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A workshop for Audi looking at digital trends and hwo they are relevant for the business.
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Creating 20th May 2008
©2008 GT London Ltd
Creating Connections
©2008 GT London Ltd
Audi Digital Trends workshopPrepared by Nick Balfe
Purpose of the day
• To get to grips with how the digital environment is changing
• To explore the new opportunities that this presents to the business
©2008 GT London Ltd
this presents to the business
Agenda
The digital universeConnecting with our audienceDigital trendsWhat this means for Audi
©2008 GT London Ltd©2008 GT London Ltd
The digital universe is evolving
©2008 GT London Ltd
The digital universe is evolving
©2008 GT London Ltd
From the world wide web...
©2008 GT London Ltd
wide web...
...to a web of digital opportunities
©2008 GT London Ltd
opportunities
©2008 GT London Ltd
Don’t worry, it’s not as scary as it
©2008 GT London Ltd
as scary as it sounds
FindingConnecting
©2008 GT London Ltd
ConnectingSharing
©2008 GT London Ltd
Catering for The Long Tail Volu
me
©2008 GT London Ltd
Volu
me
People
What does digital mean in your day?
©2008 GT London Ltd
mean in your day?
A typical digital day
Wake up, make coffee - any texts received yet?
Commute to work – listen to Radio 5 podcasts, downloaded the previous day
All morning meeting, occasionally checking Blackberry
Check standing order payments have gone out on Firstdirect.com
On the train home – review the presentation using on board WiFiconnection
At home – radio on, cook some dinner, glass of wine!
7am 1pm 7pm 11pm
©2008 GT London Ltd
Check for emails and messages on Blackberry from US clients overnight
Arrive at Paddington station – see digital escalator panels on the Tube
Get into work, browse the news at Timesonline.co.uk
Lunchtime – Any news for tonight’s match? Check Football365.com
Just enough time for the gym before heading home –download some new tracks from iTunes for the treadmill
Catch up on last night’s episode of Lost on Digital On Demand box
7am 1pm 7pm 11pm
The stats to back it up...
•Over two thirds of UK households have internet access
•Nearly three quarters of these are broadband enabled
•2.9 million people in the UK have
©2008 GT London Ltd
•2.9 million people in the UK have watched a TV show streamed via the internet
•One million have used BBC iPlayer•The Ricky Gervais podcasts were downloaded by an average of 261,670 per week
Digital migrants
Digital natives
©2008 GT London Ltd
migrants natives
Digital is all about creating
©2008 GT London Ltd
creating connections
©2008 GT London Ltd
Consumers build networks of association with brands they come across in their day to day lives
Networks of association
©2008 GT London Ltd
The more experiences people have of a brand, the stronger the association they feel to it
Robert Heath The Hidden Power of Advertising , 2001
Fields of influence
Media opinions
Friends and family
Percep-tions
©2008 GT London Ltd
Customer
and family
CommsEnviron-ment
tions
Innocent Smoothies
©2008 GT London Ltd
Customer
Friends and family
We are looking for ways to connect with our audience more often, and
©2008 GT London Ltd
more often, and give them more rewarding experiences
Digital trends
©2008 GT London Ltd
Digital trends
©2008 GT London Ltd
Participation
©2008 GT London Ltd
Participation
Participation
From one to many – i.e. Brand communications out, to many to many:
©2008 GT London Ltd
BBC Electric Proms SMS Memory Wall
©2008 GT London Ltd
©2008 GT London Ltd
Nokia Regent’s Street Christmas Lights
©2008 GT London Ltd
©2008 GT London Ltd
Portability
©2008 GT London Ltd
Portability
Portability
The rise in wireless technology and portable media players means that content can be consumed on the go, and at the convenience of the user:
©2008 GT London Ltd
Nike+ LCD Sound System 45:33
©2008 GT London Ltd
From promotional download, to sub-cultural phenomena
©2008 GT London Ltd
Xbox Ilovebees.com ARG
©2008 GT London Ltd
Multi-platform, alternate reality gaming experience
©2008 GT London Ltd
Personalisation
©2008 GT London Ltd
Personalisation
Personalisation
As our use of the internet becomes more sophisticated, we now expect to not only upload our own content, we also want to be able to pull data into our own personal portals.
©2008 GT London Ltd
portals.
del.icio.us
Amazon Personalised homepage
©2008 GT London Ltd
Prada digital size reader
©2008 GT London Ltd
Time to exercise your brains...
©2008 GT London Ltd
Time to exercise your brains...
How can we apply these trends?
Imagine you work for an award winning digital agency...
Your client, a major prestige car brand, is launching a new two-door soft top, aimed at young, singles and couples without
©2008 GT London Ltd
at young, singles and couples without children. They are likely to be urban, affluent, and digitally savvy.
What digital ideas would you suggest as part of an integrated launch campaign?
3 groups...
Adrian’s group: Personalisation
Nick’s group: Portability
Michelle’s group: Participation
©2008 GT London Ltd
Michelle’s group: Participation
What does this mean for Audi?
©2008 GT London Ltd
What does this mean for Audi?
©2008 GT London Ltd
People want more from their experiences of
©2008 GT London Ltd
experiences of brands in digital environments
Responding to digital change
Display advertising
Two-way communication
Co-creationand sharing
©2008 GT London Ltd
Display advertising
Two-way communication
Co-creationand sharing
The purchase process is far more fluid than the
©2008 GT London Ltd
fluid than the purchase funnel model suggests
The purchase process as we currently know it
Awareness
Consideration
©2008 GT London Ltd
Purchase
Retention
Pre-internet product search
Discussion with
John Lewis Discussion
with
Decision
©2008 GT London Ltd
with partner
with partner
Dixons
Purchase
Adapted from Henley Centre research, 2006
Post-internet product search
Discussion John Lewis
Decision
Amazon
Discount camera
site
Pop ups
GoogleKelkoo
©2008 GT London Ltd
Discussion with
partner
Lewis
Discussion with
partner
Comet
Purchase: EbayGoogle
Discussion with
partner
Pop ups
Adapted from Henley Centre research, 2006
Camera chat forum
From purchase funnel to purchase
©2008 GT London Ltd
funnel to purchase web
‘Pre-proactive’ info gathering
Purchase decisions are being made long before people enter the car buyingprocess.
We need to create connections between
©2008 GT London Ltd
We need to create connections between the brand and the consumer’s digital experiences.
Swift Research, 2007
We shouldn’t think of digital as another channel for our campaigns.
©2008 GT London Ltd
for our campaigns. We should think of it as a way to build relationships.
A constant connection with our audience
Purchase
©2008 GT London Ltd
Brand engagement
experiencesFunctional tools and
utilities
Barrack Obama presidential candidate campaign
©2008 GT London Ltd
Over to you again...
©2008 GT London Ltd
Over to you again...
Experiences and tools
You still work for an award winning digital agency...
Since your client’s customers go between two and three years between changing
©2008 GT London Ltd
two and three years between changing cars, you have been asked to think about how you can maintain relationships with customers over the longer term.
Summary
©2008 GT London Ltd
Summary
©2008 GT London Ltd
People rely on digital tools, experiences and
©2008 GT London Ltd
experiences and devices throughout their day
The most successful brands use digital to deliver both
©2008 GT London Ltd
deliver both functional content and engaging experiences
Digital should be used to create longer term connections with
©2008 GT London Ltd
connections with audiences, in order to build stronger relationships