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