Brands that live on or
through the internet achieve a hands- on, eyes-on, brain- engaged level of intimacy with consumers that is unparalleled in most of the offline world Next Now: Trends for the Future, Marian Salzman & Ira Matathia
INFORMATION ENTERTAINMENT Bringing External World
in My World Facing Out CONNECTION/ SELF- COMMUNITY EXPRESSION Source: Context Matters, Microsoft Advertising, UK, FR, DE, NO, CA, BR Sample = 600 16-54 year olds per country. Total global sample = 3,600 respondents
Is this a new phenomenon?
If I think about it I have a standard routine. I always start with reading my mail; then it’s Built around communities time for Facebook; I catch up with the news for the day; read funny stories; It’s an individual’s online neighbourhood and on my way throughfor Personalisation every point I get Offers the opportunity distracted by new pages, advertising and pages that I get recommended. Female, Norway
Focus Groups Focus Groups Customer
Research Beta Testing Diary Studies Secondary Research Competitive Research Competitive Research Talking to Partners Talking to Partners Discussing with Influencers Discussing with Influencers Positioning & Messaging research Positioning & Messaging research Everything starts with the Campaign Testing Campaign Testing consumer And much more.....
1 A single destination for
all digital communication, sharing and storage needs across devices 2 Extends beyond social sharing and social media because digital activity can be centred into one place 3 Windows Live enables advertisers to have an impact on their key audience at the point of influence
Brands can have a presence
at the point of influence Half of 18-24’s have reviewed/offered opinions about products or services online One in three 18-24’s discuss things they are thinking of buying via IM and mobile Online is the point of influence, not just point of purchase 20% of 18-24’s share/send links on products in their social network Media opportunity, but wider marketing implications of listening to discussion Source: Young Adults Revealed, Synovate and Microsoft Advertising, 2008.
Brands can extend self-expression Youths
in particular use personal brand associations to reinforce online persona Extend branded messages into entertaining content e.g. games/avatars Can you allow for personalisation? 23% have added branded content to their personal profile, blog or homepage in the last month Source: Young Adults Revealed, Synovate and Microsoft Advertising, 2008.
10 tips for a successful
relationship in this intimate online environment! 1. Show love 2. Don’t nag 3. Respect your partner 4. Resolve fights 5. Communicate 6. Be faithful 7. Compromise 8. Take a break 9. Treat & surprise 10. Do not underestimate Source: Iloveindia.com
The intimacy of online Social
Media is a personal and • connected experience for consumers Opportunity for brands to • become inter-twined into the fabric of people’s everyday online lives is immense Aligning to interests/ • communities and facilitating discoverability Extending into branded content • to encourage content as comms Being present at the points of • influence