My Methodology Managing Digital Consumer Relationship in New Economy
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My Methodology
Managing Digital Consumer Relationship in New Economy
This is not the answer.
This is where we start.
Goal – Deliver Equity2 in Innovation Driven New Economy
Brand Equity Business Equity
Hong Xiao
This is the ultimate goal of any for profit business.Brand equity: brand recoganition in the market place, consumer acceptance, what does the brand mean to consumers, etc.Business equity: top line and bottom line, investor confidence, ROI, etc.Managing digital consumer relationship is the major contributor to equity square in innovation driven new economy.Equity square can be applied to whe whole company, or it can be applied to any individula teams in the company. To individual team, brand equity represents the working relationship between this team and the rest of the company, and business equity represents the operational profit of the team.
Why Managing Digital Consumer Relationship in New Economy?
Managing digital consumer relationship is the major contributor to Equity Square in
innovation driven new economy.
Key Topics To Manage Digital Consumer Relationship in New Economy
Master consumer behavior • Ride market trends • Manage profitable relationship
Distill essence • Organize communication • Develop common language
Target big picture • Drive agenda • Deliver results
Hong Xiao
1) These three groups of the topics are illustrated in the rest of the three slids accordingly; 2) How do each of these topics contribute to Equity Square; 3) My experience on each of the topics and areas to be advenced. There is always a balence between short term quick win and long term fundation development. Both have to be backed by financial and leadership commitment.
Customer Journey – Discover New Economy Market Trend
BuyersFacebook fansTweeter followersSubscribersRespondersFrom both online and offline
Aggregate data from multiple sources for marketing purpose
Determine characteristics of each profile for marketing purpose
Establish known audience marketing model based on known customer database
Establish anonymous audience marketing model based on anonymous customer data
Men, 21-26, bought a ***, known audience
Women, 26-30, visited *** event , known audience
Men, 31-40, followed *** tweet, anonymous
Men, 26-30, tablet users, anonymous
Overall business strategyBrand StrategyCustomer engagement strategyMarketing Strategy – Digital and Traditional
Consumer behavior trendIndustry trendBrand trend
Strategy drivenNew technology and innovation enabledBased on consumer data
Two way engagement with audiences cross all channels, with emotion, connection, participation, Cooperation, Community, and Loyalty
Implement and deploy multi-channel campaigns: send right message to right person in right channel
ConversationRelationship
Result
Optimize ModelRefine ProgramsMonetize Audience
ConversionSales
EngagementInfluence
ConversationsBehavior
360 Degree Result Analyze
ROI Report
I need ...
I want more product from *** brands
Hong Xiao
This is a cycle, which means this is never a one time deal. Market place keeps changing and businesses have to keep reinvnet themselves.
Communication Diagram – Working Toward The Same Goal
Marketing Program Incubator • works closely with marketing and brand
leaders; • is informed by all corporation sources; • is supported by marketing technology
solution insulator; • rolls out marketing programs based on
marketing and sales data, tested and non-tested, to market place that drives both brand equity and business equity.
Marketing Technology Solution Incubator is responsible for:• Technology Research & Prediction• Scout Consumer Technology Innovations• Scout Marketing Technology Innovations• Packaging individual technologies into
solutions that support marketing programs.
MarketingTechnology
SolutionIncubator
MarketingStrategy Financial
Market Trends &Sales Insight
DigitalBehavior Insight Marketing/Sales
Data
3rd Party Technology
Marketing Programs Proved by Test Results
Marketing ProgramIncubator
In-house Technology
Consumer Behavior DataConsumer Profile Data
Market Trend DataIndustry Trend Data
ScalabilityReliabilitySecurity
Legal
None Digital Behavior Insights
Business Operation
Data
Product&
Service
Marketing Programs No Need Test
Get the Job Done – Deliver Brand Equity and Business Equity
Discover
Design
DevelopDeploy
Diagnose
Technology Innovation Select Framework
New Technology Adoption Framework
Customer Life Cycle Management Framework
Technology Operational Framework
In 3 Months
•Action Items•Measurements
End of Year
•Action Items•Measurements
In 3 Years
•Action Items•Measurements
Long Term
Business Model Analysis Framework
•Action Items•Measurements
5D discipline to ensure job quality.
Process Frameworks to define job standards.
Road map drives well balanced short term wins and long term foundation development.
Brand Equity and Business Equity are delivered by practicing 5D, executing within frameworks, and driven by roadmap.
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