Warning: file_get_contents(/homepages/9/d91581812/htdocs/slice/wp-content/themes/desk-mess/images/s.gif): failed to open stream: No such file or directory in /homepages/9/d404032313/htdocs/slice/wp-content/themes/desk-mess/header.php on line 44
 
0

The Future of Marketing

Posted by John Horniblow on Nov 9, 2010 in General, marketing 2.0, Online Media, Social Media Marketing

Reposted from http://blog.label.ch

as posted on 16th February 2010

A very interesting view from Pete Blackshaw, The Nielsen Company, on what to do and how to prepare for the future of online marketing. Responsiveness is key to success, but also being aware of what you need to respond to and planning for what the consumer might do next. Pete suggests “that there is a new accountability standard that has been put on the table by consumers and that may lead to better advertising” . He also cites the Nielsen research that suggests that “consumers trust each other more than they trust advertisers” , ” if advertisers can figure out a way of co creating with consumers, everybody might win”. Brands should be both reactive and proactive in planning for what consumers might do through better websites and better feedback loops.

Tags: , , , , ,

Tags: , , , , ,

 
0

Unilever, Publicis and the Pour Tout Vous Dire CRM sale

Posted by John Horniblow on Sep 9, 2009 in Consumer Relationship Marketing, Email Marketing, User experience

Written for and reposted from http://blog.label.ch

One of the more interesting pieces of news I read in the last week was that the Paris-based holding company Publicis Groupe said it has acquired Pour Tout Vous Dire, the French customer relationship management program of a key client, Unilever. While the exact figures have not been disclosed Publicis has obviously seen this as buying a solid media entity that you can build upon. In its original form the CRM program was a direct to consumer magazine that has since morphed into a lifestyle portal online with over 5 million subscribers. Read more…

Tags: , , , , , , ,

Tags: , , , , , , ,

 
0

A Digital Night with P & G – Buzzing Pampers Save a baby social media campaign

Posted by John Horniblow on May 12, 2009 in General, Social Media Marketing, Viral Marketing

P & G  hosted an EMEA Digital Night at   in Geneva bringing together  its marketing , ecommerce , digital communications people and their agencies to  participate in a digital and  social media experiment on a real live campaign.  At its outset it appeared to be a daunting proposal , to spearhead a full blown digital media campaign in two hours with the ultimate idea being to maximize the groups reach , push their influence, and market and sell the idea of donating  for a Pampers & UNICEF program to eliminate Tetanus aiming to raise 100, 000 GBP in 18 hours.

Pampers Save a Baby. One pack , one baby.

“A baby dies every three minutes somewhere  in the world from tetanus. It is completely avoidable and Pampers  is sponsoring and raising money for a UNICEF vaccination program worldwide.”

The ensuing two hours was bold and adventurous as assigned groups armed with a few basic executional assets  and a donation landing page split off to devise and execute a fund raising campaign utilizing only digital channels. There were no set rules in what the approach needed to be other than it needed to be  “executed with integrity”.

The groups  immediately raced to begin and obvious point to turn to  were their  friends and associates linked in the various social networks. Facebook groups emerged , links appears, a donate widget application got added to personal pages and the conversation began in earnest.  The emergence of  strategy then began to permeate the groups  as each devised campaign message and  a reach strategy in how to maximize audience across a multiple touch points making the approach more sophisticated, pointed and less haphazard.

Blogs , YouTube videos, an influencer campaign on Tweeter and through Facebook , chasing and contacting high value donors , negotiations for impressions across online publishing networks linking multiple contact channels and coming together at a rapid pace. In a jaw dropping moment a little while latter a one million impression banner campaign appeared across one of Germany’s major newspaper sites.  The buzz and influencer phenomena  then took over with global reach. As the intensity of the push to raise money took hold , groups began to monitor their competitors actions and tactics, calling for quick decisions on how best to out wit the competition and move to next channel almost in a race to be first. Viral campaigns riding on the back of Selma Hayak’s ambassadorship  sprung up,  well designed internal direct email campaigns raced through the P & G network ,  tell  to friends campaigns in the social sites.  A  directed and awe inspiring frenzy of digital buzz.  The results .. they are a secret .. but  it worked.

Donate to one groups target @ www.justgiving.com.co.uk/pampersnewbaby

Save a Baby Blog link

YouTube submissions

Tags: , , ,

Tags: , , ,

 
0

The Digital Ecosystem – Awareness, acquisition and retention activities

Digital Marketing  is all about the consumer experience  with , accompanied by, and  within a brand virtually.  From the physical dimension of a brand to its mental associations, its brand equity, or  brand essence , down to very granular services or information surrounding its place in a consumer’s life,  all can and should be experienced digitally. 

slide11

 

One way of  considering the full digital marketing mix is to look at as a  digital ecosystem. As in any successful ecosystem, all the elements and their inter- relationships support and keep the ecosystem alive, adapting and thriving. And across the digital marketing mix there is a problem if these all remain in silos.  The traditional marketing pillars  of awareness, acquisition and consumer retention  should be applied across all types of  digital interactive services or content in that ecosystem as active environmental roles that support the ecosystem. More importantly,  they must all be considered as  digital consumer touch points, each with an active role  to play. In a cohesive or holistic sense these traditional marketing pillars should applied against very activity in standalone website or across a full digital  ecosystem ( sites,  services, distributed content,  social networks, digital media/advertising, email marketing and CRM ) and should always be considered. Conversely , these digital touch points should be supported by other non digital channels ( POS, above and below the line media , on pack) ; a virtual environment needs to exist with a physical counterpart. 

While some of the activities, content, or interactive services you have on a site may seem obvious its always good to justify there existence against what your aims or goal are in the marketing mix. No one element is exclusive , all are interdependent just as they would be in the normal sales funnel,  and what’s interesting about this is that you can seek to balance activities against the goals and make decisions of what interactive pieces you might consider for the traditional marketing pillars  of awareness, acquisition and consumer retention. 

What’s interesting today in the more social interactive world is that  in the consumers journey along the traditional sale funnel seems to be either accelerated or  they can identified anywhere in the funnel a lot quicker. The activities surrounding your he traditional marketing pillars  of awareness, acquisition and consumer retention seem blurred. Lets take,  for example, Bacardi . In its recent digital campaign  to further its  association with a night clubbing and dance club lifestyle worldwide, it chooses to be a trusted facilitator in an aspect of that  lifestyle, by providing the service of a digital  music sharing platfrom . It uses social media by offering aspiration based rewards of free  limited edition, 1st to hear, music tracks to those consumers (its digital advocates)  that act as a word of mouth spokes-peoples for the brand’s service by being the source of introduction of the Barcardi music sharing platform to their friends and rewards them accordingly.  One could  say that its the digital equivalent  to brands  giving  away a utility  that is associated with or inherent in products consumption. Like a coffee  brand giving a branded cup or spoon or something inherently needed with the process drinking coffee. But in the case of Bacardi its wrapped up in a social relationship reward program that only digital can provide at relatively low cost and be  highly. What is does is either accelerate the potential for identifying advocates  or it even makes a brand advocate out of a consumer who may not necessarily consume the brand or be an MVC. This is not bad thing, who wants to stop a consumer talking about your brand in a positive way whether or not they consumer your brand?

Tags: , , , , , , , , , , ,

Tags: , , , , , , , , , , ,

Copyright © 2017 The Daily Slice – presented by Bladedigital Ltd All rights reserved BladeDigital.