The Age of the Connected Consumer: the Marketing Challenges and Solutions

The Challenges and Solutions
in the Age of the
Connected Consumer

@DMSLDN

#DigitalMarketingShow
#ConnectedConsumer

All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution

Kathryn McMann
Holistic & Social Media Marketer &
Director of Kathryn McMann Consultancy
@KathrynMcMann
www.KathrynMcMann.com


1 What is Holistic Marketing?

2 What do we mean by ‘Connected Consumer’
3 The Challenges and Solutions
4 Takeaways

@DMSLDN
@KathrynMcMann

#ConnectedConsumer



4 Takeaways

@DMSLDN

@KathrynMcMann

#ConnectedConsumer


Holistic is characterized by the belief that the parts of something
are intimately interconnected and explicable only by reference to
the whole.
The Oxford Dictionary

Holism (from ὅλος holos, a Greek word meaning all, whole, entire,
total) is the idea that natural systems (physical, biological, chemical,
social, economic, mental, linguistic, etc.) and their properties should
be viewed as wholes, not as collections of parts.
Wikipedia

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@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM

#ConnectedConsumer


Rajendra Sisodia
Academic, Marketer and Author
•
•
•
•

Relationship Marketing
Internal Marketing
Integrated Marketing
Performance Marketing

@DMSLDN

@KATHRYNMCMANN

#ConnectedConsumer


The Jargon Definition

“Holistic Marketing is…
integrated marketing strategy
with human-centred process design…
for the practical application to manage
actions and responsibility, implementation
and measurement ”
Kathryn McMann, Holistic Marketer

@DMSLDN

@KATHRYNMCMANN

#ConnectedConsumer


The Business Definition

“Holistic Marketing…
considers the whole picture of a business,
unites the business behind the brand and delivers a
seamless and consistent experience for the user or
customer”
Kathryn McMann, Holistic Marketer

@DMSLDN

@KATHRYNMCMANN

#ConnectedConsumer



4 Takeaways

@DMSLDN

@KATHRYNMCMANN

#ConnectedConsumer


THE CONNECTED CONSUMER

3


…communicates across devices and channels seamlessly –
Ebay, Amazon, Apple, Google


…embeds a range of mediums across multiple Digital
Platforms without questioning the technology - Facebook,
Google+ and Youtube, Twitter


…‘shares’ because it’s an extension of them, not your brand.
Brand loyalty hasn’t come into it yet.


…doesn’t see ‘communication touch-points’ as “somebody
else’s’ department” (except outdated call-centres)


CONSUMER-BRAND RELATIONSHIP
One relationship with a brand


BRANDS = MULTIPLE CUSTOMER TOUCHPOINTS
Multiple relationships per customer


The BUSINESS LIFECYCLE


Marketing in the age of the Connected Consumer

The Core Challenges
1. Targeting Multiple Customers
2. Being Heard through the Noise
Solutions
3. Multi-Channel Management

4. Already Over-extended Resources
@DMSLDN

@KATHRYNMCMANN

#ConnectedConsumer


Challenge #1

Targeting Multiple Customers
Reaching multiple target audiences, across multiple channels, at the
same time?

Solution
Invest in Research and Planning
Define how many grouped target demographics, who they are, and where
they are. These will evolve as actions evolve. Prepare to adapt
@DMSLDN

@KATHRYNMCMANN

#ConnectedConsumer


Challenge #2

Being Heard through the Noise
With so many distractions, how can a company stand out from its
competitors?

Solution
Market with a broad integrated perspective
• Unite, optimize to lead across channels and centralised information (CTA
directions, landing pages, communities, content)
• Build brand values into all media and materials (keywords, design, etc.)
• Be relevant, as well as consistent
@DMSLDN

@KATHRYNMCMANN

#ConnectedConsumer


Challenge #3

Managing Multiple Channels
With so many stakeholders and departments, how do companies manage each
section for consistency across all channels?

Solution
Holistic Management
• Design process management into the strategy at the beginning
• Centralise operations, encouraging cross-depart. collaborations and autonomy
among stakeholders to ensure everyone is working towards the same goals.
• Centralise static Brand information to be accessible by all key stakeholders.
@DMSLDN

@KATHRYNMCMANN

#ConnectedConsumer


Challenge #4
Over-extended Resources
Your team and skills base are only so big. How can you manage yet more
marketing activity, in a world that never sleeps?

Solution

Be relevant and creative but don’t be over ambitious.
• Be practical in your planning, this will help you sustain and build towards more
ambitious ideas at later stages.
• Arm your employees with information and they will be your best brand
ambassadors
@DMSLDN

@KATHRYNMCMANN

#ConnectedConsumer


Key Takeaways
• Design for the customer but build with the brands resources
in mind

• Integrate holistic marketing with all arms of the business. If

you consider the different customer-touchpoints as separate
silos, the customer-facing messaging will be fragmented.

• Invest in the Research and Planning stage. This will save
mistakes, budget and time in the long-run.

• Consider the resources as another level to the strategy, and
encourage discussion between departs during Research
and Planning.

@DMSLDN

@KATHRYNMCMANN

#ConnectedConsumer


Thank you for listening

You can find out more @

Any questions?

Kathryn McMann
Director and Holistic Marketer
E: Hello@kathrynmcmann.com
T: @KathrynMcMann

WE JOIN
THE DOTS
AND MAKE IT
HAPPEN

@DMSLDN
#ConnectedConsumer


The Age of the Connected Consumer: the Marketing Challenges and Solutions

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