Hi Doc
I am curious.
Traditional marketing was largely about companies broadcasting their communications at consumers. This is a one to many model (12M). As companies started to collect more information about their customers, they introduced CRM and more recently, digital flavours of marketing. These are one to few models (12N). Companies can now collect much more information about customers, some of it in real-time, and will soon be able to market to individual customers in their current context. This is the one to one model (121) that Peppers & Rogers talked about but which is only now becoming technologically possible..
On the other side of the equation. Consumers using MeCommerce (I reserve the term VRM for B2B applications) to intentcast covers the same three 12M, 12N and 121 models as marketing does. There are obvious differences between the marketing 12M and 12N models and the intentcasting 12M and 12N models, but are the differences really all that large between the two 121 models. Surely, these are just good old 'dyadic negotiations', irrespective of who initiates them.
That isn't the end of the story either. Most 121 negotiations today are at the whole product (or service) level. 'Would you like to buy my stuff?' vs 'I would like one of these, do you have one?'. The current trend towards a more contextual model is very clearly away from whole products, and towards their unbundling and rebundling one component/interaction at a time. Rather than 'would you like to buy my stuff?' marketers are starting to say 'I think this component wil help you get your job done better, can I integrate it into your service'. And contextual platforms, such as those enabled by CMR tool MyWave allow consumers to say 'I need help getting this job done, who can help me with different component parts of it'. Joe Pine, one of the pioneers of mass-customisation and customer experience management, calls this a many to one (M21) model. Consultancies such as Accenture talk about it their writing on 'the Everyday Bank' (http://www.accenture.com/SiteCollectionDocuments/financial-services/accenture-everyday-bank.PDF) and some conpanies such as USAA are starting to offer it too (https://www.bcgperspectives.com/content/articles/information_technology_strategy_digital_economy_customer_centricity_financial_services_goes_digital/).
MeCommerce is all about control over these contextual interactions and how they create value by ensuring the right resources are made available during each one. The development of contextual interaction 121 and platform-based M21 models should help close the gap between companies and consumers... and between Marketing and MeCommerce.
Thoughts?
Best regards from Bishopsgate, London, Graham
--
Dr. Graham Hill
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DE +49 170 487 6192
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Partner
Optima Partners
http://www.optimapartners.co.uk
Senior Associate
Nyras Capital
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Associate
Ctrl-Shift
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Gesendet: Samstag, 06. September 2014 um 20:04 Uhr
Von: "Doc Searls" <
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An: "ProjectVRM list" <
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Betreff: [projectvrm] A VRM mention in a CRM research report