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Syed Ferhat Anwar

Syed Ferhat Anwar
Syed Ferhat Anwar
Syed Ferhat Anwar
 1 s t Industrial Revolution: The Inception of Water & Steam Power to change

1 st Industrial Revolution: The Inception of Water & Steam Power to change manufacturing 1750s

2 nd Industrial Revolution: The Entry of electrical power to boost mass manufacturing Era 1870s

3 rd Industrial Revolution: The use of electronics and information technology to automate production 1900s

4 th Industrial Revolution: The incorporation of digital technology with internet has revolutionized velocity and systems impact 2000s will move up to be led by biotechnology and Cyborg birth 2020s

5 th Industrial Revolution: Expected to bring human elements as priority before technology with human values at the centre by

2030s

 From Vertical power structure to Horizontal power structure  Restructuring Globalization  From Exclusive

From Vertical power structure to Horizontal power structure

Restructuring Globalization

From Exclusive to Inclusive

From Individual to Social

1. Online interaction versus offline interaction 2. Informed customer versus distracted customer 3.

1.

Online interaction versus offline interaction

2.

Informed customer versus distracted customer

3.

Negative advocacy versus positive advocacy (frederick

Reichheld model)

1. The promoters
2. The passive
3. The detractors

 Youth for Mind Share  Women for Market Share  Netizens for Heart Share

Youth for Mind Share

Women for Market Share

Netizens for Heart Share

And perhaps as we go forward

Seniors for Spirit Share

 From Segmentation and Targeting to Customer Community Confirmation  Segmentation – Targeting is set

From Segmentation and Targeting to Customer Community Confirmation

Segmentation Targeting is set by the marketer and is vertical relationship, focusing on individuals In digital economy, customers are socially connected in horizontal webs of communities

 From Brand Positioning & Differentiation to Brand Clarification of Characters & Codes.  To

From Brand Positioning & Differentiation to Brand Clarification of Characters & Codes.

To have equity brand must have a clear concise positioning decided by the marketer In digital age customers have the ability to evaluate brands and driven through consensus in the social media

 From Selling the Four P’s to Commercializing the Four C’s  The classical perspective

From Selling the Four P’s to Commercializing the Four C’s

The classical perspective was what to offer and how to offer and

where to offer

In the digital age due to strong social networking focus is shifting towards the four C’s

Co Creation of products

Currency being determined by dynamic pricing

Communal Activation being more prompted as promotional effort

Conversation determining the ultimate fate of distribution and value

chain path

 From Customer Service Processes to Collaborative Customer Care  From focusing as customer being

From Customer Service Processes to Collaborative Customer Care

From focusing as customer being the king and thus pampering Focus on co-creation where ownership is shared and respect boosted

 The walls between industry will blur resulting out of  Technological Convergence  Disruptive

The walls between industry will blur resulting out of

Technological Convergence Disruptive Innovation

Pre Connectivity Era Connectivity Era Awareness A1-Aware Interest A2-Attitude Desire A3-Act Action A4-Act Again Shift
Pre Connectivity Era Connectivity Era
Pre
Connectivity
Era
Connectivity
Era

Awareness

A1-Aware

Interest

A2-Attitude

Desire

Desire

A3-Act

Action

A4-Act Again

Interest A2-Attitude Desire A3-Act Action A4-Act Again Shift 1 = In the pre-connectivity era , an
Shift 1 = In the pre-connectivity era , an individual customer determines his/her own attitude
Shift 1 = In the pre-connectivity era , an
individual customer determines his/her own
attitude towards a brand,. In the
connectivity era, the initial appeal of a brand
is influenced by the community
surrounding the customer to determine the
final attitude.

A2-Appeal

I Like
I Like
Shift 2 = In the pre-connectivity era, loyalty is often defined as retention and repurchase;
Shift 2 = In the pre-connectivity era, loyalty
is often defined as retention and repurchase;
in the connectivity era, loyalty is ultimately
defined as willingness to advocate a brand.

A4-Act

A1-Aware

I Know
I
Know

A3-Ask

A5-Advocate

I am I am Buying I Recommend convinced Shift 3 = With it comes understanding
I am
I am Buying
I Recommend
convinced
Shift 3 = With it comes understanding
brands, customers now actively connect
with one another, building ask-and-
advocate relationship, depending on the
bias during the conversation, the connection
either strengthens or weakens the brand
appeal.
Shift 1 = In the pre-connectivity era , an individual customer determines his/her own attitude
Shift 1 = In the pre-connectivity era , an individual customer determines his/her own attitude
Shift 1 = In the pre-connectivity era , an individual customer determines his/her own attitude
Shift 1 = In the pre-connectivity era , an individual customer
determines his/her own attitude towards a brand,. In the
connectivity era, the initial appeal of a brand is influenced by the
community surrounding the customer to determine the final
attitude.
Shift 2 = In the pre-connectivity era, loyalty is often defined as retention and repurchase;
Shift 2 = In the pre-connectivity era, loyalty is often defined as
retention and repurchase; in the connectivity era, loyalty is
ultimately defined as willingness to advocate a brand.
Shift 3 = With it comes understanding brands, customers now actively connect with one another,
Shift 3 = With it comes understanding brands, customers now
actively connect with one another, building ask-and-advocate
relationship, depending on the bias during the conversation, the
connection either strengthens or weakens the brand appeal.
 How to Drive Marketing Productivity in the Digital Age  Increase Attraction  Optimize

How to Drive Marketing Productivity in the Digital Age

Increase Attraction

Optimize Curiosity, and

Increase Commitment

Industry Archetypes

The Ideal Bow Tie Pattern

Industry Archetypes The Ideal Bow Tie Pattern
1. Human Centric Marketing for Brand Attraction  Understanding through Research by Digital Anthropology ▪

1. Human Centric Marketing for Brand Attraction

Understanding through Research by Digital Anthropology

Social Listening (Social Media Analytics)

Netnography (ethnography focused on the internet)

Emphatic Research (Human Centered Design Participatory observation

& Immersion in perspective of customer communities)

1. Human Centric Marketing for Brand Attraction (Continued)  Attributes of Human Centric Brand ▪

1. Human Centric Marketing for Brand Attraction (Continued)

Attributes of Human Centric Brand

Physicality compelling product and service design

Intellectuality have knowledge, to think, and to generate ideas

Sociability engaging with community

Emotionality linking with human emotions

Personability having self confidence in terms of the promise made

Morality being ethical and having strong integrity

2. Content Marketing for Brand Curiosity  Content is the New Ad, #Hashtag is the

2. Content Marketing for Brand Curiosity

Content is the New Ad, #Hashtag is the New Tagline

Content marketing is a marketing approach that involves creating,

curating, distributing, and amplifying and useful to a clearly defined

audience group in order to create conversations about content.

2. Content Marketing for Brand Curiosity (Continued)

2. Content Marketing for Brand Curiosity (Continued)

2. Content Marketing for Brand Curiosity (Continued)
3. Omnichannel Marketing for Brand Commitment  Focusing on Mobile Commerce in the “Now” or

3. Omnichannel Marketing for Brand Commitment

Focusing on Mobile Commerce in the “Now” or real time Economy

Bringing “Webrooming” into Offline Channels – this implies using

sensor technologies (Near Field Communications, NFC or Radio Frequency Identification, RFID in Bricks and Mortar stores for easy tracking)

Bringing “Showrooming” into Online Channels – Creating virtual 3 D

stores with the look of Bricks and Mortar Stores in public places and purchase through scanning.

Optimizing Omnichanneling with Big Data Analytics Using created

Big Data for Marketing Decisions.

3. Omnichannel Marketing for Brand Commitment (Continued)  Step- by -Step Omnichannel Marketing – Focus

3. Omnichannel Marketing for Brand Commitment (Continued)

Step-by-Step Omnichannel Marketing Focus on the 5 As

Map all possible touch-points and channel across the customer path (A touch-point is every direct and indirect customer interaction, online and

offline, with a brand and/or other customers in relation to the brand

throughout he customer path)

Identify the most critical touch-points and channels (channels are

primarily communications channels & sales channels)

Improve and integrate the most critical touch-points and channels

4. Engagement Marketing for Brand Affinity  Enhancing Digital Experience with Mobile Apps ▪ Determine

4. Engagement Marketing for Brand Affinity

Enhancing Digital Experience with Mobile Apps

Determine the use cases identify customer frustration points and

assess how apps can resolve the frustration

Design key functionalities and user interface Focus on SoLoMo Social

or sharing features; Location or location based functionality; and Mobile

or on-the-go capability.

Develop back-end integration Integrate with other support interface.

4. Engagement Marketing for Brand Affinity (Continued)  Providing Solution with Social CRM ▪ Build

4. Engagement Marketing for Brand Affinity (Continued)

Providing Solution with Social CRM

Build sense-and-respond capabilities A social listening algorithm to

monitor, filter, and prioritize the conversation is required. Also scan for

major complaints.

Develop and empower social CRM agents undertaken through human- to-human interaction. Recruit the right agent.

Leverage community involvement One to one assessment is impossible. Creation of clusters through mapping results in creation of social community

4. Engagement Marketing for Brand Affinity (Continued)  Driving Desired Behavior with Gamification – the

4. Engagement Marketing for Brand Affinity (Continued)

Driving Desired Behavior with Gamification the use of game principles in non-game contexts with a view to increase

customer engagement

Define actions to trigger provide points through transactions,

purchase, referrals, payments, feedbacks, etc.

Define customer enrollment and tier creation identify the enrollment process and creation of segments through creation of tiers.

Determine recognition and rewards identify distinctive reward system

that is clear and honest.

 “WOW” is an expression that a customer utters when experiencing speechless delight.  WOW

“WOW” is an expression that a customer utters when experiencing speechless delight.

WOW is surprising gets more than expectations

WOW is personal is triggered by the person experiencing it.

WOW is contagious WOW moments are advocated in the social media.

WOW is viral it does not create a ripple but a wave.

WOW must make customers Enjoy, have a good Experience, and create Engagement.

WOW takes customers from Awareness to Advocacy.

WOW results in enhancing CLTV Customers Life Time Value.