digital age marketing communication
TRANSCRIPT
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Connect &
Collaborate
Interact and
Measure
Command and
Control
What has changed
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Consumers have not changed at all
What has changed
is how they relate to brands
Now the price of attention is significantly higher. You can’t buy it anymore
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Response
Measurability
Engagement
Interactivity
Sales Ease of use
Uniqueness
ROI
Reach
Targeting
What do Marketers look at
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Speak not merely Talk Listen not merely Hear
Observe not merely See Write not merely Scribble
Connect
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Communicating to Connecting
Marketer to Collaborator
Advertiser to Experience Creator
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Tools to Connect
Now Marketer wants people to engage with the brand to connect
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Ford Fiesta moments • 100 people in US selected through Fiesta
moments got Ford Fiesta cars for 6 months
• They were encouraged to share their experience with Ford Fiesta over the 6 months on their blogs, Twitter, Facebook, Flickr and Youtube
VW decided to test their proposition with a simple question: Would you do #anything4jetta?” Twitter users flocked to the hashtag, posting witty one-liners, embarrassing pictures and hilarious videos and a unique call-to-tweet system.
Engagement Tools
Volkswagen
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Nokia’s concept lounge Dell ideastorm.com
On design ,on ideas, on new age mobile devices or on ways to interact with mobile devices
Logged about 11,000 ideas, of which, 350 were implemented ,including making USB 3.0 port a standard feature on its PC and laptops, a common charger for devices, and introduction of anti-glare on notebook screens.
Idea Tools
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Pepsi
Ideas for new Italian TV ad .The release of the commercial will support the upcoming launch of the global “Refresh Your World” campaign in Italy
Unilever
Inviting its consumers to help in developing ads for its biggest brands. Creative people all round the globe have an opportunity to add their promotional video materials to the ad portfolios of the world-known products.
Advertising Tools
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Distribution Tools
Southwest airlines embed widgets called ‘ding’ on your desktop by which they make you travel agent and push offers directly to you
Southwest airlines
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People don’t drink the soda, they drink the can – the whole package of connectivity.
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Let go “ above the line” , “below the line” and
“offline”, “online” marketing mind-set
It is about consumer
emotion and
experiences
Key to marketing is you don’t create markets, you serve a market that is so thirsty that it says ‘I want to get that drink’ and you give them drink more than once.
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2/13/2012 [email protected]
Engagement Usage Preference
competition competition
Objective Setting
Let consumers know your value proposition
Communicate and amplify key product benefits.
Allow deeper consumer involvement and encourage
Dialogue. Emotionalise, build
relationship with consumers
Maximise trial and consumer loyalty by communicating competitive advantages and call to Usage messages
Purchase Process
The intangible, intrinsic desires
Their current brand recalled
communications
Varying involvement depending upon audience group
Perceived benefit only subtle
Assuming no problems
experienced then likely to
stick with brand in future
Spread WOM / Incentivise/
Evangelize
Product and price value along
With customer website
experience.
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Who are you ?
What is my value proposition Why should people do business with me? Why they should buy my products? Why Me ?
Varying involvement depending upon audience group
Perceived benefit only subtle
Assuming no problems
experienced then likely to
stick with brand in future
Spread WOM / Incentivise/
Evangelize
Product and price value along
With customer website
experience Engage
Purchase Process
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How do we become relevant to them ?
What is that I offer that no one else does
What is that my customers cannot get anywhere else? How easily can someone imitate what I do?
Perceived benefit only subtle
Assuming no problems
experienced then likely to
stick with brand in future
Spread WOM / Incentivise/
Evangelize
Engage OFFER COMPETITIVE
ADVANTAGE
Purchase Process
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How do we continue to be relevant to them?
If I were in market place to buy what you have to sell, will I think of you first, second, third or not at all?
Engage OFFER COMPETITIVE
ADVANTAGE ( Product / Technology )
Loyalty; DRIVE WOM ( Overall Experience*)
Purchase Process
*The unmatched service, quality, overall experience right from accessing the site up to after sales services
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High Competitive Awareness
High Competitive Preference
High Competitive Usage
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A
N
G
E
L
Analyze the market
Nail the relevant Strategy and story
Go to Market Plan
Energize the channel and community
Leads and Revenue
s
Sustaining Value
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A Analyze the market
Bringing customers inside the organization and understanding the opportunities and threats in the environment
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Focus more on the 10% and less on the 90%. The 90% don’t pay attention to you anyway. They’re watching the 10%
All untargeted advertising is noise
Consumer Insight ( Getting into minds of consumers)
Fresh and non-obtrusive way of understanding customer need, behavior or frustrations.
It’s about walking in customer shoes but first you have to take off your own.
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Nail the relevant Strategy and story N
Converting these insights into value proposition that is compelling for customers
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Content ( Brand Narrative) is only as good as the Context ( What it does for consumer) it creates . Increasingly brands are focusing on context because relationships are valued and limited by nature
‘Nice to have’ to ‘Must have’ ?
Bring advertising closer to information Nike Plus advertising Notion is that Nike becomes
the enabler of your better running experience.
Importance of ‘when’- Just in
time instead of just in case
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Relevance
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In God we trust but everybody else has to show data
Data needs to transition from basic information to something that is much more individual customer focused behavior.
DATA IS NEW INTEL INSIDE
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Go to market G
Taking this offering to customers through Media, distribution channels and partnerships
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Media Fragmentation
Michael Jackson’s Thriller is the best selling album of all time. It is believed that this achievement will stand forever as music today is too fragmented for
any single artiste in any genre to make such an impact.
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Identify Passion Groups
Embrace new ways of connecting brands with the relevant consumer segments.
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While we use media to tell our brand story
find new ways for customers to tell theirs
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Create earned not mere paid media
Influence not mere awareness
Dialogue not mere campaigns
Media needs to be multi-dimensional because customers live multi-dimensional lives
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Innovation is creative application and a mindset Microwave was created for military application but the application of microwave to heat food was an Innovation
Smarter nuances solutions
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E Energize the channel and community
Articulating value proposition and position in the market place.
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The difference between iPod and Zune is fans
Delight your customers… The rest is mere detail
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Find different ways to make connections with consumers using technology
consumers increasingly don’t shop in one channel, they shop in multiple channels
Selling shoes, mobile phones or insurance – every brand is a potential platform on which consumers could tell their own story
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Our lives are driven by peer recommendation; from choosing a bar or restaurant to book, car or even
diapers or vacation.
We leave nothing to chance.
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Leads and Revenue L
“However beautiful the strategy, you should always look at the results” Churchill
Focus shifting from number of leads
to quality of leads.
Integrating all marketing tools
deployed into one unified system and matrix for measurement, to improve overall ROI and workflow
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Marketing is the new finance
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Need to move from viewing customers as destinations for our marketing messages to treating them as partners in its production
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Nokia has 32% market share and 4% of the industry profits. Apple has 4% market share and 52% of its profits.
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Engagement Preference Usage
Objective Brand Presence
And Value Conversation/Dialo
gue Drive Trial
Measurement
Reach, GRPs Ad Impressions
CTR % Ad recall surveys
Ad Interaction Social Media Metric
Registrations, Sign up to promotion
Footfall
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Banner Advertising
Search Marketing
Email Marketing
SEO, Referrals, Affiliate Programs & Offline
Determine which marketing initiatives are driving
results
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Print Ad PR Mention
Email Newsletter
Search Campaign
Launch
Radio Spot
Marketing Dashboard
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Brand success in the era of many to many isn’t
the result of choices in media
but choices in mindset
Which Metric are we tracking ?
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With so much choice, why settle for the thousands of brands we could “like” when there is one that we could love?
If your customers like you, be afraid… be very afraid
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Nokia consistently polls among youth as the most trusted brand whereas Apple is the most recommended.
Which Metric are we tracking ?
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Some people want it to happen,
some wish it would happen,
others make it happen.
Michael Jordan, the most decorated player in the history of the NBA