8 Marketing Shifts for a Digital Age
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The document discusses 8 major shifts in marketing as it transitions to a digital world. These shifts include moving from rigid annual campaigns to continuous strategic strikes throughout the year, adopting agile planning over rigid strategies, integrating digital thinking across all marketing instead of it being a separate department, prioritizing meaningful relationships over transactional interactions, designing products and services based on consumer needs and wants, having a positive social impact rather than just selling products, empowering customers as advocates instead of just talking to the public, and ensuring coherent brand experiences across all touchpoints rather than just a consistent image. The goal is to make marketing more creative, digital, social, and useful.
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8 Marketing Shifts for a Digital Age
- 2. RE-THINKING MARKETING IN A DIGITAL WORLD IT’S NOT ABOUT DIGITAL MARKETING IT’S MARKETING IN A DIGITAL AGE
- 4. SHIFT #1 ONE BIG THING THE RIGHT SMALLER THINGS GOODBYE 360 CAMPAIGNS 360 Real-time marketing for a real-time world. Not singular messages, but multiple streams of ideas. More than polished campaigns, but continuous strategic strikes. 4 Adapted from Matt Howell HELLO 365 DAYS 365
- 5. SHIFT #2 RIGID STRATEGY AGILE PLANNING LEARN LEARN PLAN PLAN DESIGN DESIGN LAUNCH LAUNCH BRAND BRAND IDEA IDEA INSIGHT INSIGHTS STRATEGIC STRATEGIC STRIKE STRIKE LEARN LEARN SPEED SPEED MEETING MEETING LISTEN LISTEN PLAN PLAN DESIGN DESIGN LAUNCH LAUNCH ADJUST ADJUST STRATEGIC STRATEGIC STRIKE STRIKE SPEED SPEED MEETING MEETING LISTEN LISTEN FUTURE: BIG BRAND IDEA, STRATEGIC STRIKES, RAPID ITERATIONS Instead of strictly following a plan, plan for change. Rapid testing hypotheses rather than extended research and deduction. Collaboration and conversation over strategy decks and documentation. 5 ADJUST ADJUST
- 6. SHIFT #3 DIGITAL AS DEPARTMENT DIGITAL AS GLUE Advertising Advertising Direct Marketing Direct Marketing Partnership Marketing Partnership Marketing Sales Promotion Sales Promotion Public Relations Public Relations Experiential Marketing Experiential Marketing Digital Break down silos, inject digital thinking throughout. All marketing ideas have digital implications. All digital ideas have marketing implications. 6 Digital
- 7. SHIFT #4 TRANSACTIONAL RELATIONSHIP DREAM EVALUATE MEANINGFUL RELATIONSHIP BOOK EXPERIENCE Plan for the whole consumer experience, not just the purchase. Play a bigger role in people’s lives. Adding value beyond a self serving purpose. 7 SHARE
- 8. SHIFT #5 MAKE PEOPLE WANT THINGS MAKE THINGS PEOPLE WANT Design a service by understanding what people want and how they interact. Solve brand problems by solving consumer problems-disrupt and delight. Don’t compete in the old paradigm and on parity -create a need that only you can fill. 8 THINGS
- 9. SHIFT #6 SELLING TO THE WORLD 17% only of all brands have a positive impact in people's lives 9 Havas Media IMPROVING THE WORLD 70% of all brands would not be missed Be guided by a brand purpose, not just a commercial interest. From differentiating within the category to making a difference in culture. Deeper human connection through a higher human centric purpose.
- 10. SHIFT #7 TALKING AT THE WORLD MAKING THE WORLD TALK CMO CUSTOMERS 1,000S Bookmarking Referencing Photo Sharing Video Sharing Social Networking Communicating Micro-blogging Blogging, Events YOUR CUSTOMER1 FRIENDS 85 ACCELERATORS 1,000’S MASSES 100,000’S It’s not what you say that matters, it’s what people say about you. If it doesn’t spread it’s dead. Flipping the funnel: retention and advocacy is the new acquisition. 10 Adopted from Digital Future Report, USC Annenberg School of Mass Communications, 2007 WORLD WIDE 1,000,000’S
- 11. SHIFT #8 CONSISTENT BRAND IMAGE COHERENT BRAND ACTIONS PR ADVERTISING VALUES PARTNERSHIPS IDENTITY Actions speak louder than words. Create a collection of coherent brand ideas and experiences. LOGO MARKETING STYLE GUIDE HIRING BRAND MEDIA PURPOSE UX WEBSITE CODE OF CONDUCT SERVICES MOBILE PERSONALITY PRODUCTS CUSTOMER SERVICE 11 MISSION POSITIONING TONALITY
- 12. PROGRESSION OF MARKETING TRADITIONAL CREATIVE DIGITAL SOCIAL USEFUL Participatory Personal Straight-forward Disruptive Engaging Share-worthy Contextual Mass Entertaining Interactive Shareable Real-time Effective Emotive Experiential Portable Inventive Currency Newsworthy WHERE WE WANT TO BE BE EFFECTIVE 12 CREATIVE DIGITAL SOCIAL USEFUL