Euro-Pacifica © Nov 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. JohnForge Digital Marketing and Social Networks 1

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 Digital Marketing and Social Networks 2 Recap from lesson 1:

Euro-Pacifica 2. The New Marketing Environment © Nov 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

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 Digital Marketing and Social Networks 4

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

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 [4] ABI Research estimates that more than 30 billion devices will be wirelessly connected to the Internet of Things (Internet of Everything) by [Gartner [4]ABI Research [ IPV6: 340,282,366,920,938,000,000,000,000,0 00,000,000,000 UAs © Nov Digital Marketing and Social Networks 6

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

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

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

Euro-Pacifica © Nov 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

Euro-Pacifica © Nov Digital Marketing and Social Networks 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.

Euro-Pacifica © Nov Digital Marketing and Social Networks 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.

Euro-Pacifica © Nov Digital Marketing and Social Networks The Change Factors

Euro-Pacifica © Nov Digital Marketing and Social Networks The Change Factors Where are your customers?

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

Euro-Pacifica © Nov Digital Marketing and Social Networks 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

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

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

Euro-Pacifica 2.2. The Limitations of the old 4P’s © Nov 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

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 Digital Marketing and Social Networks The Limitations of the old 4P’s The Product

Euro-Pacifica 2.2 What is a Life Style Brand? © Nov 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

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

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

Euro-Pacifica 2.2. The Limitations of the old 4P’s © Nov 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…”

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

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 Digital Marketing and Social Networks 26

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

Euro-Pacifica 2.3 The new customers/brand relations © Nov 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)

Euro-Pacifica 2.3 The new customers/brand relations © Nov 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)

Euro-Pacifica 2.3 The new customers/brand relations © Nov 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…

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

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

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

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

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 Digital Marketing and Social Networks The new customers/brand relations

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

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 Digital Marketing and Social Networks 37