Conversational Marketing

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Rajesh Lalwani

Marketers have an option

Business Technologie

Conversational Marketing Post
http://blogworks.in/blog
January 7, 2014

© Scenario

1

Random Clusters V/s Tribes by Choice

Image: http://campdesoto.com

Source: Seniornet.org

We used to hope we got the demographics/ psychographics right…now
customers are forming camps.
www.blogworks.in
January 7, 2014

© Scenario

2

Broadcast V/s Narrowcast

Sure it may mean we need to work with more groups sometimes...
www.blogworks.in
January 7, 2014

© Scenario

3

Sales Pitch V/s Conversations

Cartoon: Seniornet.org

Krishna mastered the art of speaking to each, while speaking with many...
www.blogworks.in
January 7, 2014

© Scenario

4

Tell me…
 How did you make your last purchase decision?






Buying a movie ticket
Selecting the new car
Deciding on the school for your child
New job
Anything...

 Traces of this?

January 7, 2014

© Scenario

5

Layers of influence, on purchase decisions
Expert Opinion

Peer Reviews

Company website
Advertising
Media
BLT
Others

Markerter’s view

www.blogworks.in
January 7, 2014

(Transparent, conversational)

© Scenario

6

Blogs and social media are complementary to your efforts
 Advertising will continue to drive sales
 Media relations will drive visibility
 Blogs & social media bring transparency, a first-hand
perspective based on participation both from the company and
the consumer

January 7, 2014

© Scenario

7

Visit us at www.blogworks.in

January 7, 2014

© Scenario

8

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Conversational Marketing

2. Random Clusters V/s Tribes by Choice Image: http://campdesoto.com Source: Seniornet.org We used to hope we got the demographics/ psychographics right…now customers are forming camps. www.blogworks.in January 7, 2014 © Scenario 2

3. Broadcast V/s Narrowcast Sure it may mean we need to work with more groups sometimes... www.blogworks.in January 7, 2014 © Scenario 3

4. Sales Pitch V/s Conversations Cartoon: Seniornet.org Krishna mastered the art of speaking to each, while speaking with many... www.blogworks.in January 7, 2014 © Scenario 4

5. Tell me…  How did you make your last purchase decision?      Buying a movie ticket Selecting the new car Deciding on the school for your child New job Anything...  Traces of this? January 7, 2014 © Scenario 5

6. Layers of influence, on purchase decisions Expert Opinion Peer Reviews Company website Advertising Media BLT Others Markerter’s view www.blogworks.in January 7, 2014 (Transparent, conversational) © Scenario 6

7. Blogs and social media are complementary to your efforts  Advertising will continue to drive sales  Media relations will drive visibility  Blogs & social media bring transparency, a first-hand perspective based on participation both from the company and the consumer January 7, 2014 © Scenario 7