BlueSpire TrendLab Webinar: March 2014
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Transcript of BlueSpire TrendLab Webinar: March 2014
Digital is the New Traditional
(and the Trends That Make it So)
Welcome
Today’s presentation is brought to you by BlueSpire Strategic Marketing.
Featured Presenters, Speakers
Beth Miller, EVP/Client Services, Content, Design and Innovation
Christian Twiste, VP/Interactive
Kimberly Morgan, Sr. Marketing Strategist
Jen Joly, Sr. Director/Marketing, Communications and Brand Management
Agenda INSIGHTS
Insights on consumer preferences when it comes to digital engagement.
EXAMPLES Relevant digital engagement examples from a wide
range of industries, including financial services and healthcare.
RECOMMENDATIONS Specific recommendations that can be implemented at
nearly any organization in highly regulated industries.
INSIGHTS: What do consumers want when it
comes to digital engagement?
Proprietary BlueSpire Consumer Study
Conducted February 2014
The Opportunity
3 hours or more 2 hours to less than 3 hours
1 hour to less than 2 hours 30 minutes to less than an hour
30 minutes or less
65% of respondents spend 1 hour or more with a specific company’s app(s), social site(s) or website.
High Frequency Wealth & Health
0 10 20 30 40 50 60 70 80
Others
Health & Fitness
Clothing & Retail
Food & Drink
Financial
News
Entertainment
Games
What types of companies do you interact with at least once per week?
It’s About THEM.
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
What feature do you like least?
What features do you like most?
That Personal Touch
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00% Chose 'Makes recommendations for me based on my preferences and past behaviors' when asked "What feature do you like most about company apps or web sites?"
Chose 'Personalized content' as one of the top three things they "like most about e-mails [they] receive from a company"
Comparing Health and Wealth Engagement
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Everyday A few times a week
A few times a month
A few times a year
Health Wealth
Phone Convos are Not Dead
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Family Friends Healthcare Provider
Health Insurance Company
Financial Institution
Financial Adviser
Email Mail Instant Messaging Text Phone Other/No Preference
Most Important for Email
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Health Wealth
Other Trends Driving Digital Engagement
Learning from other industries
“57% of consumers are willing to share additional personal information, such as their location, top five Facebook friends’ names and information about family members, in return for financial rewards or better service.”
- Coleman Parkes, April 2013
http://trendwatching.com
“Anything exceptional that ‘connected objects’ can do for consumers, whether that’s monitoring or improving health, helping them save money, getting chores done, will be warmly welcomed next year and beyond.”
http://trendwatching.com
“86% of US internet users have attempted to remove or mask their online activities, despite only 37% believing it is possible to be completely anonymous online.” - Pew Research Center, September 2013
http://trendwatching.com
EXAMPLES: What does great digital engagement look like?
Tweet-a-Coffee
$180k in purchases in roughly 6 weeks 54k customer IDs now linked to Twitter handles and mobile phones
Able to access Klout scores to see what topics interest them
Pizza and a Movie
Personality and More
If at First You Don’t Convert …
Remarketing via Email? Yes!
Experience in Your Hands
Live Help in Your Hands
Simplicity of Voice
Responsive = Intuitive
http://beta.tfl.gov.uk/
Wth is Micro UX?
UI and UX for All
A Converged World
Become a Trusted Resource
RECOMMENDATIONS: What should you tackle?
Develop a Road Map
Ask yourself, your team: Where are you today? Where could you be in 3, 6, 12 months? What is the ultimate destination?
Thank You!