The big switch digitally powered consumer

connections

Oh.. Hi there!

Todays topic

What does it mean to be

Consumer centric approach in the digital age?

Is this a Funny question?

Consumer insight has always been at the core of good communications. but perhaps it’s The way we engage consumers that has changed.

Customer centric is the norm

Or is it? The Communications model has evolved

Mass model Integrated model Collaborative model

Participation & interactivity powered by live insights

matching luggage More channels, more

targeted

Broadcast to many

a collaborative model says: •  Attract vs Intercept – give consumers

an incentive to seek you out •  Assist vs inhibit– be helpful and

engaging, create value •  Affiliate vs isolate – connect

consumers to allow them to help one another

Digital is the new poster child

With digital comes… •  Transformative technologies that

empower consumers •  a whole world of data and fresh ways

to view, interrogate and interact with consumers

•  Most importantly it presents a whole suite of new insights about behaviours through which brands can connect with audiences

At naked we believe in…

It all starts with deep insights

•  Who are we addressing? •  Where & when are the

consumption moments? •  What alternatives are there? •  Why do people do this?

behaviour change at work

Our Digital lives make identifying insights easier

Always On Technology

in everything

Mobile devices

constantly sharing our

thoughts online

Some implications for marketing

•  Rise of brand community and social media {customer service to community product development}

•  Growth in, and commitment to owned

channels {online ecosystems to content development}

•  rise in utilities and other value add services {Horizontal service extension to personalisation and premiumisation}

The challenge for brands

There is increasingly a challenge to find ways to add value for the

consumer through whatever brand experience you offer

Digital insights can help

Social Video Mobile

Panel owned

Social: Tools

•  Social listening Also Google blog search Facebook/ads Topsy Twitterstats mentionmapp.com

Social listening: adidas Our insight: we knew that each month thousands of runners were sharing their runs in social media and via fitness services and apps like #runkeeper and #mapmyrun. Our strategy: was to tune in, to listen out for these tweets and respond back to runners with personal message of motivation

Video: tools

Youtube trends dashboard Also Youtube analytics Google trends (video)

Video: Oxy

Mobile: tools

ourmobileplanet Also Nielsen technology report AIMIA AUSTRALIAN MOBILE PHONE LIFESTYLE INDEX

Mobile: renault THE insight: 76% of the core male target have got a smartphone in their pocket and are a captive audience at the f1 the strategy: develop a mobile game that emulated the experience of driving a renault rs megane – establish a leaderboard over the 3 days of the event

Consumer Panel: tools

Consumer barometer Also Nielsen answers Roy morgan

Consumer: car category THE insight: despite websites and search providing valuable inputs into the purchase decision– it’s the dealer / showroom visit that’s ultimately the most important influencer on decision implication: how can we develop online tactics that convert online research behaviours into dealer visits

Owned data: tools

Google analytics Also Hitwise Nielsen Omniture UX focus groups Facebook insights Youtube channel insights

Owned: carsales

THE insight: more than 60% of people buying new cars on carsales are also selling a vehicle on the website Implication: data analysis revealed what types of vehicle people are trading in their old cars for – this means brands can target specifically those sellers and hit them much earlier on in the process

the big switch •  In the digital age we have the opportunity to

finally market with customers instead of to them

•  A shift away from telling consumers ‘what to think’ to inviting them to ‘participate’

•  Insights are at the heart of all the best communications work

•  digital marketers are the pointy end of all this because digital experiences naturally draw consumers into action

Thanks QUESTIONS?