marketing in a socially connected world - august 2015

Jude Brookscommunicating in a socially connected world

Marketing in a socially connected world Jude Brooks

August 2015


Purpose

To help you better understand modern marketing in a complex, socially connected world

&

To inspire you to develop purposeful marketing strategies that work

““


What is marketing?

•  Kotler: “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”

•  CIM: “Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.”

•  Wikipedia: “Marketing is communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand.”


What is marketing?

Marketing is the right product, in the right place, at the right time, at the right price.

- Adcock“

“


Changing landscape

Changing media landscape – how we spend out time

Changing mobile landscape – increasing reliance on mobile devices

Changing social landscape – interacting more and more

Changing decision journey – more influencers


Evolving marketing mix

1960s

1980s

2012

2015

4Ps: Product, Price, Place and Promotion

7Ps: Product, Price, Place, Promotion, People, Process and

Physical Environment

4As: Awareness, Availability, Affordability and Acceptability

4Ps: People, Purpose, Principles and Participation

Focus shifted from corporate-first to customer-centric


Customer decision journey

① 

② 

①   Initial Consideration: Consider an initial set of brands

②   Active Evaluation: Add or subtract brands as they seek and evaluate information

③ 

④ 

⑤ 

③   Moment of Purchase: Consumer selects a brand at the moment of purchase

④   Post-Purchase Experience: Consumer experiences the brand which informs subsequent purchase decision

⑤   Advocacy: Consumer will talk about the experience – good and bad!

⑥ 

⑥   Bond: Subsequent purchases driven by brand bond via’ Loyalty Loop’


So marketing needs to change

FromStop/Start campaigns

Interruptive ads

Telling a message

Focus on new customers

Brand ads

What you say

ToAlways-on programmes

Engaged participation

Creating helpful utility

Focus on loyalty

Branded content

What you do


All about purpose and meaning

What we believe will impact what we do, which is far more powerful that what we say.

- Antony Mayfield, Brilliant Noise““


Simon Sinek’s Golden Circle

Why

How

What

We mostly start with ‘What’…

•  What? Products & services

•  How? Differentiation / USP

•  Why? Purpose / cause / belief


Why

How

What

Simon Sinek’s Golden Circle

Great leaders & great organisations start with ‘Why’

They put purpose at the heart


Where purpose fits

•  Purpose: Your raison d'être

•  Values: What you care about

•  Mission: What you’re here to do

•  Vision: Where you’re heading

•  Strategy: How you’re going to get there


Objectives Purpose

Why

Outcomes

Aspirational

Long term

Intangible

Reason

Things

Tasks

Functional

Short term

Tangible

Destination


Benefits of purpose

•  Consistency of message

•  Focus and choice

•  Trust and authenticity

•  Profit


5 Types of purpose

Elicit joy

Enable connection

Inspire explorationEvoke pride

Impact society


Jude’s Law

What you do is more important than what you say““


Thank you!

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