Creating Connections

Creating 20th May 2008

©2008 GT London Ltd

Creating Connections


Audi Digital Trends workshopPrepared by Nick Balfe

Purpose of the day

• To get to grips with how the digital environment is changing

• To explore the new opportunities that this presents to the business


this presents to the business

Agenda

The digital universeConnecting with our audienceDigital trendsWhat this means for Audi

©2008 GT London Ltd©2008 GT London Ltd

The digital universe is evolving


The digital universe is evolving


From the world wide web...


wide web...

...to a web of digital opportunities


opportunities

Don’t worry, it’s not as scary as it


as scary as it sounds

FindingConnecting


ConnectingSharing

Catering for The Long Tail Volu

me


Volu

me

People

What does digital mean in your day?


mean in your day?

A typical digital day

Wake up, make coffee - any texts received yet?

Commute to work – listen to Radio 5 podcasts, downloaded the previous day

All morning meeting, occasionally checking Blackberry

Check standing order payments have gone out on Firstdirect.com

On the train home – review the presentation using on board WiFiconnection

At home – radio on, cook some dinner, glass of wine!

7am 1pm 7pm 11pm


Check for emails and messages on Blackberry from US clients overnight

Arrive at Paddington station – see digital escalator panels on the Tube

Get into work, browse the news at Timesonline.co.uk

Lunchtime – Any news for tonight’s match? Check Football365.com

Just enough time for the gym before heading home –download some new tracks from iTunes for the treadmill

Catch up on last night’s episode of Lost on Digital On Demand box

7am 1pm 7pm 11pm

The stats to back it up...

•Over two thirds of UK households have internet access

•Nearly three quarters of these are broadband enabled

•2.9 million people in the UK have


•2.9 million people in the UK have watched a TV show streamed via the internet

•One million have used BBC iPlayer•The Ricky Gervais podcasts were downloaded by an average of 261,670 per week

Digital migrants

Digital natives


migrants natives

Digital is all about creating


creating connections


Consumers build networks of association with brands they come across in their day to day lives

Networks of association


The more experiences people have of a brand, the stronger the association they feel to it

Robert Heath The Hidden Power of Advertising , 2001

Fields of influence

Media opinions

Friends and family

Percep-tions


Customer

and family

CommsEnviron-ment

tions

Innocent Smoothies


Customer

Friends and family

We are looking for ways to connect with our audience more often, and


more often, and give them more rewarding experiences

Digital trends


Digital trends


Participation


Participation

Participation

From one to many – i.e. Brand communications out, to many to many:


BBC Electric Proms SMS Memory Wall


Nokia Regent’s Street Christmas Lights


Portability


Portability

Portability

The rise in wireless technology and portable media players means that content can be consumed on the go, and at the convenience of the user:


Nike+ LCD Sound System 45:33


From promotional download, to sub-cultural phenomena


Xbox Ilovebees.com ARG


Multi-platform, alternate reality gaming experience


Personalisation


Personalisation

Personalisation

As our use of the internet becomes more sophisticated, we now expect to not only upload our own content, we also want to be able to pull data into our own personal portals.


portals.

del.icio.us

Amazon Personalised homepage


Prada digital size reader


Time to exercise your brains...


Time to exercise your brains...

How can we apply these trends?

Imagine you work for an award winning digital agency...

Your client, a major prestige car brand, is launching a new two-door soft top, aimed at young, singles and couples without


at young, singles and couples without children. They are likely to be urban, affluent, and digitally savvy.

What digital ideas would you suggest as part of an integrated launch campaign?

3 groups...

Adrian’s group: Personalisation

Nick’s group: Portability

Michelle’s group: Participation


Michelle’s group: Participation

What does this mean for Audi?


What does this mean for Audi?


People want more from their experiences of


experiences of brands in digital environments

Responding to digital change

Display advertising

Two-way communication

Co-creationand sharing


Display advertising

Two-way communication

Co-creationand sharing

The purchase process is far more fluid than the


fluid than the purchase funnel model suggests

The purchase process as we currently know it

Awareness

Consideration


Purchase

Retention

Pre-internet product search

Discussion with

John Lewis Discussion

with

Decision


with partner

with partner

Dixons

Purchase

Adapted from Henley Centre research, 2006

Post-internet product search

Discussion John Lewis

Decision

Amazon

Discount camera

site

Pop ups

GoogleKelkoo


Discussion with

partner

Lewis

Discussion with

partner

Comet

Purchase: EbayGoogle

Discussion with

partner

Pop ups

Adapted from Henley Centre research, 2006

Camera chat forum

From purchase funnel to purchase


funnel to purchase web

‘Pre-proactive’ info gathering

Purchase decisions are being made long before people enter the car buyingprocess.

We need to create connections between


We need to create connections between the brand and the consumer’s digital experiences.

Swift Research, 2007

We shouldn’t think of digital as another channel for our campaigns.


for our campaigns. We should think of it as a way to build relationships.

A constant connection with our audience

Purchase


Brand engagement

experiencesFunctional tools and

utilities

Barrack Obama presidential candidate campaign


Over to you again...


Over to you again...

Experiences and tools

You still work for an award winning digital agency...

Since your client’s customers go between two and three years between changing


two and three years between changing cars, you have been asked to think about how you can maintain relationships with customers over the longer term.

Summary


Summary


People rely on digital tools, experiences and


experiences and devices throughout their day

The most successful brands use digital to deliver both


deliver both functional content and engaging experiences

Digital should be used to create longer term connections with


connections with audiences, in order to build stronger relationships

Thank you!


Thank you!


Nick [email protected]

Creating Connections

Business

Transcript of Creating Connections