Cruise Shipping 2012 Marketing & Sales Panel: Connected Consumer

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Introduction to Marketing & Sales panel at the 2012 Cruise Shipping Miami conference. Focuses on mobile & social trends including smartphone adoption, Facebook growth, Foursquare & geolocated promotions, Pinterest, changes to traditional advertising, out of home advertising, Klout/online influencers, and the panel bios.

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Cruise Shipping 2012 Marketing & Sales Panel: Connected Consumer

  1. 1. SALES & MARKETING PANEL Cruise Shipping Miami 2012 Introduction by Lin HumphreySaturday, March 17, 12
  2. 2. THE CONNECTED CONSUMERSaturday, March 17, 12
  3. 3. THEY ARE MOBILE & VOCAL • 42% of mobile phones are smartphones • The iPhone has more power than the computers used to put a man on the moon • But its real power is in social connections • Consumers have access to unlimited information & most of their network.Saturday, March 17, 12
  4. 4. NEW WAYS TO CONSUME INFORMATION • iPads have created a new segment in electronic devices. • The top tablet viewing time is after 9pm - new opportunities for online advertising. • Kindle Fire further expanded the market with a low priced tablet with trusted nameSaturday, March 17, 12
  5. 5. FACEBOOK RULES.... • 50% of mobile traffic in the UK is to Facebook • Facebook has 845 million active users, over 50% log on daily • Mobile Facebook users are twice as active as web users • Users have 190 friends on averageFacebook PressThe Anatomy of the Facebook Social GraphSaturday, March 17, 12
  6. 6. THEY SHARE THEIR LOCATION • Consumers share their location & consumption experience via apps like Foursquare. • Marketers can offer check-in specials based on location and frequency of visit. • RadioShack sees 3.5x spend from Foursquare usersSaturday, March 17, 12
  7. 7. AND REDEEM INSTANT BENEFITS • American Express powers the backend for seamless redemption of statement credits • Instant redemption of credit on the card makes the merchant’s participation painlessSaturday, March 17, 12
  8. 8. THEY DOCUMENT THEIR CONSUMPTION EXPERIENCES • Access to smartphone cameras allows anyone to document or share hedonic experiences, good or bad. • Apps like Foodspotting, Yelp, and Oink allow instant sharing of images & reviews. • 24 hours of video are uploaded every minute to YouTube. • The average consumer can become a thought leader/pundit in minutes.Saturday, March 17, 12
  9. 9. EVEN SUPER BOWL ADS HAD TO CHANGE... • Darth Vader VW 2011 ad changed how Super Bowl ads were launched • 51 million views to date • Created a fundamental shift in ad philosophy. • Early and continual sharing became the goal, not surprise during the event.Saturday, March 17, 12
  10. 10. THEY ARE MOBILE & VOCAL • Brands began to invest in longer ads with an emotional hook to drive social sharing • Narrative became important as brands sought that all powerful ‘share’Saturday, March 17, 12
  11. 11. BRANDS HAVE ALTERNATIVES TO DRIVE WORD OF MOUTH • Firms can drive word of mouth by targeting influential consumers • Audi drove 51.14 million impressions from just 217 test drives • Palms Casino upgrades guests based on lifetime value or online influence scoresSaturday, March 17, 12
  12. 12. INFLUENCERS - AN OLD CONCEPT REBORN • Online influence allows travel firms to invite product trial by vocal & influential consumers • 120 free flights + 140 party participants = 7.4 million impressions! • Cruise lines have done this for years with fam trips!Saturday, March 17, 12
  13. 13. NEW WAYS TO SHARE ARE EXPLODING • Pinterest is the fastest growing social site. • <10 million unique visitors since January • 145% growth since January! • Primarily female, and sharing is lifestyle & aspirational curation.Saturday, March 17, 12
  14. 14. BUT THERE IS A WORLD OUTSIDE DIGITAL... • Royal Caribbean’s NYC Subway immersion • Carnival Aquariums / Carnival Vacation Stores • Drive deeper engagement with mobile shortcodes leading to mobile sites & app downloads Photo credit : Columba Calicchio, RCCLSaturday, March 17, 12
  15. 15. WHILE THE TOOLKIT HAS BECOME MORE SOPHISTICATED... ...it’s still all about getting people on their next cruise vacation!Saturday, March 17, 12
  16. 16. Betsy O’Rourke SVP, MarketingSaturday, March 17, 12
  17. 17. Barbara Muckermann Chief Marketing OfficerSaturday, March 17, 12
  18. 18. Jim Berra Chief Marketing OfficerSaturday, March 17, 12
  19. 19. Maria Miller SVP, MarketingSaturday, March 17, 12
  20. 20. Jeffrey Anderson VP, MarketingSaturday, March 17, 12

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