Consumers Have Taken Control: Keith Quesenberry, IMC Professor

CONSUMERS HAVE TAKEN CONTROL.

bit.ly/QuesenberrySM@Kquesen PostControlMarketing.com

NOW WHAT?

Source: Inside Edition: https://youtu.be/Baukq9JhmYM

THIS IS THE WORLD WE LIVE IN. THIS IS SAD.

Source: MLB: https://www.youtube.com/watch?v=ngt1JK3DyOU TheEllenShow: https://youtu.be/lOoDSYFoJxQ

BUT WE NEED THEM TO HELP IN SOCIAL


BUT WE NEED THEM TO HELP SELL


BUT WE NEED THEM TO HELP SHARE

Source: Inside Edition: http://www.hollywoodreporter.com/news/sorority-selfie-girls-give-free-828928

THIS IS THE WORLD WE LIVE IN. THIS IS GOOD.

Source: Prawny MorgueFile: http://mrg.bz/WqBvfq

MOST LEARN THIS MODEL BUT ITS

HALF THE PICTURE

MUST LEARN THESE FACTS

Source: Lithium: http://www.lithium.com/pdfs/infographic/lithium_nine_big_reasons_for_serious_WOMM.pdf

MUST LEARN THESE FACTS

Source: Nielsen: http://www.nielsen.com/content/dam/nielsenglobal/se/docs/Global%20Trust%20in%20Advertising%20Report%20September%202015.pdf

Source: PedroJPerez, MorgueFile JPEG URI: http://mrg.bz/NF7QyP

XMOVING

CONTROL FROM MARKETER TO CONSUMERS.

THIS SHIFT IS

HOW CAN WE

LEARN TO THINK

THIS WAY?

LEARN TO THINK

LIKE A JOURNALIST

Source: Caprisco MorgueFile: JPEG URI: http://mrg.bz/VsGi2S

Source: Caprisco MorgueFile: JPEG URI: http://mrg.bz/VsGi2S

USE THE 5 W’S

WHO? WHAT? WHERE? WHEN? WHY?

SOCIAL MEDIA AUDIT

SOCIAL MEDIA AUDIT

Sharing photos, videos

(some comments, likes and retweets)

SOCIAL MEDIA AUDIT

Source: FidlerJan MorgueFile: JPEG URI: http://mrg.bz/RQ6MmN

Consumer Perspective

SOCIAL MEDIA AUDIT No One Solution For All

Consumer Perspective

No One Solution For All FLIP IN MINDSET

» Objectives to sell a product/service remain the same» Method to achieve those results changes» Interruptive ad messages are reduced» Attractive content of value is added» Two-way communication involves consumer in the brand

FLIP IN METHODS

Source: Wikipeadia https://en.wikipedia.org/wiki/Lineman_%28gridiron_football%29#/media/File:Linemen.svg

Brand Experience ≠ Brand Promise

Brand Experience = Brand Promise

DEFENSE OR

OFFENSE

WHO HAS FLIP METHODS?

B2C

B2B

WHO HAS FLIP METHODS?

It is not giving up all control

Source: Caprisco MorgueFile: JPEG URI: http://mrg.bz/EyIwhh TrisMarie MorgGile JPEG URL: http://mrg.bz/VF3q5W Wallyir MorgFile JPEG URL:http://mrg.bz/jkVsGE

Seeing from consumer’s eyes

It is about shifting mindset

FLIP YOUR MINDSET

FLIP YOUR METHOD

Source: Socalab http://socilab.com/#home

FLIP YOUR MIND

WE NEED THE CONSUMER

IN OUR BRANDS

@Kquesen PostControlMarketing.com

LOOSE CONTROL TO GAIN IT

bit.ly/QuesenberrySM

Consumers Have Taken Control: Keith Quesenberry, IMC Professor

Marketing

Transcript of Consumers Have Taken Control: Keith Quesenberry, IMC Professor