Embed Size (px)
Citation preview
B&M ForumMarketing Strategies
Consumer 2.0: It’s a digital world.
Has your brand made the jump to digital? Here’s how and why you should
Speaker:
Jeff Hilton, Partner & Co-Founder, BrandHive, US
Meet Consumer 2.0
It’s a Digital World
BrandHive Capabilities
• Branding agency founded in 1997
• 95+ years experience with healthy lifestyle consumer
• Full range of strategic and creative services
• Working with a global clientele in Asia, Europe and the USA
• Business-to-business
• Business-to-consumer
• Brandhive.com
Forget everything you know about marketing.
No. Seriously. Forget it.
OK?
Marketing today is less about the marketer and all about the
consumer.
Marketing today is less about what you have to sell, and more about
who is buying it and where.
It’s the OmniChannel, stupid!The new point-of-purchase is the
consumer.
Source: Nutrition Business Journal, 2017
Why care about the OmniChannel? Is your brand digitally savvy?
How did the marketplace get here?
Marketplace Convergence
Channel
Channel
Enlightened, Empowered & Confused Consumer
Marketplace Convergence
FACT #1Internet sales growth for DS/FFB is double that of other channels.
FACT #2Smart phone penetration is between
70% and 80% in most countries.
FACT #3Average consumer is active on 2-3 digital
platforms (mobile, tablet, laptop) and sometimes simultaneously.
FACT #47% of all supplement purchases are
made online.
FACT #5Internet purchases of FFB are growing at 16% annually, compared to B&M retail at 6-8%.
FACT #6Over 50% of new companies launching in
H&W (Years 1-3) launch online first.
ConclusionBrands who don’t make the jump to
digital will over time become irrelevant to consumers.
Digital First Philosophy
Multi-channel is not same as OmniChannel.
It’s about connecting points of distribution.
Content/Engagement/Merchandising/Sales
6 Steps to Putting Digital First
Step 1: Get your house (Website) in order.
AttractEngageInformSell
Website
Public Relations
Social Media
Advertising
LeadGeneration
PaidSearch
BloggerInfluencer
6 Steps to Putting Digital First
Step 1: Get your house (Website) in order. AttractEngageInformSell
Step 2: Embrace content marketing
Source: Nutrition Business Journal
6 Steps to Putting Digital First
Step 1: Get your house (Website) in order. AttractEngageInformSell
Step 2: Embrace content marketing
Step 3: Get social
Social Content Development
Editorial Outline
Content Creation
PerformanceReport
Content Optimization
6 Steps to Putting Digital First
Step 1: Get your house (Website) in order. AttractEngageInformSell
Step 2: Embrace content marketing
Step 3: Get social
Step 4: Harness the power of video
Video & Social Media
6 Steps to Putting Digital First
Step 1: Get your house (Website) in order. AttractEngageInformSell
Step 2: Embrace content marketing
Step 3: Get social
Step 4: Harness the power of video
Step 5: Establish KPI’s and metrics. Measure and act on data
Forecast, Measure, Optimize
ClicksImpressions Conversions
Optimize
Family FloraWebsite Traffic
0
100
200
300
400
500
600
700
800
900
1000
8/2
9/1
6
8/3
1/1
6
9/2
/16
9/4
/16
9/6
/16
9/8
/16
9/1
0/1
6
9/1
2/1
6
9/1
4/1
6
9/1
6/1
6
9/1
8/1
6
9/2
0/1
6
9/2
2/1
6
9/2
4/1
6
TVFlight1launch
WebMD/Target.comCampaigns
FSIDrop
TVFlight1end
GoogleDisplay
Campaign
Quantum Health
Website launch on Oct. 30
12,719
147,317
232,384
0
50000
100000
150000
200000
250000
300000
2015 2016 2017
WebsiteVisitors
6 Steps to Putting Digital First
Step 1: Get your house (Website) in order. AttractEngageInformSell
Step 2: Embrace content marketing
Step 3: Get social
Step 4: Harness the power of video
Step 5: Establish KPI’s and metrics. Measure and act on data
Step 6: Plan to fail. (yes, really)
Building a digitally enabled, savvy brand is the key to longevity and increased sales
BrandHive.com
