互动营销传播（英文版）

*,*,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Don E. Schultz,Ph. D.,1,Dallas, TX,2,A View of the Interactive Marketplace at the Beginning Of the Third Millenium - A Story in Five Parts,3,Part 1Traditional Marketing and Marketing Communication Are in Trouble - What Are You Doing to Help?,4,Challenges:,Marketing being pushed further and further down in management levels of the firm,Too much marketing considered “soft, squishy, not relevant”,5,Marketing expense increasing - few measures of returns,Too much attention to mass market/mass media in world of one-to-one,Awards, “creativity”, self-adulation,6,Most of All, the Impact and Influence of Electronic Communication and Commerce - Interactivity,7,Changing the Marketing and Communication Focus,From tactical activities to strategic managerial decisions,Driving shareholder value,Measurability and “outcomes”, not just “outputs”,8,Management Alternatives to Increase Shareholder Value,Innovation in products or services,Enhancements in supply chain management,Customer relationship management - expand marketing capability,9,How Can Marketing and Communication Impact Corporate Results?,Increase or accelerate cash flows,Stabilize or reduce volatility of cash flows,Increase shareholder value by building brand equity,10,Most Powerful Tools, Brands and Communication!,11,Both Are Woefully Underdeveloped in Many Organizations,12,Primary 21st Century Mission:Marketing and Communication to Direct, Drive and Fulfill Corporate Strategy,13,Questions or Comments?,14,Part 2Understanding the 21st Century Marketplace,15,The Challenge Is Transition,Where,We Are,Transition,Where,We Need,To Be,16,1980,1970,1960,1990,2000,Marketplace,Development,Re-emergence of,competition,Globalization,Rise of Quality,Price Competition,Cost-Cutting,Re-engineering,Logistics/,Digitalization,Transition of,Information Technology,Interactive,Marketplace,17,Product,Consumer,Distribution,Three Types of Organizations Have Developed,Historical,Current,Interactive,18,Product-Driven Organizations Focus on 4Ps,Product,Price,Place (Distribution),Promotion,19,Product-Driven Firms,Raw,Materials,Technology,Facilities,Money,Distribution,Location,Distribution,Aggregation,Needs/,Wants,Purchasing,Power,Consumer,Media,Channel,Marketer,Information,20,Distribution-Driven Firms Focus on:,Location,Logistics,Channels,Ubiquity,21,Distribution-Driven Firms,Distribution,Concentration,Locations,Technology,Consumer,Media,Mktr.,Mktr.,Mktr.,Channel,(Logistics),Information,22,Consumer-Driven Firms Focus on,Consumers,Brands,Relationships,Shareholder value,23,Consumer-Driven Firms,Needs/Wants,Choice,Purchasing,Power,Technology,Consumer,Channel,Mktr.,Mktr.,Mktr.,Channel,Information,Media,Media,Media,24,Until the Early 1990s, Every Organization Had to be Either Product or Distribution Driven,25,1980,1970,1960,1990,2000,Marketplace,Development,Re-emergence of,competition,Globalization,Rise of Quality,Price Competition,Cost-Cutting,Re-engineering,Logistics/,Digitalization,Transition of,Information Technology,Interactive,Marketplace,26,Lack of Resources Prevented Us from Knowing Much About Consumers, Customers or Prospects,27,Information Technology Changed That!,28,Consumer,Media,Channel,Marketer,Information,Product,Marketers,Consumer,Information,Channel,Mktr.,Mktr.,Mktr.,Distribution,Marketers,Media,Consumer,Channel,Mktr.,Information,Mktr.,Mktr.,Channel,Media,Media,Consumer,Marketers,Media,29,Consumer,Media,Channel,Marketer,Information,Product,Marketers,Consumer,Information,Channel,Mktr.,Mktr.,Mktr.,Distribution,Marketers,Media,Consumer,Channel,Mktr.,Information,Mktr.,Mktr.,Channel,Media,Media,Consumer,Marketers,Media,30,But, Interactivity Has Created a Shift of Marketplace Power,31,Most Organizations Today Are Struggling with How to:,Become consumer focused,Market globally,Structure the organization to fit marketplace,Integrate all the activities and resources,32,What to Do?,33,Questions or Comments?,34,Part 3:The Transition of Information Technology Drives the Need For Brands, Communication And Consumer Relationships,35,In the 21st Century, the Brand And Communication Will Be The Firms Only Sustainable Competitive Advantages,No product advantage,No price advantage,No place/distribution advantage,No promotion advantage,36,The Shift of Information Technology Forces the Organization to Move from The 4Ps to the 4Rs,37,Consumer,Media,Channel,Marketer,Information,Product,Marketers,Consumer,Information,Channel,Mktr.,Mktr.,Mktr.,Distribution,Marketers,Media,Consumer,Channel,Mktr.,Information,Mktr.,Mktr.,Channel,Media,Media,Consumer,Marketers,Media,38,The New 4Rs of Marketing,Responsiveness,Relevance,Receptivity,Relationships,39,All of Which Are Bound Up in Brands and Branding,40,Marketer,Consumer,BRAND,Brands Are Relationships,41,The Reason the Brand Becomes More Important: Interactivity Is a Different Marketing Model,From “mass” to “interpersonal”,From “marketer advantage” to “brand compatibility”,42,From “short-term” to “long-term”,From “transactions” to “relationships,From “persuasiveness” to “shared values”,43,Brands Create Reciprocity With Consumers, Not Marketer Advantage!,44,A New Brand-Consumer Model Is Required,Not just the traditional value of the consumer to the brand, I.e., financial value to be extracted,Instead, value of the brand to the customer or consumer - fills needs, wants, desires, etc. in addition to traditional value,45,A New Way to Think About Relationships,Starting Point:,Two entities in the relationship; two points of view to consider - in this case consumers and brands,Strong Consumer-Brand relationships require some mutual level of interest,This “mutual interest” is value - begin thinking about relationships as a mutual value exchange,46,New Consumer Brand Relationship Model,Value of the Brand to the Consumer,(Consumer POV),Value of Consumer to the Brand,(Brand POV),HIGH,LOW,HIGH,LOW,Current &,Potential,Value ($),C-B,Compatibility,Relationship Strength =,f,(,Consumer Value, C-B Compatibility,),STRONG,Relationships,MODERATE,WEAK,MODERATE,47,Define & Assess C-B Relationships,Value of the Brand to the Consumer,(Consumer POV),Value of Consumer to the Brand,(Brand POV),HIGH,LOW,HIGH,LOW,Current &,Potential,Value ($),C-B,Compatibility,Relationship Strength =,f,(,Consumer Value, C-B Compatibility,),STRONG,Retention Strategies,MODERATE,Business-Building Strategies,WEAK,Low Priority,MODERATE,Brand-Building Strategies,48,Define & Assess C-B Relationships,Value of the Brand to the Consumer,(Consumer POV),Value of Consumer to the Brand,(Brand POV),HIGH,LOW,HIGH,LOW,Behavioral,Data,Attitudinal Data,Relationship Strength =,f,(,behaviors, attitudes,),STRONG,Retention Strategies,MODERATE,Business-Building Strategies,WEAK,Low Priority,MODERATE,Brand-Building Strategies,49,Define & Assess C-B Relationships,C-B Compatibility,Brand,Product offers,Communication,(image),Marketing,capabilities,Consumer,Needs,Mindsets,Environments,Attitudinal Commitment,to the Brand,Customer Satisfaction,Brand Share of Preference,Consumers View,of the Brand,Behavioral,Commitment,(SOR),Consumer,Value,(CBR),Brands View of,the Consumer,50,All Done in “Real Time”,51,Consumer,Media,Channel,Marketer,Information,Product,Marketers,Consumer,Information,Channel,Mktr.,Mktr.,Mktr.,Distribution,Marketers,Media,Consumer,Channel,Mktr.,Information,Mktr.,Mktr.,Channel,Media,Media,Consumer,Marketers,Media,52,The Primary Way to Build True Brand Value, i.e., Relationships, Will be Through Integrating All Forms of Marketing Communication,53,Product Design,Pricing,Distribution,Advertising,Sales Promotion,In-Store,Displays,Direct,Mail,Customer Service,Consumer View,of Brand,Communication,54,Traditional,Marketing and,Communication,Consumers,and,Prospects,New,Interactive,Marketing,and,Communi-,cation,Marketplace Results,55,Building and Maintaining Brand Reciprocity May Become the Most Important Activity for the Firm,56,And, That Will Require a Whole New Way of Thinking About, Investing in and Measuring The Results of Brand Programs,57,The Conundrum:,How to build long-term, consumer-brand value using a short-term, interactive system,How to invest for long-term brand returns, using short-term, “real time” marketing activities,58,Questions or Comments?,59,Part 4Measuring the Financial Returns from Brand Communication Programs,60,In 1961, the Communications Industry Abandoned Any Attempt to be Financially Responsible Adults,Hierarchy of Effects theory,DAGMAR,61,Traditional “Advertising-Based” View of Communications,Conviction,Preference,Knowledge,Attitudes/,Awareness,Purchase,Behavior,Media,Adver-,tising,One-Way,Linear,“,Acting on Consumers”,62,Those Attitudinal Measures Are Still Prevalent,Attitude and awareness,Recall and recognition,Intent-to-buy,Tracking studies,Share of voice,63,Despite the Fact that We Still Have Great TroubleConnecting Attitudes to Behaviors and Even More to Sales and Financial Returns,64,A Solution: Measuring Consumer Behaviors Over Time,Closed loop systems,Incremental income,Use of income flows,Financial time frames,65,Basic Premise: Brands and Consumers Are Firms Assets,Produce income,Renewable,Managed for growth and value,Depreciate over time,66,Closed Loop Systems,Measurable,Consumer,Behavior,Present,Consumer,Database,Measurable,Marketer-Controlled,Brand Messages,New,Measures,Uncontrollable,Brand Messages,From Environment,Base Measure,$ Income Flows,67,Marketing Communication Planning Matrix,Brand,Messages,Brand,Incentives,Short-,Term,(Fiscal Year),Long-,Term,(Future Years),68,We Need a Different Investment Approach:Separate Business-Building From Brand-Building,Long-term vs. short-term,69,Definitions:,Business-Building: returns within organizations fiscal year,Brand-Building: returns over multiple years,70,Business,Building,Short-term returns,Transactions,Immediate expense,On the margin,Variable cost,Brand,Building,Long-term returns,Brand as asset,Amortized/ accrual,Replenishment,Fixed Cost,71,Measuring Returns on Marketing and Communication Programs,Increase in cash flows,Acceleration of cash flows,Stabilization of cash flows,Increase in brand equity or shareholder value,72,In an Interactive Marketplace Keys to Success Will Be,Consumer focus,Achieving corporate objectives,Brands and branding,Measurability,73,A New Planning Model,Plan,Develop,Implement,Traditional,74,Adapt,INTERACTIVE,Sense,Respond,75,Part 5What Do You Need to Do to Meet the Challenges?,76,Questions or Comments?,77,Thank You for Your Time, Your Attention and Your Interest,78,