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@jessie_paul [email protected]
Managing reputation as a standalone is like trying to control a cake through its icing
Marketer circa 2016
• Has the ability to track consumer preferences at the individual level. Can customize offerings as per these preferences
• Can predict purchases, using analytics and customer data
• On-the-fly pricing strategies are possible
• Wide variety of communication options available - digital, print, outdoor, wireless, direct, context-sensitive....
• Access to sophisticated tools to listen to the customer
Marketing Architecture
CUSTOMER EXPERIENCES MARKETING OPERATIONS
MIDDLEWARE
TECH BACKBONE
DATA REPOSITORIES Ad Tools & Platforms
Brand messaging, Emails, Social Media, Events, Apps, Retail, Sales
Storytelling. Individually.
Analytics, MRM, DAM
Efficiency
Connectors, Customer Demand Planning, Data Management Platform, APIs
CRM, Automation, Content Management, E-commerce
Databases, User History, Market Data Facebook, Google, Twitter, LinkedIn
Gov
erna
nce
Elements of a marketing plan
1 2 3 4 5 6 7 8 9 10
MESSAGING MEDIA CHANNELS
MEDIA RELATIONS
INFLUENCER RELATIONS
CUSTOMER MINING
THOUGHT LEADERSHIP PROMOTIONS PROSPECT
MININGPARTNER
MARKETING EVENTS
Shades of Grey: Paid vs Earned
Amplification
TweetsPostsLikesShares
SOC
IAL
Native AdvertisingeDMCoveragePollsContests
DIG
ITA
L
AdvertisingEvents
coverage PRIN
T
Credibility
Endorsements
SOC
IAL
Native AdvertisingPollsAwardsReviews
DIG
ITA
L
PRIN
T
Influencer endorsements SO
CIA
L
ResearchRatingsSuperlativesD
IGIT
AL
EditorialResearch
Ratings PRIN
T
Influence
ReviewsNative
AdvertisingAwards
Integrating Reputation with Brand Health Metrics
LOWHIGH
COMMUNITY CONTRIBUTION
COMPANY AUTHORED CONTENT USER GENERATED CONTENT
TYPE OF INTERACTION
VIEWS LIKES SHARES CONVERSATION
SENTIMENT
ANGRY CONFRONTATIONAL HAPPY COLLABORATIVE
All rights reserved. No portion of this presentation may be excerpted or reused without the author’s written permission
Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English.
Paul Writer: n A trusted advisor to brand owners.
West African symbol or adinkra for “help me and let me help you”
Thank You
