Havas Media Presentation

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Havas Media Presentation

  1. 1. "Talk Think Trust"Integrated Marketing Communications
  2. 2. Power of Straits TimesIn the last major news event you heard about, what was the first source of theinformation? Singapore APAC Avg Global AvgTV news channel 25% 22% 27%News website 22% 38% 30%Radio 9% 2% 6%Newspaper 21% 6% 6%Social Network update 9% 6% 6%Friends and family 4% 2% 4%Work colleagues 2% 1% 1% Source: Global Web Index
  3. 3. Uniquely Singapore!Which of the following sites have you visited online in the past month? Singapore APAC Avg Global AvgA social networking website 81% 69% 73%A video sharing site 73% 70% 72%A blog/weblog 71% 74% 72%A photo sharing website 67% 68% 69%Chat room/forum 65% 69% 68%Consumer review site 67% 64% 63%Online casino/betting site 68% 61% 64%An online dating site 60% 49% 55%Business news website 22% 15% 25%Digital content store e.g. iTunes 25% 22% 26%News site 30% 14% 22%A question/answers service 20% 17% 24%An online auction site 23% 27% 25%Products/services promotional site 17% 22% 24% Source: Global Web IndexA job/employment site 17% 14% 19%A price comparison site 17% 9% 13%A retail website 10% 10% 10%An online encyclopedia 10% 12% 12%
  4. 4. Good or Bad?Measurement challenges existDigital spend < 5%of total Media Spends
  5. 5. Digital impact on Purchase Funnel
  6. 6. Digital delivers 2nd highest ROIafter Trade MarketingMarketing return on investment
  7. 7. Good Intention, Bad Outcome PAID OWNED EARNED
  8. 8. Consumer decision making journeyPath to Purchase AWARENES CONSIDERATION/ PURCHASE S EVALUATION
  9. 9. Consumer decision making journeyPath to Purchase
  10. 10. A new visionto help our brands become meaningful BRAND VALUE Meaningful COMMUNICATIONQUALITYReal lasting, sustainable value Brands S• PRODUCT Outputs  Talk• PERSONAL WELL-BEING Personal Outcomes Meaningful  Think Communications• COLLECTIVE WELL- BEING  Trust Collective Outcomes
  11. 11. Consumer - Centricity at the core Brand Consumer Brand Consumer Person to Person TALK THINK TRUST What the company Consumer Experience Consumer driven (unilaterally) says and Interactions conversations BRAND EQUITY
  12. 12. Communication:from talk to building relationships I Talk WE Talk THEY Talk TALK THINK TRUST What the What the consumer What others say about Brand says experiences the Brand (Interactions & conversations) Mass media and touchpoints, Interaction touchpoints key to Unpartisan, opinions driven by classical advertising (spots, the customer experience peoples conversations and (Brand website, SEO, mobile media (Person-to-person,print ads, radio, OOH, internet apps, Sales Force, Costumer prescriber-to-consumerdisplay, video on-line pre-rolls, Service, Brand Facebook, Brand conversation, consumer-driven sales calls and letters, PR, comparison and ranking sites, YouTube Ch, Brand Twitter, sponsorships… ) Blogs, FB, Twitter, forums and Brand Blogs, POS, Loyalty any other consumer opinions in Cards, Sponsored Links/SEM, digital platforms) call center, coupons…)
  13. 13. The consumer perspective:unique communication system Know Consider Evaluate Purchase Use ZMOT FMOT SMOT
  14. 14. Talk: effectiveness of Advertising Budget Creativity Media planning Actionable itemsEFFECTIVENESS OF ADV Know Consider Evaluate Purchase Use ZMOT FMOT SMOT
  15. 15. Think: quality of experience Website, POS, P&S design Call Center, etc. Packaging, pricing Investment, etc. Communication Quality Outcomes QUALITY OF EXPERIENCE Know Consider Evaluate Purchase Use ZMOT FMOT SMOT
  16. 16. Trust: Influence of advocacy Know Consider Evaluate Purchase Use ZMOT FMOT SMOT INFLUENCE OF WORD OF MOUTH Volume Tone Open Brand-related Brand-promoted conversation Activity Media Coverage
  17. 17. How communication works Budget Website, POS, P&S design Creativity Call Center, etc. Packaging, pricing Media planning Investment, etc. Actionable items Communication Quality OutcomesEFFECTIVENESS OF ADV QUALITY OF EXPERIENCE Know Consider Evaluate Purchase Use ZMOT FMOT SMOT INFLUENCE OF WORD OF MOUTH Volume Tone Open Brand-related Brand-promoted conversation Activity Media Coverage
  18. 18. “Walk-the-talk”
  19. 19. Role of Different Touch PointsAcross Purchase FunnelChina Advocacy Purchase Evaluation AppealInformation 0 10 20 30 40 50 60 70 80 90 TRUST THINK TALK
  20. 20. Role of Different Touch PointsAcross Purchase FunnelIndia Advocacy Purchase Evaluation AppealInformation 0 10 20 30 40 50 60 70 80 90 TRUST THINK TALK
  21. 21. Role of Different Touch PointsAcross Purchase FunnelThailand Advocacy Purchase Evaluation AppealInformation 0 20 40 60 80 100 TRUST THINK TALK
  22. 22. Role of Different Touch PointsAcross Purchase FunnelPhilippines Advocacy Purchase Evaluation AppealInformation 0 10 20 30 40 50 60 70 80 90 TRUST THINK TALK
  23. 23. Key TakeoutsConventional Mass media like TV and Newspapers are still the most important sources ofinformation for products and services across categories and demographic groups buttheir impact reduces significantly on Evaluation and Purchase stages of purchase funnel.There is no ‘panacea’ solution for ‘Evaluation and Purchase’, the touch point ratings varyradically by demography and product category
  24. 24. Key TakeoutsBased on the TTT study• Younger consumers access more touch points compared to Older ones, especially new-age digital mediums.• Males access more Talk touchpoints vis-à-vis females• Top 40% income group have greater access to various mediums and thus interact with more touchpoints, which is quite different from overall APAC wherein cost of access is less of an issue hence lower income brackets actually interact with more touch points in rest of APACTrust & Think touchpoints are critical for product perception and purchase but importanceof a specific touchpoint is a function of Product category and Consumer demographics.
  25. 25. Thank You

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