Media Consumption and Effective Activation

Chris Morden

Ford of Canada

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THE TIRE KICKING ERA WAS PUSH MEDIA DEPENDENT WITH A HEAVY RELIANCE ON RETAIL ENGAGEMENT

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44% Consumers have their mind made up before visiting the dealership

WE HAVE MOVED FROM TIRE KICKING TO MOUSE CLICKING. CONSUMERS ARE ARRIVING INFORMED WITH A PRODUCT IN MIND

THEY’RE NOT IN OUR FUNNEL…

Auto consumers have 24 research touch points on average

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72% of search sessions involve cross shopping

TIME TO GET OUT OF YOUR BRAND FUNNEL AND INTO THE CONSUMERS JOURNEY

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WITH THE EVOLUTION OF MEDIA AND CONSUMPTION, WE NO LONGER HAVE A CAPTIVE AUDIENCE.

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Mobile research has increased 35% YOY

IT’S NO LONGER ABOUT US, IT’S ABOUT THE USER

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PREDICTING THE FUTURE AND BUILDING A PLAN TO BE INFRONT OF THE CONSUMER HAS NEVER BEEN MORE DIFFICULT

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WHAT IS IT? WHAT DOES IT LOOK LIKE ?

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HOW DOES A BRAND KEEP UP WITH THE EVER EVOLVING DIGITAL CONSUMER

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MODERN BRANDS ARE DEFINED BY WHAT THEY DO TO ENGAGE AND INTERACT WITH THE CONSUMER EVERYDAY.

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DIGITAL NORTH STAR

A VISION BUILT TO CHALLENGE THE ORDINARY AND ALLOW US TO BE AGILE AND ADAPTIVE

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DELIVER

GIVE THE CONSUMER WHAT THEY WANT, WHEN THEY WANT IT, WHERE THEY WANT IT

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AUTHENTICITY

BE TRUE TO THE CONSUMER AND THE BRAND

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DELIGHT

BREAK THROUGH AND

EXCEED EXPECTATIONS

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INSIGHT

CONTINUALLY OPTIMIZE OUR INTELLIGENCE TO CONNECT WITH THE CUSTOMER IN A SMARTER WAY

2012 2013 2014

INCREASE FANS

ENGAGED FANS

HIGHLY ENGAGED ADVOCATES

Facebook algorithm change

Snapchat & Vine launch

Reliance on paid

FACEBOOK 3 YEAR PLAN

PROACTIVE REACTIVE

RELEVANCY

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TEAM ACTIVATION

INITIATED WITHIN THE ORGANIZATION AND EXTENDS OUTWARD, COVERING THE ENTIRE VALUE CHAIN

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INTERNAL ACTIVATION

ADJUST STRUCTURE, MANAGEMENT PROCESSES AND LEADERSHIP BEHAVIOURS, MOVING THE KEY ORGANIZATIONAL ALIGNMENT LEVERS THAT AFFECT INTERNAL CULTURE AND CAPABILITIES

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PARTNER ACTIVATION

LEVERAGE A ONE TEAM, ONE PLAN, ONE GOAL STRATEGY, TO CONTINUALLY CHALLENGE AND PURSUE INTEGRATION ACROSS ALL CONTENT, MEDIA AND INSIGHTS TO DELIVER ON CONSUMER EXPECTATIONS

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CONSUMER ACTIVATION

LEVERAGING THE PRINCIPLES OF THE NORTH STAR TO DELIVER AUTHENTIC CONTENT THAT BREAKS THROUGH AND REACHES THE CONSUMER WHERE THEY LIVE

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APPLYING THE NORTH STAR APPROACH TO #IN24 INCREASED:

Favourability by 55% Brand Attributes by 70% Purchase Consideration by 60%

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USERS ACTIVATE THE BRAND

BUILDING AN EMOTIONAL CONNECTION AND ADVOCATING

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FIND YOUR PLAN, YOUR GUIDE, YOUR NORTH STAR THAT WILL ENGAGE, CAPTURE AND ACTIVATE

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WHAT DOES YOUR MODERN BRAND LOOK LIKE?