digital ecosystem x consumer journey
DESCRIPTION
TRANSCRIPT
![Page 1: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/1.jpg)
INTRODUCTION TO ITS IMPORTANCE
Digital Strategy Class #1
![Page 2: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/2.jpg)
What we WILL NOT be covering this round
Social Media/Mobile Channels strategy E.g. Facebook strategy, Instagram strategy, etc.
Tutorials/How-tos that CAN be Google-d E.g. How to post stuff on Facebook
Digital Marketing statistics E.g. Number of Malaysians using digital
![Page 3: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/3.jpg)
What we WILL be covering now and in the future
Overview to Paid/Owned/Earned Media
Role of Digital Media
Digital Media Processes
Digital Media Targeting & Retargeting
![Page 4: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/4.jpg)
What is Media?
AKA
Touchpoint, Channel, Medium
Media is a group of different Communication Platforms used to connect or influence individuals or groups
- Rachel Foong’s Definition
![Page 5: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/5.jpg)
Media Landscape
REACH
INVESTMENT
CONTROL
TARGET AUDIENCE
PERIOD
INDUSTRY PLAYERS
PAID MEDIA“ATL”
GUARANTEED Visibility/ROI
HIGH Investment
MEDIUM Control
Mass/Targeted
Short Term
Media Buyers & Celebrity Managers
OWNED MEDIA
“Corporate/Store”
LOW TO MEDIUM Visibility/ROI
MEDIUM Investment
FULL Control
Targeted/Customers
Long Term
BTL & Events/Activation & PR & CRM Agencies &
Brand Collaborations
EARNED MEDIA
“Word of Mouth”
NON-GUARANTEED Visibility/ROI
ZERO Investment
ZERO Control
Customers/Fans
Short to Long Term
PR agencies /CRM
Creative Agencies
![Page 6: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/6.jpg)
360 and the Creative Agency
360˚ CampaignMaximise Reach and
ROI to achieve objectives
![Page 7: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/7.jpg)
WHAT ARE THE DIFFERENT TOUCHPOINTS AND ROLES?
Media Ecosystem – Then
![Page 8: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/8.jpg)
The Traditional Consumer Journey
From Awareness to Loyalty
I Love (Share)“Loyalty/Advocacy”
I Buy“Conversion”
I Consider/Engage“Interest”
I Know “Awareness”
![Page 9: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/9.jpg)
Traditional Consumer Journey
I KnowI
Consider/Engage
I Buy I Love (Share)
Media Buying
Activation/BTL
PR
CRM/BTL
Traditional Paid Media(Newspapers, Radio, TV, Billboard, etc.)
Shopper/Activation Marketing
(Flyers, In=store promos, Guerrilla, etc.)
Celebrity Endorsements/ Brand Partnerships
Product Packaging/Promotions
(In-store Ads, Coupons)
Direct Mailers/Newsletters/Call Centres/Direct Marketing
Press Conferences
Member Referral
Onground Event/Team
Loyalty Programs
Press Mentions/Reviews
PAID MEDIAOWNED MEDIA
EARNED MEDIA
![Page 10: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/10.jpg)
Traditional Consumer Journey (Metrics)
I KnowI
Consider/Engage
I Buy I Love (Share)
Media Buying
Activation/BTL
PR
CRM/BTL
Impressions
Sales
PAID MEDIAOWNED MEDIA
EARNED MEDIA
New Member
Signups/Friend Referrals
PR Value
Program/Contest/
Promotion /Event
Engagement
CRM Database
Repeat Sales
![Page 11: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/11.jpg)
Problems with Traditional Journey
Calculation is purely based on Impressions/PR Value -> Sales/Customer DB
High investment on Paid Media to increase sales
How do I know that I’m making a brand impact without spending millions on research?
![Page 12: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/12.jpg)
HOW IT ALL CHANGED
Media Ecosystem – Now
![Page 13: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/13.jpg)
What has not changed
THERE IS STILL ONE TRUSTED MEDIUM
LEFT IN THE WORLD
MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
Alain Thys - FutureLab
![Page 14: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/14.jpg)
STOP THE MONOLOG - START THE DIALOG
Art by: Andrew Davies
![Page 15: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/15.jpg)
The NEW Consumer Journey
From Awareness to Advocacy
I Share“Advocacy”
I Love“Loyalty”
I Buy“Conversion”
I Compare‘Reviews/Evaluation”
I Consider/Engage“Interest”
I Know “Awareness”
![Page 16: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/16.jpg)
The NEW Consumer Journey
From Awareness to Advocacy
I Share“Advocacy”
I Love“Loyalty”
I Buy“Conversion”
I Compare‘Reviews/Evaluation”
I Consider/Engage“Interest”
I Know “Awareness”
Mob
ile
Deskto
p
Tab
let
Search Engine
s
Social Networks/Forums
/Blogs
Social Networks/Forums/Blogs
Ap
ps &
Gam
es
![Page 17: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/17.jpg)
Today’s Consumer JourneyI Know
I Consider
I Compare
I Buy I Love I Share
Media Buying
Activation/BTL
PR
CRM/BTL
Digital (IT/SOCIAL)
Digital (SEARCH)
Digital (MOBILE)
PAID MEDIAOWNED MEDIA
EARNED MEDIA
Traditional + Digital Paid Media
Paid Likes + Shares
Product Packagin
g/Promotio
nsShopper/Activation Marketing
Onground Event/Tea
mCelebrity Endorsements/ Brand Partnerships
Press Conferences
Press Mentions/Reviews
Digital Influencer Marketing
Press Mentions/ReviewsDigital Influencer
Marketing
Direct Mailers/Newsletters/Call Centres
Member Referral Loyalty Programs
Direct Mailers/Newsletters/Call Centres
Website/Microsite/Blogs/Forums
Email/Content Marketing
Social Media Pages Shared Content
Search Engine Marketing
Search Engine Optimisation
Mobile Apps & Games
Email/SMS
Augmented Reality
Podcast/Videos
![Page 18: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/18.jpg)
Today’s Consumer Journey (Metrics)I Know
I Consider
I Compare
I Buy I Love I Share
Media Buying
Activation/BTL
PR
CRM/BTL
Digital (IT/SOCIAL)
Digital (SEARCH)
Digital (MOBILE)
PAID MEDIAOWNED MEDIA
EARNED MEDIA
Impressions
SalesNew
Member Signups/Friend
Referrals
PR Value
Program/Contest/Promotion /Event
Engagement
CRM Database
Repeat Sales
Pageviews/
Visits/Clicks (CTR)
App Downloads
/Activity
Clicks (CTR)
Impressions
Ranking
Reviews/Mentions/Fan-Created Content
Email /RSS Subscriptio
nSharesFollowersOnline Sentiment
Influencers
Engagement
Time Spent
SharesEngageme
nt
![Page 19: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/19.jpg)
Why is the new journey important?
More avenues for owned media
More metrics/data
Better and clearer consumer cycle
The store is no longer confined to a physical space
![Page 20: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/20.jpg)
HOW THEN DO WE MAXIMISE THE DIFFERENT TOUCHPOINTS?
Digital Strategy
![Page 21: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/21.jpg)
Some common objectives
Increase WOM/conversations
Increase community numbers (CRM)
Increase sales
Increase awareness
![Page 22: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/22.jpg)
Digital/Social Media Strategy
How do we approach the world of today to build and extend relationships?
Optimise
Community Size Share of Voice Sentiment Shareability ROI
Build & Respond/Engage
Social Media Management
Reputation Management
Crisis Management
Content Marketing Channel Strategy
Understand/Analyse
Keyword Analysis Sentiment Analysis Share Of Voice Analysis User Experience
Listen
Social Media Monitoring Search Engine Results Forums/Social
Networks/Reviews Insights/Behaviour
Set Objectives
Metrics/KPI Understand Ecosystem Budgets
Sharpen the Brand
USP Messaging Relevance Evaluate Current Ecosystem
Stakeholder Identification
![Page 23: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/23.jpg)
Who we’re working aka fighting with
I KnowI
ConsiderI
Compare I Buy I Love I Share
Media Buying
Activation/BTL
PR
CRM/BTL
Digital (IT/SOCIAL)
Digital (MOBILE)
PAID MEDIAOWNED MEDIA
EARNED MEDIA
Traditional + Digital Paid Media
Paid Likes + Shares
Product Packagin
g/Promotio
nsOnground Event/Tea
m
Digital Influencer MarketingDigital Influencer
MarketingDirect Mailers/Newsletters/Call
Centres
Member Referral
Direct Mailers/Newsletters/Call Centres
Website/Microsite/Blogs/Forums
Email/Content Marketing
Social Media Pages Shared Content
Mobile Apps & Games
Email/SMS
Augmented Reality
Videos
Shopper/Activation Marketing
![Page 24: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/24.jpg)
How can creative agencies stand out then?
By bringing powerful and insightful ideas to life, no matter the medium.
![Page 25: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/25.jpg)
EXAMPLES OF DIGITAL STRATEGY IN PLAY
Case Studies
![Page 26: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/26.jpg)
Case Study:KLM Surprise
Brand Message: Journeys of Inspiration
Objective:Make passengers feel special
Listen:Monitor check-ins / mentions via social media
Build & Respond/Engage:Reward passengers by responding to their needs
Optimise:??
![Page 27: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/27.jpg)
Case Study:Old SpiceBrand Message:The Man your Man could Smell Like
Objective:Spark conversations amongst couples about body wash
Listen:Monitor responses and questions about body wash
Build & Respond/Engage:Engage celebrities and fans to influence conversations with creative and humourous content
Optimise:Follow up with campaign based on similar story
![Page 28: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/28.jpg)
Case Study:Oreo Daily TwistBrand Message:A 100th yr old cookie with a twist
Objective:Fuel everyday conversations with Oreo as the icon
Listen:Monitor trends/pop culture/issues that are being talked about globally
Build & Respond/Engage:Creatively use the cookie as an icon to symbolise the topic of the day
Optimise:Localise the conversation amongst countries
![Page 29: Digital Ecosystem x Consumer Journey](https://reader036.vdocuments.site/reader036/viewer/2022081602/54bd2c394a7959433a8b456e/html5/thumbnails/29.jpg)
FOR OTHER LESSONS, PLEASE ASK UNCLE GOOGLE FIRST
Terima kasih