Pick1 by Doochoo - Digital Marketing Innovation

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Pick1 by Doochoo - Digital Marketing Innovation

  1. 1. PICK1 by Digital Marketing Innovation© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
  2. 2. MARKETING INNOVATION Catching up with changes Identifying, Understanding, Activating, Responding to changes in consumer behaviour and rhythm of the culture in which we do business. • 2B consumers online • 200M twitter accounts • 750M facebook users • 50% of Internet traffic is on mobile • 2011 mobile adv will top $1B • 2014 50% of TV will be Internet connectedchanges > responding© H-art 2011 | All Rights Reserved | H-art is a WPP Company
  3. 3. MARKETING INNOVATION New marketing in old companies like Coca Cola Where we need to be, as strategic imperative to the company, critical need for us to stay relevant to young consumers, relative to how we should be engaging with people going forward: 1. We need to get into this environment 2. Mind expansion 3. Find out what’s out therechanges > responding > mind expansion© H-art 2011 | All Rights Reserved | H-art is a WPP Company
  4. 4. MARKETING INNOVATION The whole world where we are just pushing messages out, is over. The whole paradigm is shifting: from creating ads to managing communities The key: 1. How you engage 2. Get sticky 3. Stay relevant to consumerschanges > responding > mind expansion > from messages to communities© H-art 2011 | All Rights Reserved | H-art is a WPP Company
  5. 5. MARKETING INNOVATION How to Innovate Marketing PAST 1. Strategic thinking 2. Creative executing 3. Distribution PRESENT AND FUTURE +4. Application of technology +5. Consumer insight or market research... > responding > mind expansion > from messages to communities > consumer insight + tech© H-art 2011 | All Rights Reserved | H-art is a WPP Company
  6. 6. MARKETING INNOVATION Technology & Marketing Change Relationship between marketing and technology should be: 1. Cooperative TECHNOLOGY MAGIC! MARKETING 2. Innovative 3. Simple Change... > work together with marketing© H-art 2011 | All Rights Reserved | H-art is a WPP Company
  7. 7. MARKETING INNOVATION Real time Sweet spot is when you have that many people engaging with your brand willing to give feedback, how to laser in on that consumer that is on the lunatic fringe of using your product and before you know it the product has been innovated again and you need to get to the consumer quickly? getting to consumers in real-time!... > mind expansion > from messages to communities > consumer insight + tech > real-time© H-art 2011 | All Rights Reserved | H-art is a WPP Company
  8. 8. MARKETING INNOVATION It’s about the context! It is not content but context that will matter most a decade or so from now. The scarce resource will not be stuff, but point of view. Content is an excuse and opportunity to create context and to create relationships and strengthen ties One way to think about this evolution is that as we empower the user through better computers and better networks, we are going from content to context … It is becoming less and less about content and more and more about context…” - Joichi Ito© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
  9. 9. HOW TO REACH YOUR AUDIENCE ? What is a Touchpoint? Touchpoint is any instance when a client or potential client comes into contact with your company. Touchpoints are used prominently with offline businesses, particularly in the retail industry, on receipts, bags, signage, customer service counters, etc. The goal is to help customers recognize and remember the brand. But touchpoints can also be a valuable way for online businesses to build brand loyalty and trust. Any marketing communication, across all channels, that ultimately leads to the desired customer action.© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
  10. 10. HOW TO REACH YOUR AUDIENCE ? Customer Engagement Customer Engagement (CE) is the descriptor for new marketing strategies that engage customers on their own terms. CE refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline. Customer engagement marketing places conversions into a longer term, more strategic context. CE aims at long-term engagement, encouraging customer loyalty and advocacy through word-of-mouth. Due to the fragmentation and specialisation of media and audiences, as well as the proliferation of community- and user generated content, businesses are increasingly losing the power to dictate the communications agenda. Simultaneously, lower switching costs, the geographical widening of the market and the vast choice of content, services and products available online have weakened customer loyalty. So today, leveraging customer contributions (aka opinions) is an important source of competitive advantage – whether through advertising, user generated product reviews, customer service FAQs, forums where consumers can socialise with one another or contribute to product development.© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
  11. 11. HOW TO REACH YOUR AUDIENCE ? Customer Engagement Types Engagement is a holistic characterisation of a consumers behaviour, encompassing a host of sub-aspects of behaviour such as loyalty, satisfaction, involvement, Word of Mouth advertising, complaining and more. Satisfaction: Satisfaction is simply the foundation, and the minimum requirement, for a continuing relationship with customers. Engagement extends beyond mere satisfaction. Loyalty - Retention: Highly engaged consumers are more loyal. Increasing the engagement of target customers increases the rate of customer retention. Word of Mouth advertising - advocacy: Highly engaged customers are more likely to engage in free (for the company), credible (for their audience) Word of Mouth advertising. This can drive new customer acquisition and can have viral effects. Awareness - Effectiveness of communications: When customers are exposed to communication from a company that they are highly engaged with, they tend to actively elaborate on its central idea. This brings about high degrees of central processing and recall. Filtering: Consumers filter, categorise and rate the market from head to tail, creating multiple, overlapping folksonomies through tagging, reviewing, rating and recommending. Complaint-behaviour: Highly engaged customers are less likely to complain to other current or potential customers, but will address the company directly instead. Marketing intelligence: Highly engaged customers can give valuable recommendations for improving quality of offering.© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
  12. 12. CREATE! SHARE! SELL! Pick1 Rewarding for dummies Attach a reward coupon to your poll to engage friends and people! When they vote, they will receive your reward as a token of appreciation. You can create and attach a reward coupon, such a discount or free gift, to be used as a printable pdf or digital coupon code. It can be redeemed by the user at your business, retail store, or website, or at your convenience. Its the perfect engagement tool to attract more visitor to your business or website, or just simply to engage users to vote your poll. Its the latest frontier of marketing, and its a win win for both the voter and poller. The user will receive the reward after the vote has been casted. Happy engagement!© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
  13. 13. PICK1 TOUCHPOINTS Pick1 works with cross-media multiple touchpoints Web Site: brand website or blog Social Media: on the brand fan page on FaceBook / LinkedIn / Twitter OOH / DOOH billboards and panels (Out Of Home / Digital Out Of Home) using NFC (Near Field Communication) and Bluetooth QR codes Cell phone: free phone rings, via 1Ring.com | Doochoo Online Advertising Videos and Video Ads (embedded or hyperlinked) Email Marketing (newsletters or in email signatures) Webinars and Teleclasses Customer Service Press Releases Invoices© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
  14. 14. WIN-WIN PROPOSITIONS WIN-WIN propositions for Brands 1. better communication → new communication channel between brands and users 2. innovative marketing and branding → getting to people in innovative ways, engagement of the users 3. real-time market research → people are highly engaged, offering their opinions and being rewarded, double engagement 4. more selling opportunities: quick conversions and sales → people will be more bound to buy from the brand with discounts and special offers© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
  15. 15. WIN-WIN PROPOSITIONS WIN-WIN propositions for Users 1. get satisfaction → speak to brands in innovative ways, and feel actively engaged 2. make money! → people are rewarded for their opinions 3. be influential → share with the community (double reward) → because the community doesn’t know it yet + content is an excuse and opportunity to create context and to create relationships and strengthen ties© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
  16. 16. Would you use Pick1 for your Business?ANSWER HERE Paolo Privitera Co-founder and CEO, Doochoo Inc. Armando Biondi Co-founder and President, Doochoo Inc. Contact us paolo@doochoo.com armando@doochoo.comhttp://www.pick1.com/poll/478 Link us linkedin.com/in/paoloprivitera linkedin.com/in/armandobiond :) Thank you

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