Creating Connections

A typical digital day Commute to work On the train home – listen to Radio 5 – review the podcasts, presentation using downloaded the on board WiFi previous day connection Wake up, make All morning Check standing At home – radio coffee - any meeting, order payments on, cook some texts received occasionally have gone out on dinner, glass of yet? checking Blackberry Firstdirect.com wine! 7am 1pm 7pm 11pm Check for Get into Lunchtime – Any Just enough Catch up on last emails and work, browse news for tonight’s time for the gym night’s episode messages on the news at match? Check before heading of Lost on Digital Blackberry from Timesonline.c Football365.com home – On Demand box US clients o.uk download some overnight new tracks from iTunes for the Arrive at treadmill Paddington station – see digital escalator panels on the Tube ©2008 GT London Ltd

The stats to back it up... • Over two thirds of UK households have internet access • Nearly three quarters of these are broadband enabled • 2.9 million people in the UK have watched a TV show streamed via the internet • One million have used BBC iPlayer • The Ricky Gervais podcasts were downloaded by an average of 261,670 per week ©2008 GT London Ltd

Networks of association Consumers build networks of association with brands they come across in their day to day lives The more experiences people have of a brand, the stronger the association they feel to it Robert Heath The Hidden Power of Advertising , 2001 ©2008 GT London Ltd

Personalisation As our use of the internet becomes more sophisticated, we now expect to not only upload our own content, we also want to be able to pull data into our own personal portals. del.icio.us ©2008 GT London Ltd

How can we apply these trends? Imagine you work for an award winning digital agency... Your client, a major prestige car brand, is launching a new two-door soft top, aimed at young, singles and couples without children. They are likely to be urban, affluent, and digitally savvy. What digital ideas would you suggest as part of an integrated launch campaign? ©2008 GT London Ltd

Post-internet product search Pop ups Discount camera Decision Google Kelkoo site Amazon John Discussion Lewis with Purchase: partner Google Ebay Discussion Discussion with with partner Camera partner chat Comet forum Adapted from Henley Pop Centre research, 2006 ©2008 GT London Ltd ups

‘Pre-proactive’ info gathering Purchase decisions are being made long before people enter the car buying process. We need to create connections between the brand and the consumer’s digital experiences. Swift Research, 2007 ©2008 GT London Ltd

Experiences and tools You still work for an award winning digital agency... Since your client’s customers go between two and three years between changing cars, you have been asked to think about how you can maintain relationships with customers over the longer term. ©2008 GT London Ltd

Creating Connections

0 comments

Notes on slide 1

1 Favorite