Effective Marketing in a Digital World (Brad Munro)

The session will explore effective marketing practices in a digital world and how the integration of social media within the overall marketing strategy is a key success factor. We’ll look at companies like Mountain Equipment Co-op who have capitalized on the evolving digital landscape to build lasting relationships with their customers.

Transcript

1. Effective Marketing in a Digital
   World
   WordCamp Toronto 2012
   September 29th, 2012
   Bradley Munro
   Principal, RS4 Marketing Group
   

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2. www.rs4.ca
   A Little About me….
   20+ years in corporate marketing
   CPG & Telecom industries
   
   Kraft, Molson, Rogers & Bell
   Principal – RS4 Marketing Group
   
   Marketing Strategy & Product Development
   
   Network consultant for the BDC
   Instructor/teacher
   
   Marketing & Brand Management
   2
   

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3. www.rs4.ca
   The Catalyst
   LinkedIn Discussion:
   Should a company develop a social
   media program or online presence
   BEFORE it has a marketing plan?
   3
   

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4. www.rs4.ca
   Digital Landscape
   Rapid adoption of new technology
   Access to information by customers
   Transparency
   Word of mouth
   Social media......blessing & curse
   Evolving landscape
   4
   

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   Social media
   5
   

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   Social Media
   http://mashable.com/2011/11/04/facebook-most-
   popular-forrester/
   

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   Effective Marketing
   Is all about the brand
   
   Relevance/Consistency/Differentiation
   Engagement
   
   Building a community of promoters
   
   Building customer relationships
   Creating great customer experience
   It all starts with......
   7
   

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   8
   It all starts with WHO….
   

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   Customer Experience is Key!
   Bring the brand to life
   Build communities of interest
   All customer touch points
   Product performance
   Business value chain
   9
   

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    Integrated Approach
    Marketing
    Strategy
    Experience
    Social
    Media
    10
    Business
    Impact
    

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    Mountain Equipment Co-Op
    11
    

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    12
    Mountain Equipment Co-Op
    

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    13
    Mountain Equipment Co-Op
    

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    Harley Davidson
    14
    

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    Online Experience
    People respond to storytelling
    Consider the subtle approach
    Engage & interact
    Use the tools available
    Bring the brand to life
    Make a connection
    

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16. www.rs4.ca
    6 Key Points to Effective Marketing
    1. Social media is a tactic not a STRATEGY
    2. It’s all about the BRAND….relevance
    3. Define WHO with absolute clarity
    4. Customer EXPERIENCE is key
    5. INTEGRATED approach
    6. MEASURE everything
    16
    

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    Strategy
    Strategy without tactics is a slow route to
    victory…Tactics without strategy is the
    noise before defeat
    (Sun Tsu)
    17
    

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18. www.rs4.ca
    Thank you
    [bmunro@rs4.ca]
    18
    

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