互動(dòng)營銷傳播（英文版）

1、Don E. SchultzPh. D.Dallas, TX .A View of the Interactive Marketplace at the Beginning Of the Third Millenium - A Story in Five Parts.Part 1Traditional Marketing and Marketing Communication Are in Trouble - What Are You Doing to Help?.Challenges:Marketing being pushed further and further down in man

2、agement levels of the firmToo much marketing considered “soft, squishy, not relevant .Marketing expense increasing - few measures of returns Too much attention to mass market/mass media in world of one-to-oneAwards, “creativity, self-adulation .Most of All, the Impact and Influence of Electronic Com

3、munication and Commerce - Interactivity.Changing the Marketing and Communication Focus From tactical activities to strategic managerial decisionsDriving shareholder valueMeasurability and “outcomes, not just “outputs .Management Alternatives to Increase Shareholder ValueInnovation in products or ser

4、vices Enhancements in supply chain managementCustomer relationship management - expand marketing capability .How Can Marketing and Communication Impact Corporate Results?Increase or accelerate cash flowsStabilize or reduce volatility of cash flows Increase shareholder value by building brand equity

5、.Most Powerful Tools, Brands and Communication!.Both Are Woefully Underdeveloped in Many Organizations.Primary 21st Century Mission:Marketing and Communication to Direct, Drive and Fulfill Corporate Strategy.Questions or Comments?.Part 2Understanding the 21st Century Marketplace .The Challenge Is Tr

6、ansition Where We AreTransitionWhere We Need To Be.19801970196019902000MarketplaceDevelopment Re-emergence ofcompetitionGlobalizationRise of QualityPrice CompetitionCost-CuttingRe-engineeringLogistics/DigitalizationTransition of Information TechnologyInteractiveMarketplace.ProductConsumerDistributio

7、nThree Types of Organizations Have Developed HistoricalCurrentInteractive.Product-Driven Organizations Focus on 4PsProductPricePlace (Distribution)Promotion .Product-Driven Firms Raw MaterialsTechnologyFacilitiesMoneyDistributionLocationDistributionAggregationNeeds/WantsPurchasingPowerConsumerMediaC

8、hannelMarketerInformation.Distribution-Driven Firms Focus on: LocationLogisticsChannels Ubiquity .Distribution-Driven Firms DistributionConcentrationLocationsTechnologyConsumerMediaMktr.Mktr.Mktr.Channel(Logistics)Information.Consumer-Driven Firms Focus on ConsumersBrandsRelationshipsShareholder val

9、ue .Consumer-Driven Firms Needs/WantsChoicePurchasing PowerTechnologyConsumerChannelMktr.Mktr.Mktr.ChannelInformationMediaMediaMedia.Until the Early 1990s, Every Organization Had to be Either Product or Distribution Driven .19801970196019902000MarketplaceDevelopment Re-emergence ofcompetitionGlobali

10、zationRise of QualityPrice CompetitionCost-CuttingRe-engineeringLogistics/DigitalizationTransition of Information TechnologyInteractiveMarketplace.Lack of Resources Prevented Us from Knowing Much About Consumers, Customers or Prospects.Information Technology Changed That!.ConsumerMediaChannelMarkete

11、rInformationProductMarketersConsumerInformationChannelMktr.Mktr.Mktr.DistributionMarketersMediaConsumerChannelMktr.InformationMktr.Mktr.ChannelMediaMediaConsumerMarketersMedia.ConsumerMediaChannelMarketerInformationProductMarketersConsumerInformationChannelMktr.Mktr.Mktr.Distribution MarketersMediaC

12、onsumerChannelMktr.InformationMktr.Mktr.ChannelMediaMediaConsumerMarketersMedia.But, Interactivity Has Created a Shift of Marketplace Power .Most Organizations Today Are Struggling with How to:Become consumer focusedMarket globallyStructure the organization to fit marketplaceIntegrate all the activi

13、ties and resources .What to Do?.Questions or Comments?.Part 3:The Transition of Information Technology Drives the Need For Brands, Communication And Consumer Relationships .In the 21st Century, the Brand And Communication Will Be The Firms Only Sustainable Competitive Advantages No product advantage

14、No price advantageNo place/distribution advantageNo promotion advantage .The Shift of Information Technology Forces the Organization to Move from The 4Ps to the 4Rs .ConsumerMediaChannelMarketerInformationProduct MarketersConsumerInformationChannelMktr.Mktr.Mktr.Distribution MarketersMediaConsumerCh

15、annelMktr.InformationMktr.Mktr.ChannelMediaMediaConsumer MarketersMedia.The New 4Rs of MarketingResponsiveness RelevanceReceptivityRelationships .All of Which Are Bound Up in Brands and Branding .MarketerConsumerBRANDBrands Are Relationships .The Reason the Brand Becomes More Important: Interactivit

16、y Is a Different Marketing ModelFrom “mass to “interpersonalFrom “marketer advantage to “brand compatibility .From “short-term to “l(fā)ong-termFrom “transactions to “relationshipsFrom “persuasiveness to “shared values.Brands Create Reciprocity With Consumers, Not Marketer Advantage! .A New Brand-Consum

17、er Model Is RequiredNot just the traditional 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 value .A New Way to Think About RelationshipsStarting Point: Tw

18、o entities in the relationship; two points of 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 exchange .New Consumer Brand Relationship M

19、odelValue of the Brand to the Consumer(Consumer POV)Value of Consumer to the Brand(Brand POV)HIGHLOWHIGHLOWCurrent &Potential Value ($)C-BCompatibilityRelationship Strength = f (Consumer Value, C-B Compatibility)STRONGRelationshipsMODERATEWEAKMODERATE.Define & Assess C-B RelationshipsValue of the Br

20、and to the Consumer(Consumer POV)Value of Consumer to the Brand(Brand POV)HIGHLOWHIGHLOWCurrent &Potential Value ($)C-BCompatibilityRelationship Strength = f (Consumer Value, C-B Compatibility)STRONGRetention StrategiesMODERATEBusiness-Building StrategiesWEAKLow PriorityMODERATEBrand-Building Strate

21、gies.Define & Assess C-B RelationshipsValue of the Brand to the Consumer(Consumer POV)Value of Consumer to the Brand(Brand POV)HIGHLOWHIGHLOWBehavioralDataAttitudinal DataRelationship Strength = f (behaviors, attitudes)STRONGRetention StrategiesMODERATEBusiness-Building StrategiesWEAKLow PriorityMOD

22、ERATEBrand-Building Strategies.Define & Assess C-B Relationships C-B CompatibilityBrandProduct offers Communication(image) MarketingcapabilitiesConsumerNeeds MindsetsEnvironments Attitudinal Commitment to the Brand Customer Satisfaction Brand Share of PreferenceConsumers View of the BrandBehavioralC

23、ommitment(SOR)ConsumerValue(CBR)Brands View of the Consumer.All Done in “Real Time.ConsumerMediaChannelMarketerInformationProduct MarketersConsumerInformationChannelMktr.Mktr.Mktr.Distribution MarketersMediaConsumerChannelMktr.InformationMktr.Mktr.ChannelMediaMediaConsumer MarketersMedia.The Primary

24、 Way to Build True Brand Value, i.e., Relationships, Will be Through Integrating All Forms of Marketing Communication .Product DesignPricingDistributionAdvertisingSales PromotionIn-StoreDisplaysDirectMailCustomer ServiceConsumer View of BrandCommunication.TraditionalMarketing andCommunicationConsume

25、rsand ProspectsNewInteractiveMarketingandCommuni-cationMarketplace Results.Building and Maintaining Brand Reciprocity May Become the Most Important Activity for the Firm.And, That Will Require a Whole New Way of Thinking About, Investing in and Measuring The Results of Brand Programs.The Conundrum:H

26、ow to build long-term, consumer-brand value using a short-term, interactive systemHow to invest for long-term brand returns, using short-term, “real time marketing activities.Questions or Comments?.Part 4Measuring the Financial Returns from Brand Communication Programs .In 1961, the Communications I

27、ndustry Abandoned Any Attempt to be Financially Responsible Adults Hierarchy of Effects theoryDAGMAR .Traditional “Advertising-Based View of CommunicationsConvictionPreferenceKnowledge Attitudes/AwarenessPurchaseBehaviorMediaAdver-tisingOne-WayLinear“Acting on Consumers.Those Attitudinal Measures Ar

28、e Still Prevalent Attitude and awarenessRecall and recognitionIntent-to-buyTracking studiesShare of voice .Despite the Fact that We Still Have Great TroubleConnecting Attitudes to Behaviors and Even More to Sales and Financial Returns.A Solution: Measuring Consumer Behaviors Over Time Closed loop sy

29、stemsIncremental incomeUse of income flowsFinancial time frames.Basic Premise: Brands and Consumers Are Firms AssetsProduce incomeRenewableManaged for growth and valueDepreciate over time .Closed Loop SystemsMeasurableConsumerBehaviorPresentConsumerDatabaseMeasurable, Marketer-Controlled Brand MessagesNewMeasuresUncontrollableBrand MessagesFrom EnvironmentBase Measure$ Income Flows.Marketing Communication Planning MatrixBrandMessagesBrandIncentive