Marketing 2.0 for Competitive Advantage
(selection of slides)
SEEC Workshop
Advertising, Media, On-Line Communications
June 15, 2011
Detlev Zwick, Ph.D.
A Crisis
"Today's marketing world is broken…We are still too dependent on marketing tactics that are not in touch with today's consumer"
Jim Stengel, Global Marketing Officer, Procter &Gamble
"Used to be, TV was the answer. The only problem was it stopped working sometime around 1987."
President GM North America
"Broadcasting an ad on television or in a newspaper is admitting you have no idea who your customers are."
Gary Loveman, CEO, Harrah's
Today the customer is in charge and whoever is best at putting the customer in charge makes all the money. Stephen F. Quinn, Senior vice president for marketing, Wal-Mart.
Consumers wrest control away from brand management control freaks...get over it. Turning your brand over to the consumer is taking control - and in fact, if you do, they'll return it to you in better shape. Russ Klein, President for global marketing, innovation and strategy, Burger King
Let's Revisit:
What is traditional MarCom all about
What is different about Web 2.0 MarCom
21ST Century Communication Challenges
Twitter, 'nough said…
FRAGMENTATION!!
Attention
Demand
Fragmentation makes
reaching
keeping the attention of your customer
ever harder.
Web 2.0 Communication shows two things:
Consumers love to interrupt!
Consumers love to talk!
Digital Communication Map
Consumer
Marketer
Retail sites
Banner Ads/Links
Email/Spam
News Releases
Blogs/Online forums
Search Engine Optimization
Viral/social marketing

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