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1. Introduction
2. Marketing used to be so easy!
3. One-way, outbound model
4. Psychological assumptions in marketing
5. Persuading consumers through the 4Ps
6. Assumptions of most models
7. All marketers used the same models and tools
8. Marketers created clutter
9. Consumers blocking tools
10. Information technology
11. Communication systems controlled by consumers
12. Wide availability of information in today's market
13. Challenges of today's marketers
14. What to do?
15. Multi-channel marketing challenge number 1
16. Basic organizational approaches to marketing
17. Moving from a supply-chain to a demand-chain
18. Traditional 4Ps supply-chain model
19. Customer-driven demand-chain model
20. Your business model in today's marketplace
21. Multi-channel marketing challenge number 2
22. Are you selling a product or a service brand?
23. Service brands
24. Example: service brand framework for a university
25. Considering your business as a service brand
26. Reciprocal relationships
27. Service and people are critical for success
28. Multi-channel marketing challenge number 3
29. Linear, silo-driven model marketing models
30. Illustration of the model
31. Customers create their own integrated systems
32. Consumer multi-tasking and marketing synergy
33. For example: SIMM studies
34. When you watch TV, do you also go online?
35. When you go online, do you also watch TV?
36. Clear evidence of new marketplace issues
37. How to impact customer-created systems?
38. Multi-channel marketing challenge number 4
39. 21st century marketing resources
40. Success depends on mix and match of resources
41. Examples of mixing and matching resources
42. In a traditional market using a "push" approach
43. Traditionally- product/brand is the key resource
44. Competitive marketplace
45. Content become the key resources
46. Customers adopt avoidance techniques
47. Delivery becomes critical as engagement emerges
48. A problem
49. What to do in "push-pull" marketplace?
50. Customer experiences in the "pull marketplace"
51. Content/availability and delivery/response
52. Mix and match of resources - summary
53. Multi-channel marketing challenge number 5
54. Marketers have measured results in three ways
55. Measurement in "push-pull" marketplace?
56. How can marketers connect
57. One solution: generic web outcome model
58. This model holds great promise
59. Two challenges or opportunities
60. Get better at what you do now
61. Do things differently or do different things
62. Building integrated value networks
63. Integrated value map: retail fuel
64. It's the multi-channel network that counts
65. The critical questions
66. New set of marketing & communication initiatives
67. That's what this HST series is all about!
68. Conclusion
69. Contact details of the speaker

Topics Covered

• Transition from outbound or 'push' system only to 'push-pull system' including inbound or 'pull' communication
• Changing business models
• Need for demand chains
• From product to service branding
• Network communication models
• Four communication resources
• Measurement and evaluation

Links

Series:

• Multichannel Marketing

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on December 31, 2008
• Archived on March 17, 2022