How to Differentiate and Grow a Thriving Retail Business in Today's Crowded Marketplace
Thriving in a Digital Marketplace
Transcript of Thriving in a Digital Marketplace
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Thriving in a Digital Marketplace
Guide for Brands
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Information Classification: General
BrandHive Capabilities
• Branding agency founded in 1997
• 95+ years experience with healthy lifestyle consumer
• Full range of strategic and creative services
• Working with a global clientele in Asia, Europe and the USA
• Business-to-business
• Business-to-consumer
• Brandhive.com
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Marketing today is less about the marketer and all about the
consumer.
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Marketing today is less about what you have to sell, and more about who is buying it, where and how.
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It’s the OmniChannel!The new point-of-purchase is the
consumer.
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Why care about the OmniChannel? Is your brand digitally fluent?
How did the consumer get here?
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Information Classification: General
Channel
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Information Classification: General
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INSIGHT #1OmniChannel is a mindset; a new paradigm for consumer purchase
behavior which recognizes that shopping is now more fluid between channels.
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INSIGHT #2Traditional media targeting is one tool,
but successful brands meet the consumer wherever they are.
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INSIGHT #3Content marketing will help cull and
curate your consumer tribe.
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FACT #1Internet sales growth for DS/FFB is double that of other channels.
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FACT #2Smart phone penetration is hovering at
80% in most countries.
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FACT #3Average consumer is active on 3 digital platforms (mobile, tablet, laptop) and
often simultaneously.
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FACT #48% of all supplement purchases are
made online.
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FACT #5Internet purchases of FFB are growing at 16%
annually, compared to B&M retail at 6-8%.
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FACT #6Over 50% of new companies launching in
H&W (Years 1-3) launch online first.
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ConclusionBrands who don’t make the jump to
digital will over time become inaccessible and therefore irrelevant to consumers.
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Digital First Philosophy
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Source: Nutrition Business Journal
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Multi-channel is not OmniChannel.
OC is about connecting brand distribution and messaging in a seamless way.
Content/Engagement/Promotion/Sales
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6 Steps to Digital Fluency
Step 1: Get your house (Website) in order.
Attract→Engage→Inform→Sell
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Website
Public Relations
Social Media
Advertising
LeadGeneration
PaidSearch
BloggerInfluencer
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6 Steps to Digital Fluency
Step 1: Get your house (Website) in order. Attract→Engage→Inform→Sell
Step 2: Embrace content marketing to gather your tribe
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6 Steps to Digital Fluency
Step 1: Get your house (Website) in order. Attract→Engage→Inform→Sell
Step 2: Embrace content marketing to gather your tribe
Step 3: Get social
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Social Content Development
Editorial Outline
Content Creation
PerformanceReport
Content Optimization
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6 Steps to Digital Fluency
Step 1: Get your house (Website) in order. Attract→Engage→Inform→Sell
Step 2: Embrace content marketing to gather your tribe
Step 3: Get social
Step 4: Harness the power of video
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Video & Social Media
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Information Classification: General
6 Steps to Digital Fluency
Step 1: Get your house (Website) in order. Attract→Engage→Inform→Sell
Step 2: Embrace content marketing to gather your tribe
Step 3: Get social
Step 4: Harness the power of video
Step 5: Establish, measure and act on KPI’s and metrics
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Forecast, Measure, Optimize
ClicksImpressions Conversions
Optimize
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Information Classification: General
6 Steps to Digital Fluency
Step 1: Get your house (Website) in order. Attract→Engage→Inform→Sell
Step 2: Embrace content marketing to gather your tribe
Step 3: Get social
Step 4: Harness the power of video
Step 5: Establish KPI’s and metrics. Measure and act on data
Step 6: Plan to fail. (yes, really)
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Building a digitally enabled, engaging, content-driven brand is the key to
longevity and increased sales
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