Transcript Online Branding

discuss
Can you think of an immersive brand experiences?
Miller’s Man Laws
• A ridiculous invention
but one that obeys
the branding law of
the 21st century.
Extend Marketing Space
• Healthy Choice has used its online games
to drive people to supermarkets to actually
buy its products, by offering the chance for
customers to print "mystery coupons"
• A Hanes sweepstakes promoted the
apparel company's new "tagless" t-shirt by
using a tag as the virtual game piece:
"Lifting" it with the mouse revealed the
visitor's prize.
turning a digital brand physical
In the 21st century, this is what your
job is all about:
• Find ways to make your brand more experiential and
hence more memorable!
– careful spatial planning
– live, real-time, event-based nature of the brand interaction
• Shift consumers’ perception and practice of what
constitutes a marketing ‘space’.
– Immersion marketing seeks to achieve a much more proximal
relationship between consumers and brands.
• as theorists of the ‘experience economy’ put it:
– ‘the more effectively an experience engages the senses, the more
memorable it will be’ (Pine and Gilmore, 1999: 59).
Application
You have been hired to lead the strategy task force for
digital marketing at Buick. The marketing director is at
a loss because the brand seems to be losing ground
with the 18-35 year old demographic.
Buick
• On a conceptual level, what do you
suggest needs to be done.
• On a concrete level, develop a marketing
mix to achieve the objective of brand
renewal.
question
• What do marketers brand?
Flexible Branding of
Customers
Before Dematerialzation of Consumers we
branded Products:
Identity
Branded Product
Differentiation
Customer
Reputation
Success is measured
in brand recall/equity
Now we brand customers...
Identity
Branded Product
Differentiation
Customer
Reputation
Success is measured in accuracy of customer
identity production
• IT lets firms recognize the customer as an
individual with a history, a present, and a
future, and be treated as such.
• IT lets marketer manage customers for
profit,
– balancing each customer’s value against
cost to serve!
A typical Customer Map
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High Xxx xx
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xxxx xxxx xxx
x x xxxxxx
Value
xxx
x x
x x x x x xx x
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Low
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Low
Cost-to-serve
High
Goal: Manage customer relations toward the diagonal
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High Xxx xx
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xxx
xxx
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xxxx xxxx xxx
x x xxxxxx
Value
xxx
x x
x x x x x xx x
xxxx xxxx
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Low
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Low
Cost-to-serve
High
Information Marketer: Service delivery system driven by
the customer’s assessed value
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High Xxx xx
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xxxx xxxx xxx
x x xxxxxx
Value
xxx
x x
x x x x x xx x
xxxx xxxx
xx xx x x x
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Low
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Low
Cost-to-serve
High
Steps to a Strong Customer Brand
Identify each customer
upon acquisition
Ask, learn
and
remember
key
customer
characteristi
cs and
preferences
Value
Rank each by
gross margin or
lifetime value
Give
preferred
Customers
more of
what they
value
Cost-to-serve
For low margin customers, reduce
cost-to-serve
Identify
Differentiate
Interact
Customize
Group Think!
• Identify some specific uses of this
customer branding technology!
– Pick a industry
– Pick a company
– Generate a ‘case’ that shows how customer
branding could be used by your company to
improve profit per customer?
Managing Relationships with
Interactive Marketing
Customization of
Offerings and
Interactions
Learning About
Customers
• Knowledge acquisition
• Cross-category analysis
• Customer differentiation
• Communications
INTERACTIONS
• Products/services
• Channels
• Prices
• Service delivery
Customizing Offerings and
Interactions
Tailored
Communication
Mass
Customization
Custom
Prices
Service
Delivery
• Customer • Auctions • Tracking
designed
• Customer • Service
products
based on
control
(Mattel,
potential
(Priceline.
• E-mail
Levi,
value
com)
threadless
• Viral
• Discounts
etc.)
marketing
based on
behavior
• Targeting
banner
ads
Custom
Channels
• Dual
channels
Remembering
Needs
• Reduce
transaction
costs
Anticipating
Needs
• Collaborative
filtering
Summary
CCB managing director David Cole says: "Data
is the lifeblood of our industry. Without fresh
sources of data, response rates will continue to
decline."
• Branding is paramount
• Branding is no longer limited to products
and services
• Branding needs individualized
information
• Customer branding becomes the
foundation of a revolution in all other
elements of the 4Ps!