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MEDIA 3.0 – EVERYTHING COMMUNICATES
Catharina Stackelberg, Founder & CEO, Marketing Clinic
© Marketing Clinic
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Leading Nordic consultancy specializing in marketing & sales
40+consultants
250 clients
750+ projects
HELSINKI
STOCKHOLM
OSLO
COPENHAGEN
Marketing Clinic
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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
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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!
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How to win?
Channel choices
Message
Partners Internal responsibilities
Possibility to react and adjust much more quickly than before
BrandInsight Content strategy Follow-up
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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
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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?
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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
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User experience – the brand is also a medium!
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Brand – ensure that what you stand for is crystal clear, relevant and differentiating
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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
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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
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Consistency - 360 delivery from customer point of view
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What does the brand look like from the customer perspective? Consistent?
PurchaseSoMe
WOM
Mass Media
ProductUsage
PR
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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
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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
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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
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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
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Thank you – marketing is fantastic!