The Internet is an ecosystem comprised of technology, developers, content creators, users and advertisers, dependent upon each other for growth. Marketers need to view themselves as part of that ecosystem, says Jascha Kaykas-Wolff, CMO of Firefox maker and non-profit Mozilla. “We introduce ads on behalf of organizations, those ads in theory help attract people and the core value proposition that we have, and they potentially buy the products that we make for sale.” How can marketers understand that ecosystem, its evolution and the role of brands therein? How do we use that understanding to design positioning strategy, build trust with users and deliver value, so that those buyers will do business with us? These are some of the big questions addressed in this volume of Moneyball for Marketing. Highlights include:
Value proposition: “80 plus percent of users of the internet in America are unclear of what information is being shared, and have concerns about it,” says Jascha. That poses a problem for marketers who want to have marketing intelligence in order to deliver high value personalization. “The explicit relationship between the data that you’re sharing and that value needs to be really clear.” Jascha shares his thoughts on how to communicate that value.
Segmented service: Jascha suggests marketers remember the fundamentals when they create positioning strategy for different market segments. “We can…use all kinds of technology automation…but the reality is, if we understand what our customers want, we understand the different stages of the life cycle, we can communicate well to them, transparently to them, openly to them, and establish trust regardless of the amount of data they’re sharing with us,” says Jascha.
Big picture thinking: Jascha’s view of his role as CMO goes beyond Mozilla’s own products to larger issues affecting the Internet ecosystem. Specifically, he cites public policy, education and Internet core platform technologies as fundamental parts of marketing intelligence. “It’s about helping the organization refine a very crisp message, understanding the audience…and then helping find ways through communication and advertising to bring these messages out to market.”
Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on Twitter, LinkedIn, Google+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.