1、DonE.SchultzPh.D.,Dallas,TX,AViewoftheInteractiveMarketplaceattheBeginningOftheThirdMillenium-AStoryinFiveParts,Part1TraditionalMarketingandMarketingCommunicationAreinTrouble-WhatAreYouDoingtoHelp?,Challenges:,MarketingbeingpushedfurtherandfurtherdowninmanagementlevelsofthefirmToomuchmarketingconsid
2、ered“soft,squishy,notrelevant”,Marketingexpenseincreasing-fewmeasuresofreturnsToomuchattentiontomassmarket/massmediainworldofone-to-oneAwards,“creativity”,self-adulation,MostofAll,theImpactandInfluenceofElectronicCommunicationandCommerce-Interactivity,ChangingtheMarketingandCommunicationFocus,Fromta
3、cticalactivitiestostrategicmanagerialdecisionsDrivingshareholdervalueMeasurabilityand“outcomes”,notjust“outputs”,ManagementAlternativestoIncreaseShareholderValue,InnovationinproductsorservicesEnhancementsinsupplychainmanagementCustomerrelationshipmanagement-expandmarketingcapability,HowCanMarketinga
4、ndCommunicationImpactCorporateResults?,IncreaseoracceleratecashflowsStabilizeorreducevolatilityofcashflowsIncreaseshareholdervaluebybuildingbrandequity,MostPowerfulTools,BrandsandCommunication!,BothAreWoefullyUnderdevelopedinManyOrganizations,Primary21stCenturyMission:MarketingandCommunicationtoDire
5、ct,DriveandFulfillCorporateStrategy,QuestionsorComments?,Part2Understandingthe21stCenturyMarketplace,TheChallengeIsTransition,1980,1970,1960,1990,2000,MarketplaceDevelopment,Re-emergenceofcompetition,Globalization,RiseofQuality,PriceCompetition,Cost-CuttingRe-engineering,Logistics/Digitalization,Tra
6、nsitionofInformationTechnology,InteractiveMarketplace,Consumer,ThreeTypesofOrganizationsHaveDeveloped,Historical,Current,Interactive,Product-DrivenOrganizationsFocuson4Ps,ProductPricePlace(Distribution)Promotion,Product-DrivenFirms,RawMaterialsTechnology,FacilitiesMoney,Distribution,Location,Distrib
7、ution,Aggregation,Needs/Wants,PurchasingPower,Consumer,Media,Channel,Marketer,Information,Distribution-DrivenFirmsFocuson:,LocationLogisticsChannelsUbiquity,Distribution-DrivenFirms,DistributionConcentration,LocationsTechnology,Consumer,Media,Mktr.,Mktr.,Mktr.,Channel(Logistics),Information,Consumer
8、-DrivenFirmsFocuson,ConsumersBrandsRelationshipsShareholdervalue,Consumer-DrivenFirms,Needs/WantsChoice,PurchasingPowerTechnology,Consumer,Channel,Mktr.,Mktr.,Mktr.,Channel,Information,Media,Media,Media,UntiltheEarly1990s,EveryOrganizationHadtobeEitherProductorDistributionDriven,1980,1970,1960,1990,
9、2000,MarketplaceDevelopment,Re-emergenceofcompetition,Globalization,RiseofQuality,PriceCompetition,Cost-CuttingRe-engineering,Logistics/Digitalization,TransitionofInformationTechnology,InteractiveMarketplace,LackofResourcesPreventedUsfromKnowingMuchAboutConsumers,CustomersorProspects,InformationTech
10、nologyChangedThat!,Consumer,Media,Channel,Marketer,Information,ProductMarketers,Consumer,Information,Channel,Mktr.,Mktr.,Mktr.,DistributionMarketers,Media,Consumer,Channel,Mktr.,Information,Mktr.,Mktr.,Channel,Media,Media,ConsumerMarketers,Media,Consumer,Media,Channel,Marketer,Information,ProductMar
11、keters,Consumer,Information,Channel,Mktr.,Mktr.,Mktr.,DistributionMarketers,Media,Consumer,Channel,Mktr.,Information,Mktr.,Mktr.,Channel,Media,Media,ConsumerMarketers,Media,But,InteractivityHasCreatedaShiftofMarketplacePower,MostOrganizationsTodayAreStrugglingwithHowto:,BecomeconsumerfocusedMarketgl
12、oballyStructuretheorganizationtofitmarketplaceIntegratealltheactivitiesandresources,WhattoDo?,QuestionsorComments?,Part3:TheTransitionofInformationTechnologyDrivestheNeedForBrands,CommunicationAndConsumerRelationships,Inthe21stCentury,theBrandAndCommunicationWillBeTheFirmsOnlySustainableCompetitiveA
13、dvantages,NoproductadvantageNopriceadvantageNoplace/distributionadvantageNopromotionadvantage,TheShiftofInformationTechnologyForcestheOrganizationtoMovefromThe4Pstothe4Rs,Consumer,Media,Channel,Marketer,Information,ProductMarketers,Consumer,Information,Channel,Mktr.,Mktr.,Mktr.,DistributionMarketers
14、,Media,Consumer,Channel,Mktr.,Information,Mktr.,Mktr.,Channel,Media,Media,ConsumerMarketers,Media,TheNew4RsofMarketing,ResponsivenessRelevanceReceptivityRelationships,AllofWhichAreBoundUpinBrandsandBranding,Marketer,Consumer,BrandsAreRelationships,TheReasontheBrandBecomesMoreImportant:InteractivityI
15、saDifferentMarketingModel,From“mass”to“interpersonal”From“marketeradvantage”to“brandcompatibility”,From“short-term”to“long-term”From“transactions”to“relationshipsFrom“persuasiveness”to“sharedvalues”,BrandsCreateReciprocityWithConsumers,NotMarketerAdvantage!,ANewBrand-ConsumerModelIsRequired,Notjustt
16、hetraditionalvalueoftheconsumertothebrand,I.e.,financialvaluetobeextractedInstead,valueofthebrandtothecustomerorconsumer-fillsneeds,wants,desires,etc.inadditiontotraditionalvalue,ANewWaytoThinkAboutRelationships,StartingPoint:Twoentitiesintherelationship;twopointsofviewtoconsider-inthiscaseconsumers
17、andbrandsStrongConsumer-BrandrelationshipsrequiresomemutuallevelofinterestThis“mutualinterest”isvalue-beginthinkingaboutrelationshipsasamutualvalueexchange,NewConsumerBrandRelationshipModel,ValueoftheBrandtotheConsumer(ConsumerPOV),ValueofConsumertotheBrand(BrandPOV),HIGH,LOW,HIGH,LOW,Current&Potent
18、ialValue($),C-BCompatibility,RelationshipStrength=f(ConsumerValue,C-BCompatibility),STRONGRelationships,MODERATE,WEAK,MODERATE,Define&AssessC-BRelationships,ValueoftheBrandtotheConsumer(ConsumerPOV),ValueofConsumertotheBrand(BrandPOV),HIGH,LOW,HIGH,LOW,Current&PotentialValue($),C-BCompatibility,Rela
19、tionshipStrength=f(ConsumerValue,C-BCompatibility),STRONGRetentionStrategies,MODERATEBusiness-BuildingStrategies,WEAKLowPriority,MODERATEBrand-BuildingStrategies,Define&AssessC-BRelationships,ValueoftheBrandtotheConsumer(ConsumerPOV),ValueofConsumertotheBrand(BrandPOV),HIGH,LOW,HIGH,LOW,BehavioralDa
20、ta,AttitudinalData,RelationshipStrength=f(behaviors,attitudes),STRONGRetentionStrategies,MODERATEBusiness-BuildingStrategies,WEAKLowPriority,MODERATEBrand-BuildingStrategies,Define&AssessC-BRelationships,C-BCompatibility,BrandProductoffersCommunication(image)Marketingcapabilities,ConsumerNeedsMindse
21、tsEnvironments,AttitudinalCommitmenttotheBrandCustomerSatisfactionBrandShareofPreference,ConsumersViewoftheBrand,BehavioralCommitment(SOR),ConsumerValue(CBR),BrandsViewoftheConsumer,AllDonein“RealTime”,Consumer,Media,Channel,Marketer,Information,ProductMarketers,Consumer,Information,Channel,Mktr.,Mk
22、tr.,Mktr.,DistributionMarketers,Media,Consumer,Channel,Mktr.,Information,Mktr.,Mktr.,Channel,Media,Media,ConsumerMarketers,Media,ThePrimaryWaytoBuildTrueBrandValue,i.e.,Relationships,WillbeThroughIntegratingAllFormsofMarketingCommunication,ProductDesign,Pricing,Distribution,Advertising,SalesPromotio
23、n,In-StoreDisplays,DirectMail,CustomerService,ConsumerViewofBrandCommunication,TraditionalMarketingandCommunication,NewInteractiveMarketingandCommuni-cation,MarketplaceResults,BuildingandMaintainingBrandReciprocityMayBecometheMostImportantActivityfortheFirm,And,ThatWillRequireaWholeNewWayofThinkingA
24、bout,InvestinginandMeasuringTheResultsofBrandPrograms,TheConundrum:,Howtobuildlong-term,consumer-brandvalueusingashort-term,interactivesystemHowtoinvestforlong-termbrandreturns,usingshort-term,“realtime”marketingactivities,QuestionsorComments?,Part4MeasuringtheFinancialReturnsfromBrandCommunicationP
25、rograms,In1961,theCommunicationsIndustryAbandonedAnyAttempttobeFinanciallyResponsibleAdults,HierarchyofEffectstheoryDAGMAR,Traditional“Advertising-Based”ViewofCommunications,Conviction,Preference,Knowledge,Attitudes/Awareness,PurchaseBehavior,MediaAdver-tising,One-Way,Linear,“ActingonConsumers”,Thos
26、eAttitudinalMeasuresAreStillPrevalent,AttitudeandawarenessRecallandrecognitionIntent-to-buyTrackingstudiesShareofvoice,DespitetheFactthatWeStillHaveGreatTroubleConnectingAttitudestoBehaviorsandEvenMoretoSalesandFinancialReturns,ASolution:MeasuringConsumerBehaviorsOverTime,ClosedloopsystemsIncrementa
27、lincomeUseofincomeflowsFinancialtimeframes,BasicPremise:BrandsandConsumersAreFirmsAssets,ProduceincomeRenewableManagedforgrowthandvalueDepreciateovertime,ClosedLoopSystems,MeasurableConsumerBehavior,PresentConsumerDatabase,Measurable,Marketer-ControlledBrandMessages,NewMeasures,UncontrollableBrandMe
28、ssagesFromEnvironment,BaseMeasure$IncomeFlows,MarketingCommunicationPlanningMatrix,WeNeedaDifferentInvestmentApproach:SeparateBusiness-BuildingFromBrand-Building,Long-termvs.short-term,Definitions:,Business-Building:returnswithinorganizationsfiscalyearBrand-Building:returnsovermultipleyears,Business
29、BuildingShort-termreturnsTransactionsImmediateexpenseOnthemarginVariablecost,BrandBuildingLong-termreturnsBrandasassetAmortized/accrualReplenishmentFixedCost,MeasuringReturnsonMarketingandCommunicationPrograms,IncreaseincashflowsAccelerationofcashflowsStabilizationofcashflowsIncreaseinbrandequityorshareholdervalue,InanInteractiveMarketplaceKeystoSuccessWillBe,ConsumerfocusAchievingcorporateobjectivesBrandsandbrandingMeasurability,ANewPlanningModel,Adapt,INTERACTIVE,Sense,Respond,Part5WhatDoYouNeedtoDotoMeettheChallenges?,QuestionsorComments?,ThankYouforYourTime,YourAttentionandYourInterest,