MKTG:5605Brand Strategy in a Digital WorldKeeping up with the times

IS “CONNECTING THE WORLD” AN AMBITIOUS VISION? NOT IF YOU ARE FACEBOOK!

• 2.07 Billion Active Users = 26% of World Population

• Average time spent on FB = 20 minutes

• On Thurs & Fridays … Engagement is 18% higher

• 42% of Marketers report that Facebook is critical to their business

• Environmental Forces Influence Facebook

Source: Zephoria Digital Marketing

Digital Technologies change how we connect and create value with our CUSTOMERS

Businesses that adapt – Succeed and thrive in the digital world!

Others will fail

Digital Brand Strategy and its implications on Marketing

What is the impact of Conversations between Consumers in the Digital

Space on Brand Management

How does Digital impact a

Product’s Life ?

Media Brands Get Essential Insights

Some of the world’s largest media

companies use data and other forms of

data / market research for:

Audience and editorial research

Value-added service for advertisers

Product testing

Meredith Corporation uses a community to

rapidly test magazine covers for sales

optimization, develop audience insights and

influence editorial content.

Despite challenging environment for print publishers,

Meredith’s print audience grew by over

+10%

Source: Fuel Cycle

Increased ROI on BRAND Spend

A large lawn equipment manufacturer

sought to increase their return on

investment from their research

budget.

The manufacturer has conducted 12

online focus groups, 26 surveys

and 19 discussion boards.

Community members use the iOS and

Android apps to participate in activities

and upload videos of their lawn

maintenance practices.

The brand vastly improved their ROI

on research spend.

Source: Fuel Cycle

Increased Likelihood of Retail Success

A shoe company created a new

insole technology and needed to test

the design quickly and efficiently.

They shipped shoes to their

community members to test and

provide feedback, while staying true

to their brand.

Members wore the shoes for a week

and participated in daily surveys and

discussion boards. They posted

pictures of the shoes and many

participated in a focus group at the

end of the week.

By using the data, the brand was able

to introduce a product that was

consistent with its brand story.

Source: Fuel Cycle

It all starts with data…

But, in the end, it’s what you do with the data (the knowledge) to appropriately Activate and Execute your brand & brand strategy

Content

• What are you showing them?

• Strategy

• Mobile

• Storytelling

• Real-time affect

Creative

• Connect with audience

• Tie it back to Brand Brief

• Rethinking your website

Creating, Fostering and Managing your website to Owned Assets!

Channel

• Search

• Facebook

• Twitter

• YouTube

• Instagram

The How & The Why

• Frequency of Use

• Why do they use it?

Channels depend on Actions you Want: Explore / Inform, Buy, Use!

Activation

• How do you choose the right channels and execute your strategy

• Programmatic and Display• Search Engine Marketing• Social Media

• Management & Influencer• Platforms (FB, Twitter, etc)

Case Examples from dozens of companies…

Relevant examples from established firms (L’Oreal, SWA, Taco Bell)

To digital Stars (Amazon, Apple)

To digital RISING stars (Airbnb, Warby Parker, etc.)

Adapting Strategic Planning Tools to ignite 5 core behaviors: Access; Engage; Customize; Connect and Collaborate

• Fuel Cycle by Passenger – Online community solution for marketers, CX, researchers and advertisers www.fuelcycle.com

– Examples provided, John Deere, Meredith Corporation and Designer Shoes

• Forrester Research - Digital Experience Technology and Delivery Priorities, 2016 www.forrester.com

• Zephoria Digital Marketing – The Top 20 Valuable Facebook Statistics, Jan. 2018 www.zephoria.com

• Rogers, David L., The Digital Transformation Playbook

Acknowledgements