Challenges and Solutions of Marketing in the Age of the Connected Consumer by Kathryn McMann

The Challenges and Solutions

in the Age of the

Connected Consumer

All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution

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Kathryn McMann

Holistic & Social Media Marketer &

Director of Kathryn McMann Consultancy

@KathrynMcMann

www.KathrynMcMann.com


1 What is Holistic Marketing?

2 What do we mean by ‘Connected Consumer’

3 The Challenges and Solutions

4 Takeaways


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Holistic is characterized by the belief that the parts of something are intimately interconnected and explicable only by reference to the whole. The Oxford Dictionary Holism (from ὅλος holos, a Greek word meaning all, whole, entire, total) is the idea that natural systems (physical, biological, chemical, social, economic, mental, linguistic, etc.) and their properties should be viewed as wholes, not as collections of parts. Wikipedia


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Rajendra Sisodia

Academic, Marketer and Author

• Relationship Marketing

• Internal Marketing

• Integrated Marketing

• Performance Marketing


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“Holistic Marketing is…

integrated marketing strategy

with human-centred process design…

for the practical application to manage

actions and responsibility, implementation

and measurement ” Kathryn McMann, Holistic Marketer


The Jargon Definition

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“Holistic Marketing…

considers the whole picture of a business,

unites the business behind the brand and delivers a

seamless and consistent experience for the user or

customer” Kathryn McMann, Holistic Marketer

The Business Definition


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4 Takeaways


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3


THE CONNECTED CONSUMER


…communicates across devices and channels seamlessly –

Ebay, Amazon, Apple, Google



…embeds a range of mediums across multiple Digital

Platforms without questioning the technology - Facebook,

Google+ and Youtube, Twitter



…‘shares’ because it’s an extension of them, not your brand.

Brand loyalty hasn’t come into it yet.



…doesn’t see ‘communication touch-points’ as “somebody

else’s’ department” (except outdated call-centres)



CONSUMER-BRAND RELATIONSHIP

One relationship with a brand


BRANDS = MULTIPLE CUSTOMER TOUCHPOINTS

Multiple relationships per customer


The BUSINESS LIFECYCLE

All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution




4 Takeaways


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The Core Challenges

Marketing in the age of the Connected Consumer


1. Targeting Multiple Customers

2. Being Heard through the Noise

3. Multi-Channel Management

4. Already Over-extended Resources

Solutions

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Challenge #1



Targeting Multiple Customers Reaching multiple target audiences, across multiple channels, at the

same time?

Solution

Invest in Research and Planning Define how many grouped target demographics, who they are, and where

they are. These will evolve as actions evolve. Prepare to adapt

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Being Heard through the Noise With so many distractions, how can a company stand out from its

competitors?

Solution

Market with a broad integrated perspective • Unite, optimize to lead across channels and centralised information (CTA

directions, landing pages, communities, content)

• Build brand values into all media and materials (keywords, design, etc.)

• Be relevant, as well as consistent

Challenge #2

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Managing Multiple Channels With so many stakeholders and departments, how do companies manage each

section for consistency across all channels?

Solution

Challenge #3

Holistic Management • Design process management into the strategy at the beginning

• Centralise operations, encouraging cross-depart. collaborations and autonomy

among stakeholders to ensure everyone is working towards the same goals.

• Centralise static Brand information to be accessible by all key stakeholders.

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Over-extended Resources Your team and skills base are only so big. How can you manage yet more

marketing activity, in a world that never sleeps?

Solution

Challenge #4

Be relevant and creative but don’t be over ambitious. • Be practical in your planning, this will help you sustain and build towards more

ambitious ideas at later stages.

• Arm your employees with information and they will be your best brand

ambassadors

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Key Takeaways

• Design for the customer but build with the brands resources in mind

• Integrate holistic marketing with all arms of the business. If you consider the different customer-touchpoints as separate silos, the customer-facing messaging will be fragmented.

• Invest in the Research and Planning stage. This will save mistakes, budget and time in the long-run.

• Consider the resources as another level to the strategy, and encourage discussion between departs during Research and Planning.


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You can find out more @



Thank you for listening

Any questions? Kathryn McMann

Director and Holistic Marketer


E: [email protected]

T: @KathrynMcMann

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WE JOIN THE DOTS

AND MAKE IT HAPPEN

Challenges and Solutions of Marketing in the Age of the Connected Consumer by Kathryn McMann

Marketing

Transcript of Challenges and Solutions of Marketing in the Age of the Connected Consumer by Kathryn McMann