Managing Marketing Processes_Seminar 8

Seminar 8

Managing Marketing Processes----Branding and Digital Marketing

Robin Teigland & Paola PerettiMaster of General ManagementStockholm School of Economics

September 23, 2013

Seminar 8 Overview

Branding in the digital age – What is it and Why is it important?

Group assignment > Written feedback

Guest Speaker, Tobias Brandt, Digital Strategy Director http://www.grow.eu

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Marketing Plan

3

QUICK RECAP…

MARKETING

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• Organizational Function

• A Set of Processes

FOR

CREATING COMMUNICATING DELIVERING

VALUE

CUSTOMERS & STAKEHOLDERS

Challenges

So,what does BRANDING

mean today?

The Branding Evolution

Your brand is the recognition that, in your particular marketplace, you have actually stated the value of your product/service in terms that resonate with your customer.

The value of your product/service is unmistakably yours. Why? Because your “brand” is the

representation of your unique competitive advantage.

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The Branding Evolution Like so much in marketing, brand development has

evolved over the past 20 years. Originally branding was synonymous with the visual interpretation and representation of a business. The symbol or logo was the manifestation of a company’s essence, as presented in advertising, promotions,on trucks, uniforms, signage…

Over time, businesses have become much more sophisticated in how they represent themselves, both internally and externally.

Today,the word “brand” connotes a range of emotive connections to the entity behind the brand.

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FIRST 100 DAYS…ONLY

DIESEL “BE STUPID” MARKETING CAMPAIGN

No longer can brands expect to “tell” and “sell” in their marketing communications and be as effective as they once were.

To be effective with a digital consumer, brands must seek to build relationships with them by creating experiences that make them WANT to engage your brand.

Branding in the digital age

Evolution of the Web

The Rise of Social Media

BASIC DEFINITION:“the use of electronic and

Internet tools for the purpose of sharing and discussing information and experiences with other human beings..”

(Tuten & Solomon, 2013).

3 Elements to consider:• SOCIAL: our social lives• MEDIA: social community

media (Facebook), social publishing media (YouTube), social commerce media (TripAdvisor), social entertainment media (Zynga)

• NETWORK: the interconnections between the members of the community

The digitalization of the world

Jobber, 2007

The new CONSUMER BEHAVIORS

Social Media Around the World, InSites Consulting (2012)

Brand Image(what are you telling me)

Brand Engagement(how are you involving me)

MessagingStatic

PromisingLook and feel

FantasyAdvertising

AudienceConsistency

ImagePassive

On-High

DialogueDynamicDeliveringExperienceAuthenticityCultureCommunityCoherenceCurrencyInteractiveCo-Create

vs.

QUICK RECAP: Branding in the digital age…



MessagingStatic


FantasyAdvertising

AudienceConsistency

ImagePassive

On-High


vs.

From one-way messaging to consumers… to developing a two-way (or more) dialogue with them.



MessagingStatic


FantasyAdvertising

AudienceConsistency

ImagePassive

On-High


vs.

From extending a “look and feel” online to creating experiences for consumers to engage with.



MessagingStatic


FantasyAdvertising

AudienceConsistency

ImagePassive

On-High


vs.

From addressing consumers as a mass audience, to leveraging the fact that they are a community.



MessagingStatic


FantasyAdvertising

AudienceConsistency

ImagePassiveOn-high

DialogueDynamicDeliveringExperienceAuthenticityCultureCommunityCoherenceCurrencyInteractiveCo-create

vs.

From being passive in our communications to them, to encouraging interactivity.



vs.

This mindset shift should be at the heart of every part of our business and marketing strategy.

MessagingStatic


FantasyAdvertising

AudienceConsistency

ImagePassiveOn-high

DialogueDynamicDeliveringExperienceAuthenticityCultureCommunityCoherenceCurrencyInteractiveCo-create

THUS MARKETING HAS TO EVOLVE….

How DID wrigley launch a new CHEWING gum?

A good example?

IMPLICATIONS FOR MARKETERS:Key dimensions of the digital age

AUDIENCES

TECHNOLOGY

MARKETING

APPLICATIONS

SO THAT’S WHY….

MY FAVORITE DEFINITION: PARSONS (1998)

DIGITAL MARKETING OBJECTIVES

Digital Marketing: Approach & methodology

Peretti (2011)

LISTEN

> For marketing managers it is increasingly important to LISTEN and understand the target audiences, as there are significant changes taking place resulting from more and more interactions between organizations and their audiences via digital technology.

Examples of activities:1. Website analysis2. Online media consumption3. Social media conversation4. Customer channel usage5. Influencers map6. Online buyer behaviors

CONNECT

> The Internet and mobile applications provide innovative options to CONNECT for digital marketers: communications can be interactive, animated, personalized and instantaneous. There are digital channels and digital promotions tools that

ENGAGE

ENGAGEMENT: “Level of an individual customer’s motivational, brand related and context dependent state of mind, characterized by specific level of cognitive, emotional and behavioural activity in direct brand interaction” (Hollebeek, 2011)

It is important to ENGAGE during all stages of the customer experience:1. Pre-purchase: relationship process2. Purchase experience3. Post-purchase: loyalty4. Ongoing online: social networks5. Co-creation

ADVOCACY

In electronic commerce, online advertising and digital marketing, a brand ADVOCATE is a person, or customer who talks favorably about a brand or product, and then passes on positive word-of-mouth (WOM) messages about the brand to other people.

Possible outputs:1. Awareness2. E-WoM3. Earned Media (or free media)4. Reputation5. Ranking6. Sales

Managing Marketing Processes_Seminar 8

Business

Transcript of Managing Marketing Processes_Seminar 8