Taking Action

Marketers shift in plan:

• Instead of paid media, marketers shifted their plan to click - stream analysis.

• The marketers or brands they inserted their site links to the retail sites.

• Click – stream analysis revealed that Amazon, is the most influential among all the
other online retailers.

Positive third – party review online:

• Encouraged the buzz

• Had its traditional media direct its consumers to the online environment
• It encouraged the Advocacy

❖ The marketers developed programs that included online community initiatives,

contests and e-mail promotions.
❖ The team built a new content – development and management system to ensure
rigorous consistency across the platforms.

Customer Experience Plan

• Consumer’s perception of the brand includes everything from the discissions in social
media to in – store shopping experiences to continued interactions with the company
and the retailer.

• It varies according to the company’s:

 Products,
 Target Segments,
 Camping Strategy, and
 Media Mix

• Marketers have also eliminated the jargon’s and have created buzzword.

FOR EXAMPLE:
❖ Nike: JUST DO IT
❖ Tata Sky: ISKO LAGA DALA TO LIFE JINGALALA
 • Now the marketing companies, they customize their approach according to the
category, brand position and channel relationships.

New Roles for Marketing

• Orchestrator: Marketing orchestration is a powerful approach in marketing

automation and ABM. It focuses not on delivering standalone campaigns but on
optimizing a set off related cross – channel interactions that together make up an
individualized customer experience.

• Publisher and “content supply chain” manager: They ensure the consistent
messaging and promotion across multiple pieces of content to across multiple
channels.

They create videos for marketing, selling and servicing every product, coupons and
other promotions delivered through social media; applications and decision support
tools, so as to help customer “build” online.

• Marketplace Intelligence Leader: It helps in by collecting and analyse the data

about the market in which they are situated, companies thus gain valuable insights
onto how to grow their business.

In regard to the customer they collect and use customer information to understand the
consumer decision journey.

STARTING THE JOURNEY

The firms that tend to start this journey should start with a narrow line of business or
geography, so as to develop a clear understanding of one consumer decision journey and the
adjust strategy and resources accordingly.
They may have to adapt the design of a social media program to better suit the narrow
initiative.
A company must capture processes, success and failures when it launches a pilot, so that the
pilot can be effectively adapted and scaled.