Content Marketing + Market Segmentation

20.9.2012 Dr. Ute Hillmer

What is

Content Marketing?Dr. Ute Hillmer


Content MarketingContent marketing equips buyers with the knowledge to make better-informed decisions.

The thinking behind it:Central to content marketing is the belief that if businesses deliver consistent, helpful information to buyers at the right time, then prospects will ultimately reward the company with their purchase and loyalty.


What is Content Marketing?

19.12.2011Dr. Ute Hillmer, Better Reality Marketing

Content is the reason people go to your site


Give your customers the content they want…

…not what YOU think they need!

Picture Dan Zarella


Why is Content Marketing important?

Average person is exposed to 5.000 ads / offers per day

Buyers have tuned out marketing


Think of an Art Gallery

Where is the Art?


People come to see art, not empty frames or empty walls

Content is the reasonpeople go to your site


Content Marketing Fundamentals 1

Shift thinking from marketer to publisher1. Define a critical group of buyers2. Determine what info these prospects really need3. Determine how prospects want to receive info4. Deliver info for maximum impact on goals5. Measure and recalibrate



World views!



1. Consider the worldview of your target customer group

2. Tell a compelling storyfor them


Content Marketing im B2B

• Companies don‘t have conversations, PEOPLEhave!

• B2B is usually about niche problem solving –problems are best solved in teams with many different experts contributing “niche” CONVERSATIONS

• Problem solving requires trust RELATIONSHIPS• 1:1 Marketing was a buzzword of B2B n:n


Content Marketing im B2B

• PEOPLE

• niche CONVERSATIONS

• RELATIONSHIPS

• n:n

→ Social Media Chanels


What is

Content Marketing?


How to Segment a Market for Content?


How to Segment a Market for Content?

Age is no longer a key indicator -

areas of interests are!


How to Segment Your Target Market?One Example…


Why do certain innovations have a much longermain street momentum?

Why do certain innovations diffuse much

faster than others?

Take the Market of New Technologies


New Technologies usually …

change the way how we do things...

and we go along happily and fast

or not so fast ...


Successful B2B marketing is…

• about segmenting customer experiences to fit the product life cycle and the typical customer profile

• about developing and maintaining trust – matching the different customer segments need

• about initiating a customer centric dialog that takes the different customer profiles into consideration

Behavioral economics!


Behavioural EconomicsBehavioral economics … study the effects of social, cognitive and emotional factors on the economic decisions of individuals and institutions and the consequences for market prices, returns and the resource allocation. The fields are primarily concerned with the bounds of rationality of economic agents. Behavioral models typically integrate insights from psychology with neo-classical economic theory. In so doing they cover a range of concepts, methods, and fields.[1]

Behavioral analysts are not only concerned with the effects of market decisions but also with public choice, which describes another source of economic decisions with related biases towards promoting self-interest. [1] The New Palgrave Dictionary of Economics


“Innovativeness”= degree to which an individual or a unit is relatively

earlier in adopting new technologies than other members of a system

Source: Rogers Diffusion of Innovation 1995


Time

Marke

t size

Rogers Diffusion of Innovation 1995

an idealized technology product lifecycle

Continuous Innovation

Disruptive Innovation

Laggards16%

Late Majority

34%

EarlyAdopters

13,5%

Early Majority

34%

Innovators2,5%

20.9.2012 Dr. Ute Hillmer Time

Marke

tsize

Time

Marke

tsize

Time

Marke

tsize

Rogers Diffusion of Innovation 1995 Moore; Crossing the Chasm 1999.

diffusion of innovation varies…


Time

Marke

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technology life cycle and its buyer categories

Laggards16%

Late Majority

34%

EarlyAdopters

13,5%

Early Majority

34%

Innovators2,5%

Chart based on Rogers 1995, p. 262 and Moore 1999, p. 12


LaggardsLate Majority

EarlyAdopters

Early Majority

Innovators

mainstream behaviour

Increasingly conforming behaviour

Hillmer, Technology Acceptance in Mechatronics, 2009.

Zeit

Markt

größ

e



EarlyAdopters

Early Majority

Innovators

individualistic behaviour

Increasingly individualistic behaviour

Hillmer, Technology Acceptance in Mechatronics, 2009.

Zeit

Markt

größ

e


Inventors: Techies Technology is their life

Technology - Crazy– Spend hours to get the product to work – Do everything to help the product– Technology should be for free

Forgiving souls– Don’t mind lousy documentation and weird procedures

to achieve functionality– Want technology first – no need for a sales channel

• Their role: they move technology forward but do not generate much diffusion + generate no income

Moore; Crossing the Chasm 1999.


Visionaries Technology enthusiastic businessmen, driven by a dream

• Businessman first- driven to be the first - new technologies are used to serve their own strategic benefit- don’t want incremental but fundamental improvements- make business world aware of new technologies- not very price-sensitive, have project budget- live in the future- communicate with techies and other visionaries


Visionaries (2)

• Take a risk- love publicity- risky projects - start projects from ground up, don‘t want

standards, want to develop them- buy by intuition (but may claim otherwise)- highly motivated, driven by a dream


Visionaries (3)• Excellent communicators- charismatic; they fight for their project- like to serve as a reference- network with techies and pragmatists- too many references de-motivate visionaries- look for new ideas in communication with intelligent people

• Their role: they fund the product development + give the innovation a “real” application


PragmatistsLook for measurable, incremental improvementDriven by business results

- improved productivity

• Avoid risk- risk is a negative term- want to work with market leader/ established firms- look for product quality, support, consulting, good

interfaces, reliability- want standards, “save buys”- need references- live in the present


Pragmatists (2)Loyal customers• are interested in company they buy from• revenue and profit must grow steadily “stability”• communicate within company and industry• the first mass market

Their role: They hold the key to the mass market

BUT: you need to be established in order for them to buy from you but you don‘t get established until they buy from you ! ?


Pragmatists (3)

Consequences out of this profile• One really needs to be familiar with

the processes and issues that worry the pragmatists

Offer a clear relative advantage to them


- They do what pragmatics do, but later

- Invest in technology to keep up with competition

- Have low technical competence

Conservatives“I don’t have to like the product, even if I use it”


- predictable

- want everything faster, cheaper, improved

- are price sensitive

- like bundles, pre-installed solutions

- “if it isn’t broken, don’t fix it”

- very interested in service and support

Their role: huge mass market

Conservatives (2)


Time

Marke

t size

technology life cycle and “the gap” or:why you should focus

Laggards16%

Late Majority

34%

EarlyAdopters

13,5%

Early Majority

34%

Innovators2,5%

Chart based on Moor 1999


Technology Marketing –What role does engagement anddialog play? “



EarlyAdopters

Early Majority

Innovators

early adopters = visionaries

Time

Markt

size



EarlyAdopters

Early Majority

Innovators

early majority = pragmatists

Time

Markt

size


Subjective Construction of Reality

Each individual sees the world through subjective lenses. Consider typical customer segments and try to capture them socially and emotionally with

Seth Godin, All Marketeers tell stories, 2009Mischel and Morf, Handbook of self and identity, 2003.Kelly, The psychology of personal constructs, 1991

YOUR STORY!


And now


Exanples for Well Targeted Content

• mymuesli• Dell• Krones• Litago Milch• Jugend gegen Aids• Domino Pizza


Dell‘s Customer Centric Content


Content for the User

• Facebook „Krones Academy“

Facebook im Doppelpack: Krones und Krones Akademie ca. 2000 Fans Recruiting , Mitarbeiter und Kundenbindung


Content for Todays and Future Decision Maker – by Segment


Content for Todays and Future Decision Maker


Content for Todays and Future Decision Maker – by Segment


Content for Future Employees


Best Practice Innov. Marketing


mymuesli


Mymuesli Mixer


Mymuesli Facebook


Mymuesli Blog


Mymuesli Dialog StrategyZielsetzung Kundenerlebnis bieten Informieren + Kundenfeedback

in Echtzeit bereitstellen Zuhören & Agieren: frühe

Warnsignale erkennen und schnell handeln

Zielkunde Kunden potentielle KundenSM Strategie Homepage als

Kommunikations-zentrale, Blog, FB, Twitter einbinden


Litago Milk


Litago Milk

Quelle: Groundswell 2008, S.77


Litago Milk


360° Example: Milk


Litago Milk on Facebook


Litago Milk


Best Practice ‚Supporting‘IBM developerWorks• IBM developerWorks is a free community and social network for 8 million

developers and IT professionals worldwide. It includes content and discussions on open standards, open source, and IBM technical resources in English, Chinese, Japanese, Russian, Korean, Vietnamese, Brazilian Portuguese, and Spanish. It includes 30,000 articles, forums that attract 1 million visitors a month, 400,000 active profiles, 800 bloggers, and 450 wikis. IBM saves $100 million annually from people who use this resource instead of contacting IBM support.



Jugend gegen Aids e.V. Pro Bono – Online/Offline


Jugend gegen Aids e.V. Pro Bono


Domino’s Social Pizza


Domino’s Pizza Complains


at the end,


Good Content Marketing leads to Good Dialog MarketingView the customer as a partner


Success in Dialog Marketing means

You understand where your customers share their thoughts on … problems, solutions, … about YOU!

You understand what your customers talk about… because no one has been waiting for you to lead the conversation… .Join in on existing conversations!


relevance

funbenefit

Success in Social Media – in the Dialog


Goals to be achieved

Information‐Goals

Image Goals

EconomicGoals

Improved customer insight

Presentation as a market leader

Awareness, visits, registrations,…

Improved productinsight

Presentation as innovation leader

Customer loyalty and‐penetration

Generation of ideasPresentation as a Good

CitizenSales and

recommendations

… …Cost reduction


Hands on ExploitationInvestigate the online + social media activities of one of the following companies: Mymuesli.com (Online Composition and Retail) Krones.de (B2B) Litago.no (Customer Experience) Festool (B2B for SMEs)

Present in 10 minutes/group, what they do online and what you think is useful and what could be improved


Suggested Reading• Groundswell by Charlene Li, Josh Bernoff• Positioning by Trout and Ries• In Pursuit of Wow! + The Tom Peters Seminar by Tom Peters• What would Google do by Jeff Jarvis• All Marketeers tell Stories by Seth Godin• 1 to 1 Marketing Future by Don Peppers• CRM at the Speed of light by Paul Greenberg• The Long Tail by Chris Anderson• The Wisdom of Crowds by James Surowiecki• Crossing the Chasm by Geoffery Moore• Selling the Dream by Guy Kawasaki



This presentation is available in 3 parts in the download area of

www.better-reality.com


Dankeschön!

Content Marketing + Market Segmentation

Business

Transcript of Content Marketing + Market Segmentation