The Future of Customer Centricity - Digital Ecosystems
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It’s Not About Campaigns It’s About Ecosystems DMEF Student Career Forum December 7, 2012 James Brett Digital Ecosystem Strategies
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Customer Centricity requires meeting and exceeding their expectations at all digital touchpoints. Campaigns not longer work, it's about their unique interactions within the digital ecosysttem. Direct Marketing Educational Foundation Career Forum Presentation 2012
Transcript of The Future of Customer Centricity - Digital Ecosystems
It’s Not About CampaignsIt’s About Ecosystems
DMEF Student Career ForumDecember 7, 2012
James BrettDigital Ecosystem Strategies
The trajectory
• Instructor
• Systems Programmer
• Management Consultant
• Digital Publishing Entrepreneur
• Started & sold digital publishing firm
• Web Entrepreneur
• Started & sold web-based business
• Raised capital, grew pre-IPO .com business
• Digital Direct Marketing
• Merger & Acquisition Lead
• Customer Experience
• eBusiness / Systems / Social / Mobile
• Digital Strategy Consultancy
Digital Ecosystem Strategies
Snapshot: Traditional and Internet Marketing
Traditional and Internet Marketing
The start of the Revolution
New Sites Proliferate,Adoption Skyrockets
!
The Social Web is Created
it’s notabout things… it’s about
people!
Hi there!
You!
Our product is amazing!
Who cares?
Hey :)
People will fight youif you interrupt them
talk about your productsand only
Our product is amazing!
Hey!!
You!My experiencewith them was...
#*!
#*!
#*!
#*!
#*!
#*!
#*!
#*!
That CompanySucks!
?
!
!
(:
See our ads!
?
?
Traditional no longer works...
...it even works against you!
You no longer just market your products
...you share them...and you share what people are doing with them.
You make your fans remarkable
You help them do things better, provide tips and ideas
You tell them about what inspired you…and continues to inspire you!
...and you ask your fans what they need.
It’s not about how campaigns can market things
So that you, with their help, can continue to be remarkable
It’s about people…and how to provide them continually greater value within the ecosystem
The Social Media Revolution –Driving a Fundamental Shift to How we Market
http://www.youtube.com/watch?v=3jhe657AoLs&feature=youtu.be
Marketing is now done in concert with thedigital ecosystem
A business strategy that seeks to leverage digital technology to create dynamic, interconnected touch points and product extensions that provide additional value to customers, deepen their connection with a brand, and, ultimately, feed business growth.
consider evaluate purchase use/enjoy advocate
THE PHASES OF BUYING THINGS
THE CHANNELS/CONTEXTS
consider evaluate purchase use/enjoy advocate
TV
web
consider evaluate purchase use/enjoy advocate
TV
web
THE JOURNEY (across the ecosystem)
consider evaluate purchase use/enjoy advocate
TV
web
THE OPPORTUNITY SPACES
consider evaluate purchase use/enjoy advocate
In the context of an ecosystem, marketing has a whole new meaning.
This productwill make youfeel artisticand creative.
= value!
Inherentlyawesome product
Onlinephotographyclasses
Photosharing
exhibitPhoto blog
Customer service
Right “thing,” Right context
consider evaluate purchase use/enjoy advocate
TV
web
TV Spotbreaking
assumptions
Toolfor comparison
Socialchat
Onboardingmobile app
Socialsharing
consider evaluate purchase use/enjoy advocate
Sephora’s “15 Days of Beauty” campaign: fan base increased 6x’s over normalgrowth, an immediate sales life, and a 300% increase in mobile shopping.
Sephora’s objective – provide their users 15 straight days of beauty thrills
Sephora’s online job campaigns are at the core of their recruiting efforts
After Domino’s 2010 viral video PR debacle and severe quality complaints,they reported an 11% sales increase in first half 2012 sales driven by theirdigital campaigns, and a 29% profit increase in the UK.
Domino’s initial goal – remake their entire product line and begin again toplease customers they had lost
Nike’s Mission: Bring Inspiration and Innovation to Every Athlete in the World
Significant increase in postsduring Olympics
Nike’s digital marketing mojo helped drive a record high $6.7M in Q1 2012 sales.
Carlsberg's “Toast to Courage” campaign goes Viral, 16M views, contributes to 4.3% increase in sales (Q3/Q4, 2011).
Starbucks self proclaimed “scrappy” digital marketing plan has driven 18M fans, and nearly 1M customer ideas.
“We made the mistake of pitching without first earning the trust, and our messages fell on deaf ears. It wasn’t until we asked our customers what they wanted of us, that we started building the relationship that would be the foundation of our social strategy.” - Morgan Johnston, Jetblue
How does the Marketing transformation affect how we
work?
Over time, Marketers must gain a base level of knowledge oftechnology – to effectively partner with IT teams/vendors for campaign creation within the digital ecosystem.
Integrating with leading Marketing vendors allows for fasterexpansion; open, flexible systems ensure ease of integration.
Client/Business lead
Agency/Project lead
TeamTeam
THE OLD WORLD OF CAMPAIGN CREATION:SINGLE PROJECT MODEL / TEAM SILOES
THE NEW WORLD:
TeamTeam
Team
Team
Team
IT/Systemslead
Marketing/eBusiness lead
ONE INTEGRATED AND CROSS-POLLINATED TEAM
Recap & Review
What does this all mean to you?• Marketing will continue to transform for many years to come
• For these reasons, now is one of the best times in recent history, or possibly ever, to pursue a career in digital marketing!
• Broad changes/expansion opens up a broad range of opportunities
• Expansion of your skills in any area is at your fingertips
• Aptitude, creativity, passion, drive are coveted, regardless of Degree
• We’re at a very early stage – eCommerce just 5% of US Retail Sales
Q & A
