How Digital has Changed Brands


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A presentation to the Marketing Society on how brands have been influenced by Digital

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  • Young Consumers want to be given access to & control of brands, and this is being facilitated by technology. Challenge centres on striking balance between retaining brand control & allowing consumers to interact. The social web means the conversation about your brand is now continuous and ever-changing – with or without you!
  • By 2011, Earned Media overtook Paid Media as the #1 driver of smartphone purchase
  • However, if that’s all that makes new media new, then they are not new, so much as old media on steroids
  • New media is truly new when the content is Active and actionable not passively consumed Marketing Programs in the digital world are a series of ‘feedback loops’ based on the participation of consumers
  • “ In the future, no television advertisement will be just self-contained narratives designed to entertain, inform, educate or remind consumers about products.  Their role isn't going to be about building brand recall, favorability and awareness... They will be trailers into deeper branded digital experiences. When TV ads become teasers for digital experiences, the ROI on the investment will improve significantly as the digital experience will stretch out the brand experiences beyond the 30 second clip. ”
  • When we develop digital strategy, we look at media as having 3 different forms:
  • “ ...Setting up a Facebook page alone won ’ t suddenly make a brand more social. The question for a brand to ask is not whether to use social media. The question to ask is how to make your brand more engaging. An antisocial brand using social media is still an antisocial brand. ”
  • Turn  sharing  behavior into value with  share  buttons
  • Sharing on the social web acts as a form of currency. Sharing useful information that might help someone within your network scores you points and builds equity Social sharing is a major behavioural shift, the most important so far of the 21st century. And the information we choose to share with friends, co-workers and even strangers, is re-defining the idea of what ’ s private and public before our very eyes
  • Paddy Power give us a masterclass in understanding the value of sharing to their audience. Key Learning – brands can talk in different ways in different channels to stay relevant.
  • Key Learning – brands can talk in different ways in different channels to stay relevant. They know their Audience
  • Not a message for today’s audience… well maybe it is! Hands up anyone who was at Roger Waters last week? Just before he sang Run Like hell Roger showed a knowledge of and a lack of fear in verbalising what everyone was thinking!
  • The overall goal of gamification is to engage with consumers and get them to participate, share and interact in some activity or community. A particularly compelling, dynamic, and sustained gamification experience can be used to accomplish a variety of business goals. There are two significant digital trends that are revolutionising brands and ‘ socialness ’ – both driven by Social Currency Everywhere - from Frequent Flyer Programs to Nike+ to Sales Force motivation Using gamification, marketers can help increase brand awareness, affinity, and purchase intent by driving their audience to spend more time on a website or related social media property and come back more often. It drives Loyalty and motivates behaviour/behavioural change
  • Not merely the preserve of social networks – although in many cases, social networks are used to amplify their popularity "Tidepool" is a mobile application which creates a personality profile of its users and shows them their most productive times of day. Users are tested throughout the day on a variety of factors using scientifically-based reaction and decision-making games. At the end, users receive a personal character analysis and the evaluation of their cognitive performance, as well as recommendations on which tasks they complete best at different times of day. It is also planned to include analysis from fitness testers such as Fitbit in the analysis.
  • Audiences engaging with TV via second screens
  • Word of mouth is powered by Influencers – identifying who they are is crucial
  • 99% of influencers say friends ask their opinion before making an important purchase compared to just 13% of the Bottom 10% Top 10% are more likely to discuss certain types of high engagement product categories such as mobile, travel, fashion, music and even beauty and personal care. Marketers should monitor these discussions and create platforms for positive sentiment to be used to influence other consumers in the consideration stage. By leveraging their influence, marketers can inject a trusted voice into the path to purchase with the ability to influence in real-time.
  • Platforms can be Apps like Nike + - but they can as easily be branded content platforms.
  • Scott Olrich, President of Marketing and Platform at Responsys: “In the quest for scale, individual consumer relationships got brushed to the side as marketers felt the pressure to churn out campaign after campaign. Today, in the relationship era of marketing, marketers are realizing that they can in fact orchestrate relevant and targeted experiences at scale across multiple channels, and that this more sophisticated approach can have the greatest long-term impact on the success of their programs.”  
  • How Digital has Changed Brands

    1. 1. Ciaran O’Reilly Refresh Digital Presentation to Marketing Society The Marker Hotel 26 September 2013
    2. 2. Hello! Worked in a number of leading advertising agencies in a career spanning over 25 years. Mainly as a Planner Spent some time as a Brand Advisor to some leading Irish Companies Been directly involved in Digital businesses for almost 10 years MD of Refresh – a full service digital agency Ciaran O’Reilly, MD & Head of Planning
    3. 3. What we will cover How digital has changed what a Brand is How digital has changed Brands relationship with media Socialising Brands Changing role of brands in consumers lives Are we entering yet another new era of marketing?
    4. 4. How digital has changed what a brand is
    5. 5. Who’s in control? • Consumers want control of brands… facilitated by technology. • Challenge for marketers is retaining brand control while allowing consumers to interact.
    6. 6. What a Brand is, has changed David Ogilvy 1960’s-2005 The Branding Era 2005 – Present The Digital Era
    7. 7. Value of Word of Mouth The most recommended company in its category grows 2.5 times faster than the category average Source: Bain & Co. 250% Implications for Agencies Increase the value of brands by making them the most relevant & recommended in its category Implications for Clients Brand Recommendation is now one of the key Brand Metrics. Real Time Reputation Management is critical
    8. 8. "When you see an ad with your"When you see an ad with your friendfriend’’s name in it, recall goes ups name in it, recall goes up by 60%. Word-of-mouth is theby 60%. Word-of-mouth is the best advertising. At Facebook webest advertising. At Facebook we are implementing word-of-mouthare implementing word-of-mouth at scale."at scale." Dan Rose, VP of Partnerships and Platform Marketing, Facebook. Jan 2011
    9. 9. Source: Mobile Youth Economy, 100 Trends for 2012
    10. 10. Digital has changed Brands & relationship with Media
    11. 11. What makes new media new?
    12. 12. TV becoming a trailer for Digital Source: Shiv Singh, Global Head of Digital, PepsiCo
    13. 13. A new way of looking at Media Traditional Media Model Paid Media Your Brand Paid Media Earned Media Owned Media Your Brand Digital Media Model
    14. 14. Digital is about socialising brands
    15. 15. Starting a Facebook Page is not a social strategy!
    16. 16. Enable Sharing of Everything you can!
    17. 17. For Consumers, it’s not about Social Media, it’s about Social Currency Social Currency: The objects that makes us valuable to our friends
    18. 18. Unashamedly jumped on a consumer driven meme What’s amazing is that Paddy Power is not seen as a marketer leaping on a bandwagon
    19. 19. Think Like a Consumer • Know your audience • They have different modes for different moods – so should you • Not one Corporate voice – each channel has different needs and different tone of voice • Have an opinion & avoid ‘Marketing Speak’ – especially in Social Media • Don’t be afraid to be a little self deprecating • Encourage engagement – a relationship is two-way
    20. 20. Two trends emerging from Social Currency 1. Gamification 2. Social TV
    21. 21. Gamification
    22. 22. Gamification & Sales impact
    23. 23. Social TV
    24. 24. Social TV • Connected TV’s integrating social activity • Integrated into EPG Middleware • Twitter & Facebook now major players in TV industry – without making a single TV program • VOD – Timeshifted viewing with social integration
    25. 25. Making friends & influencing people
    26. 26. Consumers transmitting brands Some brands are disproportionately more appealing to digital consumers who are TWICE as likely to be “Transmitters” – influence others with their views *Millward Brown, BrandZ Brand Equity Survey
    27. 27. 99% of influencers say friends ask their opinion before making an important purchase
    28. 28. Source: Mobile Youth Economy,
    29. 29. Digital has changed Brands role in consumers lives
    30. 30. Difference between ‘advertising’ & ‘digital’ “Advertising is about breaking through, digital is about fitting into the more personal media rhythms of peoples day-to-day lives” Nick Law, Chief Creative Officer, R/GA
    31. 31. Have to Breakthrough to Get Noticed
    32. 32. The role of Brands has changed We believe in the digital era brands have two new roles: 1. Becoming an open platform means becoming a ‘connection point’ to engage consumers. Need to make sure brand has something meaningful to say and be brave enough to facilitate a 2 way relationship 2. Brand Utility to play a useful role in the lives of consumers – it is simply not enough to rely on the old principles of media interruption.
    33. 33. Platforms : A Key Trend “Platforms (e.g. Nike+) are worth investing in, they are an efficient and ongoing relationship. Identifying platforms that only that brand can deliver, that fits into peoples day- today lives will become more & more important.”
    34. 34. Final Thought: Are we entering yet another new era in Marketing?
    35. 35. Welcome to the Relationship Era • 44% Nearly half of consumers are less responsive to Mass Marketing Messages (inc. those running on digital media) • 66% of consumers are more inclined to purchase brands that allow them to share their preferences Build Relationships not brands • In the Relationship Era, marketing communications is almost a real-time dialogue, hyper-targetted to ever thinner slices of customer segmentation • Enlightened marketers have unimaginable access from numerous sources to rich consumer data, enabling them to be more proactive and deliberate in ways that are unexpected and highly valued • All leading to an ever evolving era of mass personalisation
    36. 36. Big Data This is being driven by Big Data
    37. 37. Thank You! @ciaranoreill y reilly/6/385/5/