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CAS MULTICHANNEL MANAGEMENT
Marion Marxer
marxerevolution
April 2016
Auszug aus erstem Modul „Insights“
« THE DIGTAL IMPACT ON
EXPECTATIONS & BEHAVIOUR!
!
DREI GESELLSCHAFTSTRENDS
UND IHR EINFLUSS AUFS
MARKETING
80%	Second	
Screening	
TOP 3 APPS
Gaming 40%
Social 40%
Entertaint 30%
82% active
1/2 research products
and brands, ¼ shar...
« WARUM SIND DAS NICHT DIE
EINZIGEN INSIGHTS DIE
ZÄHLEN?
WEIL TOUCHPOINTS NICHTS KAUFEN, SONDERN MENSCHEN...
Bedürfnisse
Verwirk-
lichung-
Aner-
kennungs-
Zugehörigkeits-
Sicherheits-
Grund-
Identitäts-Design
SM Content
Community
P...
« 5 mega trends
YOUNIVERSE
CONTEXTED
HUMAN BRANDS
BETTERMENT
REMAPPING
YOUNIVERSE
 HUMAN BRANDS
BETTERMENT
CONTEXTED
 REMAPPING
1
5
3
4
2
STATUS
SEEKERS
EGO/
FUZZY
NOMICS
HELPFUL
JOYNING
BETTER...
1YOUNIVERSE
« YOUNIVERSE

STATUS
SEEKERS
CROWD
FACTOR
EGO-
NOMICS
60%
impact on
brands &
crowd
45%
c-discovery
of new
brands
75%
crowd...
ALS ASSOCIATION Do good and make sure others
see it: USD 115 million and
millions of video selfies
Y O U N I V E R S E
SELF CENTRAL
Apple
iPhone 5s: propelling fingerprint
recognition technology
SELF
CENTRAL
SELF
CENTRAL
Nymi
Wristband uses heartbeat for
automatic identity authentication
Y O U N I V E R S E
INSTANT MAKERS
INSTANT
MAKERS
Lip Lab
Beauty brand creates customized
lipsticks in under ten minutes
Pensar
Shoe design concept creates perfect
fit with 3D printings
INSTANT
MAKERS
INSTANT
MAKERS
FabCafe
Digital workshop launches 3D self-
portrait service
Y O U N I V E R S E
PEER ARMIES
CNA Language
School
Language program connects
Brazilian students with retired
Americans
Airbnb
P2P platform connects users with
locals for advice and shared meals
Made
Etailer showcases furniture
products in real homes
2HUMAN BRANDS
« HUMAN BRANDS.

BETTER
BUSINESS
LOCAL
LOVE
BRANDSHIP
93%
want more
eco/soc
responsability
60%
want more
local
engagement
...
BRANDED
GOVERNMENT
Coca-Cola
Indian and Pakistani citizens
connected
H U M A N B R A N D S
GUILT-FREE
CONSUMPTION
GUILT-FREE
CONSUMPTION
Locals
Espresso bar trades coffee for food
donations
GUILT-FREE
CONSUMPTION
Zady
Ethical etailer sells fully traceable
products
GUILT-FREE
CONSUMPTION
Rub Og Stub
Restaurant serves meals made
from supermarket’s wasted food
H U M A N B R A N D S
GUILT-FREE STATUS
SYMBOLS
GUILT-FREE
STATUS
SYMBOLS
Tesla Model S
World’s best selling luxury electric
car, going global in 2014
H U M A N
B R A N D S
LASTING SPACES
SHELL
Soccer pitch
floodlights powered
by players' movement
SOUTHWEST
AIRLINES
US airline revitalizes public spaces
MEDIBANK
Australian health insurer opens
kids play space
H U M A N
B R A N D S
BIG BRAND
REDEMPTION
BRANDED
GOVERNMENT
Samsung
Solar-powered trucks bring free
healthcare to Cape Town
M S L G R O U P,
S e p t e m b e r 2 0 1 5
of millennials don’t
believe government can
solve today’s issues
alone, and 89%...
P a u l P o l m a n ,
U n i l e v e r C E O ,
A u g u s t 2 0 1 4
“Unilever is the largest NGO
in the world. We have
helpe...
H a v a s , P r o g n o s e 2 0 1 5
of consumers worldwide
chose one brand over
another because it was more
socially or en...
3BETTERMENT
HELPFUL
life
manage
ment
BENCHMARKED
LIFE & ego
stalking
JOYNING
deeper
meaning &
benefits
« BETTERMENT
45%
more
intelligen...
HELPFUL IBM
Billboard ads are also urban
utilities
HELPFUL Hellmann’s
In-store recipe suggestions via
touchscreen tablet
BREAKING
BAD
Honda
App deactivates smartphone
keyboard during driving
BREAKING
BAD
Break Your Facebook
App temporarily locks users out of
Facebook
BREAKING
BAD
Kitchen Safe
Time-locked container helps
overcome temptation
BREAKING
BAD
Zouk Singapore
Nightclub obstructs drunk drivers
via RFID tagging and alcohol
detection urinals
H E L P F U L L
CURRENCIES OF
CHANGE
CURRENCIES
OF CHANGE
airBaltic
App rewards frequent fliers who
burn the same calories as miles
flown
CURRENCIES
OF CHANGE
Mango Health
App rewards users who take
vitamins and medication on time
CURRENCIES
OF CHANGE
Biomat
Pop-up restaurant gives discounts
for bio-waste donations
BETTER BUSINESS
H E L P F U L
END OF WAITING
END OF
WAITING
Starbucks pilots in-app
'order ahead' feature
Pizza Hut
Panamá
Delivery service cooks pizzas on-
the-go
END OF
WAITING
ME ATENDE
App users schedule calls to brands
and avoid wait times
H E L P F U L L
VIDEO VALETS
54% of UK consumers
say the most important
customer service factor
when contacting a brand
is being able to interact
with ...
VIDEO
VALETS
Amazon
Live 24/7 video customer support
VIDEO
VALETS
mBank
Live video chat with bank
representatives
VIDEO
VALETS
Bank of America
Live video chat via ATMs
VIDEO
VALETS
HealthSpot
Kiosks offer video conferencing
with health professionals
Subway ticket machine
accepts squats as payment
Russian Olympic
Commitee
?Konsequenzen
ignite

enable ★ 
creativity ★ apprecitated
public chat ★
process ★ long-term
one story ★
relevance ★ sense

learn ★ under...
zugang
welt / story
episode
« PARADIGMA WECHSEL SET UP
1. value: don‘t talk, do it! tangable benefits,
that are relevant, create value wrapped in a
nice story. No simple advertis...
!Umsetzung
tv
 print
cine
ad
 event
game
pop
up
shop
ad
 lb/tb
servic
game
app/
tool/
serv
shop
page
ad
 game
con-
tent
shop
page
ad
...
CLASSIC & PUSH MEDIA
communication infrastructure
« MARCOM STRUCTURE
« MARCOM BACKBONE
social network as infrastructure
for spreading brand ideas &
content. a connection once made
serves for ...
closed
group
MARCOM ARCHITEKTUR
street
social
mobile
online
ads
signs
pop up events
& perfor-
mances
branded
spaces
gamifi...
sources:	theglobalwebindex.com,	trendwatching.com,	emarketer.com,	media-interface.ch
marion marxer / the new ART of INTELLIGENT marketing & communication
marxerevolution.ch  / marion@marxerevolution.ch  /  +...
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the digital impact on expectations and behaviour: 3 trends and their impact on marketing & communication

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  1. 1. CAS MULTICHANNEL MANAGEMENT Marion Marxer marxerevolution April 2016
  2. 2. Auszug aus erstem Modul „Insights“
  3. 3. « THE DIGTAL IMPACT ON EXPECTATIONS & BEHAVIOUR! ! DREI GESELLSCHAFTSTRENDS UND IHR EINFLUSS AUFS MARKETING
  4. 4. 80% Second Screening TOP 3 APPS Gaming 40% Social 40% Entertaint 30% 82% active 1/2 research products and brands, ¼ share branded content 93% are on social media, 80% active 80% members fastest growing 1/3 as fb messanger TP Nr. 1: 35% visit brand sites 2/3 pc/mobile gamer 3 TOP ON ENTERTAIN: video 70%, games 50%, film 47% Nr. 1 20%, 2/3 share Nr. 1 10% , 82% don‘t share most trusted: (90%) friends recommendations 75% in online reviews, vs. 45% in TV Ads
  5. 5. « WARUM SIND DAS NICHT DIE EINZIGEN INSIGHTS DIE ZÄHLEN?
  6. 6. WEIL TOUCHPOINTS NICHTS KAUFEN, SONDERN MENSCHEN...
  7. 7. Bedürfnisse Verwirk- lichung- Aner- kennungs- Zugehörigkeits- Sicherheits- Grund- Identitäts-Design SM Content Community Privatsphäre Zugang Berufs-Wahl Mofa auf Dorfplatz Quartier/Dorf Gesundheitssystem Nahrung gestern heute gleich & doch nicht
  8. 8. « 5 mega trends YOUNIVERSE CONTEXTED HUMAN BRANDS BETTERMENT REMAPPING
  9. 9. YOUNIVERSE HUMAN BRANDS BETTERMENT CONTEXTED REMAPPING 1 5 3 4 2 STATUS SEEKERS EGO/ FUZZY NOMICS HELPFUL JOYNING BETTER BUSINESS BRAND- SHIP LOCAL LOVE NOWISM PLAYFUL ROUTINE UBITECH THE NEW NORMAL MADE FOR BRIC RE-THINK MEDIA entrepreneuria peer armies status deniers brand fanatics big brand redemption bitter truth lasting spaces guilt free consumption master2c intimate info instant encounters end of waiting sweat equity digital brad- crumbing FSTR transients post stereotypes intimate info status deniers currencies of change internet of better things post demographics prize pandenam heritage hersey BENCH- MARKED LIFE CROWD FACTOR self central instant makers guilt free status symbols honest flexibility branded government video vallets deal filters
  10. 10. 1YOUNIVERSE
  11. 11. « YOUNIVERSE STATUS SEEKERS CROWD FACTOR EGO- NOMICS 60% impact on brands & crowd 45% c-discovery of new brands 75% crowd based decision i‘m the center of the crowd, the world , the universe
  12. 12. ALS ASSOCIATION Do good and make sure others see it: USD 115 million and millions of video selfies
  13. 13. Y O U N I V E R S E SELF CENTRAL
  14. 14. Apple iPhone 5s: propelling fingerprint recognition technology SELF CENTRAL
  15. 15. SELF CENTRAL Nymi Wristband uses heartbeat for automatic identity authentication
  16. 16. Y O U N I V E R S E INSTANT MAKERS
  17. 17. INSTANT MAKERS Lip Lab Beauty brand creates customized lipsticks in under ten minutes
  18. 18. Pensar Shoe design concept creates perfect fit with 3D printings INSTANT MAKERS
  19. 19. INSTANT MAKERS FabCafe Digital workshop launches 3D self- portrait service
  20. 20. Y O U N I V E R S E PEER ARMIES
  21. 21. CNA Language School Language program connects Brazilian students with retired Americans
  22. 22. Airbnb P2P platform connects users with locals for advice and shared meals
  23. 23. Made Etailer showcases furniture products in real homes
  24. 24. 2HUMAN BRANDS
  25. 25. « HUMAN BRANDS. BETTER BUSINESS LOCAL LOVE BRANDSHIP 93% want more eco/soc responsability 60% want more local engagement 90% ask for more transparency what i choose is how the world will be tomorrow boomerang shopping guilt-free consumption
  26. 26. BRANDED GOVERNMENT Coca-Cola Indian and Pakistani citizens connected
  27. 27. H U M A N B R A N D S GUILT-FREE CONSUMPTION
  28. 28. GUILT-FREE CONSUMPTION Locals Espresso bar trades coffee for food donations
  29. 29. GUILT-FREE CONSUMPTION Zady Ethical etailer sells fully traceable products
  30. 30. GUILT-FREE CONSUMPTION Rub Og Stub Restaurant serves meals made from supermarket’s wasted food
  31. 31. H U M A N B R A N D S GUILT-FREE STATUS SYMBOLS
  32. 32. GUILT-FREE STATUS SYMBOLS Tesla Model S World’s best selling luxury electric car, going global in 2014
  33. 33. H U M A N B R A N D S LASTING SPACES
  34. 34. SHELL Soccer pitch floodlights powered by players' movement
  35. 35. SOUTHWEST AIRLINES US airline revitalizes public spaces
  36. 36. MEDIBANK Australian health insurer opens kids play space
  37. 37. H U M A N B R A N D S BIG BRAND REDEMPTION
  38. 38. BRANDED GOVERNMENT Samsung Solar-powered trucks bring free healthcare to Cape Town
  39. 39. M S L G R O U P, S e p t e m b e r 2 0 1 5 of millennials don’t believe government can solve today’s issues alone, and 89% want business to get more involved. 77
  40. 40. P a u l P o l m a n , U n i l e v e r C E O , A u g u s t 2 0 1 4 “Unilever is the largest NGO in the world. We have helped 303 million improve their health with hand washing campaigns. Our goal is 1 billion.”
  41. 41. H a v a s , P r o g n o s e 2 0 1 5 of consumers worldwide chose one brand over another because it was more socially or environmentally responsible. 67
  42. 42. 3BETTERMENT
  43. 43. HELPFUL life manage ment BENCHMARKED LIFE & ego stalking JOYNING deeper meaning & benefits « BETTERMENT 45% more intelligent 70% help re. life mana- gement 90% value help in reaching goals more, more, more, better, faster, easier, more successful, more desirable, more attractive,
  44. 44. HELPFUL IBM Billboard ads are also urban utilities
  45. 45. HELPFUL Hellmann’s In-store recipe suggestions via touchscreen tablet
  46. 46. BREAKING BAD Honda App deactivates smartphone keyboard during driving
  47. 47. BREAKING BAD Break Your Facebook App temporarily locks users out of Facebook
  48. 48. BREAKING BAD Kitchen Safe Time-locked container helps overcome temptation
  49. 49. BREAKING BAD Zouk Singapore Nightclub obstructs drunk drivers via RFID tagging and alcohol detection urinals
  50. 50. H E L P F U L L CURRENCIES OF CHANGE
  51. 51. CURRENCIES OF CHANGE airBaltic App rewards frequent fliers who burn the same calories as miles flown
  52. 52. CURRENCIES OF CHANGE Mango Health App rewards users who take vitamins and medication on time
  53. 53. CURRENCIES OF CHANGE Biomat Pop-up restaurant gives discounts for bio-waste donations BETTER BUSINESS
  54. 54. H E L P F U L END OF WAITING
  55. 55. END OF WAITING Starbucks pilots in-app 'order ahead' feature
  56. 56. Pizza Hut Panamá Delivery service cooks pizzas on- the-go
  57. 57. END OF WAITING ME ATENDE App users schedule calls to brands and avoid wait times
  58. 58. H E L P F U L L VIDEO VALETS
  59. 59. 54% of UK consumers say the most important customer service factor when contacting a brand is being able to interact with a real person. Mitel, October 2013
  60. 60. VIDEO VALETS Amazon Live 24/7 video customer support
  61. 61. VIDEO VALETS mBank Live video chat with bank representatives
  62. 62. VIDEO VALETS Bank of America Live video chat via ATMs
  63. 63. VIDEO VALETS HealthSpot Kiosks offer video conferencing with health professionals
  64. 64. Subway ticket machine accepts squats as payment Russian Olympic Commitee
  65. 65. ?Konsequenzen
  66. 66. ignite enable ★ creativity ★ apprecitated public chat ★ process ★ long-term one story ★ relevance ★ sense learn ★ understand interrupt ★ satisfy n noticed ★ volume . . . . ★ private dialogue . short-term ★ task . . ★ one message . . . fun ★ dominance . . . . . know ★ research MY FAVOURITE BRAND! inspires me & helps me to evolve yesterday today PARADIGMA WECHSEL
  67. 67. zugang welt / story episode « PARADIGMA WECHSEL SET UP
  68. 68. 1. value: don‘t talk, do it! tangable benefits, that are relevant, create value wrapped in a nice story. No simple advertising. 2. content: the new gold! in any form: info, entertainment, tools and services. for oneself and social status lift. 3. context: me, here&now! the world turns around me and this exact moment. so should messages & offers. « KEY SUCCESS FACTORS
  69. 69. !Umsetzung
  70. 70. tv print cine ad event game pop up shop ad lb/tb servic game app/ tool/ serv shop page ad game con- tent shop page ad event game group shop page brand space purpose: for the heart, the brain, the pocket impact: level of personal engagement dynamic: potential for virality crowd sourcing potential other street social mobile online « TOUCHPOINT EVALUATION
  71. 71. CLASSIC & PUSH MEDIA communication infrastructure « MARCOM STRUCTURE
  72. 72. « MARCOM BACKBONE social network as infrastructure for spreading brand ideas & content. a connection once made serves for future activities mobile as primary channel content directly to the people in the right situation (including store), providing real-time value and become part of daily life content is the key for success relevance and quality are key success factors, value is the only driver for sharing
  73. 73. closed group MARCOM ARCHITEKTUR street social mobile online ads signs pop up events & perfor- mances branded spaces gamification lb services sponsored content ads m-page mit shop website mit shop m-page
  74. 74. sources: theglobalwebindex.com, trendwatching.com, emarketer.com, media-interface.ch
  75. 75. marion marxer / the new ART of INTELLIGENT marketing & communication marxerevolution.ch  / marion@marxerevolution.ch  /  +41 79 213 06 53 / hellmutstrasse 6, 8004 zürich

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