COM CM 313 Chapter Notes - Chapter 9: Netflix, Threadless, Southwest Airlines
10 Aug 2018
School
Course
Professor
Marketing -- Brand, Culture, and Customer Engagement: CH. 9:
Shift from push to pull communication
- Companies are not pushing their message out at people, instead they are establishing a
loyal following of consumers and drawing them to products
- Organization pushes message (billboard) vs. people pull message they want (google)
- Inbound marketing -- where they read, we write (example: Hubspot)
- “In this new world, collaboration trumps control; engagement tops trumpeting;
and communities outlast audiences.”
- With search and social, the challenge is having consumers find you
- Digital world makes everything searchable and shareable
- Attention = precious
Content vs. Context
- If content is king then context is queen
- Context can be exploited
- Relevance = context
- Big data: in a huge and growing ocean of data, with ability to understand context of data
and draw insights from it, we have a shot at turning ocean into something meaningful,
but without context we drown
McKinsey & Co. Study:
- 2 Kinds of Customers:
- 1. Acquisition -- first time consumers
- 2. Retention -- repeat customers, higher spending, referrals from existing
customers
- Funnel = simple and predictable → put money into the top to create leads/awareness →
most prospects leave the funnel → what comes out of funnel = customers
- HOWEVER, this is breaking down because it is costing more money to get the same
amount of leads and consumers → funnel still matters but you should also flip it
- Funnel levels: 1. Awareness 2. Consideration 3. Conversion 4. Loyalty 5. Advocacy 6.
Word of mouth
- ½ of purchasing decisions are driven from suggestions from family/friends
- Use the funnel as a megaphone → turn your customers into megaphones that suggest
your company → find your fan club, give them the megaphone, and get out of the way
- This works and it is inexpensive, but it is harder
- Have to risk negative responses/comments
- Steps:
- 1. Turn stranger into friend -- permission to talk with them about the product
- 2. Turn friend to customer
- 3. Turn customer into salesperson -- going to have more customers than
salespeople so it works
Integrated Communication & The Convergence of Brand and Reputation:
- Integrated Comm. -- a dynamic communication practice embracing two-way, symmetric
communication activities across the organization inside and out not just marketing plan,
and in so doing aligns brand with reputation inside and outside the organization
Document Summary
Marketing -- brand, culture, and customer engagement: ch. Companies are not pushing their message out at people, instead they are establishing a loyal following of consumers and drawing them to products. Organization pushes message (billboard) vs. people pull message they want (google) Inbound marketing -- where they read, we write (example: hubspot) In this new world, collaboration trumps control; engagement tops trumpeting; and communities outlast audiences. With search and social, the challenge is having consumers find you. Digital world makes everything searchable and shareable. If content is king then context is queen. Big data: in a huge and growing ocean of data, with ability to understand context of data and draw insights from it, we have a shot at turning ocean into something meaningful, but without context we drown. Retention -- repeat customers, higher spending, referrals from existing customers.
