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Real Marketing: Stop Advertising and Start Selling

https://www.youtube.com/watch?v=rn-MwAiNeQ0

English Transcript

0:01 well
0:08 good
0:11 to confused customers
0:14 overstimulation interchangeable products and an abundance of brands and channels
0:20 the world of marketing as
0:23 become pretty complicated in the company's reply is always
0:28 we need more of the same more advertising
0:33 better image campaigns loved brands social media presence
0:37 standardized corporate identities and sexy celebrity
0:40 just to make sure that in his our head
0:44 it sticks aft in our research
0:47 we call this classic approach to marketing the world have identification
0:51 in artificial and top-down controlled world
0:54 attempting to link positive thoughts and feelings into a product or service
0:58 then one assumes customers will act accordingly
1:02 and 5 the desirable product did
1:08 unfortunately this really works thinkable mountaintop restaurant
1:13 is it enough to pitch its splendid cuisine and beautiful view with
1:16 TV commercials celebrities and posters now
1:20 you have to make sure your guests find their way up there and
1:23 gently guide them towards the purchase we believe in a marketing approach
1:29 less sexy but far more affected
1:33 let us know longer try to manipulate thoughts and feelings through
1:36 worlds of identification fashion magazines Super Bowl spots are viral
1:41 videos
1:42 but focus on the customers actual activities and actions
1:46 it's not about what makes them tick but about what makes impact
1:49 it about the world up action companies must be trying to control their
1:55 customers minds
1:57 but follow directions let's take zero or
2:01 Amazon for example their success doesn't result from image campaigns
2:04 their successful images result of the meticulous consideration they take
2:08 in meeting their individual customers needs it's a customer's
2:13 action that makes a plan strong not the other way around
2:16 from our research we know faced with the equivalent of urs
2:20 customers act with out identification and let
2:23 opportunities stimuli impulses guide their actions
2:27 this is where our solution tyson examining the individual stages in the
2:32 purchasing process
2:33 reveals which livers are most effective for direct marketing
2:36 call centres for sales people on site fun fact:
2:41 studies have shown that those levers where need is the customer who
2:44 approaches the company
2:45 particularly valuable back to revisit score well-managed complaints
2:50 creamy customers for eternity yet
2:54 the customers route towards the purchase isn't a Formula One Grand Prix
2:58 linear pay short it surrounded by beautiful posters
3:01 the ada formulade attention interest
3:05 desire action is outdated rather
3:08 it's our money rally with twists and turns where customers modified their
3:13 intentions and preferences
3:14 brake axles change team's goals in vehicles
3:18 or cuba altogether for instance
3:21 a customer takes about fifty five steps to buy a new car
3:24 he may quit his journey yet each and every one of them and at the beginning
3:28 he's interested in completely different things and he is
3:31 right before the purchase initially he may notice some colorful balloons and
3:37 think about the money he is spent on recent repairs but shortly before he
3:44 makes the decision to
3:45 actually buy the car key prioritize his need for now
3:49 rule in space for his rapidly growing family this is why the communication
3:54 style regarding formalities styling proceeds commitment changes at every
3:58 stage 2
3:59 it's like being in love don't you dare speak up marriage on your first date
4:04 unless he won another 100 Years of Solitude by the way
4:08 the only communication element that he is important to route
4:11 he's exactly listening did
4:16 companies need to carefully gather in understand their customers purchasing
4:20 nearest
4:21 using Michael behavior now sees and big data analyses
4:24 in order to apply their marketing and sales tools effectively
4:27 structure your company a long lines at the world
4:31 action not the world identification some
4:36 time to summarize first
4:41 align your marketing instruments along the purchasing narrative weirdo axles
4:46 break with particular frequency
4:48 where r signposts needed second seek dialogues with your customers
4:53 rather than providing Mon a logical information
4:57 and don't you ever forget to listen
5:00 third forget about integrated marketing communication
5:05 develop a repertoire of identities and rolls adapted to
5:08 each individual stage the purchasing process
5:12 fourth focus on inbound marketing
5:15 rather than outbound marketing stop peddling their wares
5:19 invite your customers to become active and win them over
5:22 with your hospitality whenever a customer wants to hear something about
5:26 your company
5:27 you've got a bulls-eye that's even true for complaints
5:31 and fifty think of marketing as a part of sales
5:34 not the other way around modern marketing's world
5:37 identification is not effective
5:41 the world have action it's better for purpose it
5:44 find out with influences customers on their long stony path toward the
5:48 purchase
5:49 and make sure they won't turn back at least 30 real marketing's
5:53 only goal is yes to make sure
5:56 customers by

Published on 11 Jul 2014
Duration 6:39

Sensory overload, exchangeable products and an unprecedented diversity of brands and channels -- the world of marketing has become complicated. The sixth video in the "Little Green Bags" series shows how real marketing leads to sales.

© University of St.Gallen (HSG)
Text by Prof. Dr. Christian Belz und Dr. Marc Rutschmann
Production: http://www.zense.ch
Academic Director: Prof. Dr. Thomas Beschorner

To watch the first "Little Green Bags" video on corporate social responsibility (CSR), please go to http://youtu.be/E0NkGtNU_9w

To watch the second "Little Green Bags" video on the ten myths of entrepreneurship, please go to http://youtu.be/G8gRkJ9cnzo

To watch the third "Little Green Bags" video on the energy revolution, please go to http://youtu.be/5lcgGs3UUg4

To watch the fourth "Little Green Bags" video on business model innovation, please go to http://youtu.be/B4ZSGQW0UMI

To watch the fifth "Little Green Bags" video on the digital good life, please go to http://youtu.be/_tUMnwkMSeg

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