Share
Brand
USP amp Values
Customer
Profit
Function Organisation
New Technology
Knowledge Management
amp Dash Board
New Set Up
Efficiency Review
Training amp Mentoring
Callage Pattern amp Channels
Key Account Strategy
KPIrsquos amp Measurement
Incentive amp Motivation
SALES PLANNING
Brand Architecture
Positioning amp Campaigns
New Product Development CRM
Communication
Data Set-up
Targeting amp Segmentation
Agency Management
amp Review Year Planning
Process amp Protocols
Communication Audit
Customer Research
Market Analysis
Contact Management
eCommerce
Web amp Catalogue
Sales Promotion
Advertising
SEO + Content
PPC + Online media
Customer Experience
DIGITAL BRAND
DEVELOPMENT
CUSTOMER DEVELOPMENT
MARKETING DIRECTION
Lead Generation
Needs managinghellip
bull
bull
bull
bull
bull
bull
Traditional Digital
Look
Logo
Tone of voice
Positioning
Key message
Creative framework
Images
Messages
Typeface
Graphics
Typeface
LOGIC EMOTION
Products are just PEOPLE
Brands are
FRIENDS
bull
bull
bull
bull
bull
bull
bull
Take time to lsquoNOURISH
YOUR BRANDrsquo
We identified name recall as the number-one thing to address says Mark Vile director of marketing at
comparethemarketcom
lsquoquotes increased 80 cost per acquisition was reduced by 73rsquo
Colao said ldquoIt is not the brand talking any more and telling the customer what to do It is the customer who will decide I am trying to steer the whole company in this directionrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
bull
bull
bull
bull
Sales Marketing
Targets
Units
Products
Benefits
Buyer
Turnover
Objectives
Market Share
Brand
USP amp Values
Customer
Profit
Function Organisation
New Technology
Knowledge Management
amp Dash Board
New Set Up
Efficiency Review
Training amp Mentoring
Callage Pattern amp Channels
Key Account Strategy
KPIrsquos amp Measurement
Incentive amp Motivation
SALES PLANNING
Brand Architecture
Positioning amp Campaigns
New Product Development CRM
Communication
Data Set-up
Targeting amp Segmentation
Agency Management
amp Review Year Planning
Process amp Protocols
Communication Audit
Customer Research
Market Analysis
Contact Management
eCommerce
Web amp Catalogue
Sales Promotion
Advertising
SEO + Content
PPC + Online media
Customer Experience
DIGITAL BRAND
DEVELOPMENT
CUSTOMER DEVELOPMENT
MARKETING DIRECTION
Lead Generation
Needs managinghellip
bull
bull
bull
bull
bull
bull
Traditional Digital
Look
Logo
Tone of voice
Positioning
Key message
Creative framework
Images
Messages
Typeface
Graphics
Typeface
LOGIC EMOTION
Products are just PEOPLE
Brands are
FRIENDS
bull
bull
bull
bull
bull
bull
bull
Take time to lsquoNOURISH
YOUR BRANDrsquo
We identified name recall as the number-one thing to address says Mark Vile director of marketing at
comparethemarketcom
lsquoquotes increased 80 cost per acquisition was reduced by 73rsquo
Colao said ldquoIt is not the brand talking any more and telling the customer what to do It is the customer who will decide I am trying to steer the whole company in this directionrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
Sales Marketing
Targets
Units
Products
Benefits
Buyer
Turnover
Objectives
Market Share
Brand
USP amp Values
Customer
Profit
Function Organisation
New Technology
Knowledge Management
amp Dash Board
New Set Up
Efficiency Review
Training amp Mentoring
Callage Pattern amp Channels
Key Account Strategy
KPIrsquos amp Measurement
Incentive amp Motivation
SALES PLANNING
Brand Architecture
Positioning amp Campaigns
New Product Development CRM
Communication
Data Set-up
Targeting amp Segmentation
Agency Management
amp Review Year Planning
Process amp Protocols
Communication Audit
Customer Research
Market Analysis
Contact Management
eCommerce
Web amp Catalogue
Sales Promotion
Advertising
SEO + Content
PPC + Online media
Customer Experience
DIGITAL BRAND
DEVELOPMENT
CUSTOMER DEVELOPMENT
MARKETING DIRECTION
Lead Generation
Needs managinghellip
bull
bull
bull
bull
bull
bull
Traditional Digital
Look
Logo
Tone of voice
Positioning
Key message
Creative framework
Images
Messages
Typeface
Graphics
Typeface
LOGIC EMOTION
Products are just PEOPLE
Brands are
FRIENDS
bull
bull
bull
bull
bull
bull
bull
Take time to lsquoNOURISH
YOUR BRANDrsquo
We identified name recall as the number-one thing to address says Mark Vile director of marketing at
comparethemarketcom
lsquoquotes increased 80 cost per acquisition was reduced by 73rsquo
Colao said ldquoIt is not the brand talking any more and telling the customer what to do It is the customer who will decide I am trying to steer the whole company in this directionrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
Function Organisation
New Technology
Knowledge Management
amp Dash Board
New Set Up
Efficiency Review
Training amp Mentoring
Callage Pattern amp Channels
Key Account Strategy
KPIrsquos amp Measurement
Incentive amp Motivation
SALES PLANNING
Brand Architecture
Positioning amp Campaigns
New Product Development CRM
Communication
Data Set-up
Targeting amp Segmentation
Agency Management
amp Review Year Planning
Process amp Protocols
Communication Audit
Customer Research
Market Analysis
Contact Management
eCommerce
Web amp Catalogue
Sales Promotion
Advertising
SEO + Content
PPC + Online media
Customer Experience
DIGITAL BRAND
DEVELOPMENT
CUSTOMER DEVELOPMENT
MARKETING DIRECTION
Lead Generation
Needs managinghellip
bull
bull
bull
bull
bull
bull
Traditional Digital
Look
Logo
Tone of voice
Positioning
Key message
Creative framework
Images
Messages
Typeface
Graphics
Typeface
LOGIC EMOTION
Products are just PEOPLE
Brands are
FRIENDS
bull
bull
bull
bull
bull
bull
bull
Take time to lsquoNOURISH
YOUR BRANDrsquo
We identified name recall as the number-one thing to address says Mark Vile director of marketing at
comparethemarketcom
lsquoquotes increased 80 cost per acquisition was reduced by 73rsquo
Colao said ldquoIt is not the brand talking any more and telling the customer what to do It is the customer who will decide I am trying to steer the whole company in this directionrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
bull
bull
bull
bull
bull
bull
Traditional Digital
Look
Logo
Tone of voice
Positioning
Key message
Creative framework
Images
Messages
Typeface
Graphics
Typeface
LOGIC EMOTION
Products are just PEOPLE
Brands are
FRIENDS
bull
bull
bull
bull
bull
bull
bull
Take time to lsquoNOURISH
YOUR BRANDrsquo
We identified name recall as the number-one thing to address says Mark Vile director of marketing at
comparethemarketcom
lsquoquotes increased 80 cost per acquisition was reduced by 73rsquo
Colao said ldquoIt is not the brand talking any more and telling the customer what to do It is the customer who will decide I am trying to steer the whole company in this directionrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
Traditional Digital
Look
Logo
Tone of voice
Positioning
Key message
Creative framework
Images
Messages
Typeface
Graphics
Typeface
LOGIC EMOTION
Products are just PEOPLE
Brands are
FRIENDS
bull
bull
bull
bull
bull
bull
bull
Take time to lsquoNOURISH
YOUR BRANDrsquo
We identified name recall as the number-one thing to address says Mark Vile director of marketing at
comparethemarketcom
lsquoquotes increased 80 cost per acquisition was reduced by 73rsquo
Colao said ldquoIt is not the brand talking any more and telling the customer what to do It is the customer who will decide I am trying to steer the whole company in this directionrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
Look
Logo
Tone of voice
Positioning
Key message
Creative framework
Images
Messages
Typeface
Graphics
Typeface
LOGIC EMOTION
Products are just PEOPLE
Brands are
FRIENDS
bull
bull
bull
bull
bull
bull
bull
Take time to lsquoNOURISH
YOUR BRANDrsquo
We identified name recall as the number-one thing to address says Mark Vile director of marketing at
comparethemarketcom
lsquoquotes increased 80 cost per acquisition was reduced by 73rsquo
Colao said ldquoIt is not the brand talking any more and telling the customer what to do It is the customer who will decide I am trying to steer the whole company in this directionrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
LOGIC EMOTION
Products are just PEOPLE
Brands are
FRIENDS
bull
bull
bull
bull
bull
bull
bull
Take time to lsquoNOURISH
YOUR BRANDrsquo
We identified name recall as the number-one thing to address says Mark Vile director of marketing at
comparethemarketcom
lsquoquotes increased 80 cost per acquisition was reduced by 73rsquo
Colao said ldquoIt is not the brand talking any more and telling the customer what to do It is the customer who will decide I am trying to steer the whole company in this directionrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
Products are just PEOPLE
Brands are
FRIENDS
bull
bull
bull
bull
bull
bull
bull
Take time to lsquoNOURISH
YOUR BRANDrsquo
We identified name recall as the number-one thing to address says Mark Vile director of marketing at
comparethemarketcom
lsquoquotes increased 80 cost per acquisition was reduced by 73rsquo
Colao said ldquoIt is not the brand talking any more and telling the customer what to do It is the customer who will decide I am trying to steer the whole company in this directionrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
bull
bull
bull
bull
bull
bull
bull
Take time to lsquoNOURISH
YOUR BRANDrsquo
We identified name recall as the number-one thing to address says Mark Vile director of marketing at
comparethemarketcom
lsquoquotes increased 80 cost per acquisition was reduced by 73rsquo
Colao said ldquoIt is not the brand talking any more and telling the customer what to do It is the customer who will decide I am trying to steer the whole company in this directionrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
We identified name recall as the number-one thing to address says Mark Vile director of marketing at
comparethemarketcom
lsquoquotes increased 80 cost per acquisition was reduced by 73rsquo
Colao said ldquoIt is not the brand talking any more and telling the customer what to do It is the customer who will decide I am trying to steer the whole company in this directionrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
Colao said ldquoIt is not the brand talking any more and telling the customer what to do It is the customer who will decide I am trying to steer the whole company in this directionrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture Meet
lsquoMARKETING CONSILIENCErsquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
The steps to MARKETING
success
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
