Digital & Breakfast (Automotive)

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The document discusses how digital is at the heart of brand experiences and marketing has shifted from being brand-centric to people-centric. It argues that the traditional AIDA model of advertising is outdated and customers now expect experiences at every touchpoint along their journey. Brands need to focus on storytelling, advocacy and creating useful experiences both during and after the purchase to develop loyalty. Digital plays a key role in empowering this new model by facilitating experiences, communities and user generated content that move people in a authentic way.

Marketing Business Art & Photos

DIGITAL IS THE NEW
ADVERTISING MEDIUM

D
C
DIGITAL&
BREAKFAST

PREMIERE SELECTION

ADVERTISING
• Attention
• Interest
• Desire
• Acquisition
DIGITAL&
BREAKFAST

PREMIERE SELECTION

OOPS...

DIGITAL&
BREAKFAST

PREMIERE SELECTION

(MOST INVESTMENTS IN
DIGITAL CANNOT BE EXPLAINED
BY AIDA)

DIGITAL&
BREAKFAST

PREMIERE SELECTION

IF AIDA WERE A CAR

1898 LOHNER-PORSCHE MIXTEHYBRID
THE WORLD’S FIRST GAS-ELECTRIC CAR
DIGITAL&
BREAKFAST

PREMIERE SELECTION

“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

BREAK

DIGITAL&
BREAKFAST

PREMIERE SELECTION

A POEPLE CENTRIC
MODEL FOR MARKETING
AIMED AT EXPERIENCE

DIGITAL&
BREAKFAST

PREMIERE SELECTION

CUSTOMER JOURNEY
ACTIVE EVALUATION
INFORMATION GATHERING

Initial
considerati
on

LOYALTY LOOP

TRIGGER

POSTPURCHASE EXPERIENCE
ONGOING EXPOSURE

DIGITAL&
BREAKFAST

PREMIERE SELECTION

moment of
purchase

FROM COMMERCIALS
TO STORYTELLING
Volvo: Leave the world behind

DIGITAL&
BREAKFAST

PREMIERE SELECTION

http:/
/www.youtube.com/watch?v=tqXja497ZQo
DIGITAL&
BREAKFAST

PREMIERE SELECTION

DEALERS: FROM HARDSELLING
TO RETAIL EXPERIENCE
Tesla Stores

DIGITAL&
BREAKFAST

PREMIERE SELECTION

http:/
/www.youtube.com/watch?v=ej5bGrFBbHI
DIGITAL&
BREAKFAST

PREMIERE SELECTION

BMW: GENIUS
DIGITAL&
BREAKFAST

PREMIERE SELECTION

FROM PRODUCT TO
EXPERIENCE
Volvo: On Call App

DIGITAL&
BREAKFAST

PREMIERE SELECTION

FROM PRODUCT TO
SERVICE
Volvo: On Call App

http:/
/www.youtube.com/watch?v=5OiWooIrqU0
DIGITAL&
BREAKFAST

PREMIERE SELECTION

http:/
/www.youtube.com/watch?v=cUhPA5qIxDQ

DIGITAL&
BREAKFAST

PREMIERE SELECTION

PEOPLE MOVE PEOPLE
postpurchase or prepurchase?

DIGITAL&
BREAKFAST

PREMIERE SELECTION

EXPERIENCES AT EVERY TOUCHPOINT
ACTIVE EVALUATION

INITIAL
CONSIDERATIO
N

LOYALTY LOOP

POSTPURCHASE EXPERIENCE

DIGITAL&
BREAKFAST

PREMIERE SELECTION

MOMENT
OF
PURCHASE

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

HANDCRAFTED TECHNOLOGY FOR BRANDS

http:/
/marketingthoughts.ktcagency.com

DIGITAL&
BREAKFAST

PREMIERE SELECTION

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In the digital age, custimer service means far more than answering a phone call or replying to a mail or handlinga complaint. It is going beyond these basics and enabling a great purchase & usage journey for the customer. This presentation hopefullt helps you think, what are the pain points for customers & how can we ease them? what are teh pleasure points and how can we enhance them and most importantly how can we value add beyond what they expect and digitally delight them. Happy reading...may it provoke you!

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La strategia mobile ottimizzazione dati e analytics per costruire il brand ...

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Digital & Breakfast (Automotive)

1. DIGITAL& BREAKFAST PREMIERE SELECTION DIGITAL AT THE HEART OF EVERY BRAND EXPERIENCE

2. DIGITAL IS THE NEW ADVERTISING MEDIUM D C DIGITAL& BREAKFAST PREMIERE SELECTION

3. ADVERTISING • Attention • Interest • Desire • Acquisition DIGITAL& BREAKFAST PREMIERE SELECTION

4. OOPS... DIGITAL& BREAKFAST PREMIERE SELECTION

5. (MOST INVESTMENTS IN DIGITAL CANNOT BE EXPLAINED BY AIDA) DIGITAL& BREAKFAST PREMIERE SELECTION

6. IF AIDA WERE A CAR 1898 LOHNER-PORSCHE MIXTEHYBRID THE WORLD’S FIRST GAS-ELECTRIC CAR DIGITAL& BREAKFAST PREMIERE SELECTION

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. “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. BREAK DIGITAL& BREAKFAST PREMIERE SELECTION

10. A POEPLE CENTRIC MODEL FOR MARKETING AIMED AT EXPERIENCE DIGITAL& BREAKFAST PREMIERE SELECTION

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. FROM COMMERCIALS TO STORYTELLING Volvo: Leave the world behind DIGITAL& BREAKFAST PREMIERE SELECTION

13. http:/ /www.youtube.com/watch?v=tqXja497ZQo DIGITAL& BREAKFAST PREMIERE SELECTION

14. DEALERS: FROM HARDSELLING TO RETAIL EXPERIENCE Tesla Stores DIGITAL& BREAKFAST PREMIERE SELECTION

15. http:/ /www.youtube.com/watch?v=ej5bGrFBbHI DIGITAL& BREAKFAST PREMIERE SELECTION

16. BMW: GENIUS DIGITAL& BREAKFAST PREMIERE SELECTION

17. FROM PRODUCT TO EXPERIENCE Volvo: On Call App DIGITAL& BREAKFAST PREMIERE SELECTION

18. FROM PRODUCT TO SERVICE Volvo: On Call App http:/ /www.youtube.com/watch?v=5OiWooIrqU0 DIGITAL& BREAKFAST PREMIERE SELECTION

19. http:/ /www.youtube.com/watch?v=cUhPA5qIxDQ DIGITAL& BREAKFAST PREMIERE SELECTION

20. PEOPLE MOVE PEOPLE postpurchase or prepurchase? DIGITAL& BREAKFAST PREMIERE SELECTION

21. LET YOUR USERS SELL: BRAND ADVOCACY Toyota Stories DIGITAL& BREAKFAST PREMIERE SELECTION

22. TOYOTA: BRAND ADVOCACY http://www.toyota.com/camryeffect/#!search/ DIGITAL& BREAKFAST PREMIERE SELECTION

23. http:/ /www.youtube.com/watch?v=cUhPA5qIxDQ DIGITAL& BREAKFAST PREMIERE SELECTION

24. EXPERIENCES AT EVERY TOUCHPOINT ACTIVE EVALUATION INITIAL CONSIDERATIO N LOYALTY LOOP POSTPURCHASE EXPERIENCE DIGITAL& BREAKFAST PREMIERE SELECTION MOMENT OF PURCHASE

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. 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. HANDCRAFTED TECHNOLOGY FOR BRANDS http:/ /marketingthoughts.ktcagency.com DIGITAL& BREAKFAST PREMIERE SELECTION

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