marketing to the warc sla annual conference june 2013 connected consumer
TRANSCRIPT
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Warc
(Admap, Market Leader, the Journal of Advertising Research)
Publications
Warc.com – marketing intelligence
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WHAT I’LL FOCUS ON TODAY
Key themes shaping ‘connected communications’Implications and opportunities for brandsChallenge established thinking on effectiveness in mobile, social and branded content
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Five topics
1. The disrupted path to purchase
2. Brands as content publishers
3. Engaging the multi-screener
4. The virtual consumer
5. The next wave of connections
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COMMON THEMESFrom advertising to content and services
Push to pull
Importance of sharing
Direct relationships
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MANY BRANDS
FEWER BRANDS
FINAL CHOICE
BUY
The old ‘funnel’
Targeted promotion
Mass advertising
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The new path to purchase
Source: MESH Planning
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CoverGirl ‘ColorMatch’• Premium-style
personalised service
• Brand becomes a source of advice
• Shortens purchase path: moves consumers from inspiration to purchase
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Kraft’s ‘ifood assistant’• Branding is low-profile
• Offers recipes and cooking tips
• Drives to purchase via coupons and directions to store
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43%of US smartphone owners admit to
‘showrooming’
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Retailers Respond
• Walmart’s app aids shoppers in the store
• The Home Depot’s mobile search efforts drive engagement with local stores
• C&A leverages hangers connected to Facebook to support peer validation with fashion choices
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Smart• Used group buying
mechanism on Taobao
• Deliberately disrupted path to purchase
• Shortened distance between intention to buy and actual purchase
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Smart: results• 200 group-buying
orders in 3 hours 25 minutes
• Generated $21 million in extra sales
• Increase in showroom traffic and calls to dealerships
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SUMMARYReview the path to purchase
Address ‘showrooming’
Anticipate shopper needs
THE DISRUPTED PATH TO PURCHASE
Provide Incentives
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US branded content investment
Source: Custom Content Council
The average US brand spent:
$1.6mon branded content in the last two years
This is an increase of:
13%
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Johnnie Walker ‘Yulu’ • Goal was to build loyalty and make a cultural impact
• Used branded online films to start discussion
• Drove interest through Han Han endorsement
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Johnnie Walker: results • 7 million Chinese consumers
‘actively engaging’
• Beat higher-spending competition
• Online films were reused on TV and turned into film
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Red Bull ‘Flow’ • App-based service targeting a niche community
• Collating relevant content – tricks and stunts
• Tagging makes it searchable
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SHARING COMPARINGCOMPARING INSPIRINGThe brand as expert resource
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Great photography is not about technology, it is about inspirationCanon (Australia), ‘World of EOS’ case study
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Canon ‘World of EOS’ results• Sharp increase in
market share
• 3:1 return on investment
• 50,000 members and 6 million visitors
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SUMMARY
Beyond sponsorshipLook for niches or passion points
BRANDS AS CONTENT PUBLISHERS
Curate, influence and inspire
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80%are mobile multi-tasking
49%do this every day
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Heineken ‘Star Player’
We could see that our football fans were not passive viewers; they were connected participants, even though they were alone
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Coca-Cola ‘Chok Chok Chok’• Added value to a
generic TV campaign
• Direct link to sales
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Coca-Cola ‘Chok Chok Chok’• Added value to a
generic TV campaign
• Direct link to sales
• Played over 9 million times
• Drove 11% increase in Coca-Cola sales
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SUMMARY
Add value to a viewing experienceSocialise the experienceGive something back
REACHING THE MULTISCREENER
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This isn't marketing any more. This is how we do business.Stefan Olander, VP Digital Sport, Nike
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Volkswagen ‘Blue Mobility’• Uses mobile to track driving
efficiency
• Interprets data for users and offers advice on how to save money
• Allows users to share and compare
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SUMMARY
Use data to inspire creativityRemember the ‘value exchange’Be transparent
THE VIRTUAL CONSUMER
www.warc.comSource: Cisco
2008things overtake people on the internet
www.warc.comSource: Cisco
2008things overtake people on the internet202050 BILLION things will be online by
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Mercedes-Benz ‘Tweet Race’• Designed to build connection with young consumers
• Developed cars that were ‘fuelled’ by tweets
• Organised a race between four teams across America
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The Tweet Race involved real cars, real people, and real roads. That direct online-offline correlation was a powerful engagement.
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SUMMARY
Devices as well as people
Participation requires creative thinking
Link online action with offline impact
THE NEXT WAVE OF CONNECTIONS
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COMMON THEMESFrom advertising to content and servicesPush to pullImportance of sharing
Direct relationships
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Ideas and Evidence for Marketing People
Want to learn more?
202.778.0680
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