media 3.0 everything communicates - catharina stackelberg

2. toukokuuta 2023 1

MEDIA 3.0 – EVERYTHING COMMUNICATES

Catharina Stackelberg, Founder & CEO, Marketing Clinic

© Marketing Clinic

2

Leading Nordic consultancy specializing in marketing & sales

40+consultants

250 clients

750+ projects

HELSINKI

STOCKHOLM

OSLO

COPENHAGEN

Marketing Clinic

3

We are dedicated to helping our clients in:Commercial

efficiencyCustomer and end-user

value creationBusiness

acceleration

Planning processes and tools

Portfolio strategy

KPIs and measurement

Positioning and customer value proposition, thought leadership

Customer experience

Segmentation

Business destination and growth strategy

Competence development

Change management

Customer and end-user intelligence

Resource allocation

Organizational structure and responsibilities

Resource allocation

Brand strategy and hierarchy

Marketing guidelines

ROMI measurement

Media management

Marketing management model

4

360 Engagement in the digital era – how to do it?

Ad Visit to store Selection & purchase

AWARENESS TRIAL LOYALTY

Marketing responsibility

Sales responsibility R&D + sales responsibility

Bef

ore

Now

Visit to store

Visit to web shop, reviews

Purchase

After-sales services

Recommendation

Ad in web / TV….

All functions should co-operate to create the desired customer experience in all customer journey phases!

5

How to win?

Channel choices

Message

Partners Internal responsibilities

Possibility to react and adjust much more quickly than before

BrandInsight Content strategy Follow-up

6

Insight – define what makes your customer tick, understand the customer journey and experience

Brand – ensure that what you stand for is crystal clear, relevant and differentiating

Consistency – 360 delivery from customer point of view

7

Insights – define what makes your customer tick, understand the customer journey and experience

What is the key insight for your brand? How do you leverage it in all your actions?

8

Do you have a clear picture of your customer’s purchase behavior? What messages and activities are relevant in key touchpoints?

• Previous interactions, web analytics etc.• Targeted communications

Information search

• Constant information gathering, analysis, tailoring of offering• Ability to shift marketing to own channels

10

User experience – the brand is also a medium!

12

Ensure that you are different and relevant

STAT

ED IM

PORT

ANCE

DERIVED IMPORTANCE

”Goes without saying.”

Won’t help but hurts if don’t provide.

REQUIRED

”Headline it!” Messages provide

significant customer leverage and

differentiation

CRUCIAL

”Show it.”Decision making

criteria.

MOTIVATING

”Relatively safe to ignore.”

No value here.

UNINSPIRING

Most companies are stuck with benefits that do not build competitive advantage!

These are the ones that we need to

identify toBE DIFFERENT,

RELEVANTAND THUS

PREFERRED


Elements of brand building

Target insight

Brand vision and business destination

BRAND POSITIONING

Brand values

Brand values Brand

values

Brand values

KEY INSIGHT

VALUE PROPOSITION

Desired customer experience


Consistency - 360 delivery from customer point of view

15

What does the brand look like from the customer perspective? Consistent?

PurchaseSoMe

WOM

Mass Media

ProductUsage

PR

16

Measure, analyze, develop

ROI per channel?

Etc.

Overall ROI development?

Effect per channel (e.g.

purchase intent?)

Effect/ROI development per channel?

Channel perspective (offline & online) – key metrics e.g. per month

17

Measure, analyze, develop

What is said about your brand in social

media?

How is your latest

campaign delivering?

How is your NPS

developing?

User base?

Brand image?

Etc.

Brand perspective – key metrics to follow up e.g. bi-annually

18

Insight – define what makes your customer tick, understand the customer journey and experience


Consistency – 360 delivery from customer point of view


Please don’t hesitate to get in touch with us for a further discussion :

Marketing Clinic Catharina Stackelberg, CEO & founder,

tel. 0400 218 224 Sanna Näkkilä, Marketing Advisor,

tel. 050 4040 092 Mika Aalto, Senior Marketing Advisor,

tel. 0400 528 151 firstname.lastname@marketingclinicpartners.

com LinkedIn for the latest marketing news:

Linkedin.com/company/marketing-clinic

Okimo Clinic Helene Auramo, CEO & founder,

tel. 040 153 082 [email protected] Latest Social Media News on Twitter:

twitter.com/OkimoClinic Products and services on LinkedIn:

linkedin.com/company/OkimoClinic Presentations on SlideShare:

www.slideshare.net/OkimoClinic Sharing and networking on Facebook:

www.facebook.com/OkimoClinic


Thank you – marketing is fantastic!