2. Euro-Pacifica © Nov. 2014 Euro-Pacifica Digital Marketing and Social Networks Digital Marketing and Social Networks ™ An introduction to disruptive technologies in the digital age Part II: The Sequel The New Marketing Environment Dr. John E. Forge John.forge@euro-pacifica.com @JohnForge JohnForge Digital Marketing and Social Networks 1

3. Euro-Pacifica 2. The New Marketing Environment Marketing: young and still evolving Traditional Marketing: the 4P’s Company/Product Centered, Pushing information Personalization brought CRM Traditional channels disappeared A new way to look at things © Nov. 2014 Digital Marketing and Social Networks 2 Recap from lesson 1:

4. Euro-Pacifica 2. The New Marketing Environment © Nov. 2014 Digital Marketing and Social Networks 3 In the 2 next lessons, we are going to learn: 1.What the change factors are 2.Why the old 4P’s cannot be used anymore 3.The new customers/brand relations 4.Reconnecting with the Customers 5.The new technologies in action

5. Euro-Pacifica 2.1. The Change Factors People/Customers are connected They are mobile… and connected. They select the information they want From multiple devices… at the same time They connect with their communities They are connected, mobile, ALL THE TIME © Nov. 2014 Digital Marketing and Social Networks 4

6. Euro-Pacifica 2.1. The Change Factors © Nov. 2014 Digital Marketing and Social Networks 5 We must adapt…

7. Euro-Pacifica 2.1. The Change Factors The Internet of Things (IoT) According to Gartner, there will be nearly 26 billion devices on the Internet of Things by 2020. [4] ABI Research estimates that more than 30 billion devices will be wirelessly connected to the Internet of Things (Internet of Everything) by 2020. [Gartner [4]ABI Research [ IPV6: 340,282,366,920,938,000,000,000,000,0 00,000,000,000 UAs © Nov. 2014 Digital Marketing and Social Networks 6

8. Euro-Pacifica 2.1. The Change Factors The rise of the Megacenters © Nov. 2014 Digital Marketing and Social Networks 7 Facebook, Ulea Finland

9. Euro-Pacifica 2.1. The Change Factors © Nov. 2014 Digital Marketing and Social Networks 8 Google: Council Bluff, Iowa The Rise of the Mega Datacenters

10. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 9 Amazon: Umatilla, Oregon 2.1. The Change Factors The Rise of the Mega Datacenters

11. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 10 NSA: Camp Williams near Bluffdale, UtahCamp WilliamsBluffdale, Utah = =12 Exabytes = 12 billion gigabytes 2.1. The Change Factors The Rise of the Mega Datacenters

12. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 11 2.1. The Change Factors Acxiom: 700 million consumers worldwide Datalogix: asserts its data “includes almost every U.S. household.” Level of detail: 75,000 individual data elements on each personal record. The Data Aggregators.

13. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 12 2.1. The Change Factors “… Factual is a relatively new player on the scene; they were hardly on anyone's radar less than two years ago. And yet today, if you visit their homepage, you see a who's who of local search portals, including Yelp, Bing, and TripAdvisor. It's clear they're a force to be reckoned with, especially globally. The fragmentation of the location-based app market is only going to increase, and like Factual, Foursquare has turned its sights on becoming "the location layer for the Internet."the location layer for the Internet The Specialized Aggregators.

14. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 13 2.1. The Change Factors https://maps.Google.com/locationhistory

15. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 14 2.1 The Change Factors Where are your customers?

16. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 15 2.1 The Change Factors You are unable to see them, connect with them, touch them…

17. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 16 2.1 The Change Factors … But you know they are there: Comparing your price with others, Looking at your customers comments, Looking at discounts they can have Comparing with e-Commerce Systems Starting a chat with their friends

18. Euro-Pacifica © Nov. 2014 Digital Marketing and Social Networks 17 2.1 The Change Factors A Haboob Is Coming… We have to use new technologies

19. Euro-Pacifica 2.2. The Limitations of the old 4P’s © Nov. 2014 Digital Marketing and Social Networks 18 MK T Promotion Price Produc t Place

20. Euro-Pacifica 2.2. The Limitations of the old 4P’s © Nov. 2014 Digital Marketing and Social Networks 19 The Product “Our mission is to inspire and nurture the human spirit” One persone (…) One neighborhood at a time

21. Euro-Pacifica “Fulfilling dreams of personal freedom is more than a phrase. It’s our purpose and our passion. We bring a commitment of exceptional customer experiences to everything we do – From the innovation of our products to the precision of our manufacturing – culminating with our strong supplier and dealer networks” © Nov. 2014 Digital Marketing and Social Networks 20 2.2. The Limitations of the old 4P’s The Product

22. Euro-Pacifica 2.2 What is a Life Style Brand? © Nov. 2014 Digital Marketing and Social Networks 21 A lifestyle brand is a brand that attemptsbrand to embody the interests, attitudes and opinionsattitudes of a group or a cultureculture

23. Euro-Pacifica 2.2. The Limitations of the old 4P’s The Price © Nov. 2014 Digital Marketing and Social Networks 22

24. Euro-Pacifica 2.2. The Limitations of the old 4P’s © Nov. 2014 Digital Marketing and Social Networks 23 Place

25. Euro-Pacifica 2.2. The Limitations of the old 4P’s © Nov. 2014 Digital Marketing and Social Networks 24 Promotion “After having deliberated, the board recommend the Placement of advertising on billboards around Union Square, And a series of inserts ¼ pages in a local newspaper. The board also…”

26. Euro-Pacifica 2.2. The Limitations of the old 4P’s © Nov. 2014 Digital Marketing and Social Networks 25 MK T Promotion Price Produc t Place WRONG DIRECTION, WRONG ATTITUDE, WRONG SOLUTION

27. Euro-Pacifica 2.3 The new customers/brand relations INBOUND MARKETING Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing Earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. © Nov. 2014 Digital Marketing and Social Networks 26

28. Euro-Pacifica 2.3 The new customers/brand relations © Nov. 2014 Digital Marketing and Social Networks 27 Going from hunter-gatherers… … To Farmers

29. Euro-Pacifica 2.3 The new customers/brand relations © Nov. 2014 Digital Marketing and Social Networks 28 WHATFROMTO Operation Control Company (Outbound) Customers (Inbound) ToneUniform by Segment Personal to Intimate Follow upEpisodic (Campaign) Permanent (Always On)

30. Euro-Pacifica 2.3 The new customers/brand relations © Nov. 2014 Digital Marketing and Social Networks 29 Where are your customers? You cannot see them, Your messages do not reach them, They do not react to your actions, … but you know they are there, checking your web site, asking their friends, commenting on your brand(s)

31. Euro-Pacifica 2.3 The new customers/brand relations © Nov. 2014 Digital Marketing and Social Networks 30 Sometimes, You May Need to Acquire Special Equipment… Scan Social Networks Report when your brand(s) are mentioned Count Retweets, Likes, Replies, etc. Build an automatic response system…

32. Euro-Pacifica 2.3 The new customers/brand relations © Nov. 2014 Digital Marketing and Social Networks 31 First Thing: Change the attitude MKT Content Presence Emotics SEO + Analytics

33. Euro-Pacifica Content & Identity Web Site, Blog(s), videos, Ebooks, Conferences, Webinars, meetings Presentations, Slideshare © Nov. 2014 Digital Marketing and Social Networks 32 2.3 The new customers/brand relations

34. Euro-Pacifica SEO + Analytics Scan social networks, analyze contacts Determine keywords, anchors, trends Develop CRM + follow up systems Understand Influence, Klout, engagement, reach © Nov. 2014 Digital Marketing and Social Networks 33 2.3 The new customers/brand relations

35. Euro-Pacifica Maintain (Manage) Presence Social Networks Forums Customers comments Follow-up system © Nov. 2014 Digital Marketing and Social Networks 34 2.3 The new customers/brand relations

36. Euro-Pacifica Emotics= Computers + Emotions We do not have direct contacts with our customers, But we know they constantly speak about us, rate us, comment on our service/products And we cannot read all this information, 24x7 We need to train computers to understand these emotions, extract them and alert us © Nov. 2014 Digital Marketing and Social Networks 35 2.3 The new customers/brand relations

37. Euro-Pacifica A new relation between the brand and the customers – Open information (retail & channel) – Collaboration – Trust – The Sale is the beginning… © Nov. 2014 Digital Marketing and Social Networks 36 2.3 The new customers/brand relations

38. Euro-Pacifica Our Journey is Just Starting… So… we need to re-invent our relations with the customers, specifically now than we do cannot see them… 4. Reconnecting with the Customers 5. The new technologies in action … See you next week Play it once Sam, for old time's sake. Play it Sam. Play, 'As time Goes By'. © Nov. 2014 Digital Marketing and Social Networks 37