20 ideas for marketing in a network economy
DESCRIPTION
With an audience of multi-tasking, digital natives who don’t want to be sold to or interrupted by marketing messages. In a world of abundant choices where authenticity matters. At a time when people can connect and engage around the most specialised of interests. How can marketing and product development evolve to meet these ever increasing challenges?Here are some thoughts, ideas and keywords to stir the imagination.TRANSCRIPT
![Page 1: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/1.jpg)
ideas for
Marketingin a network economy
20
![Page 2: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/2.jpg)
1. Attention
People don’t wake up thinking about your brand
The human brain processes about 5% of the information it receives. What makes your message worthy of that 5%?
![Page 3: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/3.jpg)
2. Authenticity
What is your story and is it important enough to care about?
Do you really care about what you do? If it matters to you, it will matter to your audience
![Page 4: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/4.jpg)
3. Tribes
The Beatles didn’t invent teenagers, they merely decided to lead themFind a group that is disconnected but already has a yearning rather than persuading people to want something they don’t have yet
![Page 5: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/5.jpg)
4. Crowdsource
There are a billion great ideas out there
Work with your customers to innovate and create better products that people want
![Page 6: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/6.jpg)
5. Ethnography
Get watching. It’s not about focus groups anymore
Get out there and see exactly how people use your product in the real world
![Page 7: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/7.jpg)
6. Features & Benefits
People buy on benefits and justify their decision through features
Are you selling on features or benefits? What’s in it for your audience?
![Page 8: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/8.jpg)
7. Opportunity costs
All consumption is an opportunity cost
In a world of abundant choice, what are people actually spending their money on?
![Page 9: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/9.jpg)
8. Integrated channels
Think holistically – integrate don’t isolate
Do you separate or do you integrate your approach across mobile, web, TV and print?
![Page 10: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/10.jpg)
9. Metrics
‘What gets measured gets managed’ (Jack Welch)
Do you see metric analysis as a chore or is it part of your company DNA?
![Page 11: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/11.jpg)
10. Nomads
Always looking for the best deal in a buyer’s market
How do you build loyalty with the fickle, discount seeking, nomadic customers? Do they matter to you?
![Page 12: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/12.jpg)
11. Existing behaviours
We have always listened to music, but the iPod made it easier
Successful technologies enhance existing behaviours rather than expecting customers to follow new ones
![Page 13: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/13.jpg)
12. The 10%
Find the 10% of your market already sold on your product
Involve them, respect them and treat them well and they will care about you
![Page 14: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/14.jpg)
13. Grass roots
Your best fan club is the one that you didn’t start
Take action and be your best and people will love you for what you do
![Page 15: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/15.jpg)
14. Marketers
Your best marketers are your current customers
Are you marketing ‘to’ your customers or ‘with’ your customers? Work with them to give them what they want
![Page 16: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/16.jpg)
15. Customer service
Excelling at customer service is your best marketing strategy
Give your customers a good reason to talk about you and to come back for more
![Page 17: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/17.jpg)
16. Ecosystems
Throw away your pipeline, live in the real world and be agile
Don’t look for customers for your products, instead, create products for your customers
![Page 18: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/18.jpg)
17. Leave a legacy
When the advertising campaign stops, the attention evaporates
Outlive the campaign by creating a legacy. Don’t sponsor an event - create the event
![Page 19: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/19.jpg)
18. Transparency
Your customers want to trust you. Your values should be their values
Be open about where your products are made, ecological footprints and what you stand for
![Page 20: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/20.jpg)
19. Social fabric
Sell more by not selling. Be their social fabric
Help your customers connect to one another. Provide them a sense of belonging and feeling significant
![Page 21: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/21.jpg)
20. X-Factor
Be remarkable. Be with your audience. Become the conversation
It’s not about social media marketing. It’s about leading a community, building an ecosystem and creating a legacy
![Page 22: 20 Ideas For Marketing In A Network Economy](https://reader033.vdocument.in/reader033/viewer/2022051513/547b346e5906b559798b4598/html5/thumbnails/22.jpg)
For more ideas & insights visitwww.eccocia.com