20.9.2012 Dr. Ute Hillmer New Marketing Understand, Embrace and Engage your Audience Dr. Ute Hillmer Better Reality Marketing ESB, Reutlingen, 20.7.2012
Jan 21, 2015
20.9.2012 Dr. Ute Hillmer
New Marketing Understand, Embraceand Engageyour Audience
Dr. Ute HillmerBetter Reality MarketingESB, Reutlingen, 20.7.2012
20.9.2012 Dr. Ute Hillmer
Dr. Ute Hillmer is…an expert in marketing and promoting technology products, especially innovative hard- and software products that are not self-explaining.
With such products, human behavior is often outside the boundaries of rationality, despite its economic context. It is typically a result of social, cognitive and emotional factors, along with economic ones.
….
20.9.2012 Dr. Ute Hillmer
Ute Hillmer• 25 years of international marketing (HP, CoCreate,
MFG Innovationagency state of BW, Better Reality Marketing)• Dissertation in business administration, behavioural economics in technology
marketing: Technology Acceptance in Mechatronics• Worldwide company and product communication; mainly 3 continents
(America, Europe, Asia)• Product-, program-, channel-, partnermarketing, marketingcommunication,
branding, positioning• Responsible for operative, strategic + corporate marketing, branding, sales
training• Experienced in large corporations, SMEs and freelance work as well as
political institutions.• Responsible for the first international website of Hewlett Packard in 1993
20.9.2012 Dr. Ute Hillmer
Content of the SM Marketing Lecture1. Why engage with the customer?2. Social Media Marketing Basics3. SM Toolbox + Cases
Corporate WebsiteCorporate BlogSocial NetworksContent Sharing Platforms
4. Content Marketing for B2B + Cases5. Hands on: Social Media Marketing in
Practice
Crowd SourcingOnline ShopsMicrobloggingSocial CRM
20.9.2012 Dr. Ute Hillmer
Engage with the Customer
“Do I have to do this?”
20.9.2012 Dr. Ute Hillmer
Die
20.9.2012 Dr. Ute Hillmer
Why is Marketing Changing?Because buyer behaviour is changing significantly!
20.9.2012 Dr. Ute Hillmer
How did you buy yesterday?How do you buy today?How will you buy tomorrow?
20.9.2012 Dr. Ute Hillmer
The Power of Recommendations:„I‘ll Have What She is Having“
20.9.2012 Dr. Ute Hillmer
Change Engines on the Meta LevelTechnological Development • Digitalization• Network technologies• Converging media • Storage technologies
Social DevelopmentThe mature human – the mature customer • Selfconfidence• Participation • Self-determination• Individualisation
• Visualisation tech.• Social Media• Digital distribution• Intellig. automation• …
20.9.2012 Dr. Ute Hillmer
Changing Kommunication from
Sender
Receiver
20.9.2012 Dr. Ute Hillmer
Changing Kommunication to
Sender
Receiver
20.9.2012 Dr. Ute Hillmer
From Product- to CustomerfocusProduct
Price
Place
Promotion
Customer Needs
Customer Cost
Convenience / Access
CommunicationMcCarthy: Basic Marketing: A managerial approach, 1960Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn, Integrated Marketing Communications, 1993
20.9.2012 Dr. Ute Hillmer
Social Media –“Do I really have to be there as a Company? “
20.9.2012 Dr. Ute Hillmer
Warum sind Sie in Sozialen Netzen(Europea Data)
...to get to know things about (new) products / brands ...to come in contact with brands / companies
...to stimulate my career
...to find other users of a certain brand / product ...to find promotions of a certain brand / product
...to become a famous person
...to become an opinion leader Source: Social Media Around the World 2011, InSites Consulting
It‘s not only the web 2.0 generation that isonline
20.9.2012 Dr. Ute Hillmer
Customers + Web 2.0 Technologies
20.9.2012 Dr. Ute Hillmer
Social Media: Does it Pay Off? 1
http://w
ww.experian.com/sim
mon
s‐research/register‐2011‐social‐m
edia‐con
sumer‐
tren
d‐repo
rt.htm
l
20.9.2012 Dr. Ute Hillmer
Social Media: Does it Pay Off? 2
http://w
ww.experian.com/sim
mon
s‐research/register‐2011‐social‐m
edia‐con
sumer‐
tren
d‐repo
rt.htm
l
20.9.2012 Dr. Ute Hillmer
They talk about you!
• They do it with or without you … you should steer the direction best you can!
• Dell Hell was a showcase starting point in 2005
20.9.2012 Dr. Ute Hillmer
Dell Hell
20.9.2012 Dr. Ute Hillmer
Dell Hell 2
“Obviously a lot of people are in the blogosphere talking about their issues with Dell products, why aren’t we doing anything about it?” Michael Dell, 2006
20.9.2012 Dr. Ute Hillmer
Dell
2006:“Obviously a lot of people are in the blogosphere talking about their issues with Dell products, why aren’t we doing anything about it?” Michael Dell, 2006
2011: Dell named “most social brand
of 100 top brands”
20.9.2012 Dr. Ute Hillmer
Targeted Customer Dialog
20.9.2012 Dr. Ute Hillmer
Social Media –“Do I really have to be there as a B2B Company? “
20.9.2012 Dr. Ute Hillmer
Social Media
not just for nurds
20.9.2012 Dr. Ute Hillmer
Social Media matters to B2B because
• Chief stakeholders may not be using social media– but their lieutenants will
• Social media is impacting how B2B decisions are being made– Background research– Expertise– Search results impact
20.9.2012 Dr. Ute Hillmer
Successful B2B marketing is…
• about segmenting customer experiences to fit the product life cycle and the typical customer profile
• about developing and maintaining trust – matching the different customer segments need
• about initiating a customer centric dialog that takes the different customer profiles into consideration
This is what social media is all about!