The document summarizes key strategies for companies to thrive in a digital age by leveraging customer networks. It discusses moving from mass marketing directly to companies to customer network marketing, where customers connect and influence each other. It outlines five key strategies - access, engage, customize, connect, and collaborate - for inspiring customer advocacy. It also provides a five-step process for developing a strategic customer network plan, including setting objectives, segmentation, strategy selection, execution, and measurement.
5 Strategies to Market in the Digital Age - 2012 Event Marketer Summit
1. The Network Is Your
Customer
5 Strategies to thrive in a
digital age
@David_Rogers
Consultant, Speaker, Author
Faculty director, Digital Marketing Strategy program
Columbia Business School
www.davidrogers.biz
11. Customer Network Marketing
Customer Customer
Blogs
Comments
Customer Customer
Company
p y
Forums
Customer
11
12. RETHINK the Marketing Funnel
Broadcast Customer Networks
TV, radio, out-of-door Search, buzz, blogs
,
Direct mail, b
Di t il brochure
h Online
O li research, user reviews
h i
Product test, comparison Social networks, YouTube,
local search
In-store purchase Group discounts, purchase
on-line/in-store/mobile
Reward points “Friending” (FB, Twitter, email),
customized up-selling
Reviews, links, “likes,”
social buzz
12
13. What kinds of
products, services,
& communications…
i i
…will inspire advocacy in
customer networks?
47. EXPECTED: DISCOVERED:
80 thi
things t d
to do 5 thi
things i the
in h
Social Media
to increase Analysis
first 20 minutes
likelihood make the most
guests would positive impact
recommend
68. 1. Set objectives first
Product line innovation
(General Mills)
Retail Behavior
(Kraft) Web sales conversion
(Walmart.com)
Brand positioning
(Old Spice) OBJECTIVES Word-of-mouth
!! (Doritos)
Awareness
(L’Oreal Dermablend) Service differentiation
(Virgin America)
Loyalty/community
(Nike+) Product differentiation
(iPad)
69. 2. Segmentation & Brand Positioning
● Demographic
● Pyschographic A “third space”
p
● Technology use to relax between
work and home
Athletic
aspiration (“Just
( Just
do it”)
Making your
business a best-
run b i
business
71. 4. Execution & Skill Sets
Leverage existing domains Develop new capabilities
● Marketing/sales ● Digital production
●I T
I.T. ● Social media
● Product Development ● Idea capture
● Operations
● Communications
● Strategy & Leadership
73. 3.5m
3 5m YouTube views
2.7m Twitter impressions
38% pre-launch awareness in
target audience
100k+ test drives
74. Channel Universal
Audience Financial
engagement engagement
Social Social Pre-launch
media media awareness
? Sales
reach engagement
Test drives
(lead gen) ? Sales
Savings
? on mkg
spend?