This is an introduction to a model, that helps us understand digital communication. Afterwards you can discuss the goals and briefing foundation for a lot of cases you'll see in digital marketing

1. JWT HYPER ISLAND MC
WHAT’S GOOD DIGITAL?
August 22th – August 24th , 2012
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2. HANNES LEY.
HELLO!
38 years old, German, educated
Kaospilot & Integrated
Communications Planner
Strategic consultant for agencies and
brands.
THE MAIN – Guidance in
Digital.
Digital is more than just another
advertising channel. It‘s also about
experience, engagement, interaction,
shopping, realationship, and
measuring success!
That makes it very interesting for me.
It‘s fun. It‘s creative. Let‘s embrace it.
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3. THIS SESSION`S
OBJECTIVE.
‣ TO ESTABLISH A COMMON LANGUAGE FOR EVALUATING WHAT‘S GOOD OR BAD IN
DIGITAL ADVERTISING.
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4. WHAT ARE YOU
GONNA GET
OUT OF IT?
‣ WE‘LL CREATE SUCCESS CRITERIA HELPING US DEFINE OUR OWN EXPECTATIONS WHEN IT
COMES TO PLANNING ONLINE ACTIVITIES.
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5. CHINESE DIGITAL
LANDSCAPE
Baidu * Google
Renren / Qzone / kaixin001 * Facebook
Weibo * Twitter
QQ * iCQ
Weixin * Whatsapp
Baike / Hudong * Wikipedia
Youku / Tudou / Iqiyi * Youtube / Hulu
THE STRUCTURAL PATTERNS OF THE
CHINESE INTERNET ARE SIMILAR TO THE
ONES I‘M FAMILIAR WITH, SO ARE THE
ONLINE MARKETING
TOOLS.
Dangdang * Amazon
Taobao * Ebay
Diangping * Yelp
55tuan * Groupon
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6. THE PARAMETERS OF SUCCESS
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7. ‣ LET`S START WITH A CASE MOST OF US KNOW.
‣ WAS IT SUCCESSFUL OR NOT?
‣ LET‘S HAVE A LOOK...
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8. OLD SPICE.
http://www.youtube.com/watch?v=fD1WqPGn5Ag
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9. ‣ WOULD YOU CONSIDER THE OLD SPICE CAMPAIGN TO BE DIGITAL?
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10. THE FASTEST-GROWING
AND MOST POPULAR
INTERACTIVE
CAMPAIGN IN HISTORY.
TOTAL VIDEO VIEWS
REACHED 40 MILLION
IN A WEEK.
MORE PEOPLE
WATCHED ITS VIDEOS IN
24 HOURS THAN THOSE
WHO WATCHED
OBAMA'S PRESIDENTIAL
VICTORY SPEECH.
CAMPAIGN
IMPRESSIONS: 1.4
BILLION.
‣ DID IT HAVE A PERSISTENT CHANGE ON THE BRAND‘S PERCEPTION AND IMAGE?
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11. ‣ DID IT HAVE A SUSTAINABLE IMPACT ON SALES?
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12. TRUTH IS...
‣ We often don`t know the real success of award-winning campaigns, since we don‘t know
the qualitative and quantitative objectives determined by the brand.
‣ In many cases brands don‘t define goals beforehand, or will not publish them afterwards.
‣ Therefore, we often truly don`t know, if a case was successful or not.
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13. ‣ WE NEED TO DEFINE OUR OWN SUCCESS CRITERIA AND USE TOOLS, WHICH ARE HELPFUL
TO DEFINE WHAT‘S GOOD DIGITAL, AND WHAT NOT.
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14. NOW YOU ARE THE JURY
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15. THE GREAT
DIGITAL AWARD
Your Task:
GDA
1. Define 2-3 success criteria for your
category.
2. Watch the 10 cases and choose the
winner of your category regarding your
success criteria.
Six Categories:
1.
2.
3.
4.
5.
6.
Most likely to become talk of town.
Most likely to engage people.
Most likely to build brand credibility.
Most likely to support sales.
Most likely to create a fanbase.
Most likely to make the consumer feel special.
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16. UNDERSTANDING THE (DIGITAL) CONSUMER PATHWAY
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17. ‣ THE CONSUMER PATHWAY* IS A MODEL HELPING US UNDERSTAND THE CONSUMER‘S
BUYING PROCESS.
‣ IT CAN ALSO HELP US ANALYZE AND PLAN A BRAND‘S DIGITAL ACTIVITIES WITHIN A
MARKETING STRATEGY.
*Brand Media Strategy – Integrated Communications Planning In The Digital Era | Antony Young
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18. 1. The AIDA Model (Awareness, Interest, Desire, Action) was
developed by Elmo Lewis in 1898.
2. The Marketing Funnel (Awareness, Consideration,
Preference, Action, Loyalty) respects the issue of consumers
searching information before purchase.
3. The New Marketing Funnel (Awareness, Consideration,
Conversion, Loyalty, Advocacy) considers the feedback loop
created by social technologies and was developed by Forrester
Research in 2008.
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
THE CONSUMER
PATHWAY
EVOLUTION.*
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
4. The Consumer Pathway integrates the emotional aspects of
consumer engagement and advocacy and was developed in
2010.
*2010 Consumer Pathway – Integrated Communications Planning In The Digital Era | Antony Young
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19. DIGITAL CREATED
A CHANGE IN
BEHAVIOUR.
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
‣ It‘s a linear model, a mental crutch. And it works non-linear in many cases.
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20. STAGE ONE:
AWARENESS.
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
‣ Launch a product.
‣ Communicate a benefit.
‣ Tell of an event or offer.
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21. STAGE TWO:
INVOLVEMENT.
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
‣ Increase emotional engagement before purchase.
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22. STAGE THREE:
ACTIVE
CONSIDERATION.
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
‣ Shift up the order of consideration by facilitating favorable comparison.
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23. STAGE FOUR:
PURCHASE.
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
‣ Convert intent into action at the point of purchase.
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24. STAGE FIVE:
CONSUMPTION.
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
‣ Improve the user experience.
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25. STAGE SIX:
RELATIONSHIP
BUILDING.
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
‣ Make customer feel special to improve per capita value.
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26. STAGE SEVEN:
ADVOCACY.
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
‣ Increase recommendations.
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27. THE CONSUMER
PATHWAY
CONVERSION.
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
‣ In the end of each stage there‘s a measurable conversion bringing the consumer to the next
stage.
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28. CONVERSION
SUCCESS
CRITERIA.
Does it introduce a new brand / product / service to a broad
specific or broad audience?
Does it communicate the benefit well?
Does it properly communicate an event or offer?
Does it increase emotional engagement before
purchase?
Does it shift up the order of consideration by favorable
comparison?
Does it convert intend into action at the point of
purchase?
Does it improve the user experience?
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
Does it make the customer feel
special?
Does it increase recommendation?
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29. LET`S HAVE A LOOK AT ANOTHER CASE…
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30. KLM
MEET & SEAT.
http://www.youtube.com/watch?v=eL2lWn7oup4
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31. KLM AIRLINES:
FACEBOOK
SERVICES
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
‣ Where in the consumer pathway would you position this case?
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32. KLM AIRLINES:
FACEBOOK
SERVICES
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
‣ Where in the consumer pathway would you position this case?
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33. 1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Fiat ecoDrive
Adiverse Virtual Footware
Benetton Live Windows
Gap App
Heineken Star Player
Nike Golf 360°
Pedigree Adoption
VW People‘s Car
Renault AutoRAI
Visit Japan
AWARENESS
INVOLVEMENT
ACTIVE
CONSIDERATION
TRY TO LOCATE
ALL CASES IN THE
CONSUMER
PATHWAY.
PURCHASE
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
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34. FIND THESE AND OTHER CASES ON WWW.PINTEREST.COM/THEMAIN/HIMC-CASES.
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35. WHAT’S HAPPENING TO OUR INDUSTRY?
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36. INDUSTRY
DISRUPTION.
We‘ll experience a dramatic budget shift.
95% of Marketing Budget invested.
AWARENESS
INVOLVEMENT
Digital Agencies
PR Agencies
Social Media Agencies
Media Agencies
ACTIVE
CONSIDERATION
SEM Agencies
SEO Agencies
PR Agencies
PURCHASE
CONSUMPTION
Digital Agencies
eCommerce Agencies
App Developer
RELATIONSHIP
BUILDING
ADVOCACY
PR Agencies
Social Media Agencies
DM Agencies
Inhouse Marketing
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37. Thanks for listening!
THE MAIN GMBH
Hannes Ley
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
ley@themain.de
http://de.linkedin.com/in/hannesley
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