Syed Ferhat Anwar

 1st Industrial Revolution: The Inception of Water & Steam Power to

change manufacturing – 1750s
 2nd Industrial Revolution: The Entry of electrical power to boost mass
manufacturing Era – 1870s
 3rd Industrial Revolution: The use of electronics and information
technology to automate production – 1900s
 4th Industrial Revolution: The incorporation of digital technology
with internet has revolutionized velocity and systems impact – 2000s
will move up to be led by biotechnology and Cyborg birth – 2020s
 5th Industrial Revolution: Expected to bring human elements as
priority before technology with human values at the centre – by
2030s
 From Vertical power structure to Horizontal power
structure
 Restructuring Globalization
 From Exclusive to Inclusive
 From Individual to Social
1. Online interaction versus offline interaction
2. Informed customer versus distracted customer
3. Negative advocacy versus positive advocacy (frederick
Reichheld model)
1. The promoters
2. The passive
3. The detractors
 Youth for Mind Share
 Women for Market Share
 Netizens for Heart Share
And perhaps as we go forward
 Seniors for Spirit Share
 From Segmentation and Targeting to Customer
Community Confirmation
 Segmentation – Targeting is set by the marketer and is vertical
relationship, focusing on individuals
 In digital economy, customers are socially connected in
horizontal webs of communities
 From Brand Positioning & Differentiation to Brand
Clarification of Characters & Codes.
 To have equity brand must have a clear concise positioning
decided by the marketer
 In digital age customers have the ability to evaluate brands and
driven through consensus in the social media
 From Selling the Four P’s to Commercializing the Four C’s
 The classical perspective was what to offer and how to offer and
where to offer
 In the digital age due to strong social networking focus is
shifting towards the four C’s
▪ Co Creation of products
▪ Currency being determined by dynamic pricing
▪ Communal Activation being more prompted as promotional effort
▪ Conversation determining the ultimate fate of distribution and value
chain path
 From Customer Service Processes to Collaborative
Customer Care
 From focusing as customer being the king and thus pampering
 Focus on co-creation where ownership is shared and respect
boosted
 The walls between industry will blur resulting out of
 Technological Convergence
 Disruptive Innovation
Awareness Interest Desire Action Pre
Connectivity
Era
A1-Aware A2-Attitude A3-Act A4-Act Again

Shift 1 = In the pre-connectivity era , an

individual customer determines his/her own
Connectivity
Shift 2 = In the pre-connectivity era, loyalty
attitude towards a brand,. In the
is often defined as retention and repurchase; Era
connectivity era, the initial appeal of a brand
in the connectivity era, loyalty is ultimately
is influenced by the community
defined as willingness to advocate a brand.
surrounding the customer to determine the
final attitude.

A1-Aware A2-Appeal A3-Ask A4-Act A5-Advocate

I I am
I Like I am Buying I Recommend
Know convinced

Shift 3 = With it comes understanding

brands, customers now actively connect
with one another, building ask-and-
advocate relationship, depending on the
bias during the conversation, the connection
either strengthens or weakens the brand
appeal.
 Shift 1 = In the pre-connectivity era , an individual customer
determines his/her own attitude towards a brand,. In the
connectivity era, the initial appeal of a brand is influenced by the
community surrounding the customer to determine the final
attitude.

Shift 2 = In the pre-connectivity era, loyalty is often defined as

retention and repurchase; in the connectivity era, loyalty is
ultimately defined as willingness to advocate a brand.

Shift 3 = With it comes understanding brands, customers now

actively connect with one another, building ask-and-advocate
relationship, depending on the bias during the conversation, the
connection either strengthens or weakens the brand appeal.
 How to Drive Marketing Productivity in the Digital Age
 Increase Attraction
 Optimize Curiosity, and
 Increase Commitment
 Industry Archetypes
The Ideal Bow Tie Pattern
1. Human Centric Marketing for Brand Attraction
 Understanding through Research by Digital Anthropology
▪ Social Listening (Social Media Analytics)
▪ Netnography (ethnography focused on the internet)
▪ Emphatic Research (Human Centered Design – Participatory observation
& Immersion in perspective of customer communities)
1. Human Centric Marketing for Brand Attraction
(Continued)
 Attributes of Human Centric Brand
▪ Physicality – compelling product and service design
▪ Intellectuality – have knowledge, to think, and to generate ideas
▪ Sociability – engaging with community
▪ Emotionality – linking with human emotions
▪ Personability – having self confidence in terms of the promise made
▪ Morality – being ethical and having strong integrity
2. Content Marketing for Brand Curiosity
 Content is the New Ad, #Hashtag is the New Tagline
▪ Content marketing is a marketing approach that involves – creating,
curating, distributing, and amplifying and useful to a clearly defined
audience group in order to create conversations about content.
2. Content Marketing for Brand Curiosity (Continued)
3. Omnichannel Marketing for Brand Commitment
 Focusing on Mobile Commerce in the “Now” or real time Economy
 Bringing “Webrooming” into Offline Channels – this implies using
sensor technologies (Near Field Communications, NFC or Radio
Frequency Identification, RFID in Bricks and Mortar stores for easy
tracking)
 Bringing “Showrooming” into Online Channels – Creating virtual 3 D
stores with the look of Bricks and Mortar Stores in public places and
purchase through scanning.
 Optimizing Omnichanneling with Big Data Analytics – Using created
Big Data for Marketing Decisions.
3. Omnichannel Marketing for Brand Commitment
(Continued)
 Step-by-Step Omnichannel Marketing – Focus on the 5 As
▪ Map all possible touch-points and channel across the customer path – (A
touch-point is every direct and indirect customer interaction, online and
offline, with a brand and/or other customers in relation to the brand
throughout he customer path)
▪ Identify the most critical touch-points and channels – (channels are
primarily communications channels & sales channels)
▪ Improve and integrate the most critical touch-points and channels
4. Engagement Marketing for Brand Affinity
 Enhancing Digital Experience with Mobile Apps
▪ Determine the use cases – identify customer frustration points and
assess how apps can resolve the frustration
▪ Design key functionalities and user interface – Focus on SoLoMo – Social
or sharing features; Location or location based functionality; and Mobile
or on-the-go capability.
▪ Develop back-end integration – Integrate with other support interface.
4. Engagement Marketing for Brand Affinity (Continued)
 Providing Solution with Social CRM
▪ Build sense-and-respond capabilities – A social listening algorithm to
monitor, filter, and prioritize the conversation is required. Also scan for
major complaints.
▪ Develop and empower social CRM agents – undertaken through human-
to-human interaction. Recruit the right agent.
▪ Leverage community involvement – One to one assessment is
impossible. Creation of clusters through mapping results in creation of
social community
4. Engagement Marketing for Brand Affinity (Continued)
 Driving Desired Behavior with Gamification – the use of game
principles in non-game contexts with a view to increase
customer engagement
▪ Define actions to trigger – provide points through transactions,
purchase, referrals, payments, feedbacks, etc.
▪ Define customer enrollment and tier creation – identify the enrollment
process and creation of segments through creation of tiers.
▪ Determine recognition and rewards – identify distinctive reward system
that is clear and honest.
 “WOW” is an expression that a customer utters when
experiencing speechless delight.
 WOW is surprising – gets more than expectations
 WOW is personal – is triggered by the person experiencing it.
 WOW is contagious – WOW moments are advocated in the social
media.
 WOW is viral – it does not create a ripple but a wave.
 WOW must make customers Enjoy, have a good Experience, and
create Engagement.
 WOW takes customers from – Awareness to Advocacy.
 WOW results in enhancing CLTV – Customers Life Time Value.