Consumer centric in the digital age
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The big switch digitally powered consumer
connections
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Oh.. Hi there!
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Todays topic
What does it mean to be
Consumer centric approach in the digital age?
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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.
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Customer centric is the norm
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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
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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
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Digital is the new poster child
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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
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At naked we believe in…
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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?
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behaviour change at work
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Our Digital lives make identifying insights easier
Always On Technology
in everything
Mobile devices
constantly sharing our
thoughts online
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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}
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The challenge for brands
There is increasingly a challenge to find ways to add value for the
consumer through whatever brand experience you offer
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Digital insights can help
Social Video Mobile
Panel owned
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Social: Tools
• Social listening Also Google blog search Facebook/ads Topsy Twitterstats mentionmapp.com
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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
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Video: tools
Youtube trends dashboard Also Youtube analytics Google trends (video)
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Video: Oxy
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Mobile: tools
ourmobileplanet Also Nielsen technology report AIMIA AUSTRALIAN MOBILE PHONE LIFESTYLE INDEX
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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
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Consumer Panel: tools
Consumer barometer Also Nielsen answers Roy morgan
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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
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Owned data: tools
Google analytics Also Hitwise Nielsen Omniture UX focus groups Facebook insights Youtube channel insights
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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
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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
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Thanks QUESTIONS?