互动营销传播

1、Don E. Schultz Ph. D.Dallas, TXJanuary 26, 2000A View of the InteractiveMarketplace at the Beginning Of the Third Millenium -A Story in Five PartsPart 1Traditional Marketing andMarketing Communication Are in Trouble -What Are You Doing to Help?Challenges:Marketing being pushed further and further do

2、wn in management levels of the firmToo much marketing considered “soft, squishy, not relevant”Marketing expense increasing - few measures of returnsToo much attention to mass market/mass media in world of one-to-oneAwards, “creativity”, self- adulationMost of All, the Impact andInfluence of Electron

3、ic Communication and Commerce - InteractivityChanging the Marketing andCommunication FocusFrom tactical activities to strategic managerial decisionsDriving shareholder valueMeasurability and “outcomes”, not just “outputs”Management Alternatives toIncreaseShareholder ValueInnovation in products or se

4、rvicesEnhancements in supply chain managementCustomer relationship management- expand marketing capabilityHow Can Marketing andCommunication Impact Corporate Results?Increase or accelerate cash flowsStabilize or reduce volatility of cash flowsIncrease shareholder value by building brand equityMost P

5、owerful Tools,Brands and Communication!Both Are WoefullyUnderdeveloped in Many OrganizationsPrimary 21st CenturyMission:Marketing andCommunication to Direct, Drive and Fulfill Corporate StrategyQuestions or Comments?Part 2Understanding the 21stCentury MarketplaceThe Challenge Is TransitionWhere We N

6、eed To BeWhere We AreTransitionMarketplaceDevelopment19601970199019802000Re-emergence of competitionGlobalizationRise of QualityPrice CompetitionCost-Cutting Re-engineeringLogistics/ DigitalizationTransition of Information TechnologyInteractive MarketplaceThree Types of OrganizationsHave DevelopedPr

7、oductConsumerInteractiveCurrentHistoricalDistributionProduct-Driven OrganizationsFocus on 4PsProduct PricePlace (Distribution)PromotionProduct-Driven FirmsRaw Materials TechnologyFacilities MoneyMarketerDistributionLocationDistributionAggregationMediaNeeds/ WantsPurchasing PowerConsumerChannelInform

8、ationDistribution-Driven FirmsFocus on: Location Logistics ChannelsUbiquityDistribution-DrivenFirmsMktr.Mktr.Mktr.Channel (Logistics)Distribution ConcentrationLocations TechnologyInformationMediaConsumerConsumer-Driven FirmsFocus onConsumers Brands RelationshipsShareholder valueConsumer-Driven Firms

9、Mktr.Mktr.Mktr.MediaMediaMediaPurchasingNeeds/Wants Choice Power TechnologyConsumerInformationChannelChannelUntil the Early 1990s,Every Organization Had to be Either Product or Distribution DrivenMarketplaceDevelopment19601970199019802000Re-emergence of competitionGlobalizationRise of QualityPrice C

10、ompetitionCost-Cutting Re-engineeringLogistics/ DigitalizationTransition of Information TechnologyInteractive MarketplaceLack of Resources PreventedUs from Knowing Much About Consumers, Customers or ProspectsInformation TechnologyChanged That!Distribution MarketersConsumer MarketersProduct Marketers

11、Mktr.Mktr.Mktr.Mktr.Mktr.Mktr.MarketerMediaMediaMediaMediaMedia Information ConsumerConsumerConsumerChannelChannelInformationChannelChannelInformationDistribution MarketersConsumer MarketersProduct MarketersMktr.Mktr.Mktr.Mktr.Mktr.Mktr.Marketer Information ChannelChannelInformationMediaMediaMediaMe

12、diaMedia Information ConsumerConsumerConsumerChannelChannelBut,Interactivity Has Created a Shift of Marketplace PowerMost Organizations TodayAre Struggling with How to: Become consumer focused Market globallyStructure the organization to fit marketplaceIntegrate all the activities and resourcesWhat

13、to Do?Questions or Comments?Part 3:The Transition of InformationTechnology Drives the Need For Brands, Communication And Consumer RelationshipsIn the 21st Century, the BrandAnd Communication Will Be The Firms Only Sustainable Competitive AdvantagesNo product advantage No price advantageNo place/dist

14、ribution advantageNo promotion advantageThe Shift of InformationTechnology Forces the Organization to Move from The 4Ps to the 4RsDistribution MarketersConsumer MarketersProduct MarketersMktr.Mktr.Mktr.Mktr.Mktr.Mktr.MarketerChannelInformationMediaMediaMediaMediaMedia Information ConsumerConsumerCon

15、sumerChannelChannelChannelInformationThe New 4Rs of MarketingResponsiveness Relevance ReceptivityRelationshipsAll of Which Are Bound Up inBrands and BrandingBrands Are RelationshipsMarketerConsumerBRANDThe Reason the BrandBecomes More Important: Interactivity Is a Different Marketing ModelFrom “mass

16、” to “interpersonal”From “marketer advantage” to “brand compatibility”From “short-term” to “long- term”From “transactions” to “relationshipsFrom “persuasiveness” to “shared values”Brands Create ReciprocityWith Consumers,Not Marketer Advantage!A New Brand-ConsumerModel Is RequiredNot just the traditi

17、onal value of the consumer to the brand, I.e., financial value to be extractedInstead, value of the brand to the customer or consumer - fills needs, wants, desires, etc. in addition to traditional valueA NewWaytoThink About RelationshipsStarting Point:Two entities in the relationship; two points of

18、view to consider - in this case consumers and brandsStrong Consumer-Brand relationships require some mutual level of interestThis “mutual interest” is value - begin thinking about relationships as a mutual value exchangeNew Consumer Brand RelationshipModelRelationship Strength = f (Consumer Value, C

19、-B Compatibility)HIGHValue of Consumer to the Brand(Brand POV)LOWC-BCompatibilityLOWHIGHCurrent & Potential Value ($)Value of the Brand to the Consumer(Consumer POV)MODERATESTRONGRelationshipsWEAKMODERATEDefine& Assess C-BRelationshipsRelationship Strength = f (Consumer Value, C-B Compatibility)HIGH

20、Value of Consumer to the Brand(Brand POV)LOWC-BCompatibilityLOWHIGHCurrent & Potential Value ($)Value of the Brand to the Consumer(Consumer POV)MODERATEBrand- Building StrategiesSTRONGRetention StrategiesWEAKLowPriorityMODERATEBusiness- Building StrategiesDefine& Assess C-BRelationshipsRelationship

21、Strength = f (behaviors, attitudes)HIGHValue of Consumer to the Brand(Brand POV)LOWAttitudinal DataLOWHIGHBehavioral DataValue of the Brand to the Consumer(Consumer POV)MODERATEBrand- Building StrategiesSTRONGRetention StrategiesWEAKLow PriorityMODERATEBusiness- Building StrategiesDefine& Assess C-B

22、 RelationshipsConsumers Viewof the Brand C-B CompatibilityBrands View of the ConsumerBrandProduct offersConsumerNeedsBehavioral Commitment (SOR)Communication(image)MindsetsEnvironmentsMarketing capabilitiesConsumer Value (CBR) Attitudinal Commitment to the Brand Customer Satisfaction Brand Share of

23、PreferenceAll Done in “Real Time”Distribution MarketersConsumer MarketersProduct MarketersMktr.Mktr.Mktr.Mktr.Mktr.Mktr.MarketerChannelInformationMediaMediaMediaMediaMedia Information ConsumerConsumerConsumerChannelChannelChannelInformationThe Primary Way to BuildTrue Brand Value, i.e., Relationship

24、s, Will be Through Integrating All Forms of Marketing CommunicationProduct DesignCustomer ServicePricingDirect MailConsumer ViewofBrandCommunicationDistributionIn-Store DisplaysSales PromotionAdvertisingMarketplace ResultsConsumers and ProspectsTraditional Marketing and CommunicationNew Interactive

25、Marketing and Communi- cationBuilding and MaintainingBrand Reciprocity May Become the Most Important Activity for the FirmAnd,That Will Require a Whole New Way of Thinking About, Investing in and Measuring The Results of Brand ProgramsThe Conundrum:How to build long-term, consumer-brand value using

26、a short-term, interactive systemHow to invest for long-term brand returns, using short-term, “real time” marketing activitiesQuestions or Comments?Part 4Measuring the FinancialReturns from Brand Communication ProgramsIn 1961, the CommunicationsIndustry Abandoned Any Attempt to be Financially Respons

27、ible AdultsHierarchy of Effects theory DAGMARTraditional “Advertising-Based”View of CommunicationsOne-WayAttitudes/Purchase BehaviorKnowledgePreferenceConvictionAwarenessLinear“Acting on Consumers”Media Adver- tisingThose Attitudinal MeasuresAre Still Prevalent Attitude and awareness Recall and reco

28、gnition Intent-to-buyTracking studiesShare of voiceDespite the Fact thatWe Still Have Great Trouble Connecting Attitudes to Behaviors and Even More to Sales and Financial ReturnsA Solution:Measuring Consumer Behaviors Over TimeClosed loop systems Incremental income Use of income flowsFinancial time

29、framesBasic Premise:Brands andConsumers Are Firms AssetsProduce income RenewableManaged for growth and valueDepreciate over timeClosed Loop SystemsMeasurable, Marketer-ControlledBase MeasureBrand Messages$ Income FlowsUncontrollable Brand Messages From EnvironmentNew MeasuresMeasurable Consumer BehaviorPresent Consumer DatabaseMarketing CommunicationPlanning MatrixBrand Me