Published on June 26, 2009
myths of collaborative marketing
A point of view by Arnaud Huet
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
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