In a world where digital personalization meets customer-centricity, how do we reshape our marketing and branding strategies to resonate with modern consumers? This keynote will explore the crucial shift from traditional product marketing to crafting holistic omnichannel experiences. We'll discuss the evolution from transactions to connections, highlighting the key transformations required in today's business landscape. Attendees will access the conceptual frameworks and methodologies to transcend products. The presentation will focus on designing and managing the complex set of “moments” that define modern brands, offering new perspectives on how to enhance brand connection with people. Through a rigorous understanding of how to overlay brand philosophy over customer experience, this keynote is conceived as an opportunity to challenge conventional thinking and inspire innovation in the way marketers approach consumers.
Meeting Koordinasi All Team Sales dan Marketing Departement
Digital Age Consumer Connection Master Class - Christopher Smith, BrandSmith
1. From Transactions to
Connections: Resonating with
Consumers in the Digital Age
MASTER
CLASS
Christopher Smith
FOUNDER & CEO
BRANDSMITH
BARCELONA, SPAIN ~ SEPTEMBER 7 - 8, 2023
DIGIMARCONSPAIN.ES | #DigiMarConSpain
2. FROM TRANSACTIONS TO CONNECTIONS:
RESONATING WITH CONSUMERS IN THE DIGITAL AGE
Christopher Smith
Barcelona
8th September 2023
5. * Source Datareportal: 6 ½ hours on Internet / day / user
How much value is generated online?
OF CUMULATIVE HUMAN EXISTENCE
USING CONNECTED TECH IN 2023 ALONE.*
1.4 billion years
7. Go beyond the conventional view of brands as visual
symbols and associations.
A transformative approach of brands as dynamic
experiences that evolve over time.
Experiences as pivotal moments in a customer's journey
that nurture brand meaning.
Digital touchpoints as a mechanism to enrich touchpoints.
Intentions
10. Experience-based marketing
Multichannel strategy: presence on multiple
platforms and devices.
Omnichannel strategy: Well-executed multichannel strategy: seamless
and consistent in content, tone of voice and look & feel, regardless of
where and how the consumer connects.
Omnichannel experiences: Holistic and personalised
consumer experiences over time, both online and offline.
The concept isn’t strictly digital nor new…
22. A BRAND IS NOT WHAT YOU SAY IT IS.
IT’S WHAT THEY SAY IT IS.
MARTY NEUMEIER
23. People aren’t numbers.
In groups: people like us.
Out groups: people not like us.
What associations do you own?
Which ones don’t you want to own?
Who are your customers?
24.
25. Efficiency: Product attributes. Production.
Effectiveness: Consumer benefit. Marketing and Innovation.
Experiences: Attachment. Transformational purpose.
Products & people
26. It’s not about you.
It’s not about social welfare.
It’s about the customer and why he/she buys.
Transformational purpose
27.
28. If your purpose is not clear, you won’t
be able to orchestrate a truly
omnichannel experience.
Is your brand purpose aligned with
your brand experience?
Or do they fall apart?
32. What business are you in?
Go beyond your field.
What would the world look like without us?
Think about it in your customers shoes.
Which of his / her jobs to be done do you cover?
Why does he/she need to do that job?
Then you can describe your intention.
35. An awareness of what makes you unique and different from
others, which evolves but remains recognizable.
Identity (feel)
36.
37. A consistent look and feel and message that outlives the
organisation and creates a sense of belonging.
Promise (think)
38.
39. A company-wide understanding of
omnichannel experiences. Brands
need to be more proactive in
embedding a customer-centric
mindset throughout the whole
organisation.
Performance (touch)
40.
41. Experiences: What do consumers expect?
Quick and hassle-free
Availability
Low effort
Some sort of human interaction
Simple and easy
Personalisation
(They don’t demand memorable moments because
they don’t know they can).
42. Funnels talk about what we want the customer to do,
not what the customer actually wants.
43. The objective behind designing a customer experience is to
manage a complex set
of moments that matter.
A combination of data-driven insight, human initiative, empathy and
technology can help create magical moments for customers.
44. When was the last time
you experienced a
memorable moment?
45. Mapping the Customer Journey
The customer journey is about understanding how consumers
interact with your brand over time.
Emotional states
Pain points
Moments of joy
46. Think of the product as an enabler,
not as the protagonist.
47. Fitness app
And use digital to enhance meaning.
Farm management “Smart” dressing rooms
48. Map his / her journey
What are they doing at each stage (using, trying, exploring)?
Find the “-ing” word.
Remember, it’s not a funnel:
Instead of “Attract”, think speaking to friends and family, searching on
Internet, window shopping…
Map organisation touchpoints
Who is involved?
How do we perform?
49.
50. How can we express the
brand experientially at
each touchpoint?
53. Embrace Brand Purpose: Transition from a focus on brand positioning to
emphasizing brand purpose.
KEY TAKEAWAYS
Customer-Centric Approach: Highlight the customer journey, ensuring every
interaction resonates with brand values.
Human Element is Key: At the core of every successful brand strategy is the
people — both employees and customers.
Digital Integration: Seamlessly incorporate digital touchpoints and strategies to
stay relevant and effective..