Media Consumption and Effective Activation

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Chris Morden of Ford of Canada at MIXX Canada on March 20, 2014.

Published in: Marketing, Business, Technology
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Media Consumption and Effective Activation

  1. 1. Media Consumption and Effective Activation Chris Morden Ford of Canada 1
  2. 2. 2 THE TIRE KICKING ERA WAS PUSH MEDIA DEPENDENT WITH A HEAVY RELIANCE ON RETAIL ENGAGEMENT
  3. 3. 3 44% Consumers have their mind made up before visiting the dealership WE HAVE MOVED FROM TIRE KICKING TO MOUSE CLICKING. CONSUMERS ARE ARRIVING INFORMED WITH A PRODUCT IN MIND
  4. 4. THEY’RE NOT IN OUR FUNNEL… Auto consumers have 24 research touch points on average
  5. 5. 5 72% of search sessions involve cross shopping TIME TO GET OUT OF YOUR BRAND FUNNEL AND INTO THE CONSUMERS JOURNEY
  6. 6. 6 WITH THE EVOLUTION OF MEDIA AND CONSUMPTION, WE NO LONGER HAVE A CAPTIVE AUDIENCE.
  7. 7. 7 Mobile research has increased 35% YOY IT’S NO LONGER ABOUT US, IT’S ABOUT THE USER
  8. 8. 8 PREDICTING THE FUTURE AND BUILDING A PLAN TO BE INFRONT OF THE CONSUMER HAS NEVER BEEN MORE DIFFICULT
  9. 9. 9 WHAT IS IT? WHAT DOES IT LOOK LIKE ?
  10. 10. 10 HOW DOES A BRAND KEEP UP WITH THE EVER EVOLVING DIGITAL CONSUMER
  11. 11. 11 MODERN BRANDS ARE DEFINED BY WHAT THEY DO TO ENGAGE AND INTERACT WITH THE CONSUMER EVERYDAY.
  12. 12. 12 DIGITAL NORTH STAR A VISION BUILT TO CHALLENGE THE ORDINARY AND ALLOW US TO BE AGILE AND ADAPTIVE
  13. 13. 13 DELIVER GIVE THE CONSUMER WHAT THEY WANT, WHEN THEY WANT IT, WHERE THEY WANT IT
  14. 14. 14 AUTHENTICITY BE TRUE TO THE CONSUMER AND THE BRAND
  15. 15. 15 DELIGHT BREAK THROUGH AND EXCEED EXPECTATIONS
  16. 16. 16 INSIGHT CONTINUALLY OPTIMIZE OUR INTELLIGENCE TO CONNECT WITH THE CUSTOMER IN A SMARTER WAY
  17. 17. 2012 2013 2014 INCREASE FANS ENGAGED FANS HIGHLY ENGAGED ADVOCATES Facebook algorithm change Snapchat & Vine launch Reliance on paid FACEBOOK 3 YEAR PLAN
  18. 18. PROACTIVE REACTIVE RELEVANCY
  19. 19. 19 TEAM ACTIVATION INITIATED WITHIN THE ORGANIZATION AND EXTENDS OUTWARD, COVERING THE ENTIRE VALUE CHAIN
  20. 20. 20 INTERNAL ACTIVATION ADJUST STRUCTURE, MANAGEMENT PROCESSES AND LEADERSHIP BEHAVIOURS, MOVING THE KEY ORGANIZATIONAL ALIGNMENT LEVERS THAT AFFECT INTERNAL CULTURE AND CAPABILITIES
  21. 21. 21 PARTNER ACTIVATION LEVERAGE A ONE TEAM, ONE PLAN, ONE GOAL STRATEGY, TO CONTINUALLY CHALLENGE AND PURSUE INTEGRATION ACROSS ALL CONTENT, MEDIA AND INSIGHTS TO DELIVER ON CONSUMER EXPECTATIONS
  22. 22. 22 CONSUMER ACTIVATION LEVERAGING THE PRINCIPLES OF THE NORTH STAR TO DELIVER AUTHENTIC CONTENT THAT BREAKS THROUGH AND REACHES THE CONSUMER WHERE THEY LIVE
  23. 23. 23 APPLYING THE NORTH STAR APPROACH TO #IN24 INCREASED: Favourability by 55% Brand Attributes by 70% Purchase Consideration by 60%
  24. 24. 24 USERS ACTIVATE THE BRAND BUILDING AN EMOTIONAL CONNECTION AND ADVOCATING
  25. 25. 25 FIND YOUR PLAN, YOUR GUIDE, YOUR NORTH STAR THAT WILL ENGAGE, CAPTURE AND ACTIVATE
  26. 26. 26 WHAT DOES YOUR MODERN BRAND LOOK LIKE?

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