MARKETING TO THE WARC SLA Annual Conference June 2013 CONNECTED CONSUMER.
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Transcript of MARKETING TO THE WARC SLA Annual Conference June 2013 CONNECTED CONSUMER.
www.warc.com
Warc
(Admap, Market Leader, the Journal of Advertising Research)
Publications
Warc.com – marketing intelligence
www.warc.com
WHAT I’LL FOCUS ON TODAY
Key themes shaping ‘connected communications’Implications and opportunities for brandsChallenge established thinking on effectiveness in mobile, social and branded content
www.warc.com
Five topics
1. The disrupted path to purchase
2. Brands as content publishers
3. Engaging the multi-screener
4. The virtual consumer
5. The next wave of connections
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COMMON THEMESFrom advertising to content and services
Push to pull
Importance of sharing
Direct relationships
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MANY BRANDS
FEWER BRANDS
FINAL CHOICE
BUY
The old ‘funnel’
Targeted promotion
Mass advertising
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The new path to purchase
Source: MESH Planning
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CoverGirl ‘ColorMatch’• Premium-style
personalised service
• Brand becomes a source of advice
• Shortens purchase path: moves consumers from inspiration to purchase
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Kraft’s ‘ifood assistant’• Branding is low-profile
• Offers recipes and cooking tips
• Drives to purchase via coupons and directions to store
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43%of US smartphone owners admit to
‘showrooming’
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Retailers Respond
• Walmart’s app aids shoppers in the store
• The Home Depot’s mobile search efforts drive engagement with local stores
• C&A leverages hangers connected to Facebook to support peer validation with fashion choices
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Smart• Used group buying
mechanism on Taobao
• Deliberately disrupted path to purchase
• Shortened distance between intention to buy and actual purchase
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Smart: results• 200 group-buying
orders in 3 hours 25 minutes
• Generated $21 million in extra sales
• Increase in showroom traffic and calls to dealerships
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SUMMARYReview the path to purchase
Address ‘showrooming’
Anticipate shopper needs
THE DISRUPTED PATH TO PURCHASE
Provide Incentives
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US branded content investment
Source: Custom Content Council
The average US brand spent:
$1.6mon branded content in the last two years
This is an increase of:
13%
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Johnnie Walker ‘Yulu’ • Goal was to build loyalty and make a cultural impact
• Used branded online films to start discussion
• Drove interest through Han Han endorsement
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Johnnie Walker: results • 7 million Chinese consumers
‘actively engaging’
• Beat higher-spending competition
• Online films were reused on TV and turned into film
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Red Bull ‘Flow’ • App-based service targeting a niche community
• Collating relevant content – tricks and stunts
• Tagging makes it searchable
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SHARING COMPARINGCOMPARING INSPIRINGThe brand as expert resource
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Great photography is not about technology, it is about inspirationCanon (Australia), ‘World of EOS’ case study
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Canon ‘World of EOS’ results• Sharp increase in
market share
• 3:1 return on investment
• 50,000 members and 6 million visitors
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SUMMARY
Beyond sponsorshipLook for niches or passion points
BRANDS AS CONTENT PUBLISHERS
Curate, influence and inspire
www.warc.comSource: Razorfish
80%are mobile multi-tasking
49%do this every day
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Heineken ‘Star Player’
We could see that our football fans were not passive viewers; they were connected participants, even though they were alone
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Coca-Cola ‘Chok Chok Chok’• Added value to a
generic TV campaign
• Direct link to sales
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Coca-Cola ‘Chok Chok Chok’• Added value to a
generic TV campaign
• Direct link to sales
• Played over 9 million times
• Drove 11% increase in Coca-Cola sales
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SUMMARY
Add value to a viewing experienceSocialise the experienceGive something back
REACHING THE MULTISCREENER
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This isn't marketing any more. This is how we do business.Stefan Olander, VP Digital Sport, Nike
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Volkswagen ‘Blue Mobility’• Uses mobile to track driving
efficiency
• Interprets data for users and offers advice on how to save money
• Allows users to share and compare
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SUMMARY
Use data to inspire creativityRemember the ‘value exchange’Be transparent
THE VIRTUAL CONSUMER
www.warc.comSource: Cisco
2008things overtake people on the internet
www.warc.comSource: Cisco
2008things overtake people on the internet202050 BILLION things will be online by
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Mercedes-Benz ‘Tweet Race’• Designed to build connection with young consumers
• Developed cars that were ‘fuelled’ by tweets
• Organised a race between four teams across America
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The Tweet Race involved real cars, real people, and real roads. That direct online-offline correlation was a powerful engagement.
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SUMMARY
Devices as well as people
Participation requires creative thinking
Link online action with offline impact
THE NEXT WAVE OF CONNECTIONS
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COMMON THEMESFrom advertising to content and servicesPush to pullImportance of sharing
Direct relationships
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Ideas and Evidence for Marketing People
Want to learn more?
202.778.0680
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