Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital & Breakfast (Automotive)

429 views

Published on

Presentation given at Digital & Breakfast for the automotive industry

Published in: Marketing, Business, Art & Photos
  • Be the first to comment

  • Be the first to like this

Digital & Breakfast (Automotive)

  1. 1. DIGITAL& BREAKFAST PREMIERE SELECTION DIGITAL AT THE HEART OF EVERY BRAND EXPERIENCE
  2. 2. DIGITAL IS THE NEW ADVERTISING MEDIUM D C DIGITAL& BREAKFAST PREMIERE SELECTION
  3. 3. ADVERTISING • Attention • Interest • Desire • Acquisition DIGITAL& BREAKFAST PREMIERE SELECTION
  4. 4. OOPS... DIGITAL& BREAKFAST PREMIERE SELECTION
  5. 5. (MOST INVESTMENTS IN DIGITAL CANNOT BE EXPLAINED BY AIDA) DIGITAL& BREAKFAST PREMIERE SELECTION
  6. 6. IF AIDA WERE A CAR 1898 LOHNER-PORSCHE MIXTEHYBRID THE WORLD’S FIRST GAS-ELECTRIC CAR DIGITAL& BREAKFAST PREMIERE SELECTION
  7. 7. MARKETING HAS CHANGED BRAND CENTRIC PEOPLE CENTRIC passive consumer active consumer controlled message distorted message one emitter infinite emitters one channel multiple channel DIGITAL& BREAKFAST PREMIERE SELECTION
  8. 8. “A great ad gets you into people´s minds. Great experiences give you access to their hearts” BRANDS MUST MOVE PEOPLE DIGITAL& BREAKFAST PREMIERE SELECTION
  9. 9. BREAK DIGITAL& BREAKFAST PREMIERE SELECTION
  10. 10. A POEPLE CENTRIC MODEL FOR MARKETING AIMED AT EXPERIENCE DIGITAL& BREAKFAST PREMIERE SELECTION
  11. 11. CUSTOMER JOURNEY ACTIVE EVALUATION INFORMATION GATHERING Initial considerati on LOYALTY LOOP TRIGGER POSTPURCHASE EXPERIENCE ONGOING EXPOSURE DIGITAL& BREAKFAST PREMIERE SELECTION moment of purchase
  12. 12. FROM COMMERCIALS TO STORYTELLING Volvo: Leave the world behind DIGITAL& BREAKFAST PREMIERE SELECTION
  13. 13. http:/ /www.youtube.com/watch?v=tqXja497ZQo DIGITAL& BREAKFAST PREMIERE SELECTION
  14. 14. DEALERS: FROM HARDSELLING TO RETAIL EXPERIENCE Tesla Stores DIGITAL& BREAKFAST PREMIERE SELECTION
  15. 15. http:/ /www.youtube.com/watch?v=ej5bGrFBbHI DIGITAL& BREAKFAST PREMIERE SELECTION
  16. 16. BMW: GENIUS DIGITAL& BREAKFAST PREMIERE SELECTION
  17. 17. FROM PRODUCT TO EXPERIENCE Volvo: On Call App DIGITAL& BREAKFAST PREMIERE SELECTION
  18. 18. FROM PRODUCT TO SERVICE Volvo: On Call App http:/ /www.youtube.com/watch?v=5OiWooIrqU0 DIGITAL& BREAKFAST PREMIERE SELECTION
  19. 19. http:/ /www.youtube.com/watch?v=cUhPA5qIxDQ DIGITAL& BREAKFAST PREMIERE SELECTION
  20. 20. PEOPLE MOVE PEOPLE postpurchase or prepurchase? DIGITAL& BREAKFAST PREMIERE SELECTION
  21. 21. LET YOUR USERS SELL: BRAND ADVOCACY Toyota Stories DIGITAL& BREAKFAST PREMIERE SELECTION
  22. 22. TOYOTA: BRAND ADVOCACY http://www.toyota.com/camryeffect/#!search/ DIGITAL& BREAKFAST PREMIERE SELECTION
  23. 23. http:/ /www.youtube.com/watch?v=cUhPA5qIxDQ DIGITAL& BREAKFAST PREMIERE SELECTION
  24. 24. EXPERIENCES AT EVERY TOUCHPOINT ACTIVE EVALUATION INITIAL CONSIDERATIO N LOYALTY LOOP POSTPURCHASE EXPERIENCE DIGITAL& BREAKFAST PREMIERE SELECTION MOMENT OF PURCHASE
  25. 25. ADVERTISING INCENTIVES Affiliate Brand Ambassador Banners Display Paid Endorsments PAID MEDIA PROPERTIES CONTENT Build trust Educate Catalog Websites Blog Mobile Curate UGC E-Mail Reviews Location-based Services EMBASSIES Facebook Twitter OWNED EARNED PROPERTIES MEDIA PARTNERSHIPS Charities Co-Branding Youtube Instagram Celebrities LinkedIn Pinterest SOCIAL Google+ OUTPOSTS PLATFORMS Relevant message boards Blogosphere INFLUENCER ENGAGEMENT Response Advocacy Loyalty Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter DIGITAL& BREAKFAST PREMIERE SELECTION
  26. 26. LESSONS • In a connected world, marketing is people-centric and people are moved by experiences • Today´s experiences are both created and amplified by digital • Storytelling and Utility are key in Experience • Experience is always on DIGITAL& BREAKFAST PREMIERE SELECTION
  27. 27. HANDCRAFTED TECHNOLOGY FOR BRANDS http:/ /marketingthoughts.ktcagency.com DIGITAL& BREAKFAST PREMIERE SELECTION

×