nine digital essentials to make a good brand great
TRANSCRIPT
NINE DIGITAL ESSENTIALS TO MAKE A GOOD BRAND GREAT
CONTENT IS KING
DIGTIAL TO PHYSICAL
CO-CREATION
MOBILE FIRST
INTELLIGENT OBJECTS
BRANDED ENTERTAINMENT
INVISIBLE ADS
BRAND BUTLERS
RECORD SCRATCH MOMENTS
INTELLIGENT OBJECTS BEYOND JUST THE PHONE, TECHNOLOGY AND INFORMATION IS BECOMING EMBEDDED IN EVERY DAY OBJECTS. WHILE AN INTELLIGENT REFRIGERATOR SOUNDS INTERESTING, SPORTING GOODS ARE ACTUALLY LEADING THIS TRENDS IN PROVIDING DATA THAT MEASURES PERFORMANCE.
Google Goggles Demo Video
BRANDS MUST: WHETHER FOR HEALTH AND WELLNESS PURPOSES, TRAINING
PURPOSES, OR JUST FOR FUN, HOW CAN WE EMBED TECHNOLOGY IN OUR PRODUCTS TO PROVIDE DATA THAT
HELPS PEOPLE?
CO-CREATION THANKS TO CROWDSOURCING PLATFORMS AND NEW MANUFACTURING TECHNOLOGIES, CONSUMERS ARE INCREASINGLY PRE-SUMERS OR CUST-OWNERS: ABLE TO INTERACT WITH BRANDS AS THEY SHAPE THEIR CURRENT AND FUTURE PRODUCT LINES.
BRANDS MUST: DETERMINE HOW TO USE THE POWER OF THE CROWD
TO SHAPE PRODUCTS AND CREATE DEEPER INVOLVEMENT AND ENGAGEMENT WITH THE BRAND.
HOW CAN WE GET THE CROWD INVOLVED?
MOBILE FIRST BRANDS MUST START TO UNDERSTAND THE MOBILE NEEDS OF THEIR AUDIENCE AND BUILD FOR THIS NEED FIRST. THE MOBILE PHONE IS THE DEVICE THAT NEVER LEAVES THEIR HAND. IT’S HOW THEY COMMUNICATE, IT’S HOW THEY SHARE, AND IT’S HOW THEY INTERACT EACH OTHER.
BRANDS MUST: SOLVE HOW WE CAN DEVELOP MICRO-MOMENTS
AND MICRO-ENGAGEMENT VIA A MOBILE DEVICE.
HOW DO WE HELP OUR CUSTOMERS SHOP ACROSS MULTIPLE CHANNELS?
CONTENT IS KING BUT IT IS MORE THAN JUST CREATION. ONE MUST CURATE, CREATE, AND DISSEMINATE TO REACH OUR AUDIENCE AT MULTIPLE TOUCHPOINTS.
BRANDS MUST TAP INTO THE WEALTH OF CONTENT RELEVANT TO THEIR SPACE
AND EVEN THEIR PURPOSE. PUBLISH BEYOND THEIR OWN DIGITAL AND SOCIAL PROPERTIES AND REACH NEW VIEWERS.
WHAT STORY HAVE YOU NOT TOLD?
BRANDED ENTERTAINMENT TRADITIONAL MARKETING IS LOST ON YOUNGER AUDIENCES, WE MUST LOOK FOR BRANDED ENTERTAINMENT OPPORTUNITIES TO NOT INTERRUPT, BUT COMPLIMENT OTHER INTERESTS OF THE AUDIENCE.
BRANDS MUST: EXPLORE HOW TO PARTNER WITH
MOVIES, MUSIC, OR VIDEO GAMES IN A UNIQUE WAY.
WHO IS THE RIGHT PARTNER TO EXTEND YOUR BRAND?
INVISIBLE ADS SOCIAL ADVERTISING CONTINUES TO GROW AND EVOLVE. THE NETWORKS ARE LOOKING FOR WAYS TO MESSAGE USERS THAT DOES NOT FEEL LIKE AN AD, AND DOES NOT STRAY FROM THE USER EXPERIENCE. NATIVE ADS APPEAR IN-STREAM AND READ LIKE ANOTHER PIECE OF USER-GENERATED CONTENT.
BRANDS MUST: EXPLORE HOW TO MESSAGE YOUR USER BASE INLINE. NOT
INTERRUPTING. PEOPLE ARE MORE AND MORE RESISTANT TO ADVERTISING BUT TOLERANT OF MESSAGING THAT DOESN’T
FEEL LIKE MARKETING.
HOW CAN YOU ACT LIKE A NATIVE?
BRAND BUTLERS MARKETING EITHER TELLS A STORY OR SOLVES A PROBLEM. THIS IS A WAY TO CREATE A CONNECTION BETWEEN BRAND AND CONSUMER.
BRANDS MUST: IDENTIFY PROBLEMS YOU CAN SOLVE.
HOW CAN YOU USE THE POWER OF THE CROWD
TO MAKE LIVES BETTER?
DIGITAL TO PHYSICAL The line between the digital or virtual world and physical is starting to blur. Marketers are working in real-time and can connect the two environments with innovative solutions.
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Dallas Video
BRANDS MUST: CONTINUE TO EXTEND EVENTS INTO THE DIGITAL WORLD. CAPTURE, CONNECT, AND CAPITALIZE ON EVERY CONTENT
OPPORTUNITY AND PROVIDE FUN WAYS TO INTERACT WITH THE BRAND.
WHAT EVENT HAVE YOU NOT FULLY
“USED” TO YOUR ADVANTAGE?
RECORD SCRATCH MOMENTS BRANDS ARE LOOKING TO CREATE “RECORD-SCRATCH MOMENTS” AS THEY RETOOL AND RE-LAUNCH THEIR BRANDS. “OMG!” REACTIONS GETTING PEOPLE TALKING AND SHARING.
BRANDS MUST: CREATE A BUZZ WORTHY MOMENT AND (RE)INTRODUCE YOUR
BRAND. CAPITALIZE ON THE EXCITEMENT AND GIVE FANS THE TOOLS TO SPREAD THE WORD.
HOW CAN YOU “GO BIG”?
CONTENT IS KING
DIGTIAL TO PHYSICAL
CO-CREATION
MOBILE FIRST
INTELLIGENT OBJECTS
BRANDED ENTERTAINMENT
INVISIBLE ADS
BRAND BUTLERS
RECORD SCRATCH MOMENTS
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