The chapter 3 'Making the Transition to the social web' can be considered as a classic textbook of 101 Marketing concepts and how those concepts change wth the current environment. This is a higly recommended reading even though the course reading says suggested.
The chapter sets the pace very well by positioning the reader to change the marketing mindset. It goes on to talk about the essentials of marketing with branding, segmentation, targeting, communication, content etc.
Highlights that interested me in particular is the metric that was developed by GE Healthcare that uses an NPS score and how it went up with lowered response time to technical problems.
The other concept that was first introduced in week 1 is 'occassionalization' which targets by behavior instead of demographics.
It would be interesting to see some trends or some stats that proves quantitatively the relation between the amount of customer dialogue and branding, although it makes qualitative sense that increasing dialogue increases the branding of the product. I like the example of Google as the icon for creating beta versions based on customer inputs. Even though the chpater talks about bottoms-up approach at the end, I think that linking it to branding concepts upfront in the chapter would be more impactful to absorb the elements of the new marketing concept in the social media environment.
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