We experience rapid changes in consumer behaviour. That means that the book of marketing and branding will be rewritten. DLVR gives their vision on the future developments in marketing and consequently branding

1. Frank Van Delft
EMC Chairman
Partner
Rewriting
the Book of Branding
Brand Pioneers seminar
September 27, 2012
Olaf Cox
Marketing consultant
Partner DLVR

2. Statement 1:
All brand investments should be allocated in online
channels.

3. Statement 2:
reduces the role of the brand dramatically.

4. Statement 2:
reduces the role of the brand dramatically.
PRICE

5. Statement 2:
reduces the role of the brand dramatically.
RECOMMENDATIONS

6. Statement 2:
reduces the role of the brand dramatically.
CONVENIENCE

7. Frank Van Delft
EMC Chairman
Partner
Rewriting
the Book of Branding
Brand Pioneers seminar
September 27, 2012
Olaf Cox
Marketing consultant
Partner DLVR

8. CMO study IBM *
Factors impacting marketing
10
#1 Customer collaboration & influence
9
8 #2 Growth of channel and device choices
7
6 #3 Social media
6 5 4 3 2 1
5
#4 ROI accountability
4
3
#5 Decreasing brand loyalty
2
1 #6 Data explosion
0
0 1 2 3 4 5 6 7 8 9 10
* ibm.com/cmostudy2011

9. CMO study IBM *
Factors impacting marketing
#7 Shifting consumer graphics
10
#8 Financial constraints
9
8 #9 Growth market opportunities
7
6 #10 Regulatory considerations
?? 13 12 11 10 9 8 76 5 4 3 2 1
5
#11 Corporate transparency
4
3
#12 Privacy considerations
2
1 #13 Global outsourcing
0
0 1 2 3 4 5 6 7 8 9 10 #?? Sustainability
* ibm.com/cmostudy2011

10. CMO study IBM *
Factors impacting marketing and underpreparedness
10
6 #1 Customer collaboration & influence
9 3
2
8 #2 Growth of channel and device choices
7 7
6 8 #3 Social media
5 1
5 10 4
11
4 12 9
#4 ROI accountability
3
#5 Decreasing brand loyalty
2
1
?? #6 Data explosion
0
0 1 2 3 4 5 6 7 8 9 10

11. The 6
Information
Interest Insights
Investment
Innovation
return
Interpretation
(ICT)

12. Information
Based on measured behavior in stead of answered questions
Customer Information management

13. Insights
What really drives the customer?
Buy-ology
(Martin Lindstrum, 2008)
Neuromarketing

14. Insights

15. Insights

16. Insights

17. Investment return
Marketing accountability

18. Investment return
Marketing accountability
(Malcolm McDonald, Peter Mouncey, 2009)

19. Interpretation
Social media
Mobile Marketing
http://www.heteindevanwinkels.nl/evw/

20. Innovation
The Blue Ocean (Chan Kim, Renee Mauborgne, 2005)
Nieuwsgierigheid (Roland van der Vorst, 2007)
Ga vreemd (Rob Adams, 2010)
http://www.youtube.com/watch?v=QJy1slz4evk&feature=player_embedded#t=0s

21. Interest
In your profession,
in your customers,
in your business
Interest, not a hobby or passion
Onder een hobby wordt in het algemeen
een ontspannende activiteit verstaan die
men in zijn vrije tijd uitoefent en die men
graag doet.
Wikipedia

22. The Brand on fire
#12 Privacy considerations Brand Customer #3 Social media
#5 Decreasing brand loyalty

23. Building brands with your customers
Joseph Jaffe, Flip the Funnel, 2010
http://www.flipthefunnelnow.com/whats-new/

24. Building brands with your customers
With all your customers???
Joseph Jaffe, Flip the Funnel, 2010
http://www.flipthefunnelnow.com/whats-new/

25. Customer; Satisfaction and Engagement
Shift from ROI to ROA*
primary indicators for brand loyalty and customer value.
Most satisfied and engaged customers are the best
brand advocates
1. How can we distinguish customers with various S&E levels?
2. How do we communicate with these customer groups,
collectively and individually?
* Jim Stolze , Uitverkocht 2011

26. Customer Satisfaction and Engagement
Recency Frequency Monetary value - Dialogue
Engagement
High
R R
F F
M M
D D
Satisfaction NEW CUSTOMERS Satisfaction
Low High
R R
F F
M M
D D
Engagement
Low

27. -model ©: Return On Satisfaction and Engagement
Engagement
High
Reassuring Pamper
strategy strategy
R R
F F
M M
D D
Satisfaction NEW CUSTOMERS Satisfaction
Low High
R R
F F
M M
D D
Win back Reactivation
strategy strategy
Engagement
Low

28. How to connect with the consumers segments
Engagement
High
Reassuring Pamper
strategy strategy
Social media
In-touch community
community
Satisfaction Content Satisfaction
Low marketing High
Added value services
Web care Social media
community
Win back Reactivation
strategy strategy
Engagement
Low

29. How to connect with the consumers segments
Engagement
High
Reassuring Pamper
strategy strategy
Social media
In-touch community
community
Satisfaction Content Satisfaction
Low marketing High
Added value services
Web care Social media
community
Win back Reactivation
strategy strategy
Engagement
Low

30. Conversation Strategy* & Brand performance
Conver- Buying
sation the Brand
Brand performance
Brand
identification Leverage Recom-
mending
the Brand
Activation Brand is
Hero
Brand values, authenticity and product performance are the fundamentals.
Brand identification increases by more engagement of the customer
* De Conversation Manager, Steven van Belleghem 2010

31. Brand building in the future *
The Brand and its DNA is the fundament
Brand values, authenticity and product performance
Customers are the leading factor in making brands successful
Customers can be differentiated by the stage of Satisfaction &
Engagement (ROSE-model ©)
Depending on the stage marketing strategies will be different
Accordingly the connection strategies will be different
* The future started yesterday

32. Questions?

33. Thank you for your attention and contribution
In return, for further information do feel free to contact us!
-)
Frank van Delft Olaf Cox
Deland@online.nl Olaf@dlvr.nl
+31653 628 470 +31642 577 006