Managing perceptions in a world of virtual marketing A hard-nosed look at a tough new environment

21 August 2013

• Expect more

• Are informed

• Trust their peers

• Have choice

• Have a voice

Customers today:

Give your business wings

Innovation is often driven by broad changes in consumer behaviour, understanding and acting on the probable contours

of change requires reflection and a deep knowledge of customer behaviour, industry dynamics, and feedback loops.

Customers have changed, so has the profile of the ideal employee

Channel Experience = Brand

Enable the ecosystem -

lower barriers to entry and

stimulate trial

Integrated Approach

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Content

Simply put - to get the right content in front of the right customer at the right time. Despite the technology

evolution, engaging content is still the foundation of good customer experiences.

The culture of digital marketing was making it more acceptable to experiment with metrics and ROI.

With the right measurement approach a digital marketing model can deliver a high level of predictability from an ROI

perspective – measurement will evolve significantly over time.

• Products and services that are social by design

• Social CRM – businesses that are truly customer focused

• Invite customers to co-create products and services

• Empower employees with the power of social media

Social Business

• Customers will become increasingly connected and demanding - businesses will transform to meet the demand (including marketing skills);

• Intelligent channels (omni-channel) will be the norm – marketing will follow the trend (integrated across all channels);

• Digital marketing (content) will be seamlessly integrated into the user’s connected experience;

• Large volume structured and unstructured data – will drive personalisation (we will employ lots of data analysts in marketing);

• Brand trust will be the single most important driver (reputation);

• Online reputation management is and will stay a critical focus;

• Brand stories become even more important – creating engaging brand content will be a primary driver;

• Co-creation, crowdsourcing and co-ownership will be expected;

• Tactical marketing opportunities around technological developments will be continually assessed (more than ever before).

The future

THANK YOU

• Lana Strydom

• Head Digital Marketing and Media

• First National Bank

• @LanaDigi

• Lana.strydom@fnb.co.za