challenges of marketing to the connected consumer kathryn mc mann

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Challenges and Solutions of Marketing in the Age of the

Connected Consumer

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#ConnectedConsumer

#ConnectedConsumer#FBTLive

T: @KathrynMcMannW: www.kathrynmcmann.com www.TheHolisticMarketingCompany.com

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Businesses can’t ignore the fact that digital is now intrinsic in (practically) everything we do


• Customer services and support• Purchases /bookings• To relay information• Website access via mobile devices• Metrics data • Source feedback and customer market research • Mobile Apps• Social Media, Recommendation and WOM• Topic relevant search terms (SEO)• Informational Content

Digital actions within Marketing


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#ConnectedConsumer

1. Key Digital Trends2. The Connected Consumer3. The Challenges and Solutions4. Key Take Aways

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#ConnectedConsumerAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution

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There are…

2,925,249,355 internet users Worldwide

40.4% penetration

Image Source: http://apod.nasa.gov/apod/ap070916.html

…………..…...……...DIGITAL TRENDS

• Mobile Social Apps are growing, month on month.

Amazon(+13%), Facebook (+21%) and Wikimedia (+13%)

Source: Comscore. June 2014

• Pinterest (21%) has over taken Twitter (18%)

• There is a 50% crossover between Instagram and Twitter use

within the networks.• As of Jan 2014 Source: Our Social Times http://bit.ly/1nnPDBp

………..…...………...DIGITAL TRENDS


Tablet purchases have grown exponentially, compared with PC/Mac sales



Image Source: Mary Meeker

………….....………...DIGITAL TRENDS


“Internet TV is replacing Linear TV.” - Mary Meeker

84% of mobile device owners use their phones while watching TV

…………..…………...DIGITAL TRENDS


Image Source: Flickr/Anchylosaurus

Where is this thirst for content being satisfied?


Smart phones are the most used device, in majority of countries, Globally

Source: Mary Meeker @ KPCB

86% of mobile internet access is via Apps, not by using mobile browsers. The web is now ‘just another app’



Source: Flurry Insights

OMNICHANNEL PROGRESSION Consumers are accessing ‘Content’, not just via the web on mobile devices, but via apps that deliver content, from the original site.

E.g. ‘How To’ Video uploaded to Youtube -> Email recommendation -> Viewed in Youtube Mobile app ->Share to Social App



Source: http://pennystocks.la/internet-in-real-time/

…………..…………...DIGITAL TRENDS

Image source: Marketo http://bit.ly/1mSFvyK



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…communicates across devices and channels seamlessly – Ebay, Amazon, Apple, Google

…………………………...………................THE CONNECTED CONSUMER


…embeds a range of mediums across multiple Digital Platforms without questioning the technology - Facebook, Google+ Imgur, Youtube, Twitter



…‘shares’ because it’s an extension of them, not the brand. Brand loyalty hasn’t come into it yet.



…doesn’t see ‘communication touch-points’ as “somebody else’s’ department” (except outdated call-centres)



THE CONSUMER-BRAND RELATIONSHIP

They have 1 relationship with a brand



Personal Social NetworksMobile appsEducation/TrainingSearch termsCustomer Services via Twitter /PhoneVideos, Whitepapers, Content Brochure material

TelesalesPhysical Event Third-Party Supplier Partnership Referral



Customer SupportSocial Community ChannelsMobile / tablet apps3rd Party Distributor Branded EventsSearch TermsVideos & Content Telemarketing/Sales

THE CONSUMER-BRAND RELATIONSHIP

Brands have Multiple Customer-Touchpoints per customer



The BUSINESS LIFECYCLE

Who is Leading the Way?



WHO’S DOING IT?


The Retail Experience Extended



The Retail Experience Extended


• GPS store locator

• In-store information with barcode scanning

• Check availability at your nearest store for same day collection

• Create shopping lists, in-app purchases, and request same-day delivery

• Update offers and promotions in real-time to daily to hungry target

audiences

• Receive valuable metrics

• Use augmented reality to view products in 3D

WHAT ARE THEY DOING?

The Dining Experience Extended



WHO’S DOING IT?

The Dining Experience Extended



• GPS restaurant locator

• Order in advance of pick-up

• Content direct to ‘hungry’ Target Audience

• Great metrics

• Daily deals, discounted offers at the local eatery on the ‘same day’.

• In-store membership sign up = fast data capture

• Quick-fire interaction on Twitter.

• Pay and split the bill in the store via the app



The B2B Experience Extended

WHO’S DOING IT?


The B2B Experience Extended


• Real-time GPS location direction and availability

• Instant in-app payment

• Direct to hungry Target Audience

• Real-time countdowns

• Immediate invoice receipt retrieval

• Add-on Educational information

• Supported by real-time social communities, not instead of.

• Receive valuable metrics


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The Core Challenges

Marketing in the age of the Connected Consumer

1. Targeting Multiple Customers

2. Being Heard through the Noise

3. Multi-Channel Management

4. Over-Extended Resources


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Challenge #1


Targeting Multiple CustomersHow can you be all things to all of your target demographics, across multiple devices and channels, at the same time?

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Solution

Invest in Research and Planning

• Define the multiple target segments: who they are, where they are.

• These will evolve as actions evolve. Design and prepare to adapt. It’s a

cyclical, agile process.

• Use your analytics and benchmarks from the start

• Ensure the Brand is consistent, with the brand values and message embedded

within every touch-point.

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Challenge #1: Targeting Multiple Customers


Being Heard through the NoiseWith so many distractions, how can a company stand out from its

competitors?

Challenge #2

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Solution

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Market with a broad integrated perspective• Unite, optimize to lead across channels and centralised information (CTA

directions, landing pages, communities, content)

• Build brand values into all media and materials (keywords, design, etc.)

• Be relevant, as well as consistent

Challenge #2: Being Heard through the Noise


Challenge #3

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Managing Multiple ChannelsWith so many stakeholders and departments, how do companies

manage each section for consistency across all channels?

Solution

Holistic Management • Design process management (dividing time and resources) into the strategy

at the beginning

• Centralise operations, chair team discussions.

• Encouraging cross-depart. collaborations, and autonomy among stakeholders

to ensure everyone is working towards the same goals.

• Centralise static Brand information to be accessible by all key stakeholders.

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Challenge #3: Managing Multiple Channels


Over-Extended ResourcesYour team and skills base are only so big. How can you manage yet more

marketing activity, in a world that never sleeps?

Challenge #4


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Solution

Be relevant and creative but don’t be overly ambitious• Be practical in your planning, this will help you sustain and build towards more

ambitious ideas at later stages.

• Arm your employees with information and they will be your best brand

ambassadors

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Challenge #4: Over-Extended Resources

KEY TAKE AWAYS

• Design with the customer at its core, but build with the brands resources in mind

• Integrate marketing, holistically, within all arms of the business. If you consider the different customer-touchpoints as separate silos, the customer-facing messaging will be fragmented.

• Invest in the Research and Planning stage. This will save mistakes, budget and time in the long-run.

• Consider the resources as another level to the strategy, and encourage discussion between departs during Research and Planning.


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Integrated Strategic Marketingo Brand endorsement % per/channelo Customer Segmentation Methodso UX and Navigation

o CTA’s, design framework, copywritingo Content Marketing

o Production, Curation, Distributiono Timingo Topic specific content

Metrics and KPI’so Conversion rates

o SEO o User Testing & Point of Entry

o Penetration o Data Mining

o Tools

Retention and Acquisitiono Sales funnelo Social Channels and SEO combined

o Engagement campaigns o Advertising

o Ad revenue statisticso Social Networkso Apps Integration

o Newsletter value and Retentiono Content topics

o Time Plans/ CalenderAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution

Why haven’t I mentioned…..?

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#ConnectedConsumer

Kathryn McMannDirector I Holistic and Social Media Marketing ConsultantKathryn McMann Consultancy The Holistic Marketing Company

@KathrynMcMann

www.TheHolisticMarketingCompany.com

www.KathrynMcMann.com

WE JOIN THE DOTS AND MAKE IT HAPPEN


“Holistic Marketing…

considers the whole picture of a business,

unites the business behind the brand and delivers a seamless and consistent experience for the user or

customer”Kathryn McMann, Holistic Marketer

And founder of The Holistic Marketing Company


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#ConnectedConsumer

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WHO I’VE WORKED WITH

Kathryn McMann I Director and Consultant Kathryn McMann Consultancy LtdThe Holistic Marketing Company

E: [email protected]: @KathrynMcMannP: 0330 111 0630

W. www.KathrynMcMann.com / www.TheHolisticMarketingCompany.com

Thank you for listening.



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