How Brands Grow in a Digital Age
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How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.
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How Brands Grow in a Digital Age
- 3. #GrowWithArena Promotions Discounts Raise the price Loyalty scheme Big ad campaign NPD Brand extensions Engagement
- 5. #GrowWithArena Brands Have used in the past twelve months Average number of purchases in twelve months Maxwell House Sanka Tester’s Coffee High Point Folgers Nescafe Brim
- 6. #GrowWithArena Brands Have used in the past twelve months Average number of purchases in twelve months Maxwell House 24% Sanka 21% Tester’s Coffee 22% High Point 22% Folgers 18% Nescafe 13% Brim 9%
- 7. #GrowWithArena Brands Have used in the past twelve months Average number of purchases in twelve months Maxwell House 24% 3.6 Sanka 21% 3.2 Tester’s Coffee 22% 2.8 High Point 22% 2.6 Folgers 18% 2.7 Nescafe 13% 2.9 Brim 9% 2.4
- 8. #GrowWithArena Observable in over 500 brands in 63 categories in 20 countries across 40 years
- 9. #GrowWithArena#GrowWithArena Brands Have used in the past twelve months % Average number of purchases in twelve months Weetabix 40.2 4.7 Klgs Cornflakes 39.8 5.1 Shredded Wheat 26.2 4.4 Frosties 24.9 3.6 Klgs Rice Krispies 23.8 3.1 Cheerios 19.9 4.2 Crunchy Nut Cflks 19.3 3.7 Klgs Coco Pops 18.6 3.4 Sugar Puffs 18.2 3.2 Mini Crunch 15.7 2.8 Shreddies 14.9 4.2 Special K 13.7 4.7 Alpen 13.1 3.2 Ready Brek 12.9 2.6 Quaker Oatso Simple 10.5 3.4 Weetos 8.8 4.3
- 10. #GrowWithArena • Competitive brands hardly differ in their loyalty levels. • Their difference in size is due to the difference in their user bases.
- 11. “The nature of buying suggests that marketing a brand successfully is very much like winning an election. While it might be most satisfying to win an election by converting all voters to avid party members, the reality is that to win an election a great number of less avid party numbers, independent voters and former voters for another party are needed as well.”
- 12. #GrowWithArena Do the same rules apply in the digital world? Are online shoppers the same? Do I shop in the same way on Amazon? The Kindle store isn’t like a book shop … What about when Ocado refills my trolley automatically?
- 13. What does this all mean for marketing?
- 15. #GrowWithArena Get to know your digital audience Digital advertising is good at nudging And owned assets drive frequency levels From knowing to recognising
- 16. #GrowWithArena The brand living room New rules of engagement online Keep dialogue going Engagement gives permission to talk product
- 17. #GrowWithArena Reach Driving reach is still really important Penetration = reach What does reach really mean in the digital world?
- 18. #GrowWithArena Get noticed Not as easy at it sounds “if I want people to spot my ad I put Marilyn Monroe in it, if that doesn’t work I put Marilyn Monroe in topless” It’s not just what you say, it’s how you say it
- 19. #GrowWithArena Matching luggage Marketing works hardest when it is visually joined up But is also has to be behaviourally joined up The really good ones can speak different languages
- 20. #GrowWithArena Frictionless purchasing Make the steps super easy Lots of categories are impulse now Loyalty levels are arrived at very quickly
- 21. #GrowWithArena Honeymoon marketing The post purchase period is short but full of promise This is where you can nudge frequency most easily
- 22. #GrowWithArena The 7 rules of virtual availability • Get to know your digital audience • The brand living room • Reach • Get noticed • Matching luggage • Frictionless purchasing • Honeymoon marketing
- 24. How do we make money when everything is going free?
- 26. • “We’ve got to make people start valuing content again” • “I deserve to be paid for my work” • “You can’t make money from apps”
- 27. You need to earn the right
- 30. Free does not mean no revenues
- 33. The Curve
- 34. The Curve – in 3 steps • Find an audience • Use technology to figure out what they value and to talk to them again • Enable superfans
- 35. Freeloaders
- 37. Word of mouth
- 39. Gawkers
- 40. Technology • Understand what your audience values • Earn the right to talk to them again
- 41. Superfans
- 42. Let those who love what you do spend lots of money on things they truly value
- 43. Let those who love what you do spend lots of money on things they truly value
- 44. Let those who love what you do spend lots of money on things they truly value
- 45. Let those who love what you do spend lots of money on things they truly value
- 50. An unsurprising distribution 47,946 24,636 1,090 11,530 900 148 100 10 4 0 10,000 20,000 30,000 40,000 50,000 60,000 $15 $30 $60 $100 $250 $500 $1,000 $5,000 $10,000 Number of pledges Number of pledges
- 51. A very surprising distribution 719,190 739,080 65,400 1,153,000 225,000 74,000 100,000 50,000 40,000 $0 $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 $1,400,000 $15 $30 $60 $100 $250 $500 $1,000 $5,000 $10,000 Double Fine Project revenue Double Fine Project revenue
- 52. A very surprising distribution • Total raised: $3,336,371 Pledges Money >=$250 1.3% 15.4% >=$1,000 0.1% 6.0% >=$100 14.7% 51.9%
- 55. Love your superfans Love everyone inbetween Love your freeloaders
- 57. #GrowWithArena Eurostar 3 dimensions of growth in a digital world Lionel Benbassat
- 58. #GrowWithArena Au menu aujourd’hui… 1. A bit of context 2. Eurostar 3 dimensions of growth in digital 3. What next ?
- 59. #GrowWithArena A bit of context…
- 60. #GrowWithArena Follow the yellow line
- 62. #GrowWithArena A big International brand?
- 63. #GrowWithArena Rather a strong multi-local brand
- 64. #GrowWithArena So far so good… 2013 RESULTS Revenue: £857m +7% vs 2012 10.1m passengers +3% vs 2012 Q1 2014 Revenue: £227m +7% YOY 2.3m passenger +3% YOY
- 65. #GrowWithArena Ramping up… MARKET SHARE EVOLUTION
- 66. #GrowWithArena Going down… FIRST TIMERS EVOLUTION
- 67. #GrowWithArena Our travellers lifecycle CONSIDERATION BUY LOYAL DISENGAGE AWARENESS CONSIDERATION BUY LOYAL DISENGAGE AWARENESS 3.1 YEARS 6.3 YEARS LEISURE BUSINESS & EXPATS & RELATIVES
- 68. #GrowWithArena What does that all mean? 1. More, more more…really ? 2. Hope we see you soon! 3. Love only last 3 years…
- 69. #GrowWithArena 3 dimensions of growth in digital
- 72. #GrowWithArena THE SEEDS OF LOVE…
- 77. #GrowWithArena Give reasons and trigger
- 78. #GrowWithArena It’s all about targeting
- 81. #GrowWithArena Just for you, and just online
- 83. #GrowWithArena 2015: Route Du Soleil – London- Marseille direct 2016: London – Amsterdam direct To grow we need to…
- 87. Sharp Edges Or Curves? A Toolkit for Growth
- 90. #GrowWithArena Growth ‘from below’ Growth ‘from above’
- 91. #GrowWithArena Crowdsourcing Freemium Growth-hacking Digital footprint CRM Member-get-member Network effects ‘Earned’ media Partner marketing Effective SOV Salience Brand extensions & launches ‘Upper funnel’ marketing Direct response Brand comms Content distribution
- 92. #GrowWithArena Search demand vs. media investment
- 93. #GrowWithArena
- 95. #GrowWithArena
- 96. #GrowWithArena
- 97. #GrowWithArena
- 98. #GrowWithArena
- 99. #GrowWithArena
- 100. #GrowWithArena
- 102. #GrowWithArena
- 103. #GrowWithArena Every business has ‘owned’ data assets
- 104. #GrowWithArena
- 107. #GrowWithArena
- 108. #GrowWithArena The Content Matrix Awareness PurchaseEmotionalRational videos widgets podcasts photos news white papers FAQs articles community celebrity endorsements events webinars product comparison surveys games applications
- 109. #GrowWithArena 35% 16% 6% 2008 2012 2014 Facebook organic reach 1% of brands have an organic reach of 84%
- 110. #GrowWithArena
- 111. #GrowWithArena This is probably the biggest Earned space Rankings = votes Votes = links Content drives links
- 112. #GrowWithArena Social extensions can increase CTR by 5 - 10% This is probably the biggest Earned space
- 115. #GrowWithArena Data driven Paid marketing 1st party 2nd party 3rd party Create rich and up to date audience segments Use lookalike modelling to grow prospepcting scale Data sync & segmentation Display Search Social Video Site Mobile
- 116. #GrowWithArenaContent hub Influencers Targeted Paid Media Earned media and PR Amplify with Paid
- 117. #GrowWithArena Measuring Paid, Owned, and Earned impact Scenario modelling on campaign GRPs and Reach across Owned, Earned, and Paid Forecasting impact on key brand and business metrics and what if? scenario planning
- 118. #GrowWithArena Take the principles of user-centred and data driven Think about advertising as content, not advertising It’s not just spots and space any more Think Owned, Earned, Shared and not just Paid Find the right blend for your brand, your audience, your sector The toolkit for growth in the digital age - applying Curve thinking to Sharp edges
Notes de l'éditeur
- Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.
- Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.