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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	...
QUESTION	  1	                                 How	  is	  online	  integrated	  to	  our	  everyday	  life?“When	  adopted,...
Online	  is	  integrated	  to	  our	  life	  through	  5	  main	  ac>vi>es•Social	  Networking•Search•Shopping•Entertainme...
Various	  channels	  and	  devices	  integrate	  these	  ac>vi>es	  in	  our	  offline	  world“The	  Internet	  is	  everywh...
Example:	  the	  mobile	      “While	  the	  PC	  is	  completely	  divorced	  from	  the	  physical	  world,	  mobile	   ...
New	  technologies	  and	  plaQorms	  take	  this	                  integra>on	  one	  step	  further...•Example:	  Loca>o...
QUESTION	  2:How	  are	  agencies	  a;emp>ng	  to	  connect	            with	  consumers	  online?
THE	  PROBLEM:	                                              Consumer	  behavior	  analysis	  is	                         ...
But	  silos	  do	  not	  correspond	  to	  consumer	  reality	  where	  online	  ac>vi>es	  are	  part	  of	  an	  ec(h)os...
Agencies	  need	  to	  address	  this	  ecosystem	  reality•Beware	  of	  consumer	  disappointment•Create	  consumer	  en...
Their	  solu>on:	  transmedia	  marke>ngBut	  what	  is	  transmedia?
Brands	  do	  not	  want	  to	  just	  distribute	  uniform	              content	  across	  all	  channels	  This	  will	...
They	  want	  to	  distribute	  personalized	  content	             across	  relevant	  channels...      By	  telling	  a	...
...and	  want	  consumers	  to	  interact	  with	  it“Give	  users	  the	  ability	  to	  interact	  with	  the	  content	...
Example	  of	  transmedia	  storytelling                                                              Canon	  EOS	  Photoc...
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	  o...
Adding	  value	  to	  consumers’	  lives:•Providing	  solu>ons	  to	  challenges:	  making	  life	  easier	  •Allowing	  f...
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	  ...
THE	  STORY:OVERVIEWOnline	  is	  integrated	  to	  our	  life	  through	  various	  ac>vi>es,	  devices	  and	  technolog...
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Connecting brands with consumers via digital

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Transcript of "Connecting brands with consumers via digital"

  1. 1. CREATING  MORE  MEANINGFUL  CONNECTION  WITH  CONSUMERS  VIA  DIGITAL12/17/2010
  2. 2. 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?
  3. 3. QUESTION  1   How  is  online  integrated  to  our  everyday  life?“When  adopted,  digital  becomes  the  primary  media  channel  for  consumers”  (Digital  life)
  4. 4. Online  is  integrated  to  our  life  through  5  main  ac>vi>es•Social  Networking•Search•Shopping•Entertainment•Organizing  
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. QUESTION  2:How  are  agencies  a;emp>ng  to  connect   with  consumers  online?
  9. 9. 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  
  10. 10. 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
  11. 11. Agencies  need  to  address  this  ecosystem  reality•Beware  of  consumer  disappointment•Create  consumer  engagement  by  connec>ng  at  each  touch  point
  12. 12. Their  solu>on:  transmedia  marke>ngBut  what  is  transmedia?
  13. 13. 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  
  14. 14. They  want  to  distribute  personalized  content   across  relevant  channels... By  telling  a  story  with  each  chapter  tailored  to  the  channel  and  the  user  
  15. 15. ...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  
  16. 16. Example  of  transmedia  storytelling Canon  EOS  Photochains  Leo  BurneA,  Sydney.  Won  Grand  Prix  for  Media,  Cannes  Lions  2010.
  17. 17. QUESTION 3:How can agencies improve their connection with consumers online?
  18. 18. 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?
  19. 19. Adding  value  to  consumers’  lives:•Providing  solu>ons  to  challenges:  making  life  easier  •Allowing  fulfilling  experiences:  making  life  richer
  20. 20. Help  your  consumers•Through  solu>ons  to  challenges  they  face  •Through  an  intui>ve  interface
  21. 21. 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  
  22. 22. 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  
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