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 Digital  Outlook  2014:    

Outlook  on  Mul3-­‐Channel  Marke3ng  

 

     @Econsultancy  >.com/Econsultancy  apac@econsultancy.com   #DigitalOutlook14  Digital  Outlook  2014  

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@Econsultancy  >.com/Econsultancy  apac@econsultancy.com   #DigitalOutlook14  Digital  Outlook  2014  

 Outlook  on  Mul3-­‐Channel  

Marke3ng    

     Paula  Harrison  Group  CEO  Jericho  Digital  Communica3ons  

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Banishing  ‘Jekyll  &  Hyde’  Brand  Experiences  

WHICH BRAND CEO SAID... “Our brand is

succeeding today because of its unique

emotional level of attachment and relevancy in the

digital world, in the mobile world...”

“Digital on one hand is the

primary way that clients will

interact with us” "The digital and

physical worlds are starting to come together more

seamlessly--it's only the tip of the iceberg

in terms of what's coming.”

“Everything you do going

forward, you can’t do

anything the traditional way.”

“We want to be the company that creates those indispensable

relationships with our brands, and

digital technology enables this.”

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Brand  experience  builds  value  

hNp://www.youtube.com/watch?v=DtyfiPIHsIg  

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Brand  experience  sets  expecta3on  

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Brand  experience  transcends  channel...  

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Anyone  thinking  separate  channels  will  be  leW  behind  

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Interactions  that  span  devices  need  common  branding  

Source:  Google,  The  New  Mul3-­‐Screen  World:  Understanding  Cross-­‐pla^orm  Consumer  Behavior,  2012  

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Integra3on  means  more  than  marke3ng  

Opera3onal  Challenges  

Source:  RSR  Research,  November  2013  

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But  integra3ng  them  is  difficult  

Adop3on  of  cross-­‐channel  op3miza3on  technologies  across  all  channels  

Leading  Marketers  

All  Other  Marketers  

Figure:  Integra3on  of  Inbound/Outbound  and  Offline/Online  Marke3ng  Programs  

Source:  The  State  of  Marke3ng  2013,  IBM’s  Global  Survey  of  Marketers  (20%  respondents  in  Asia  Pacific)  

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Customers  expect  same  experience  on  every  channel  

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2014  will  be  the  year  of...  

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Data will drive

everything

Brand voice is even more

important

Increasing need to choose marketing channels carefully

Mobile commerce

is the defacto

commerce

Digital campaigns will

create some monsters

Technology & integration

become commonplace

words

CEO becomes

digital champion

2014 PREDICTIONS

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#1  Data  drives  everything  

¨  The customer is more in control than ever ¨  Your marketing is only as powerful as the data

you have ¨  Targeting and personalisation across all

channels in real-time ¨  Need for full circle data and analytics

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#2  ‘Marketing  Idol’  –  brand  voice  even  more  important  

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¨  Be true to your brand ¨  Don’t be dazzled

#3  Increasing  need  to  choose  marketing  channels  carefully  

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#3  Increasing  need  to  choose  marketing  channels  carefully  

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When  goodbye  has  a  sting  in  its  tail  

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#4  mobile  commerce  is  the  defacto  commerce    

Made  a  purchase  via  their  Mobile  phone,  Q4  2012  

Source:  GlobalWebindex,  “State  of  Global  E-­‐Commerce  Report  2013”  Feb  11,  2013  

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#5  Digital  campaigns  hide  monsters  

#QantasLuxury:  A  Qantas  social  media  disaster  in  pyjamas  

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#6  Technology  &  integra3on  are  commonplace  words  

¨  Integrate  technology  as  needed  

¨  Real-­‐3me  ‘extract...use...measure...discard’  cycle  

¨  Use  single-­‐view  to  gain  insights  that  drive  relevance  across  any  channel  

¨  Customer  centric  brands  will  out  perform  others  

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#7  CEO  becomes  digital  champion  

¨  Cultural / political hurdles weaken as CEO’s become more attuned; realigning organisation

¨  Integration at c-suite on all aspects is imperative

¨  Marketing does not exist in Isolation

"The digital and physical worlds are starting to come together more seamlessly--it's only the tip of the iceberg in terms of what's coming.”"

"The digital and physical worlds are starting to come together more seamlessly--it's only the tip of the iceberg in terms of what's coming.”" Nike CEO Mark Parker"

“Digital on one hand is the primary way that clients will interact with us”"

“Digital on one hand is the primary way that clients will interact with us”"Jonathan Larsen, Global Head of Retail Banking and Head of Consumer Banking, Citi"

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hNp://video.cnbc.com/gallery/?video=3000178633  

“Our brand is succeeding today because of its unique emotional level of attachment and relevancy in the digital world, in the mobile world...”"

“Our brand is succeeding today because of its unique emotional level of attachment and relevancy in the digital world, in the mobile world...”"Starbucks CEO Howard Schultz"

“We want to be the company that creates those indispensable relationships with our brands, and digital technology enables this.”"

“We want to be the company that creates those indispensable relationships with our brands, and digital technology enables this.”"Robert McDonald CEO Procter & Gamble"

“Everything you do going forward, you can’t do anything the traditional way.”"

“Everything you do going forward, you can’t do anything the traditional way.”"Angela Ahrendts CEO Burberry"(now at Apple)"

hNp://www.youtube.com/watch?v=krQG2Hceov4  

DATA IS KING KNOW YOUR BRAND

INTEGRATION IS IMPERATIVE

CEO IS DIGITAL

CHAMPION

IN SUMMARY...

More details and full length videos at www.jerichodc.com/blog