marketing in a digital age 23rd Jan final with videos

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Building Marketing
Strategies in a Digital Age
Rajesh Krishnan / January 23rd, 2014

Introduction

Digital Marketing is dead : Long live Marketing
• Digital Marketing is dead” –Marc Pritcard , CMO P&G
• Marketers need to stop thinking of digital marketing as a
separate , special discipline
• “We want to be wherever the consumers are. It’s no
longer digital marketing.
It’s marketing in a digital world now.”
• The collision of the digital & physical words is
fundamentally changing the customers behavior
The notion of marketing activity being
online or
offline or mobile will cease to be a
meaningful
debate in 2014

Consumer is time poor & device rich
40% of the adults are accessing the
internet multiple times in a day from
multiple devices & locations

What happens online in 60 seconds
• 2 million searches on Google
• 72 hours of videos uploaded
onto YouTube,
• 42 thousands post every
second & 1.8 million likes on
Facebook,
• 204 million emails sent every
minute.

Four emerging areas of customer demand
Now: Consumers will want to interact anywhere at any time
Can I: They will want to do truly new things
For me: They will expect all data stored about them to be targeted precisely to their
needs or used to personalize what they experience
Simply: They will expect all interactions to be easy
What customers want ?

Key Digital Trends influencing
Marketing

Key Digital Trends
• Mobile moves to the center of the
multiplatform landscape
• “Always-on commerce” turns shopping
inside out
• Enabling user generated content &
letting customers talk to each other
• “Always on means always social”

Key Digital Trends
inside out
• Always on means always social

Mobile is at the center of everything
Mobile is more than the new desktop.
Smartphones and tablets have effectively become
the center—and integrating components—of
consumers’ multiplatform lives.
This shift is reflected in quantitative terms—in the
amount of time consumers spend on their mobile
devices on a daily basis
Qualitatively in the way these devices have
effectively become the remote control for
consumers’ lives and work

Mobile devices have also moved
to the center of people’s work lives
Bring-your-own-device (BYOD) policies have become common worldwide,
further eroding the already narrow divide between home and work. This also means
content consumption for both modalities takes place on one device

Brands are creating content tailored to the mobile
• Facebook redesigned its News Feed in part to improve
platform consistency.
• The New York Times revealed a new prototype of its
website with a strong nod to mobile integration
• Google upgraded AdWords to integrate the management
of desktop & mobile ad campaigns.
• USA Today underwent a complete web redesign to
provide a more “app-like” experience.
• Disney began to implement responsive design across a
number of its properties in order to streamline the content
experience across platforms.

Key Digital Trends
• “Always-on commerce” turns
shopping inside out

Always on commerce
Consumers are always in the consideration phase
for something, a tap away from jumping from a
physical to a virtual store or from one online
merchant to another
The combination of portability, connectivity and
relative affordability makes smartphones unique
among computing devices
Smartphones are more frequently used on the go,
often to assist in a purchase that in many cases
does not necessarily terminate on the device
Always on commerce turns shopping inside out

Always on commerce
The impact of a pervasive “shopping state of mind”
fostered by mobility has only begun to be reflected
in commerce sales forecasts
Smartphones play a singular role as the fulcrum
between digital and physical retail
The smartphone always-on commerce dynamic is
apparent everywhere, but particularly so in the
Asia-Pacific region
Increasing Mcommerce sales

Niemen Marcus – Personal Shopping Assistant
NM shoppers will have access to a new
iPhone app that puts the power to control
their interaction with the store right into their
hands.
• Shoppers can book appointments with desired sales
associates, send messages & ask questions
• See which sales associates are in store,
• Message and make appointments with their favorite sales
associates,
• Mark favorite products, which will automatically be visible
to selected sales associates
• Find new arrivals on the floor, learn about the line, the
designer and fabric.
• Alert your sales associate the moment you walk into the
store and the sales associate will instantly be able to
access your shopping history to better assist you.

Tesco Home Plus Virtual Subway store
• Background : In South Korea , Tesco has a fewer
number of stores compared to E-mart . South Koreans
prefer shopping at the store closest to home
• Challenge : How to become the Number 1 retailer
despite having lesser number of stores
• Idea : Let the store come to the people
• Result : Within 2 months of launch , 10,300 customers
visited the virtual store using their phones , new
registered members increased by 76% and sales by 130
% .

Key Digital Trends
• “Always-on commerce” turns
shopping inside out

Trend 2 : User Generated content
Let customers create their own programs
Customer Interest fades quickly . Engage & provide customers with
the content they want

User generated content
To launch the new FIFA 13 video game EA created
a Facebook app “ Goals of the Week “ that focused
on user-generated content
Encouraged users to upload their best goals on a
weekly basis with EA’s community managers
aggregating the most ‘liked’ goals into a ‘Goals of
the Week’ reel
Post launch of the app on September 25 2012,
submissions of uploaded goals increased by 350%,
with over 13,000 submitted
The videos have achieved 4.28 million views in
three months

Warby Parker Sunglasses
Virtual Try-On: If you have a webcam, you can very
realistically try on the many different varieties of glasses to
see which suits your face.
Customers to post the virtual try-on pictures on
Facebook. Customers can receive instant feedback from
friends that help them decide which frames look best.
At-Home Try-On: Consumers can pick five pairs off the site
that strike their fancy and get those pairs sent to their home,
with fake glass lenses, and physically try on the glass. After
five days, consumers just have to send back the box
(postage paid!) and make the official purchase on the
website.
Over 200,000 likes on FB & over 50% of sales are driven by
word of mouth

Key Digital Trends
inside out

Key Digital Trends
• In an always-on world, mobile devices are always at-hand as
consumers move from screen to screen. Fragmented multiscreen
media consumption has left marketers struggling to keep up
• Facebook today directly competes with the advertising $ traditionally
spent on TV
• 100Mn Americans log on to FB between 8pm-11pm every night
compared to a combined number of 44Mn across the biggest TV
networks
• Recent research says almost half of us ‘media mesh’, blending TV
viewing with other digital experiences daily. As a result TV content is
increasingly being commissioned with explicit thought around how
the TV content will be extended into social media in particular.
• BBC America partnered with Twitter and Verizon to deliver the first
ever ad-supported TV-synched video tweet.

Oreo Daily Twist
Objective : Oreo had a big birthday to celebrate – its 100th,
in fact. To commemorate the milestone, we set out to prove
that at a century old, Oreo is as relevant as ever.
Strategy: The strategy was to re-imagining pop culture
through the eyes of Oreo. The program, Daily Twist, was
kicked off with a simple visual of a six-layer rainbow Oreo
cookie. The caption read: “Pride.”
Real-time relevant content creation propelled Oreo to the
center of the cultural debate
For the big finale – the 100th Daily Twist , users were invited
to pitch their own story ideas, and then let them vote on their
favorites
Results : 280 % increase in Facebook shares & 510 %
increase in re-tweets on Twitter. The content series garnered
more than 1 million Likes on Facebook - or 10,000 Likes per
post, on average.

Air Asia Friendsy Campaign
Objective : To get the word out about AirAsia Australia's
inaugural flight from Sydney, Australia, to Kuala Lumpur
The campaign : One Facebook fan & up to 302 of their
Facebook friends would be flown to Kuala Lumpur and all
they had to do was choose who they would take.
The average Facebook user has hundreds of Facebook
friends, but how many of them would you actually want to
take on holiday?
Once you had chosen, you even could allocate seats and
share a snapshot of your plane with all those tagged, giving
the app great viral capacity.
Results : AirAsia are on track to double the number of
daily flights from Sydney.
Generated press coverage with a PR value of $1,627,593
Grew its Facebook fan base by 30%
Received 12,500 entries and reached 2,291,483 people on
Facebook

Summary
Social is really about transparency, about trust, about unmediated content and communications, about networks.
Data enables us to
• Make smarter, quicker, business decisions
• Ability to craft increasingly personalized experiences
• Across all channels, content and interactions.
Mobile – is not just a channel, or set of devices and media
• Reminds us that the digital and the physical, the local and the global, are not separate but coexist simultaneously.
Customer Experience –Content marketing is arguably a part, is more than just making things look, or feel,
better. It is a fundamental cultural &philosophical change for most It is the most important part of what ‘marketing’ as a
function should deliver if marketers are able to rise to the challenge.
Digital is the key enabler in the way brands interact with Customers

Thank you

marketing in a digital age 23rd Jan final with videos

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