Myths Of Collaborative Marketing

67 %
33 %
Information about Myths Of Collaborative Marketing
Business & Mgmt

Published on June 26, 2009

Author: arno75

Source: slideshare.net

Description

Collaborative marketing is based on the idea that customers are more empowered and connected, which is shifting the balance of power in marketing decisions... But it's time to challenge this belief and face the reality.

myths of collaborative marketing A point of view by Arnaud Huet arnohuet@gmail.com June 2009

Collaborative marketing is based on the idea that customers are more empowered and connected, which is shifting the balance of power in marketing decisions With collaborative platform, customers have an unprecedented ability to broadcast their brand experiences, to influence marketing decisions and purchasing decisions. Collaborative Marketing Vertical Marketing Normal customer Empowered customer So, one of the main issue for Brands consists in contributing to horizontal relationships by creating « New vertical relationships » and thendeploying collaborative marketing. Vertical relationship (brand-to-customer) Horizontal relationship (customer-to-customer) New vertical relationship (brand-to-customer-to-customer) 2

We need to become more lucid when we speak about collaborative marketing… and face the reality Reality Myth « Marketing isinfluenced by customers » Actions recentlylaunched by marketing leaders in order to engage influencersaimatregaining the power lost due to collaborative platform. « Marketing process are switchingfrominside-out to outside-in » This trend dependsboth on the industry and on the abilityfor the firm to becomecustomer-centric. The waycustomerswouldinteractwith brands has evolved. Inversely, the way brands interactwithcustomers has not necessarilyevolved. For example, in luxurysector, Brands maintaina distance withcustomers and initiate a few web 2.0 initiatives. « Web 2.0 has revolutionizedrelationshipsbetween brands and customers » « Customers are allowed to discussfreely » Rules of social platforms are not defined by users and oftenrestrict the spontaneity of discussions (e.g. Facebook) More generallyBrands don’tengage a dialogwiththeircustomers. Theydon’t know how or want to contribute to userscommunities. Whenthey are decided to contribute, theypreferrelying on influencers or creating brand content published on the sites of the brand. « Brands contribute to social platform by creating a dialogwith the customers » There are different types of influencers. Some of them are independant and others are influenced by brands via new vertical relationships. « The influencer is free to express himself » Influences of influencers on otherusers and especiallyon purchasingdecisions are not provedyet. More generaly, we are not able to measure the impact, positive or negative, of collaborative marketing on business. « The influencers influence others » « Web 2.0 has permitted the emergence of new business models » New business modelsrelated to web 2.0 are essentiallybased on monetizationof audience whilemanyother sources of revenue canbeidentified. 3

4 Contact Detailsor commentsarnohuet@gmail.com Professional background http://www.linkedin.com/pub/arnaud-huet/0/9a3/3b4

Add a comment

Related presentations

Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...

30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...

With three established projects across the country and seven more in the pipeline,...

Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...

What is research??

What is research??

April 2, 2014

Explanatory definitions of research in depth...

Related pages

Collaborative Marketing | LinkedIn

View 3371 Collaborative Marketing posts, presentations, experts, and more. Get the professional knowledge you need on LinkedIn.
Read more

Collaborative Marketing | GraphiXpress Network ...

Collaborative Marketing. Marketing in a world today where each individual is exposed to well over 3000 messages a day is a difficult process, and it ...
Read more

Marketing Myths That Are Killing Business: The Cure for ...

Englischsprachige Bücher: Marketing Myths That Are Killing Business: The Cure for Death bei Amazon: Schnelle Lieferung Kostenloser Versand für Bücher
Read more

5 Myths of Collaboration - Covering Customer Experience ...

5 Referral Marketing Myths; ... organizations need to keep in mind these 5 myths of collaboration to make sure they don't steer themselves in the wrong ...
Read more

Five Myths of Social Business Collaboration

Myth 1 – Social Collaboration platforms are ... All About Account-Based Marketing. Myth ... needed for innovative thinking and collaborative decision ...
Read more

collaborative marketing - QED Technologies

metrology myths; Innovation Pays. Kreischer Case Study; ... When you become a QED customer, you can participate in QED’s Collaborative Marketing Programs
Read more

Collaborative Promotion Optimization

P URPRWLRQ2SWLPL]DWLRQ, QVWLWXWH ) DOO6 XPPLW 'DOODV 7 ; TPM- TPO - Collaborative Marketing is BIGGER in Dallas! Collaborative Promotion Optimization
Read more

5 Social Collaboration Myths Debunked - Redbooth

5 Social Collaboration Myths Debunked It’s time to reconsider many common assumptions about enterprise collaboration
Read more

Five Myths About Account-Based Marketing | SiriusDecisions

It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing ...
Read more