How new models for engagement are changing marketing practices.

1. CURATING DEMAND:
Marketing in
a 24/7 world
December 2013
Better Business Club
HUB Sydney

2. Scope of the session
•
•
•
•
•
•
Promise
Connectivity
Driving demand
Why curation matters
Curating demand
Lessons

3. PROMISE
To demonstrate that marketing is moving
from traditional sales model to contextspecific model.
To examine how curating content assists in
the context-specific model.

4. Always on
world
Image source: http://www.flickr.com/photos/xapoh/8445654458/

5. ALWAYS ON:
CONNECTED
WORLD
Audiences are constantly accessible
and seek two-way interactions with
firms.
Image source: http://www.flickr.com/photos/bethscupham/7663247816

6. Connected behaviours
Australians are active users of social media
TWITTER:
2.5 MILLION
FACEBOOK:
12 MILLION
LINKEDIN:
3.5 MILLION
INSTAGRAM:
1.6 MILLION

7. Interacting with audiences
Expectation of increased use of technology-oriented channels for interactions
between businesses and audiences.
Image sources: http://www.flickr.com/photos/yourdon/3880471209; http://www.flickr.com/photos/westmidlandspolice/8230122900

8. DRIVING
DEMAND:
TRADITIONAL
vs NEW
MARKETING
Demand no longer a matter of driving
sales as an end-point of interactions.
Image source: http://www.flickr.com/photos/mkhmarketing/8527527570

9. Customer/sales funnel
Traditional funnel is based
on sales approach.
AIDA – Awareness,
Interest, Desire, Action
With this form of
marketing, a sale is the
end result of marketing
strategy. The process is
linear.
Any activity after sales is
considered a customer
service issue.

10. Traditional funnel is dead
CONTEXT
RESPOND
ACQUIRE
ENGAGE
CONVERT
“Which has more impact on retention and
repeat purchases: customer satisfaction or
customer engagement/relationship?
“The answer was consistent across our B2B
and B2C research: Engagement/relationship
strength has 12 times more influence on
retention and repeat purchases than
satisfaction”
Voice of the Consumer Marketing Research,
September 2013
http://www.dmnews.com/the-sales-funnel-is-dead/article/312056/

11. Driving demand
Cyclical nature of business-audience
communication means demand is generated
from a commitment to communication.
Audiences more likely to be loyal when their
voices are heard, their ideas enabled.
Marketing practice needs to emphasise
listening aspects rather than ‘controlling the
brand message’

12. THE ART OF
CURATION:
WHY IT
MATTERS
Curation of quality content provides a
starting point for conversations; it
creates context.
Image source: http://www.flickr.com/photos/seeminglee/8979289432/

13. Context is king
…. NOT content.
Content should be planned for facilitating
contexts for conversation, information sharing,
product development, market research.
x
CONTENT
Marketers, PR professionals, firms, brands DO
NOT CONTROL THE MESSAGE.

14. Curation generates trust
Curation is the art of using objects,
ideas and art to tell a unified story.
COMPANY
OBJECTIVES
AUDIENCE
INTERESTS
CURATED
CONTENT
(Ie: CONTEXT)
Content that will contribute to the story
must reflect organisational objectives
that intersect with audience interests
and motivations.
Trust is fostered where the content and
the story are coherent and of high
quality.

15. Nothing saves bad products
Bad products will always exist, but
brand/product lifecycle will be shorter,
and customer experiences will
determine the date of product demise.
Any attempt to flood content markets
with positivity without dealing with poor
customer and product experiences will
ultimately fail. Attempts to deliberately
mislead the public with astroturfing
could have legal ramifications.
Image source: http://www.buzzfeed.com/babymantis/30-really-unfortunate-product-names-1opu

16. SOCIAL WILL
EMPHASISE BAD
BIZ PRACTICE
JP Morgan idea for Q&A with
Vice Chairman, Jimmy Lee,
resulted in hashtag epic #FAIL

17. CURATING
DEMAND:
GROWTH FROM
CONTEXT
Loyalty drawn from investment in
audience conversations, engagement.
Image source: http://www.flickr.com/photos/ferranp/317125624

18. Context and growth
Data now being used to target specific
audiences in a manner that will meet their
needs as they arise.
Context-relevant marketing can drive
spontaneous purchasing, but unless this is
backed up by ongoing relevance, the
advantage is lost.
No point pursuing context-driven marketing if
conversation is short-lived.

19. Demand as value
In context-driven marketing, demand is
driven by ongoing value to audience of the
continuing conversation.
That is, there is a direct correlation
between value and demand.
When considered as an indicator of value,
demand can be more usefully calculated as
the product of context/audience relevance
and reducing costs of
manufacturing/delivery.

20. Understanding value
• Value: benefit from a good/service
• Utility: aggregate sum of satisfaction or
benefit that an individual gains from
consuming a given amount of goods/services
• Price: market rate at which goods/services
are exchanged
• Economic cost: amount paid for a
good/service when compared with
alternatives. This includes total, variable,
fixed, marginal and opportunity costs

21. Volume versus value
Most marketers are obsessed with volume – of
sales, of followers, of interactions, etc.
VOLUME IS NOT AS IMPORTANT AS
VALUE.
While most organisations have a target of
volume as a key performance indicator (KPI),
this is often poorly applied, as the best
profitability/efficiency is by increasing
margins/relevance rather than increased
sales.

22. LESSONS
Hopefully not absolutes, but probably still painful
for traditional marketers

23. DEMAND:
INTEREST
DRIVEN
If your audience doesn’t need what you have to
share, it’s just noise.
Branding isn’t that interesting.
Image source: http://www.flickr.com/photos/34094515@N00/469622180

24. DEMAND DRIVEN BY MUTUAL INTERESTS,
NOT BRAND MESSAGING

25. CURATION:
DON’T
MISLEAD
It’s cowardly, and stupid.
And audiences will bite you.
Image source: http://tobacco.stanford.edu/tobacco_main/index.php

26. CURATION INVOLVES DEEP RESEARCH

27. CURATION:
DON’T
TRIVIALISE
Hire intelligent, creative people, not people who
think like you do.
Research. Critically review. Reflect. Learn.
Image source: http://www.flickr.com/photos/27556613@N04/3925451343

28. CURATION INVOLVES DEEP RESEARCH,
CREATIVITY, SENSITIVITY

29. CURATING
DEMAND:
EVALUATE
Measure demand by value, not volume.
Image source:http://www.flickr.com/photos/29412527@N04/3392572477

30. VALUE, NOT VOLUME, GENERATES ROI

31. PROMISE: REVISITED
To demonstrate that marketing is
moving from traditional sales model to
context-specific model.

To examine how curating content
assists in the context-specific model.


32. CONTEXT CREATES CONNECTIONS
Image source: http://www.flickr.com/photos/gsfc/8704629249

33. CONVERSATION CREATES OPPORTUNITIES
Image source: http://en.wikipedia.org/wiki/File:Giant_photovoltaic_array.jpg

34. Joanne Jacobs, COO
Thank you 
t:
m:
e:
+61 2 9251 0492
0419 131 077
joanne.jacobs@1000heads.com
Any questions, let me know!

35. EXAMPLES
• Prius: http://www.youtube.com/watch?v=nUor4gdFoyg
• Oreo: https://twitter.com/Oreo/status/298246571718483968/photo/1
• Melbourne Metro: http://www.youtube.com/watch?v=IJNR2EpS0jw;
http://www.theage.com.au/victoria/safety-message-may-be-falling-off-201309142trrr.html
• Cadbury: http://www.youtube.com/watch?v=uHtDRw4ujYw
• Heineken: http://www.businessinsider.com.au/heineken-holds-instagram-scavengerhunt-2013-9
• Fruit of the Loom: http://www.nytimes.com/2013/10/04/business/media/fruit-of-theloom-sees-workers-in-their-underwear.html?_r=3&
• Non-profits: http://www.nonprofithub.org/featured/the-top-4-nonprofit-social-mediacampaigns-of-2013-and-what-you-can-learn/