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
• YouTube
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