Marketing as a personalized experience

In my opinion, marketing is the result of everything a company says and does.

Consumers and buyers have an increasing role in the marketing mix.

It's now all about how we provide consumers with a consistent, personalized experience across the many available channels of communication.

For companies to keep customers, they have to be able to interact with them on all the channels customers use.

Nothing about marketing is simple anymore.

In CRM it's the customer that is getting into the driving seat.

BioTouch Channel Strategy

A new channel strategy

An important market factor is “buyer behaviour”; how do buyer’s want to purchase the product and service?

1. Biotouch is a new knowledge based service
2. We’ve to face the generic problem of selling an innovation
3. Initially, there is no “demand for the new”
4. Nobody knows about the features, benefits and advantages

Do they prefer to buy from retailers, locally, via mail order or perhaps over the Internet? Another important factor is buyer needs for product information, installation and servicing.

1. Big customers are used to traditional sales visits
2. We need to build an Internet presence
3. This is a B-to-B selling process

Which channels are best served to provide the customer with the information they need before buying?

1. Phone call
2. Visit
3. Email
4. Proposal
5. Internet
6. Blog
7. Wiki

Does the product need specific technical assistance either to install or service a product?

1. The product and services are an integrated package
2. The core is the service concept

Intermediaries are often best placed to provide servicing rather than the original producer - for example in the case of motor cars.

1. Specialist support from the team
2. The local representation comes in later

VMC is a New Finnish Rich Media Channel

VMC episode dedicated to the Blog. How much could we save by using e-invoicing? And the story continues...

Moi Helge V.,

Andrea Vascellari has posted a comment to Andrea's presence update "@digitalvillages I like your definition of 'Rich Media Channel'!":

Yes, now you can easily send your audio and video comments directly from the site ( http://media.vascellari.com ) or send them via email, but what I want to do with VMC in the near future is having live conversation on the channel so people could interact live with the host/hosts and with the other participants that are attending live the show.

Helge: Good idea!

I want to innovate the classic 'cliques' of online video, podcasting etc.

Helge: More interactivity; dialogue.

In my opinion we are talking about new media...and I think that new media is about sharing, linking, tagging the content, but it’s also about interaction. So why not live?!

Helge: I agree!

I’m already working on it so stay tuned on VMC for new updates! here's the RSS feed http://feeds.feedburner.com/VMC

I also invite you, your colleagues and your community to interact with VMC! I would love to hear or watch your feedbacks, what do you think about VMC and most of all what do you think about the topics shared by VMC. Let's join and spread the conversation globally,

Andrea

To reply to this comment, click on the following link (or copy and paste it to your browser):
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http://vascellari.jaiku.com/presence/14968881

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Pidä tyyli (Finnish for Stay cool)


The Thugs In Charge

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Channels

I've been working with the Channel issue for several months. Looks like the structure is finally taking form.

1. KK-Net is about Interactive business blogging and interactive organizations
   
2. Twittering and Jaiku is to paint small pictures with words
3. Digital Villages is exploring the world
4. Visual Radio is about podcasting, webcasting, mobile TV, netradio
5. Smart Wood, bioenergy and biofuels
6. CUVIA has an emerging role
7. CRM
8. Trends

Take a look at Social Media Club.