Sticky marketing : why everything in marketing has changed and what to do about it

232 Pages·2011·1.209 MB·English

by  Grant Leboff

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Y
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M A R K E T I N G
Why everything in
marketing has changed
and what to do about it
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Grant Leboff
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Sticky Marketing is a trade mark of Grant Leboff
Problem Map and Problem Maps are registered trade marks of Grant Leboff
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book
is accurate at the time of going to press, and the publishers and authors cannot accept
responsibility for any errors or omissions, however caused. No responsibility for loss or
damage occasioned to any person acting, or refraining from action, as a result of the
material in this publication can be accepted by the editor, the publisher or the author.
First published in Great Britain and the United States in 2011 by Kogan Page Limited
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as
permitted under the Copyright, Designs and Patents Act 1988, this publication may only be
reproduced, stored or transmitted, in any form or by any means, with the prior permission in
writing of the publishers, or in the case of reprographic reproduction in accordance with the terms
and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be
sent to the publishers at the undermentioned addresses:
120 Pentonville Road 1518 Walnut Street, Suite 1100 4737/23 Ansari Road
London N1 9JN Philadelphia PA 19102 Daryaganj
United Kingdom USA New Delhi 110002
www.koganpage.com India
© Grant Leboff, 2011
The right of Grant Leboff to be identified as the author of this work has been asserted by him in
accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 6050 1
E-ISBN 978 0 7494 6051 8
British Library Cataloguing-in-Publication Data

A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Leboff, Grant.
Sticky marketing : why everything in marketing has changed and what to do about it / Grant
Leboff.
p. cm.
Includes index.
ISBN 978-0-7494-6050-1 – ISBN 978-0-7494-6051-8 1. Marketing. 2. Internet marketing. 3.
Information technology--Social aspects. I. Title.
HF5415.L362 2010
658.8–dc22
2010031893
Typeset by Saxon Graphics Ltd, Derby
Printed and bound in India by Replika Press Pvt Ltd
v
B R I E F C O N T E N T S
Part 01 Prologue 1
What the Sex Pistols taught me about marketing 3
Part 02 Setting the scene 7
01 Printing press to internet 9
02 Scarcity to abundance 21
03 Transactions to engagement 31
Part 03 Developing an effective marketing
strategy
49
04 Benefits to problems 51
05 Products to experiences 69
06 Unique selling point to customer engagement points 89

Part 04 Communicating the message 111
07 Messages to conversations 113
08 Image to reputation 129
09 Controlling to sharing 145
Part 05 Conclusion 161
10 It’s not about you, it’s about the customer 163
vi
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vii Contents
What the Sex Pistols taught me about
marketing 3
C O N T E N T S PThrien tdinegv eplroepsms eton tin otfe rcnoemt mun9ication 10
The limitations of traditional communication
channels 12
The internet’s impact on communication
14
List of figures and tables x The internet’s influence on global change
List of abbreviations xi 17
Praise for Sticky Marketing xii Scarcity to abundance 21
The abundance of choice and information
Part 01 Prologue 1 23
The ‘shouting’ lost its value 25
What the Sex Pistols taught me about marketing 3 Where customers now go for information
27
Transactions to engagement 31
Part 02 Setting the scene 7
The limitations of traditional ‘relationship
marketing’ 33
01 Printing press to internet 9
Striving for ‘relationships’ is not enough
The development of communication 10 35
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The limitations of traditional communication channels 12 Introducing ‘customer engagement’
The internet’s impact on communication 14 marketing 38
The internet’s influence on global change 17 From ‘return on investment’ to ‘return on
engagement’ 40
02 Scarcity to abundance 21 Engaging on your customer’s terms 42
Becoming a trusted source of information
The abundance of choice and information 23 44
The ‘shouting’ lost its value 25 Benefits to problems 51
Where customers now go for information 27 An example of transactional marketing
52
03 Transactions to engagement 31 The alternative approach: providing value
around your product or service 54
The limitations of traditional ‘relationship marketing’ 33
The shortcomings of benefit messaging
Striving for ‘relationships’ is not enough 35
55
Introducing ‘customer engagement’ marketing 38
Ask the right question 57
From ‘return on investment’ to ‘return on engagement’ 40
Problem Maps® 58
Engaging on your customer’s terms 42
Using Problem Maps® as the basis for
Becoming a trusted source of information 44
engagement 63
Products to experiences 69
The value is in the experience 72
Developing the experience 74
The importance of strategic partnerships
75
viii Contents
Part 03 Developing an effective marketing
strategy
49
04 Benefits to problems 51
An example of transactional marketing 52
The alternative approach: providing value around your product or
service 54
The shortcomings of benefit messaging 55
Ask the right question 57
Problem Maps® 58
Using Problem Maps® as the basis for engagement 63
05 Products to experiences 69
The value is in the experience 72
Developing the experience 74
The importance of strategic partnerships 75
Embracing the idea of providing experiences 77
Participation 78
The internet encourages participation 79
Marketing’s move from tactics to strategy 81
The changing dynamic between sales and marketing 82
The role of delivery mechanisms 85
06 Unique selling point to customer engagement points 89

Why the USP will not sell experiences 91
The journey to customer engagement points 93
An engagement strategy means becoming attractive 96
The importance of a ‘narrative’ 98
Introducing customer engagement points 99
Part 04 Communicating the message 111
07 Messages to conversations 113
Power to the people 115
Becoming ‘part of the conversation’ 116
Contents ix
User-generated content and co-creation 119
Identifying the ‘influencers’ 121
The importance of social platforms 123
08 Image to reputation 129
How we all became marketers 131
Marketing is a conversation 133
The move to authenticity 134
Communications in trusted networks and social media 137
The importance of values 138
Developing a narrative 139
09 Controlling to sharing 145
The changing nature of competition 146
The mindset of abundance 148
The importance of sharing and collaboration 150
Personalization and the new working environment 152
Co-creation with customers 154
A new age of openness 156
Part 05 Conclusion 161
10 It’s not about you, it’s about the customer 163
Why old marketing is too company focused for today 164
The new value in immediacy 166
The changing nature of segmentation 166
The power of context 168
Behavioural targeting 170
Making use of context on the internet 172
Social media 173
Notes 179
Index 213
x
L I S T O F F I G U R E S A N D T A B L E S
Figure 3.1 Transactional marketing funnel 32
Figure 3.2 Engagement marketing funnel 41
TaBLe 4.1 Problem Map® template 59
TaBLe 4.2 Jellybox Problem Map® 61
TaBLe 4.3 Benny’s Burgers Problem Map® 66
noTe 13 BARB Top 10 UK TV Programmes 1990 191
noTe 13 To Ch 02 BARB Top 10 UK TV Programmes 2008 192
noTe 3 To Ch 06 Publications International, Ltd, the Editors of. “21 Best-
Selling Books of All Time.” 198