a guest presentation for ADMA digital marketing certificate course

1. The big switch
digitally powered consumer
connections

2. Oh.. Hi there!

3. Todays topic
What does it mean to be
Consumer centric approach
in the digital age?

4. Is this a Funny question?
Consumer insight has always been at the core of
good communications. but perhaps it’s The way we
engage consumers that has changed.

5. Customer centric is the norm

6. Or is it? The Communications
model has evolved
Mass model Integrated model Collaborative model
Broadcast to many matching luggage Participation & interactivity
More channels, more powered by live insights
targeted

7. a collaborative model says:
• Attract vs Intercept – give consumers
an incentive to seek you out
• Assist vs inhibit– be helpful and
engaging, create value
• Affiliate vs isolate – connect
consumers to allow them to help one
another

8. Digital is the new poster child

9. With digital comes…
• Transformative technologies that
empower consumers
• a whole world of data and fresh ways
to view, interrogate and interact with
consumers
• Most importantly it presents a whole
suite of new insights about behaviours
through which brands can connect
with audiences

10. At naked we believe in…

11. It all starts with deep insights
• Who are we addressing?
• Where & when are the
consumption moments?
• What alternatives are there?
• Why do people do this?

12. behaviour change at work

13. Our Digital lives make identifying
insights easier
constantly
Technology
Mobile sharing our
Always On in
devices thoughts
everything
online

14. Some implications for marketing
• Rise of brand community and social media
{customer service to community product development}
• Growth in, and commitment to owned
channels
{online ecosystems to content development}
• rise in utilities and other value add services
{Horizontal service extension to personalisation and premiumisation}

15. The challenge for brands
There is increasingly a challenge
to find ways to add value for the
consumer through whatever
brand experience you offer

16. Digital insights can help
Social Video Mobile
Panel owned

17. Social: Tools
• Social listening
Also
Google blog search
Facebook/ads
Topsy
Twitterstats
mentionmapp.com

18. Social listening: adidas
Our insight: we knew that
each month thousands of
runners were sharing their
runs in social media and via
fitness services and apps like
#runkeeper and #mapmyrun.
Our strategy: was to tune in,
to listen out for these
tweets and respond back to
runners with personal
message of motivation

19. Video: tools
Youtube trends dashboard
Also
Youtube analytics
Google trends (video)

20. Video: Oxy

21. Mobile: tools
ourmobileplanet
Also
Nielsen technology report
AIMIA AUSTRALIAN MOBILE
PHONE LIFESTYLE INDEX

22. Mobile: renault
THE insight: 76% of the core
male target have got a
smartphone in their pocket
and are a captive audience
at the f1
the strategy: develop a
mobile game that emulated
the experience of driving a
renault rs megane –
establish a leaderboard
over the 3 days of the event

23. Consumer Panel: tools
Consumer barometer
Also
Nielsen answers
Roy morgan

24. Consumer: car category
THE insight: despite websites
and search providing
valuable inputs into the
purchase decision– it’s the
dealer / showroom visit
that’s ultimately the most
important influencer on
decision
implication: how can we
develop online tactics that
convert online research
behaviours into dealer
visits

25. Owned data: tools
Google analytics
Also
Hitwise
Nielsen
Omniture
UX focus groups
Facebook insights
Youtube channel
insights

26. Owned: carsales
THE insight: more than 60% of
people buying new cars on
carsales are also selling a
vehicle on the website
Implication: data analysis
revealed what types of
vehicle people are trading in
their old cars for – this means
brands can target specifically
those sellers and hit them
much earlier on in the process

27. the big switch
• In the digital age we have the opportunity to
finally market with customers instead of to
them
• A shift away from telling consumers ‘what to
think’ to inviting them to ‘participate’
• Insights are at the heart of all the best
communications work
• digital marketers are the pointy end of all this
because digital experiences naturally draw
consumers into action

28. Thanks
QUESTIONS?