This document discusses how brands can leverage web 2.0 technologies to ignite brand advocacy and drive growth. It argues that expectation-beating product experiences are key to driving recommendations from customers, and that web 2.0 provides platforms for innovation, value delivery, and customer engagement that can help brands exceed expectations. Specifically, web 2.0 allows brands to crowdsource innovation, provide digital utilities and services, and foster dialogue to build advocacy. This engagement increases customers' propensity to recommend the brand and positively impacts growth.
37. RECOMMENDATIONS DRIVEN BY REMARKABLE PRODUCT EXPERIENCE
“Something remarkable is worth talking
about. Worth noticing. Exceptional. New.
Interesting. It’s a Purple Cow. Boring stuff is
invisible. It’s a brown cow. … Remarkable
marketing is the art of building things worth
noticing right into your product or service.”
Seth Godin
78. clickadvisor
insight for innovation
About Clickadvisor
★ Hello, we’re Clickadvisor, a new digital insight agency that uses crowdsourcing
technology to help brands do market-led innovation
★ Instead of running traditional groups and interviews, we uncover needs,
opportunities and solutions using online idea and design contests
★ Innovation Idea Contests
★ Trendspotting Contests
★ Brand Naming Contests
★ Pack/Cover Design Contests
★ Our idea and design contests help brands do collaborative innovation, delivering
creative insight fast and cost-effectively
79. clickadvisor
insight for innovation
About the Speaker
Paul Marsden is director at clickadvisor.com, a digital insight agency
specialising in innovation
An experienced market researcher, career highlights to date include:
★ Product management, sales and market research at Astra Zeneca
★ PhD in social psychology (social influence) - development of online
research tool featured in The New Scientist
★ Led London School of Economics team validating the link between
brand advocacy and sales growth - worked on innovation research
projects for BBC, LVMH, Nokia, Economist, and Unilever
★ Co-founded two successful digital marketing agencies (Spheeris (online
communication) and Brainjuicer (online research))
★ Co-authored popular business book‘Connected Marketing’
Paul’s latest venture, clickadvisor.com, helps brands do collaborative
innovation through brand-sponsored idea and design contests