Published on March 7, 2014
Globalisation Social Growth The Personal Cloud T echnology Mobile everywhere impacting Marketing & Comms New Hybrid Form Factors/Devices Web as living room/ entertainment Con Ubiquitous Connectivity Natural Interaction
“Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” Rupert Murdoch
Transactional Marketing View of value Relationship Marketing Value is associated with a company’s offering. Maximize value in exchanges Value is associated with customer relationships. Maximize lifetime value of relationships Collaborative Marketing Value is associated with experiences. Maximize value of co-created experiences Place where value is exchanged between customers and the firm. Market is separate from the value creation process Market as a forum where value is co-created through interaction and dialogue Passive buyers to be targeted with offerings Portfolio of relationships to be cultivated Prosumers – active participants in value cocreation Define and create value for consumers Attract, develop, and retain profitable customers Engage customers in defining and co-creating unique value Survey customers to elicit needs and solicit feedback Observe customers and learn adaptively about customers Active dialogue with customers and communities View of market Role of customer Role of firm Nature of Customer Interaction Source: Mohan Sawhney, Kellogg School of Management
#1: Be Agile, Nimble, 24 x 7, Global
Integrate Across Media
Owned Media Platforms
Leigh Wong Head of Communications Microsoft Malaysia firstname.lastname@example.org giokleigh facebook.com/giokleigh linkedin.com/in/leighwong
Brands are more invested today than ever before on curating and distributing paid,...
Marketers need to be creating and publishing original content across many differen...
As content marketing continues to increase in popularity in every industry, more m...
Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...
This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...
Marketing; Advertising; Digital; Media; Agency; ... Ad Age Digital Conference 2016 Tuesday April 5, ... Advertising Age. What's news to what's next. Facebook;
Latest Show News › Launches and Deals Announced at CommunicAsia, EnterpriseIT and BroadcastAsia2015 | June 5, 2015. Dell, Panasonic, Samsung and Sony ...
Subscribe for free. Get the latest marketing trends, data and charts each day in your inbox. Fast, factual, and clear.
Advertising & Marketing ... Mobile Advertising and Marketing Trends Roundup; US Digital Media Usage: ... You've never experienced research like this.
WPP is a world leader in advertising and ... Annual Report 2014; ... A world leader in marketing communications WPP companies exist to help ...
... design and advertising communities and celebrates brilliance ... Inspired by Communications Got ten minutes ... The State of Digital Marketing 2015 ...
Advertising Age; Marketing; Advertising; Digital; Media; Agency; Data; ... 5 Six Things You Didn ... Advertising Age. What's news to what's next. Facebook;
Pro Bono & Social Marketing Showcase 2014-2015; Best of Ogilvy Volume 6; ... Tham Khai Meng on digital advertising in Asia; ... Best of Ogilvy Volume 5 ...