Challenges of Marketing to the Connected Consumer kathryn mc mann

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In Challenges of Marketing to the Connected Consumer, Kathryn discusses the Global Digital Trends; the growth of mobile devices and how this affects how Connected Consumers access content in all its forms, introducing omnichannel progression. It outlines how the Connected Consumers seamlessly interact across platforms and devices, how they relate to brands and how fragmented in-house management impacts fragmented messaging and consumers buying choices.
The talk outlines several industry case studies who have successfully created a seamless experience for their connected target audience, both on and offline; and identifies the challenges and obstacles this brings to companies, outlining the solutions to effectively streamline tactical delivery through carefully considered planning and in-house management techniques to solve them.

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  • Meaning there are more screens being viewed whist other screens play, meaning more digital audiences are hungry for content.
    = More screens, more content consumed on ‘my time’.
  • According to Flurry Analytics…
  • = It’s never a straight-forward journey, (despite Google trying to narrow the focus).
  • This is the perspective of the connected consumer. They interact seamlessly across devices, platforms and touch-points, on and offline
  • So lets refer back to what the consumer sees. Acting across devices, with friends across channels. Consumers have one relationship with the a brand or business.
  • This is the perspective of the connected consumer. They interact seamlessly across devices, platforms and touch-points, on and offline
  • So lets refer back to what the consumer sees. Acting across devices, with friends across channels. Consumers have one relationship with the a brand or business.
  • Because they all deserve a separate talk in themselves.
  • London based

    Create list of icons about different services I do – training, campaigns, analytics,
  • Challenges of Marketing to the Connected Consumer kathryn mc mann

    1. 1. All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution Challenges and Solutions of Marketing in the Age of the Connected Consumer #FBTLive #ConnectedConsumer
    2. 2. #ConnectedConsumer #FBTLive T: @KathrynMcMann W: www.kathrynmcmann.com www.TheHolisticMarketingCompany.com …………………………... HOUSE KEEPING All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
    3. 3. Businesses can’t ignore the fact that digital is now intrinsic in (practically) everything we do All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
    4. 4. • Customer services and support • Purchases /bookings • To relay information • Website access via mobile devices • Metrics data • Source feedback and customer market research • Mobile Apps • Social Media, Recommendation and WOM • Topic relevant search terms (SEO) • Informational Content Digital actions within Marketing All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer
    5. 5. 1. Key Digital Trends 2. The Connected Consumer 3. The Challenges and Solutions 4. Key Take Aways @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
    6. 6. @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution 1. Key Digital Trends 2. The Connected Consumer 3. The Challenges and Solutions 4. Key Take Aways
    7. 7. There are… 2,925,249,355 internet users Worldwide 40.4% penetration Image Source: http://apod.nasa.gov/apod/ap070916.html …………..…...……... DIGITAL TRENDS
    8. 8. • Mobile Social Apps are growing, month on month. Amazon(+13%), Facebook (+21%) and Wikimedia (+13%) Source: Comscore. June 2014 • Pinterest (21%) has over taken Twitter (18%) • There is a 50% crossover between Instagram and Twitter use within the networks. • As of Jan 2014 Source: Our Social Times http://bit.ly/1nnPDBp ………..…...………... DIGITAL TRENDS All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
    9. 9. Tablet purchases have grown exponentially, compared with PC/Mac sales …………..…...……... DIGITAL TRENDS All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution Image Source: Mary Meeker
    10. 10. ………….....………... DIGITAL TRENDS All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution “Internet TV is replacing Linear TV.” - Mary Meeker 84% of mobile device owners use their phones while watching TV
    11. 11. …………..…………... DIGITAL TRENDS All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution Image Source: Flickr/Anchylosaurus Where is this thirst for content being satisfied?
    12. 12. …………..…...……... DIGITAL TRENDS Smart phones are the most used device, in majority of countries, Globally Source: Mary Meeker @ KPCB
    13. 13. 86% of mobile internet access is via Apps, not by using mobile browsers. The web is now ‘just another app’ …………..…...……... DIGITAL TRENDS All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution Source: Flurry Insights
    14. 14. OMNICHANNEL PROGRESSION Consumers are accessing ‘Content’, not just via the web on mobile devices, but via apps that deliver content, from the original site. E.g. ‘How To’ Video uploaded to Youtube -> Email recommendation -> Viewed in Youtube Mobile app ->Share to Social App …………..…...……... DIGITAL TRENDS All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
    15. 15. Source: http://pennystocks.la/internet-in-real-time/
    16. 16. …………..…………... DIGITAL TRENDS Image source: Marketo http://bit.ly/1mSFvyK All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
    17. 17. 1. Key Digital Trends 2. The Connected Consumer 3. The Challenges and Solutions 4. Key Take Aways @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
    18. 18. All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution …communicates across devices and channels seamlessly – Ebay, Amazon, Apple, Google …………………………...………................ THE CONNECTED CONSUMER
    19. 19. All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution …embeds a range of mediums across multiple Digital Platforms without questioning the technology - Facebook, Google+ Imgur, Youtube, Twitter …………………………...………................ THE CONNECTED CONSUMER
    20. 20. All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution …‘shares’ because it’s an extension of them, not the brand. Brand loyalty hasn’t come into it yet. …………………………...………................ THE CONNECTED CONSUMER
    21. 21. All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution …doesn’t see ‘communication touch-points’ as “somebody else’s’ department” (except outdated call-centres) …………………………...………................ THE CONNECTED CONSUMER
    22. 22. All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution THE CONSUMER-BRAND RELATIONSHIP They have 1 relationship with a brand …………………………...………................ THE CONNECTED CONSUMER
    23. 23. All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution Personal Social Networks Mobile apps Education/Training Search terms Customer Services via Twitter /Phone Videos, Whitepapers, Content Brochure material Telesales Physical Event Third-Party Supplier Partnership Referral …………………………...………................ THE CONNECTED CONSUMER
    24. 24. All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution Customer Support Social Community Channels Mobile / tablet apps 3rd Party Distributor Branded Events Search Terms Videos & Content Telemarketing/Sales THE CONSUMER-BRAND RELATIONSHIP Brands have Multiple Customer-Touchpoints per customer …………………………...………................ THE CONNECTED CONSUMER
    25. 25. All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution The BUSINESS LIFECYCLE
    26. 26. Who is Leading the Way? All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution …………………………...………................ THE CONNECTED CONSUMER
    27. 27. WHO’S DOING IT? …………………………...………................ THE CONNECTED CONSUMER The Retail Experience Extended All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
    28. 28. …………………………...………................ THE CONNECTED CONSUMER The Retail Experience Extended All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution • GPS store locator • In-store information with barcode scanning • Check availability at your nearest store for same day collection • Create shopping lists, in-app purchases, and request same-day delivery • Update offers and promotions in real-time to daily to hungry target audiences • Receive valuable metrics • Use augmented reality to view products in 3D WHAT ARE THEY DOING?
    29. 29. The Dining Experience Extended …………………………...………................ THE CONNECTED CONSUMER All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution WHO’S DOING IT?
    30. 30. The Dining Experience Extended …………………………...………................ THE CONNECTED CONSUMER All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution • GPS restaurant locator • Order in advance of pick-up • Content direct to ‘hungry’ Target Audience • Great metrics • Daily deals, discounted offers at the local eatery on the ‘same day’. • In-store membership sign up = fast data capture • Quick-fire interaction on Twitter. • Pay and split the bill in the store via the app WHAT ARE THEY DOING?
    31. 31. …………………………...………................ THE CONNECTED CONSUMER The B2B Experience Extended WHO’S DOING IT?
    32. 32. …………………………...………................ THE CONNECTED CONSUMER The B2B Experience Extended WHAT ARE THEY DOING? • Real-time GPS location direction and availability • Instant in-app payment • Direct to hungry Target Audience • Real-time countdowns • Immediate invoice receipt retrieval • Add-on Educational information • Supported by real-time social communities, not instead of. • Receive valuable metrics
    33. 33. 1. Key Digital Trends 2. The Connected Consumer 3. The Challenges and Solutions 4. Key Take Aways @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
    34. 34. The Core Challenges Marketing in the age of the Connected Consumer 1. Targeting Multiple Customers 2. Being Heard through the Noise 3. Multi-Channel Management 4. Over-Extended Resources All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer
    35. 35. Challenge #1 Marketing in the age of the Connected Consumer Targeting Multiple Customers How can you be all things to all of your target demographics, across multiple devices and channels, at the same time? @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution #FBTLive #ConnectedConsumer
    36. 36. Solution Invest in Research and Planning • Define the multiple target segments: who they are, where they are. • These will evolve as actions evolve. Design and prepare to adapt. It’s a cyclical, agile process. • Use your analytics and benchmarks from the start • Ensure the Brand is consistent, with the brand values and message embedded within every touch-point. @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution Challenge #1: Targeting Multiple Customers
    37. 37. Marketing in the age of the Connected Consumer Being Heard through the Noise With so many distractions, how can a company stand out from its competitors? Challenge #2 @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
    38. 38. Solution @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution Market with a broad integrated perspective • Unite, optimize to lead across channels and centralised information (CTA directions, landing pages, communities, content) • Build brand values into all media and materials (keywords, design, etc.) • Be relevant, as well as consistent Challenge #2: Being Heard through the Noise
    39. 39. Marketing in the age of the Connected Consumer Challenge #3 @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution #FBTLive #ConnectedConsumer Managing Multiple Channels With so many stakeholders and departments, how do companies manage each section for consistency across all channels?
    40. 40. Solution Holistic Management • Design process management (dividing time and resources) into the strategy at the beginning • Centralise operations, chair team discussions. • Encouraging cross-depart. collaborations, and autonomy among stakeholders to ensure everyone is working towards the same goals. • Centralise static Brand information to be accessible by all key stakeholders. @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution Challenge #3: Managing Multiple Channels
    41. 41. Marketing in the age of the Connected Consumer Over-Extended Resources Your team and skills base are only so big. How can you manage yet more marketing activity, in a world that never sleeps? Challenge #4 All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer
    42. 42. Solution Be relevant and creative but don’t be overly ambitious • Be practical in your planning, this will help you sustain and build towards more ambitious ideas at later stages. • Arm your employees with information and they will be your best brand ambassadors @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution Challenge #4: Over-Extended Resources
    43. 43. KEY TAKE AWAYS • Design with the customer at its core, but build with the brands resources in mind • Integrate marketing, holistically, within all arms of the business. If you consider the different customer-touchpoints as separate silos, the customer- facing messaging will be fragmented. • Invest in the Research and Planning stage. This will save mistakes, budget and time in the long-run. • Consider the resources as another level to the strategy, and encourage discussion between departs during Research and Planning. All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer
    44. 44. Integrated Strategic Marketing o Brand endorsement % per/channel o Customer Segmentation Methods o UX and Navigation o CTA’s, design framework, copywriting o Content Marketing o Production, Curation, Distribution o Timing o Topic specific content Metrics and KPI’s o Conversion rates o SEO o User Testing & Point of Entry o Penetration o Data Mining o Tools Retention and Acquisition o Sales funnel o Social Channels and SEO combined o Engagement campaigns o Advertising o Ad revenue statistics o Social Networks o Apps Integration o Newsletter value and Retention o Content topicsAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution Why haven’t I mentioned…..? #FBTLive #ConnectedConsumer
    45. 45. Kathryn McMann Director I Holistic and Social Media Marketing Consultant Kathryn McMann Consultancy The Holistic Marketing Company @KathrynMcMann www.TheHolisticMarketingCompany.com www.KathrynMcMann.com WE JOIN THE DOTS AND MAKE IT HAPPEN All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
    46. 46. “Holistic Marketing… considers the whole picture of a business, unites the business behind the brand and delivers a seamless and consistent experience for the user or customer” Kathryn McMann, Holistic Marketer And founder of The Holistic Marketing Company All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer
    47. 47. @KATHRYNMCMANN WWW.KATHRYNMCMANN.COM #FBTLive #ConnectedConsumer WHO I’VE WORKED WITH
    48. 48. Kathryn McMann I Director and Consultant Kathryn McMann Consultancy Ltd The Holistic Marketing Company E: Hello@kathrynmcmann.com T: @KathrynMcMann P: 0330 111 0630 W. www.KathrynMcMann.com / www.TheHolisticMarketingCompany.com Thank you for listening.

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