SDL 02 New Marketing 2015

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  • Florian Vollmer 2015

    Georgia Institute of Technology School of Industrial Design ID 6214A Strategic Design Language 2015

    02 New Marketing

  • Florian Vollmer 2015

    Product

    The Evolution of Design (Thinking)

    Experience

    Organization

  • Florian Vollmer 2015

    PrimarySecondary

    Stakeholder (Relationship!) Mapping

    Tertiary

  • Florian Vollmer 2015

    Marketing An Integration Force

    Product

    Experience

    Organization Primary

    Secondary

    Tertiary

    Design Stakeholder Engagement

    New Marketing

  • Florian Vollmer 2015

    Marketing Context

  • Florian Vollmer 2015

    Lifelong Learning

  • Florian Vollmer 2015

    Number of Possible Touchpoints

    Qty

    Time

  • Florian Vollmer 2015

    The Marketing Funnel

    Consideration Pre-Selection Selection Purchase

  • Florian Vollmer 2015

    Sustainable: The Marketing Cycle

    Evaluate

    Consider

    Advocate

    EndorsePurchase

    Brand Loyalty

    Edelman, HBR 2010

  • Florian Vollmer 2015

    Sustainable: The Marketing Cycle

    Evaluate

    Consider

    Advocate

    EndorsePurchase

    Brand Loyalty

    Edelman, HBR 2010

    1. Once established, more Predictive 2. Manageable Cost 3. Customers as Partners & Authors 4. New Marketing

    Inner Circle

    1. Expensive 2. Uncertain 3. The Unknown Customer 4. Old Marketing

    Outer Circle

  • Florian Vollmer 2015

    Evaluate

    Consider

    Advocate

    EndorsePurchase

    Brand Loyalty

    Edelman, HBR 2010

    Processes Remain, Tools and Channels are Ever Changing

    PrintOnline

    ConversationOnline Reviews

    CatalogApp

    SearchRecommendation

  • Florian Vollmer 2015

    Maximizing Lifetime Customer Value

    Customer Lifetime Value

    Marketshare

  • Florian Vollmer 2015

    Marketing & Product Development In the Age of Globalization und Commodification

  • Florian Vollmer 2015

    A.G. Lafley, CEO P&G

    We need to reinvent the way we market to consumers. We need a new model.

  • Florian Vollmer 2015

    Integrative Innovation

    Distribution

    Marketing

    Design

    CX Design Design for Production

    Customization 2.0

    Florian Vollmer 2015

  • Florian Vollmer 2015

    Globalization & Commodification

    Design Thinking and (Co-) Creative Processes

    Leadership through Marketing and Integrative Design Thinking

    Design, Quality, Price

  • Florian Vollmer 2015

    Design, Quality, Price

  • Florian Vollmer 2015

    Quality: A Given

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    Durable Goods in Private Households2013

    Phone/ Mobile

    Fridge

    TV

    Laundry Mashine

    Camera

    Car

    Dishwasher

    0 25 50 75 100

    Date for Germany: Statistisches Bundesamt, Wiesbaden 2013

  • Florian Vollmer 2015

    Elevated Design Standards

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    Points of Differentiation?How to Create Unique

  • Florian Vollmer 2015

  • Florian Vollmer 2015Work Example from www.inreality.com

    http://www.inreality.com

  • Florian Vollmer 2015

    Stories & Relationships

  • Florian Vollmer 2015

    Globalization & Commodification

  • Florian Vollmer 2015

    Design

    Marketing

    Production

    Internation Manufacturing and Marketing

    Production

    Design

    Market Research

  • Florian Vollmer 2015

    Innovation Backlog in Marketing

    0 22.5 45 67.5 90

    Asien USA Europa

    Marketing has to reinvent itself

    BrandEins, 02/2015

  • Florian Vollmer 2015

    StorybrandsTraditional Methods Disruption

    Kotler, Sachs, other

  • Florian Vollmer 2015

    Stories and Relationships Points of Differentiation

  • Florian Vollmer 2015

    Design Thinking and (Co-) Creative Processes

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    Order and ChaosCreativity: An Interplay of

  • Florian Vollmer 2015

    Innovation & Change Management

    Co-Creation Design Thinking

    Goals Concepts ImplementationMarketing Enterprise

    Design

  • Florian Vollmer 2015Work Example from www.inreality.com

    Stakeholder Engagement and Co-Creation

    http://www.inreality.com

  • Florian Vollmer 2015Work Example from www.inreality.com

    http://www.inreality.com

  • Florian Vollmer 2015

    Personas

    Gretchen the Gen Y Social Sciences Student Social life takes priority over most anything, especially sleep.

    Texting is the number one way to communicate. Status is

    important to her. While a good mattress is important, it needs

    to be practical, keeping her spin classes, happy-hour, and

    high-end fashion flash sales in mind too everything needs to

    fit in her budget!

    Does: Goes to a major college, lives about 20 minutes away Rock climbing and anything outdoors Works 20 hrs/ week as a paid intern in a law office

    Loves: Socializing Sharing purchases with her friends Ask for opinions before buying Trying things on or looking at them in a store, but then buying them on her mobile device Loves Google Now, gives her all the information that she wants Organic food

    Avoids: Volunteering too much information about herself to organizations (she thought she would give Google

    Now a try, and delete if from her phone, but the utility is overcoming any privacy concerns here) Buying anything she does not need, money is a bit tight

    Dreams of: Making a difference Being part of a company with a really cool culture one day Combining professional work, meaningful volunteering, and a family soon

    Page 3 of 7 InReality 2015

    RSA: Sue the Connector Sue got a retail job because she needs to provide for her

    family. Not what she was dreaming of when she was young,

    she was hoping to become a nurse practitioner but did not

    finish her degree.

    Believing in giving her best no matter what life throws at her,

    she is eager to learn and grown in this new job.

    Does: Work the floor 6 days a week Takes the early shift because she needs to pick up the kids from school and make family dinner every

    night Reads for relaxation

    Loves: Her family Helping others Connecting people Learning

    Avoids: Going above and beyond. She took this job for its clearly defined start and end time Talking about products she is not 100% familiar with (she feels a bit bad at times that she forgets

    details of products the store does not sell every single day)

    Dreams of: Finishing her degree one day, when the kids are a bit older Taking a long family vacation Making a difference for people

    Page 6 of 7 InReality 2015

    RSA: Old School Jim Jim got promoted from RSA to manager 10 years ago. He is into

    old-school selling and has his secret formula that has worked for

    forever. He recently heard about CX and wants to learn about it, but

    is a bit sceptical. He just got a smartphone and is learning how to

    use it slowly.

    Does: Work 6 days/ week, during the holiday season 7 days/ week Usually takes the late shift to close the store at 10:00 pm, stays late, often until 11:00 or later to finish

    some paperwork He has little time for anything else, but likes to work out in the morning

    Loves: Learning Working smarter, not harder Good food and his friends Learning about new products when they are shelved Building a connection with his customers

    Avoids: Corporate politics, he simply wants to do the best possible job in his store Conflict. He likes giving feedback, but really focuses on the positive Scripted interactions. He wants to give every situation and person the right attention

    Dreams of: Working less because his team got it Developing different training methods for his company, something that is truly authentic

    Page 5 of 7 InReality 2015

    RSA: Holden the Geek Holden just finished his BA in Art History and is trying to figure

    out his next moves.

    Hes taken a retail job because its easy and convenient to find a

    job, and with his interest in psychology, he figures he can make a

    pretty good commission, saving up for whatever is next.

    He is used to the latest digital tools for communication.

    Does: Ride a single speed Reads the latest tech blogs Reads a lot of (actual) books

    Loves: His freedom Learning something new every day Interacting with people and giving them as much information as possible

    Avoids: Things that bore him

    Dreams of: Traveling for a year or so Getting a Masters degree Working for a startup

    Page 7 of 7 InReality 2015

    Dan the Digital Native Loves social media, Pinterest, and Snap-chat... His fast

    paced lifestyle requires him to be connected 95% of the

    time. He doesnt have time for conventional shopping,

    Amazon Prime is hiore go-to and he is dialed into the

    latest technology and gadgets that his mobile apps

    curate for him. Can do 3 things at the same time, and

    looks for a good nights sleep to give him the energy he needs to perform during

    his busy day and social life. If 6 hours is all he can afford, it better be a great 6

    hours!

    Does: Grad School / App developer for Marketing Company Soccer Flight school Drives a Hybrid environmentally friendly car

    Loves: Sports Well Curated Food Gaming Sharing experience