Prologue: From Marketing 0 to Marketing 0



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Marketing 4 0 Moving from Trad Philip Ko
Management and Cost Accounting Bhimani
is personal and can be triggered only by the person experiencing it. If Jiang had not made an odd request, he would have experienced regular service at
Krispy Kreme.
A person's hidden anxiety when fulfilled will trigger a WOW moment.
Unfortunately, not all customers explicitly say what they desire. Finally, a
WOW is contagious. One who experiences a WOW moment will advocate and spread the good news to many others. In Jiang's case, Krispy Kreme gained free publicity, reaching 5 million people because of its exceptional service. The WOW factor does not happen every day in our business of serving customers. But when the opportunity arises, it is always worthwhile to take advantage of its viral effect. WOW factors are what ultimately drive customers to advocacy.
From its characteristics, it seems that WOW happens by chance. Can companies and brands create WOW by design? The answer is yes.
In a Marketing 4.0 world where great products and great services are commodities, the WOW factor is what differentiates a brand from its competitors. Companies and brands must never leave the WOW moment to chance. It is possible to design strategy, set up infrastructures and processes,
and train people to deliver WOW across the five A's.


Enjoy, Experience, Engage: WOW!
Across customer paths, companies and brands should step up their creativity and improve customer interactions. From the customer's point of view, three levels exists: enjoyment, experience, and engagement.
Those companies and brands that focus on product superiority will simply provide enjoyment to their customers. They focus on developing products and services that meet the needs and wants of customers.
But those that push further will deliver compelling customer experience on top of products and services. They improve customer interaction with service blueprint and design differentiated between in-store and in-digital experience.
Ultimately, those practicing at the highest level engage customers personally and enable them to self-actualize. They design life-transforming personalization on top of the customer experience that addresses individual customer's anxieties and desires.


Are You Ready to WOW?
Winning companies and brands are those that do not leave WOW moments to chance. They create WOW by design. They productively guide customers from awareness to advocacy. They creatively step up customer interactions from enjoyment to experience to engagement. Are you one of them?


INDEX


A
AchieveMint
Act Stage
Action metrics
Advocacy. See
Brand advocacy
Advocate stage
Agents, social CRM
AIDA (attention, interest, desire, and action)
Airbnb
Alcatel-Lucent
Alipay
Amazon digital technology and disruption by gamification by omnichannel marketing by physical channel of publications sales channels
American Express
American Express Publishing
Anderson, Chris
Appeal phase
Apple
Apple Music

disruption by launch of youth embrace of
App (mobile application)
back-end integration core product integration of function and interface design step global use of use case
Archetypes bow tie door knob funnel goldfish trumpet
Arvind Eye Care System
Asian economy
Ask stage
ATM transactions
Attraction increasing low-level physical
Audi
Audience mapping
Aware phase


B
B2B (business-to-business)
Bank of America
BAR. See
Brand advocacy ratio (BAR)
Barletta, Martha
Bartos, Rena
Beauty Insider
Berlyne, Daniel
Best practices
Bieber, Justin
Bill and Melinda Gates Foundation
Birchbox
Bissell
Blockbuster
BMW
BMW, UK
Body Shop
The Body Shop
Borders
Bow tie pattern
Brand advocacy definitions of demographic differences in driving customers to measurement of

metrics for promotion of types of
Brand advocacy ratio (BAR)
for best practices customer path possibilities from decomposition of definition of improvement of value of
Brand affinity gamification for increasing level of mobile apps for social CRM for
Brand productivity strategies affinity increase attraction increase curiosity optimization increase commitment
Brands. See also
Human-centric brands advocating appeal confirmation for appeal of character of

curiosity level of customers and customer relationship differentiation of digital marketing and equity protection
Four A's framework for human-centric loyalty to memorable positioning of random conversations about understanding
Braun, Jackie
BRI
Brick-and-mortar stores. See
Offline business
Burberry
Bureau of Labor Statistics
Burger King
Business
Inclusivity of resources sub-sectors


C
Casper mattress brand
Cellular phones
Channels agnostics analytics of concept of integration of to offline business physical sharing economy showrooming
Chase bank
CNN
Coca-Cola
Colgate
Commitment improving increasing level of options and securing
Community. See also
Market community content generated by inclusive

as segment social CRM involvement
Competition connectivity and horizontal latent
Connect + Develop program
Connected marketing mix
Connectivity advocacy paradox benefits of holistic view of impact of informed/distracted customer paradox machine-to-machine netizens online/offline paradox technological view of women youth
Consumer packaged goods (CPG)
Content amplification of community generated contributors creation of

distribution of evaluation ideation
Internet
Content marketing as advertising amplification step audience mapping step creation step definition of distribution step effective evaluation step goal setting step ideation step metrics overview of planning step segments of social media in
Content Marketing Institute
Conversations connectivity and creation engaging increasing

influencing interactive monitoring reliance on sociability and social CRM
Conversion
Curiosity definition of level of optimization of
Customer paths archetypes blocking of changing nature of complexity of connectivity of digital/traditional integration and experience level and
Five A's path
Four A's path flexibility of framework for natural progression of offline experience and productivity and

shape of time spent on
Customer relationship management (CRM)
Customer-rating systems
Customer-service perspective
Customers advocacy by attention of brands and channel-agnostic communicating to communities of curiosity of decisions by in digital economy distracted experienced first-time, conversion of
Five A's path
Four A's path future, portrait of informed marketing participation by mobility of omnichannel peer influence on

in the connectivity era in the pre-connectivity era purchase decisions by social listening and socially connected targeting tiering of women


D
Dash Button
Data capture

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