iMedia March Brand Summit: Insight Presentation Beyond Reach


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iMedia March Brand Summit: Insight Presentation Beyond Reach

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iMedia March Brand Summit: Insight Presentation Beyond Reach

  1. 1. Insight Presentation:“Beyond Reach:Aligning with a ChangingConsumer Decision Journey”iMedia Conference presentationMarch 8, 2011CONFIDENTIAL AND PROPRIETARYAny use of this material without specific permission of McKinsey & Company is strictly prohibited
  2. 2. Today’s marketingmore, and more, and more… McKinsey & Company | 1
  3. 3. Well, it is MORE! and it has to be NOW! — It’s not an incrementalchange Access NOW!: Information NOW!: When, where, and how they To help them save, get the want best Content NOW!: Input and Empowerment To filter, control, and shape NOW!: To share and feel recognized McKinsey & Company | 2
  4. 4. 1. It starts with a complete story across the Customer Decision Journey Evaluate Bond Consider Buy Advocate Experience McKinsey & Company | 3
  5. 5. Most shopping journeys are rarely supported as an integrated loop 80% of use cases Evaluate broken across brands in Consumer electronics, Fin services, Telecom Bond Consider Buy 75% of budget on “Consider” Advocate Experience and “Buy” across categories McKinsey & Company | 4
  6. 6. Key influence points often obscured by beliefs about channels – in thisexample, is most important “Marketing” touchpoint Share of influence on purchase if purchased in store (Percent) 100 Other OOH Offline conversion 4 Someone’s home Print media TV ad Digital 64 23 In-store McKinsey & Company | 5
  7. 7. Inconsistent, rapidly scaling content required a serious “supply chain”redesign – are you also a multi-media company? McKinsey & Company | 6
  8. 8. In the store, needed to rebalance the “shopper media” controlled by theretailer through smartphone access McKinsey & Company | 7
  9. 9. New customers immediately drawn into ongoing dialogue, fosteringreviews, advocacy, and direct, “opt-in” channel McKinsey & Company | 8
  10. 10. 2. Turn data into content, content into data, and both into more of each What they see What you know What about them, they say personally What they do What you learn about the community McKinsey & Company | 9
  11. 11. Data into content: aggregated competitor quotes are not only a service,but also a strategic decision driver McKinsey & Company | 10
  12. 12. Content into data: thousands of conjoints per hour McKinsey & Company | 11
  13. 13. Comcast’s social accessibility is turning service issues into advocacycontent 1.5+ MM views ▪ 40-50 PR threats posted on blogs each day; Comcast replies via phone or e-mail – spurs new posts with positive comments and led to removal of sites “bashing” the brand ▪ Monitors ~1,000 tweets per day to alert local systems on real-time issues (e.g., outages) and warn call centers about incoming volume McKinsey & Company | 12
  14. 14. 3. Reconstruct the CDJ for your advantage:distribute your presence, integrate the core, activate the engaged Integrate with your physical channels Enable commerc e more Turn every broadly transaction into a relationship Build a presence where the discussions happen Help users become rock stars Engage in key conversations Unleash advocates McKinsey & Company | 13
  15. 15. Radical changes as designers and specifiers move online –multiple opportunities for feedback loops and shaping the decisionjourneyProfessional ▪ Spec sheets, IES files, etc. in “resources” sectionsociety ▪ Publish unbiased news on trends, host webinarswebsitesSocial media ▪ Support discussion with expert commentarysites ▪ Respond directly to comments and questionsOnline ▪ Track discussion topics to identify trendsdiscussionsNews andupdate ▪ Syndicate our news and host blog from in-house expertwebsites ▪ Provide examples of ground-breaking lighting designInspirational ▪ Showcase designs & designers we likewebsitesUseful affiliate ▪ Imbed images and case studies within Flickr groupswebsites ▪ Create specific group that includes inspirational photos McKinsey & Company | 14
  16. 16. Customers as channels:image search sites are emerging as new sources of inspiration “More and more I’m using digital shots. They’re easier to slot into my presentations.” – Specifier “I go to manufacturer sites and Google for images. It’s Now placing own important to see how images within Flickr people are using these lighting groups products.” – Designer McKinsey & Company | 15
  17. 17. Web site transformed into dynamic, customer-fed engine backed up withnew inside sales group using phone and social tools FROM . . . . . . To Online catalog of marketing and Customer-fed, impactful stories technical materials linked to tools and connections CUSTOMER Case studies Product catalog 1. Case studies CUSTOMER (fed by clients) 4. Click to chat 2. Product catalog (ranked by Photometric data Request info 3. Photometric data clients) McKinsey & Company | 16
  18. 18. To be where customers need them, they syndicated specs into key CADprograms and have built an advantaged position ONL Architects used Autodesk 3Ds Max design software for CET Budapest Lighting specs and tools embedded in others’ drawing applicationsSOURCE: Press search; CET Budapest McKinsey & Company | 17
  19. 19. Support for distributors and other app builders expanded points ofcontact An engine that serves data and content into distributors’ sites and apps McKinsey & Company | 18
  20. 20. More than alignment:a virtuous cycle of data, content, opt-in access, and advocacy Evaluate Bond Consider Buy Advocate Experience McKinsey & Company | 19
  21. 21. Summary questions Are your marketing plans focused1 on push, or on shaping the CDJ?2 Do new have plans andcontent, for you roles, such as budgets software, and product meta-data mgmt?3 Do you know which battlegrounds to co-opt?4 Are you building the data virtuous loops to fuel and content?5 Does your marketing roles organization reflect new and goals? McKinsey & Company | 20
  22. 22. David C. EdelmanGlobal Co-Leader,Digital Marketing McKinsey & Company | 21