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MARKETING TO THE

WARC. MARKETING TO THE. CONNECTED CONSUMER. SLA Annual Conference June 2013. Warc.com – marketing intelligence. Warc . (Admap, Market Leader, the Journal of Advertising Research). Publications. WHAT I’LL FOCUS ON TODAY. Key themes shaping ‘connected communications’.

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MARKETING TO THE

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  1. WARC MARKETING TO THE • CONNECTED CONSUMER • SLA Annual Conference June 2013

  2. Warc.com – marketing intelligence Warc (Admap, Market Leader, the Journal of Advertising Research) Publications

  3. WHAT I’LL FOCUS ON TODAY Key themes shaping ‘connected communications’ Implications and opportunities for brands Challenge established thinking on effectiveness in mobile, social and branded content

  4. The old world of social media

  5. Five topics 1. 2. 3. 4. 5. The disrupted path to purchase Brands as content publishers Engaging the multi-screener The virtual consumer The next wave of connections

  6. COMMON THEMES From advertising to content and services Push to pull Importance of sharing Direct relationships

  7. THE DISRUPTED PATH TO PURCHASE

  8. The old ‘funnel’ MANY BRANDS • Mass advertising FEWER BRANDS FINAL CHOICE BUY Targeted promotion

  9. The new path to purchase Source: MESH Planning

  10. CoverGirl ‘ColorMatch’ • Premium-style personalised service • Brand becomes a source of advice • Shortens purchase path: moves consumers from inspiration to purchase

  11. Kraft’s ‘ifood assistant’ • Branding is low-profile • Offers recipes and cooking tips • Drives to purchase via coupons and directions to store

  12. 43% of US smartphone owners admit to ‘showrooming’

  13. 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

  14. Smart • Used group buying mechanism on Taobao • Deliberately disrupted path to purchase • Shortened distance between intention to buy and actual purchase

  15. 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

  16. SUMMARY THE DISRUPTED PATH TO PURCHASE • Review the path to purchase • Anticipate shopper needs • Address ‘showrooming’ • Provide Incentives

  17. BRANDS AS CONTENT PUBLISHERS

  18. US branded content investment Source: Custom Content Council The average US brand spent: $1.6m on branded content in the last two years This is an increase of: 13%

  19. 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

  20. Johnnie Walker: results • 7 million Chinese consumers ‘actively engaging’ • Beat higher-spending competition • Online films were reused on TV and turned into film

  21. SHARING COMPARING • The brand as curator

  22. Red Bull ‘Flow’ • App-based service targeting a niche community • Collating relevant content – tricks and stunts • Tagging makes it searchable

  23. SHARING COMPARING • COMPARING INSPIRING • The brand as expert resource

  24. Great photography is not about technology, it is about inspiration Canon (Australia), ‘World of EOS’ case study

  25. Canon ‘World of EOS’ results • Sharp increase in market share • 3:1 return on investment • 50,000 members and 6 million visitors

  26. SUMMARY BRANDS AS CONTENT PUBLISHERS • Beyond sponsorship • Look for niches or passion points • Curate, influence and inspire

  27. ENGAGING THE MULTISCREENER

  28. 80% Source: Razorfish are mobile multi-tasking 49% do this every day

  29. Heineken ‘Star Player’ • We could see that our football fans were not passive viewers; they were connected participants, even though they were alone

  30. Coca-Cola ‘ChokChokChok’ • Added value to a generic TV campaign • Direct link to sales

  31. Coca-Cola ‘ChokChokChok’ • Added value to a generic TV campaign • Direct link to sales • Played over 9 million times • Drove 11% increase in Coca-Cola sales

  32. SUMMARY REACHING THE MULTISCREENER Add value to a viewing experience Socialise the experience Give something back

  33. THE VIRTUAL CONSUMER

  34. This isn't marketing any more. This is how we do business. Stefan Olander, VP Digital Sport, Nike

  35. 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

  36. SUMMARY THE VIRTUAL CONSUMER • Use data to inspire creativity • Remember the ‘value exchange’ Be transparent

  37. THE NEXT WAVE OF CONNECTIONS

  38. Source:Cisco 2008 things overtake people on the internet

  39. Source: Cisco 2008 50 BILLION things will be online by things overtake people on the internet 2020

  40. 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

  41. The Tweet Race involved real cars, real people, and real roads. That direct online-offline correlation was a powerful engagement.

  42. Coca-Cola & Google: ‘Project Rebrief’

  43. SUMMARY THE NEXT WAVE OF CONNECTIONS Devices as well as people Link online action with offline impact Participation requires creative thinking

  44. COMMON THEMES • From advertising to content and services • Push to pull • Importance of sharing Direct relationships

  45. Ideas and Evidence for Marketing People Want to learn more? www.warc.com enquiries@warc.com 202.778.0680

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