Media Consumption and Effective Activation

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Chris Morden of Ford of Canada at MIXX Canada on March 20, 2014.

Chris Morden of Ford of Canada at MIXX Canada on March 20, 2014.

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  • 1. Media Consumption and Effective Activation Chris Morden Ford of Canada 1
  • 2. 2 THE TIRE KICKING ERA WAS PUSH MEDIA DEPENDENT WITH A HEAVY RELIANCE ON RETAIL ENGAGEMENT
  • 3. 3 44% Consumers have their mind made up before visiting the dealership WE HAVE MOVED FROM TIRE KICKING TO MOUSE CLICKING. CONSUMERS ARE ARRIVING INFORMED WITH A PRODUCT IN MIND
  • 4. THEY’RE NOT IN OUR FUNNEL… Auto consumers have 24 research touch points on average
  • 5. 5 72% of search sessions involve cross shopping TIME TO GET OUT OF YOUR BRAND FUNNEL AND INTO THE CONSUMERS JOURNEY
  • 6. 6 WITH THE EVOLUTION OF MEDIA AND CONSUMPTION, WE NO LONGER HAVE A CAPTIVE AUDIENCE.
  • 7. 7 Mobile research has increased 35% YOY IT’S NO LONGER ABOUT US, IT’S ABOUT THE USER
  • 8. 8 PREDICTING THE FUTURE AND BUILDING A PLAN TO BE INFRONT OF THE CONSUMER HAS NEVER BEEN MORE DIFFICULT
  • 9. 9 WHAT IS IT? WHAT DOES IT LOOK LIKE ?
  • 10. 10 HOW DOES A BRAND KEEP UP WITH THE EVER EVOLVING DIGITAL CONSUMER
  • 11. 11 MODERN BRANDS ARE DEFINED BY WHAT THEY DO TO ENGAGE AND INTERACT WITH THE CONSUMER EVERYDAY.
  • 12. 12 DIGITAL NORTH STAR A VISION BUILT TO CHALLENGE THE ORDINARY AND ALLOW US TO BE AGILE AND ADAPTIVE
  • 13. 13 DELIVER GIVE THE CONSUMER WHAT THEY WANT, WHEN THEY WANT IT, WHERE THEY WANT IT
  • 14. 14 AUTHENTICITY BE TRUE TO THE CONSUMER AND THE BRAND
  • 15. 15 DELIGHT BREAK THROUGH AND EXCEED EXPECTATIONS
  • 16. 16 INSIGHT CONTINUALLY OPTIMIZE OUR INTELLIGENCE TO CONNECT WITH THE CUSTOMER IN A SMARTER WAY
  • 17. 2012 2013 2014 INCREASE FANS ENGAGED FANS HIGHLY ENGAGED ADVOCATES Facebook algorithm change Snapchat & Vine launch Reliance on paid FACEBOOK 3 YEAR PLAN
  • 18. PROACTIVE REACTIVE RELEVANCY
  • 19. 19 TEAM ACTIVATION INITIATED WITHIN THE ORGANIZATION AND EXTENDS OUTWARD, COVERING THE ENTIRE VALUE CHAIN
  • 20. 20 INTERNAL ACTIVATION ADJUST STRUCTURE, MANAGEMENT PROCESSES AND LEADERSHIP BEHAVIOURS, MOVING THE KEY ORGANIZATIONAL ALIGNMENT LEVERS THAT AFFECT INTERNAL CULTURE AND CAPABILITIES
  • 21. 21 PARTNER ACTIVATION LEVERAGE A ONE TEAM, ONE PLAN, ONE GOAL STRATEGY, TO CONTINUALLY CHALLENGE AND PURSUE INTEGRATION ACROSS ALL CONTENT, MEDIA AND INSIGHTS TO DELIVER ON CONSUMER EXPECTATIONS
  • 22. 22 CONSUMER ACTIVATION LEVERAGING THE PRINCIPLES OF THE NORTH STAR TO DELIVER AUTHENTIC CONTENT THAT BREAKS THROUGH AND REACHES THE CONSUMER WHERE THEY LIVE
  • 23. 23 APPLYING THE NORTH STAR APPROACH TO #IN24 INCREASED: Favourability by 55% Brand Attributes by 70% Purchase Consideration by 60%
  • 24. 24 USERS ACTIVATE THE BRAND BUILDING AN EMOTIONAL CONNECTION AND ADVOCATING
  • 25. 25 FIND YOUR PLAN, YOUR GUIDE, YOUR NORTH STAR THAT WILL ENGAGE, CAPTURE AND ACTIVATE
  • 26. 26 WHAT DOES YOUR MODERN BRAND LOOK LIKE?