Since about five, six years, Marketing and Advertising are in a deep and important change. The past marketing methods are not working anymore and the possibilities to impact the audience are developping to a new way more social and targeted what need new type of marketers.
The essential concepts such as consumer, brand, communication, audience, etc. are changing fastly. Nevertheless, companies and agencies are not adpating their aproach in order to give response to this new situation. By the way, new concepts like engagement, pull vs push strategy, social media, fan, brand ambassador, influencer, real-time, recommendation, word of mouth or Online reputation are burst on the stage fastly.
Marketers are trying to answer with pasts strategies and methods, because they don’t understand for the moment that his new job is listening and engaging consumers. The future of marketing requires marketers to go back- to – basics and new profils able to undertand the new situation and educated on new tools and methods.
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My vision of new marketing: WOM, Social media, Buzz, 2.0
1. ENGAGEMENT SOCIAL MEDIA
COMMUNITY BUZZ KPIs
INFLUENTIALS
LONG TAIL
MANAGEMENT about New
“My Vision
WORD OF MOUTH
CONNECT
Marketing”
RECOMMENDATION
INTERAC BRAND
TIPPING POINT
TION ADVOCACY
TWITTER
Juan Sánchez Bonet
Creative Inspiration Strategist
WEB 2.0 PUBLICITY
GOING VIRAL
FACEBOOK
GEOLOCALIZATION BRAND LOVE
3. 1- Old advertising did not listen to costumers
Why did you work on mak¡ng your back more beautiful?
Old advertising is challenged because it gives its back to consumers,
when it should communicate through word of mouth.
Juan Sánchez Bonet – Creative Inspiration Strategist
5. 2- Mass marketing goes directly to the trash
Mass advertising is a total waste
Have you seen my new
mailbox? Your
advertisment goes here!
Juan Sánchez Bonet – Creative Inspiration Strategist
6. 3
“WOM, IS THE NEW
GLOBAL PARADIGM
OF MARKETING”
7. 3- WOM, the global paradigm
Every new marketing branch is part of the Word of Mouth marketing paradigm
Fuente: http://www.theinfluencers.ca/why_wom.php
Juan Sánchez Bonet – Creative Inspiration Strategist
9. 4- Product is the main communicator
Create a product worth talking about
« Create products worth talking about », Seth Godin.
Juan Sánchez Bonet – Creative Inspiration Strategist
10. 5
“IT IS NOT ABOUT
NOTORIETY, BUT
RECOMMENDATIONS”
11. 5- It is not only about notoriety, but recommendations
Getting notoriety is important, but still not enough
Recommendations are the most trustworthy
information source for consumer decision making.
People watch spot TV (notoriety), but they ask
friends, read blogs and forums (OL) to make their final
purchase decision.
- Notoriety grows faster than adoption.
Moreover, adoption slows down
because of excessive choice (death by
excessive choice)
- WOM informs and reassures
prospects, reducing the time to make a
purchase decision.
- The goal: Transforming « early
adopters » into «transmitters» to
accelerate adoption by the « majority ».
Juan Sánchez Bonet – Creative Inspiration Strategist
12. 6
“DO NOT FOCUS ON
MASS AUDIENCE,
FOCUS ON OPINION
LEADERS”
13. 6- Donʼt focus on mass audience, focus on opinion leaders
The Tipping Point by Malcolm Gladwell
TIPPING POINT
Fuente: baekdal.com
Tipping Point is the name given to that moment in an epidemic when a virus reaches
critical mass. It's the boiling point. It's the moment on the graph when the line starts to
shoot straight upwards.
Juan Sánchez Bonet – Creative Inspiration Strategist
15. 7- The solution is a Pull Strategy
One of them doesnʼt work anymore. Do you know which one ?
Fuente: New Marketing – Intersection Consulting
Juan Sánchez Bonet – Creative Inspiration Strategist
16. 8
“YOU CAN NOT
UNDERSTAND WEB
2.0 WITHOUT
LONGTAIL”
17. 8- You can not understand web 2.0 without Longtail
Firts of all, try to understand the longtail approach.
Juan Sánchez Bonet – Creative Inspiration Strategist
19. 9- Do not forget he power of Context
THE TIPPING POINT: The three rules of epidemics
"Epidemics are sensitive to
the conditions and
circumstances of the times
and places in which they
occur.”
THE POWER OF
CONTEXT
The Stickiness Factor
Just ask yourself,
“WHATʼS
The Law of the Few
BUZZING RIGHT
NOW?”
Juan Sánchez Bonet – Creative Inspiration Strategist
21. 10- New Advertising = Publicity
Traditional advertising is challenged…Please don’t disturb…
“Nowadays, Communication
should deal with PUBLICITY
rather than ADVERTISING”
Advertising should
take part of the Buzz = VPEi
content like publicity (Equivalent Advertising Value on Internet)
does.
Juan Sánchez Bonet – Creative Inspiration Strategist
23. 11- Geolocalization
Internet is not only global, it is also local
I want « my »
product but also
in« my » location
Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
24. 12
“DO NOT FORGET
TO REWARD
CONSUMER
INTERACTION”
25. 12- Do not forget to reward consumer interaction
ArtoftheTrench by Burberry is a good example
Let your
consumers
interact with
your content
Interactions
(buzz)
Effort, time, etc.
But donʼt forget
to reward them
Discounts
Recognition Special offers
Loyalty points
“The customer of the month”
Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
27. 13- Engagement is the new job of marketers
Sorry old marketer, but let’s talk about engagement…
Par$cipa$on Ac$ve Role
Connec$on Building together
Engagement is the new marketer’s job
Source: The Audience is always right, mad-blog
Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
28. 14
“KPIs ARE THE
WEDDING RING
BETWEEN GOALS
AND RESULTS”
29. 5- KPIs are the wedding ring between goals and results
Results can not exist without KPI’s
Goals
Results
Extra Buzz
Nº Followers Nº Fans Nº Ar$cles
Rate
Today, creativity also has to be present on KPIs definition.
Juan Sánchez Bonet – Un saludo a los Apasionados del marketing
31. “THE BASIS OF MARKETING HASN’T CHANGED.
ONLY THE POSSIBILITIES TO CONNECT AND
ENGAGE WITH YOUR TARGET HAVE.
.
IF CONSUMERS REALLY, DON NOT
HAVE CHANGED, WORRY ABOUT
MARKETING (THE DIFFERENT MARKETING
CONSUMER SURNAMES… I ONLY
SCIENCE) MUST KNOW TWO, THE GOOD
ALSO CHANGE. AND THE BAD”.
32. Thanks for your attention.
COME ON!, DO YOU DARE
TO SHARE YOUR VISION?
Juan Sánchez Bonet
Creative Inspiration Strategist
http://juanmarketing.com/
conversemos@juanmarketing.com