Digital Ecosystem x Consumer Journey

INTRODUCTION TO ITS IMPORTANCE

Digital Strategy Class #1

What we WILL NOT be covering this round

Social Media/Mobile Channels strategy E.g. Facebook strategy, Instagram strategy, etc.

Tutorials/How-tos that CAN be Google-d E.g. How to post stuff on Facebook

Digital Marketing statistics E.g. Number of Malaysians using digital

What we WILL be covering now and in the future

Overview to Paid/Owned/Earned Media

Role of Digital Media

Digital Media Processes

Digital Media Targeting & Retargeting

What is Media?

AKA

Touchpoint, Channel, Medium

Media is a group of different Communication Platforms used to connect or influence individuals or groups

- Rachel Foong’s Definition

Media Landscape

REACH

INVESTMENT

CONTROL

TARGET AUDIENCE

PERIOD

INDUSTRY PLAYERS

PAID MEDIA“ATL”

GUARANTEED Visibility/ROI

HIGH Investment

MEDIUM Control

Mass/Targeted

Short Term

Media Buyers & Celebrity Managers

OWNED MEDIA

“Corporate/Store”

LOW TO MEDIUM Visibility/ROI

MEDIUM Investment

FULL Control

Targeted/Customers

Long Term

BTL & Events/Activation & PR & CRM Agencies &

Brand Collaborations

EARNED MEDIA

“Word of Mouth”

NON-GUARANTEED Visibility/ROI

ZERO Investment

ZERO Control

Customers/Fans

Short to Long Term

PR agencies /CRM

Creative Agencies

360 and the Creative Agency

360˚ CampaignMaximise Reach and

ROI to achieve objectives

WHAT ARE THE DIFFERENT TOUCHPOINTS AND ROLES?

Media Ecosystem – Then

The Traditional Consumer Journey

From Awareness to Loyalty

I Love (Share)“Loyalty/Advocacy”

I Buy“Conversion”

I Consider/Engage“Interest”

I Know “Awareness”

Traditional Consumer Journey

I KnowI

Consider/Engage

I Buy I Love (Share)

Media Buying

Activation/BTL

PR

CRM/BTL

Traditional Paid Media(Newspapers, Radio, TV, Billboard, etc.)

Shopper/Activation Marketing

(Flyers, In=store promos, Guerrilla, etc.)

Celebrity Endorsements/ Brand Partnerships

Product Packaging/Promotions

(In-store Ads, Coupons)

Direct Mailers/Newsletters/Call Centres/Direct Marketing

Press Conferences

Member Referral

Onground Event/Team

Loyalty Programs

Press Mentions/Reviews

PAID MEDIAOWNED MEDIA

EARNED MEDIA

Traditional Consumer Journey (Metrics)

I KnowI

Consider/Engage

I Buy I Love (Share)

Media Buying

Activation/BTL

PR

CRM/BTL

Impressions

Sales

PAID MEDIAOWNED MEDIA

EARNED MEDIA

New Member

Signups/Friend Referrals

PR Value

Program/Contest/

Promotion /Event

Engagement

CRM Database

Repeat Sales

Problems with Traditional Journey

Calculation is purely based on Impressions/PR Value -> Sales/Customer DB

High investment on Paid Media to increase sales

How do I know that I’m making a brand impact without spending millions on research?

HOW IT ALL CHANGED

Media Ecosystem – Now

What has not changed

THERE IS STILL ONE TRUSTED MEDIUM

LEFT IN THE WORLD

MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT

Alain Thys - FutureLab

STOP THE MONOLOG - START THE DIALOG

Art by: Andrew Davies

The NEW Consumer Journey

From Awareness to Advocacy

I Share“Advocacy”

I Love“Loyalty”

I Buy“Conversion”

I Compare‘Reviews/Evaluation”

I Consider/Engage“Interest”

I Know “Awareness”

The NEW Consumer Journey

From Awareness to Advocacy

I Share“Advocacy”

I Love“Loyalty”

I Buy“Conversion”

I Compare‘Reviews/Evaluation”

I Consider/Engage“Interest”

I Know “Awareness”

Mob

ile

Deskto

p

Tab

let

Search Engine

s

Social Networks/Forums

/Blogs

Social Networks/Forums/Blogs

Ap

ps &

Gam

es

Email

Email

Today’s Consumer JourneyI Know

I Consider

I Compare

I Buy I Love I Share

Media Buying

Activation/BTL

PR

CRM/BTL

Digital (IT/SOCIAL)

Digital (SEARCH)

Digital (MOBILE)

PAID MEDIAOWNED MEDIA

EARNED MEDIA

Traditional + Digital Paid Media

Paid Likes + Shares

Product Packagin

g/Promotio

nsShopper/Activation Marketing

Onground Event/Tea

mCelebrity Endorsements/ Brand Partnerships

Press Conferences

Press Mentions/Reviews

Digital Influencer Marketing

Press Mentions/ReviewsDigital Influencer

Marketing

Direct Mailers/Newsletters/Call Centres

Member Referral Loyalty Programs

Direct Mailers/Newsletters/Call Centres

Website/Microsite/Blogs/Forums

Email/Content Marketing

Social Media Pages Shared Content

Search Engine Marketing

Search Engine Optimisation

Mobile Apps & Games

Email/SMS

Augmented Reality

Podcast/Videos

Today’s Consumer Journey (Metrics)I Know

I Consider

I Compare

I Buy I Love I Share

Media Buying

Activation/BTL

PR

CRM/BTL

Digital (IT/SOCIAL)

Digital (SEARCH)

Digital (MOBILE)

PAID MEDIAOWNED MEDIA

EARNED MEDIA

Impressions

SalesNew

Member Signups/Friend

Referrals

PR Value

Program/Contest/Promotion /Event

Engagement

CRM Database

Repeat Sales

Pageviews/

Visits/Clicks (CTR)

App Downloads

/Activity

Clicks (CTR)

Impressions

Ranking

Reviews/Mentions/Fan-Created Content

Email /RSS Subscriptio

nSharesFollowersOnline Sentiment

Influencers

Engagement

Time Spent

SharesEngageme

nt

Why is the new journey important?

More avenues for owned media

More metrics/data

Better and clearer consumer cycle

The store is no longer confined to a physical space

HOW THEN DO WE MAXIMISE THE DIFFERENT TOUCHPOINTS?

Digital Strategy

Some common objectives

Increase WOM/conversations

Increase community numbers (CRM)

Increase sales

Increase awareness

Digital/Social Media Strategy

How do we approach the world of today to build and extend relationships?

Optimise

Community Size Share of Voice Sentiment Shareability ROI

Build & Respond/Engage

Social Media Management

Reputation Management

Crisis Management

Content Marketing Channel Strategy

Understand/Analyse

Keyword Analysis Sentiment Analysis Share Of Voice Analysis User Experience

Listen

Social Media Monitoring Search Engine Results Forums/Social

Networks/Reviews Insights/Behaviour

Set Objectives

Metrics/KPI Understand Ecosystem Budgets

Sharpen the Brand

USP Messaging Relevance Evaluate Current Ecosystem

Stakeholder Identification

Who we’re working aka fighting with

I KnowI

ConsiderI

Compare I Buy I Love I Share

Media Buying

Activation/BTL

PR

CRM/BTL

Digital (IT/SOCIAL)

Digital (MOBILE)

PAID MEDIAOWNED MEDIA

EARNED MEDIA

Traditional + Digital Paid Media

Paid Likes + Shares

Product Packagin

g/Promotio

nsOnground Event/Tea

m

Digital Influencer MarketingDigital Influencer

MarketingDirect Mailers/Newsletters/Call

Centres

Member Referral

Direct Mailers/Newsletters/Call Centres

Website/Microsite/Blogs/Forums

Email/Content Marketing

Social Media Pages Shared Content

Mobile Apps & Games

Email/SMS

Augmented Reality

Videos

Shopper/Activation Marketing

How can creative agencies stand out then?

By bringing powerful and insightful ideas to life, no matter the medium.

EXAMPLES OF DIGITAL STRATEGY IN PLAY

Case Studies

Case Study:KLM Surprise

Brand Message: Journeys of Inspiration

Objective:Make passengers feel special

Listen:Monitor check-ins / mentions via social media

Build & Respond/Engage:Reward passengers by responding to their needs

Optimise:??

Case Study:Old SpiceBrand Message:The Man your Man could Smell Like

Objective:Spark conversations amongst couples about body wash

Listen:Monitor responses and questions about body wash

Build & Respond/Engage:Engage celebrities and fans to influence conversations with creative and humourous content

Optimise:Follow up with campaign based on similar story

Case Study:Oreo Daily TwistBrand Message:A 100th yr old cookie with a twist

Objective:Fuel everyday conversations with Oreo as the icon

Listen:Monitor trends/pop culture/issues that are being talked about globally

Build & Respond/Engage:Creatively use the cookie as an icon to symbolise the topic of the day

Optimise:Localise the conversation amongst countries

FOR OTHER LESSONS, PLEASE ASK UNCLE GOOGLE FIRST

Terima kasih