Digital age marketing communication

2/13/2012 [email protected]

Who moved my 30 second TV spot ?


Marketing communications?

What has changed ?

[email protected] 2/13/2012

Connect &

Collaborate

Interact and

Measure

Command and

Control

What has changed


Trust

What has not changed


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


Response

Measurability

Engagement

Interactivity

Sales Ease of use

Uniqueness

ROI

Reach

Targeting

What do Marketers look at


What needs to be developed in Digital Age Marketing?


Connect


Speak not merely Talk Listen not merely Hear

Observe not merely See Write not merely Scribble

Connect


Communicating to Connecting

Marketer to Collaborator

Advertiser to Experience Creator


Tools to Connect

Now Marketer wants people to engage with the brand to connect


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


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


Cadbury Collaboration Factory

Threadless

Product Tools


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


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


People don’t drink the soda, they drink the can – the whole package of connectivity.


Let go “ above the line” , “below the line” and

“offline”, “online” marketing mind-set

It is about consumer

emotion and

experiences


Starbuck

Less about US and more about YOU approach

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.



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.


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






Evangelize

Product and price value along

With customer website

experience Engage

Purchase Process


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?






Evangelize

Engage OFFER COMPETITIVE

ADVANTAGE

Purchase Process


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


High Competitive Awareness

High Competitive Preference

High Competitive Usage

INTEGRATED MARKETING COMMUNICATION



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


A Analyze the market

Bringing customers inside the organization and understanding the opportunities and threats in the environment


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.



Nail the relevant Strategy and story N

Converting these insights into value proposition that is compelling for customers


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


Relevance


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


Bring Idea to Life


Go to market G

Taking this offering to customers through Media, distribution channels and partnerships


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.


Create Differentiations


Identify Passion Groups

Embrace new ways of connecting brands with the relevant consumer segments.


While we use media to tell our brand story

find new ways for customers to tell theirs


Say hello to …. connect


Create earned not mere paid media

Influence not mere awareness

Dialogue not mere campaigns


Coca cola

Media needs to be multi-dimensional because customers live multi-dimensional lives



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


E Energize the channel and community

Articulating value proposition and position in the market place.


The difference between iPod and Zune is fans

Delight your customers… The rest is mere detail


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


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.


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


Marketing is the new finance


Need to move from viewing customers as destinations for our marketing messages to treating them as partners in its production


Nokia has 32% market share and 4% of the industry profits. Apple has 4% market share and 52% of its profits.


Marketing should begin and not end at point of sale


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


Banner Advertising

Search Marketing

Email Marketing

SEO, Referrals, Affiliate Programs & Offline

Determine which marketing initiatives are driving

results


Print Ad PR Mention

Email Newsletter

Search Campaign

Launch

Radio Spot

Marketing Dashboard


Sustaining Value s

Continuous improvement of customer experience


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 ?


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


Nokia consistently polls among youth as the most trusted brand whereas Apple is the most recommended.

Which Metric are we tracking ?


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

by MediaCom, 24.01.2011

Thank you!

Digital age marketing communication

Business

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