Published on July 3, 2009
new vertical relationships
a point of view by arnaudhuet
© 2009 Arnaud Huet
Type of relationship Customer expectations Main guideline new vertical relationships « influence the influencers » engagement brand-2-customers-2-customers vertical relationships « satisfycustomers » recognition brand-2-customers customers-2-brand horizontalrelationships « allowusers to discussfreely » involvement customers-2-customers © 2009 Arnaud Huet 2
Whilerelationshipsbetweencustomers and brands evolve. brands does not necessarilyset-up new verticalrelationship. It depends on the level of overlapof theirtargetswithinfluencers Collaborative discussions “Influencers” and target overlap High Empowered marketing New vertical relationship LEAD New vertical relationship INFLUENCE ANSWER ANALYZE Vertical marketing LISTEN Low © 2009 Arnaud Huet 3
In order to develop new vertical relationships, Brand Marketing aimatinfluencing influencers by creatingpartnershipswithsome of them. Brand Marketing Partnerships Vertical Communication, Entertainment, Brand Content… Direct influence Information, Opinion, Advice… Indirect influence Influencer Non-influencer © 2009 Arnaud Huet 4
In the future, collaborative platformsrisk to loosespontaneity and activity due to the development of behaviorsbased on return on investment. This ROI willbeconsidered as a justifiedrewardregarding the monetization of audience generated by contents posted. Bloggers Blogs Generate value-added and trafic by contributing Propose a platform of self-expression and discussion Contribution Monetization of audience and valuation of the model Return on investment Valuation This trend is the opportunity for Brands to attractinfluencerswithrewards and facilitate the creation of partnerships.© 2009 Arnaud Huet 5
This trend is the opportunity for Brands to attractinfluencerswithrewards and facilitate the creation of partnerships.
contact details & comments professional background arnaud huet
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