impact of  interactive platforms  for beverage  brands   to  bond  with  evolving  consumers  anno  2009-2014 nicolas moer...
why this title?
2009-2014 consumers  bond brands interactive platforms
let’s start with brands
brandimages are shaped in the minds of consumers...
...based on experiences they had with the brands
if brands succeed in over-delivering the experience...
...regular consumers can become brand advocates
why does this matter?
consumers turn to eachother when in need of information
isn’t that the role of advertising?
haven’t you heard?
consumers don’t care anymore about advertising
consumers don’t trust advertising anymore
why?
why? changing consumers
changing consumers changing media why?
internet kicks TV ass in 2010 thanks to...
...generation Y
...and generation Z will take it even further
internet is NOT an advertising medium
internet changed the media rules
the advertiser-medium-consumer contract is gone
internet as an advertising medium fails
like i said, nobody cares about advertising
so advertising isn’t the future
the social web is the future
the future of the social web
okay, that’s all nice
but how does it help to build brands?
on/off line social networks generate buzz...
...but only if it’s worth talking about
how does this all work?
<ul><li>Listen to your consumers needs by  tapping into their user generated conversations  </li></ul><ul><li>React, by pr...
... and this is the model
let’s put theory into practice...
sorry can’t tell you... (confidential)
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Impact of interactive platforms for brands to bond with evolving consumers anno 2009-2014

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Presentation of my thesis as final assignment to complete 3 years Bachelor education Marketing.

This is only the first part as the implementation is confidential.

On a side note: PPT messed up my fonts, sorry for that!

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Impact of interactive platforms for brands to bond with evolving consumers anno 2009-2014

  1. 1. impact of interactive platforms for beverage brands to bond with evolving consumers anno 2009-2014 nicolas moerman
  2. 2. why this title?
  3. 3. 2009-2014 consumers bond brands interactive platforms
  4. 4. let’s start with brands
  5. 5. brandimages are shaped in the minds of consumers...
  6. 6. ...based on experiences they had with the brands
  7. 7. if brands succeed in over-delivering the experience...
  8. 8. ...regular consumers can become brand advocates
  9. 9. why does this matter?
  10. 10. consumers turn to eachother when in need of information
  11. 11. isn’t that the role of advertising?
  12. 12. haven’t you heard?
  13. 13. consumers don’t care anymore about advertising
  14. 14. consumers don’t trust advertising anymore
  15. 15. why?
  16. 16. why? changing consumers
  17. 17. changing consumers changing media why?
  18. 18. internet kicks TV ass in 2010 thanks to...
  19. 19. ...generation Y
  20. 20. ...and generation Z will take it even further
  21. 21. internet is NOT an advertising medium
  22. 22. internet changed the media rules
  23. 23. the advertiser-medium-consumer contract is gone
  24. 24. internet as an advertising medium fails
  25. 25. like i said, nobody cares about advertising
  26. 26. so advertising isn’t the future
  27. 27. the social web is the future
  28. 28. the future of the social web
  29. 29. okay, that’s all nice
  30. 30. but how does it help to build brands?
  31. 31. on/off line social networks generate buzz...
  32. 32. ...but only if it’s worth talking about
  33. 33. how does this all work?
  34. 34. <ul><li>Listen to your consumers needs by tapping into their user generated conversations </li></ul><ul><li>React, by providing a branded utility that is useful for you consumers </li></ul><ul><li>Target the real brand fans, let them use word-of-mouth to diffuse the utility (earned media) </li></ul><ul><li>Target influencers within the desired communities by using partnership s (paid media) </li></ul><ul><li>Over-deliver on the digital experience and lets users participate to keep the engagement alive and fresh </li></ul><ul><li>Keep in mind the technological advances, such as mobile internet an use mobility as a strategic advantage to interact with brand touch points in the offline world </li></ul><ul><li>Bring loyal fans & influencers together off-line to enhance the brand experience </li></ul><ul><li>Their brand advocacy will result in growth </li></ul>these are the rules...
  35. 35. ... and this is the model
  36. 36. let’s put theory into practice...
  37. 37. sorry can’t tell you... (confidential)
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