Connecting brands with consumers via digital
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    Connecting brands with consumers via digital Connecting brands with consumers via digital Presentation Transcript

    • CREATING  MORE  MEANINGFUL  CONNECTION  WITH  CONSUMERS  VIA  DIGITAL12/17/2010
    • QUESTIONS:  •How  is  online  integrated  to  our  everyday  life?•How  are  agencies  a;emp>ng  to  connect  with  consumers  online?•How  can  they  create  a  deeper  connec>on?
    • QUESTION  1   How  is  online  integrated  to  our  everyday  life?“When  adopted,  digital  becomes  the  primary  media  channel  for  consumers”  (Digital  life)
    • Online  is  integrated  to  our  life  through  5  main  ac>vi>es•Social  Networking•Search•Shopping•Entertainment•Organizing  
    • Various  channels  and  devices  integrate  these  ac>vi>es  in  our  offline  world“The  Internet  is  everywhere  but  not  everywhere  in  the  same  way”  Ien  Ang
    • Example:  the  mobile   “While  the  PC  is  completely  divorced  from  the  physical  world,  mobile   brings  the  power  of  the  Internet  into  the  real  world  in  real  Mme”     (The  Mobile  Playbook)•The  mobile  is  an  extension  of  the  online  live  people  keep  on  their  PCs•Consumer  needs  can  be  met  immediately
    • New  technologies  and  plaQorms  take  this   integra>on  one  step  further...•Example:  Loca>on  Based  Services  allow  even  more  personalized  and  real-­‐>me  interac>ons
    • QUESTION  2:How  are  agencies  a;emp>ng  to  connect   with  consumers  online?
    • THE  PROBLEM:   Consumer  behavior  analysis  is   broken  down  into  silos•So  marke>ng  efforts  are  siloed  also  •Silos  spurred  because  of  the  increasing  complexity  of  media  
    • But  silos  do  not  correspond  to  consumer  reality  where  online  ac>vi>es  are  part  of  an  ec(h)osystem•Online  ac>vi>es  are  all  linked  together  into  a  bigger  picture  •This  convergence  blurs  the  line  between  online  and  offline  worlds
    • Agencies  need  to  address  this  ecosystem  reality•Beware  of  consumer  disappointment•Create  consumer  engagement  by  connec>ng  at  each  touch  point
    • Their  solu>on:  transmedia  marke>ngBut  what  is  transmedia?
    • Brands  do  not  want  to  just  distribute  uniform   content  across  all  channels  This  will  interrupt  the  online  conversa>on  and  spur  nega>ve  reac>ons  
    • They  want  to  distribute  personalized  content   across  relevant  channels... By  telling  a  story  with  each  chapter  tailored  to  the  channel  and  the  user  
    • ...and  want  consumers  to  interact  with  it“Give  users  the  ability  to  interact  with  the  content  -­‐  not  just  consume  it”  (AdAge)•Passive  consumers  juste  consume  the  story•Ac>ve  consumers  unlock  it  and  really  connect  with  the  brand  
    • Example  of  transmedia  storytelling Canon  EOS  Photochains  Leo  BurneA,  Sydney.  Won  Grand  Prix  for  Media,  Cannes  Lions  2010.
    • QUESTION 3:How can agencies improve their connection with consumers online?
    • THE  PROBLEM:Online  adver>sing  does  not  only  compete  with  other  brand  messages  but  with  every  other  piece  of  digital  content  and  experience  available“There  is  no  point  in  making  adverMsing  that  is  beVer  than  other  adverMsing:  that  is  not  your  compeMtor  for  people’s  Mme”  (AdAge)So  how  do  you  capture  consumer  a;en>on  so  that  they  want  to  engage?
    • Adding  value  to  consumers’  lives:•Providing  solu>ons  to  challenges:  making  life  easier  •Allowing  fulfilling  experiences:  making  life  richer
    • Help  your  consumers•Through  solu>ons  to  challenges  they  face  •Through  an  intui>ve  interface
    • Provide  a  life-­‐enriching  digital  experience:•Online  experiences  can  be  less  enriching  than  real  ones  Online  experiences  are  ”essenMally  a  simulacrum  of  reality  -­‐  a  re-­‐creaMon  on  a  glowing  flat  screen  of  the  three-­‐dimensional,  natural  world  and  that  something  was  being  lost  in  the  translaMon.”  ABC  News  ar>cle•Brands  can  provide  more  human-­‐centered  experiences.“Not  making  humans  become  more  technological  but  making  technology  a  bit  more  human”  Ted  Talk,  Fabian  Hemmert•Mul>-­‐sensory  branding  triggers  a  much  deeper  connec>on  “Over  the  next  few  years,  expect  to  see  more  examples  of  mulMsensory  branding  as  companies  find  new  ways  to  push  boundaries  and  sMmulate  and  connect  with  consumers.”  AdAge  
    • THE  STORY:OVERVIEWOnline  is  integrated  to  our  life  through  various  ac>vi>es,  devices  and  technologiesAGENCY  RESPONSE  Transmedia  storytelling  addresses  the  ecosystem  consumer  reality  FURTHER  IMPROVING•Adding  value  to  consumer’s  lives  •PuOng  the  human  experience  at  the  center  to  trigger  deep  emo>onal  connec>on