This document provides an introduction to digital strategy and media. It discusses the changing media landscape and consumer journey from awareness to advocacy. Key points covered include:
- The differences between paid, owned, and earned media and how digital media has expanded opportunities across these channels.
- How the consumer journey has evolved from a linear awareness to purchase process, to a more dynamic journey across online and offline touchpoints from awareness to advocacy.
- Case studies are presented on how brands like KLM, Old Spice, and Oreo have optimized their strategies across owned, paid and earned media to drive engagement and achieve business objectives.
- The role of agencies is discussed in bringing powerful ideas to life across different media to
Improving Online Experiences - The Customer Journey Report 2014Smart Insights
How good is the online experience you offer to your website visitors. This Slideshare reviews the 'state-of-the-art' of measuring and managing customer journeys.
Presented by Dave Chaffey of Smart Insights at Ecommerce Expo 2014 customer journeys - dave chaffey - smart insights
The Connected Consumer Journey: Navigating The MeleeAleesha Tully
Pre-digital advertisers just didn’t have to deal with the myriad of channels and touch points that we have today. And if you’re responsible for marketing a brand – this can be pretty overwhelming. This presentation takes a look at how simple, human, thinking can add clarity to consumer journey planning.
End User Journey Mapping PowerPoint Presentation SlidesSlideTeam
This aptly crafted editable PPT deck contains thirtyseven slides. Our topic specific End User Journey Mapping PowerPoint Presentation Slides presentation deck helps devise the topic with a clear approach. We offer a wide range of custom made slides with all sorts of relevant charts and graphs, overviews, topics subtopics templates, and analysis templates. Speculate, discuss, design or demonstrate all the underlying aspects with zero difficulty. This deck also consists creative and professional looking slides of all sorts to achieve the target of a presentation effectively. You can present it individually or as a team working in any company organization.
suitecx Thought Leadership: Balancing Customer Needssuitecx
While research has proven that a focus on improving customer experience directly impacts the bottom line, achieving the organizational and cultural change required to become fully customer centric is not an easy process. It is critical to get all key departments aligned on your customer experience strategy.
A whitepaper prepared by CMA’s Integrated Marketing and Customer Experience Council discusses the core aspects of a customer experience program and how they interconnect with corporate strategies.
Improving Online Experiences - The Customer Journey Report 2014Smart Insights
How good is the online experience you offer to your website visitors. This Slideshare reviews the 'state-of-the-art' of measuring and managing customer journeys.
Presented by Dave Chaffey of Smart Insights at Ecommerce Expo 2014 customer journeys - dave chaffey - smart insights
The Connected Consumer Journey: Navigating The MeleeAleesha Tully
Pre-digital advertisers just didn’t have to deal with the myriad of channels and touch points that we have today. And if you’re responsible for marketing a brand – this can be pretty overwhelming. This presentation takes a look at how simple, human, thinking can add clarity to consumer journey planning.
End User Journey Mapping PowerPoint Presentation SlidesSlideTeam
This aptly crafted editable PPT deck contains thirtyseven slides. Our topic specific End User Journey Mapping PowerPoint Presentation Slides presentation deck helps devise the topic with a clear approach. We offer a wide range of custom made slides with all sorts of relevant charts and graphs, overviews, topics subtopics templates, and analysis templates. Speculate, discuss, design or demonstrate all the underlying aspects with zero difficulty. This deck also consists creative and professional looking slides of all sorts to achieve the target of a presentation effectively. You can present it individually or as a team working in any company organization.
suitecx Thought Leadership: Balancing Customer Needssuitecx
While research has proven that a focus on improving customer experience directly impacts the bottom line, achieving the organizational and cultural change required to become fully customer centric is not an easy process. It is critical to get all key departments aligned on your customer experience strategy.
A whitepaper prepared by CMA’s Integrated Marketing and Customer Experience Council discusses the core aspects of a customer experience program and how they interconnect with corporate strategies.
"By 2020, the customer will manage 85% of the relationship with an enterprise without interacting with a human." (Source –Gartner).
Have you heard the term "look where you're going"? Usually referring to someone who isn't paying attention, right? In the case of 2020, and Gartner's prediction, the phrase takes a different meaning; contact centers need to look where they are going with customer interactions. It wasn't very long ago that offering web chats was "state of the art". Fast forward a few years and the "just text me" generation will soon make up a majority of your customer base.
So, how do you prepare?
Here are 5 practical steps you can start doing today to catapult your contact center through the next wave of customer expectations:
1) How to empower agents and customers with consistent information regardless of contact channel.
2) How to begin integrating social channels into your service model (which may include, "first tweet resolution").
3) Mobile customer support? Where do you begin?
4) Use quality and performance measurement to design a better customer experience.
5) How to start automating your contact center processes.
CRM is how a customer looks to a company, while CEM is really how the company looks to the customer.
CRM comes after the experience, and CEM works hard on anticipating it.
All the promotion techniques are given in brief in this presentation. the user can easily understand the major promotion terminologies through this ppt. it suits for both college students and high school students
Brand Development Approach of ActiCase(AC).
A branding strategy helps establish a product within the market and to build a brand that will grow and mature. Making smart branding decisions up front is crucial since a company may have to live with their decisions for a long time
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...Graeme McVie
Retailers that satisfy the needs of customers will win in the market but too often customer-centricity fails to deliver on its promise. Precima client, US Foods, is a great example of an organization that has truly delivered on the promise of customer-centricity and they share a case study on customer-centricity in the attached presentation that was originally presented at FMI Connect 2016.
Leading businesses of all sizes, both startup and mature enterprises depend upon analytics to be successful. However, traditional analytics don't tell us the whole story of the customer journey. They do a great job of describing what customers do, but fall short in helping us discover and explain why they do it. Combining quantitative analytics with qualitative journey-based, insights gives businesses the insights they need to understand what motivates customer behaviors and desired outcomes.
In this talk, Christopher Bevel, Owner, Bevelroom Consulting shares his tips for how to combine analytics with voice-of-customer insights to inform strategy.
What is covered:
Data to Insights: Why it is important to have different skillsets for combining quantitative ('what') and qualitative ('why') data for a more holistic set of insights
Examples of combining digital analytics with VOC to inform business strategy and improve customer experiences.
Bringing data to life through customer data stories
The Agency in Transformation: How Customer Journeys Will Transform the Agen...Gleanster Research
Most Agencies can talk a good game when it comes to the customer engagement strategy. But actually delivering on the expectations from brands is a whole different animal. Join Principal Analyst and CEO of Gleanster Research, Ian Michiels, to explore the transformational forces that will forever change the Agency-Brand relationship.
You'll learn:
Profitable strategies for customer journey services
How innovative agencies are capitalizing on the age of the empowered customer
How to translate strategy and journey maps into meaningful and realistic EXECUTION
Where to start, what to create, and how where to focus your efforts
Customer Satisfaction from the Context of Brand Promise in E Commerce Compani...YogeshIJTSRD
For efficient e commerce and business of the products, the retailers should definitely recognize about the growing complexity of the customer journey and the need for rewards based redemption programs for custom brand products, apart from providing meaningful interactions from time to time. The digital shopping experience could be best defined by greater technological acceleration, the mobile ubiquity and an efficient analysis paralysis. This would be mainly due to the fact that the customers would always forego routine items, and prefer to choose either the products or the different services at any point of time. In the present day world, there is a great change in the thinking of the customers regarding the suitability of a product and maintaining long term relationship with any retailer for procuring a product. E commerce business will succeed only by if the retailers provide the most relevant experience to the customers, apart from providing highly cost effective price for any product. Thus, it could be easily understood that e commerce would succeed only if the business marketers move beyond the traditional thinking of‘buying’ the customer loyalty by providing discounts of a product, rather than providing proper long term customer satisfaction. In other words, instead of bothering about the brand loyalty, one should bother about the relevance of the brand itself. Ashwini Sanpurkar "Customer Satisfaction from the Context of Brand Promise in E-Commerce Companies in India" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-3 , April 2021, URL: https://www.ijtsrd.com/papers/ijtsrd39850.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/39850/customer-satisfaction-from-the-context-of-brand-promise-in-ecommerce-companies-in-india/ashwini-sanpurkar
Keep your audience glued to their seats with professionally designed PPT slides. This deck comprises of total of thirty seven slides. It has PPT templates with creative visuals and well researched content. Not just this, our PowerPoint professionals have crafted this deck with appropriate diagrams, layouts, icons, graphs, charts and more. This content ready presentation deck is fully editable. Just click the DOWNLOAD button below. Change the colour, text and font size. You can also modify the content as per your need. Get access to this well crafted complete deck presentation and leave your audience stunned.
So you've formulated a User Experience strategy for your company from the ground up. Completion rates are way up. Complaint email numbers are way down. Your boss loves you, and you've got the corner office to prove it. What's next?
This session will take the next step and explore how User Experience fits into the business ecosystem alongside fields of Customer Experience and Customer Relationship Management.
What tips can we learn from these fields, and how can we engage with our colleagues to pass on what we as UX professionals have learned from the web, to turn satisfied users into passionate customers.
[Presented at UXLX, Lisbon on May 11th, 2011]
Is social media the new direct marketing - 3 march 2011 -- slideshareRon Jacobs
No one believes that Social Media Marketing is the new Direct Marketing, but it is making an impact everything that we do. Social Media Marketing's ability to capture huge amounts of data, is something that every marketer should be aware of, no matter if they choose to take advantage of it or not. This presentation was given to the Detroit Direct Marketing Association on 3 March 2011.
"By 2020, the customer will manage 85% of the relationship with an enterprise without interacting with a human." (Source –Gartner).
Have you heard the term "look where you're going"? Usually referring to someone who isn't paying attention, right? In the case of 2020, and Gartner's prediction, the phrase takes a different meaning; contact centers need to look where they are going with customer interactions. It wasn't very long ago that offering web chats was "state of the art". Fast forward a few years and the "just text me" generation will soon make up a majority of your customer base.
So, how do you prepare?
Here are 5 practical steps you can start doing today to catapult your contact center through the next wave of customer expectations:
1) How to empower agents and customers with consistent information regardless of contact channel.
2) How to begin integrating social channels into your service model (which may include, "first tweet resolution").
3) Mobile customer support? Where do you begin?
4) Use quality and performance measurement to design a better customer experience.
5) How to start automating your contact center processes.
CRM is how a customer looks to a company, while CEM is really how the company looks to the customer.
CRM comes after the experience, and CEM works hard on anticipating it.
All the promotion techniques are given in brief in this presentation. the user can easily understand the major promotion terminologies through this ppt. it suits for both college students and high school students
Brand Development Approach of ActiCase(AC).
A branding strategy helps establish a product within the market and to build a brand that will grow and mature. Making smart branding decisions up front is crucial since a company may have to live with their decisions for a long time
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...Graeme McVie
Retailers that satisfy the needs of customers will win in the market but too often customer-centricity fails to deliver on its promise. Precima client, US Foods, is a great example of an organization that has truly delivered on the promise of customer-centricity and they share a case study on customer-centricity in the attached presentation that was originally presented at FMI Connect 2016.
Leading businesses of all sizes, both startup and mature enterprises depend upon analytics to be successful. However, traditional analytics don't tell us the whole story of the customer journey. They do a great job of describing what customers do, but fall short in helping us discover and explain why they do it. Combining quantitative analytics with qualitative journey-based, insights gives businesses the insights they need to understand what motivates customer behaviors and desired outcomes.
In this talk, Christopher Bevel, Owner, Bevelroom Consulting shares his tips for how to combine analytics with voice-of-customer insights to inform strategy.
What is covered:
Data to Insights: Why it is important to have different skillsets for combining quantitative ('what') and qualitative ('why') data for a more holistic set of insights
Examples of combining digital analytics with VOC to inform business strategy and improve customer experiences.
Bringing data to life through customer data stories
The Agency in Transformation: How Customer Journeys Will Transform the Agen...Gleanster Research
Most Agencies can talk a good game when it comes to the customer engagement strategy. But actually delivering on the expectations from brands is a whole different animal. Join Principal Analyst and CEO of Gleanster Research, Ian Michiels, to explore the transformational forces that will forever change the Agency-Brand relationship.
You'll learn:
Profitable strategies for customer journey services
How innovative agencies are capitalizing on the age of the empowered customer
How to translate strategy and journey maps into meaningful and realistic EXECUTION
Where to start, what to create, and how where to focus your efforts
Customer Satisfaction from the Context of Brand Promise in E Commerce Compani...YogeshIJTSRD
For efficient e commerce and business of the products, the retailers should definitely recognize about the growing complexity of the customer journey and the need for rewards based redemption programs for custom brand products, apart from providing meaningful interactions from time to time. The digital shopping experience could be best defined by greater technological acceleration, the mobile ubiquity and an efficient analysis paralysis. This would be mainly due to the fact that the customers would always forego routine items, and prefer to choose either the products or the different services at any point of time. In the present day world, there is a great change in the thinking of the customers regarding the suitability of a product and maintaining long term relationship with any retailer for procuring a product. E commerce business will succeed only by if the retailers provide the most relevant experience to the customers, apart from providing highly cost effective price for any product. Thus, it could be easily understood that e commerce would succeed only if the business marketers move beyond the traditional thinking of‘buying’ the customer loyalty by providing discounts of a product, rather than providing proper long term customer satisfaction. In other words, instead of bothering about the brand loyalty, one should bother about the relevance of the brand itself. Ashwini Sanpurkar "Customer Satisfaction from the Context of Brand Promise in E-Commerce Companies in India" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-3 , April 2021, URL: https://www.ijtsrd.com/papers/ijtsrd39850.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/39850/customer-satisfaction-from-the-context-of-brand-promise-in-ecommerce-companies-in-india/ashwini-sanpurkar
Keep your audience glued to their seats with professionally designed PPT slides. This deck comprises of total of thirty seven slides. It has PPT templates with creative visuals and well researched content. Not just this, our PowerPoint professionals have crafted this deck with appropriate diagrams, layouts, icons, graphs, charts and more. This content ready presentation deck is fully editable. Just click the DOWNLOAD button below. Change the colour, text and font size. You can also modify the content as per your need. Get access to this well crafted complete deck presentation and leave your audience stunned.
So you've formulated a User Experience strategy for your company from the ground up. Completion rates are way up. Complaint email numbers are way down. Your boss loves you, and you've got the corner office to prove it. What's next?
This session will take the next step and explore how User Experience fits into the business ecosystem alongside fields of Customer Experience and Customer Relationship Management.
What tips can we learn from these fields, and how can we engage with our colleagues to pass on what we as UX professionals have learned from the web, to turn satisfied users into passionate customers.
[Presented at UXLX, Lisbon on May 11th, 2011]
Is social media the new direct marketing - 3 march 2011 -- slideshareRon Jacobs
No one believes that Social Media Marketing is the new Direct Marketing, but it is making an impact everything that we do. Social Media Marketing's ability to capture huge amounts of data, is something that every marketer should be aware of, no matter if they choose to take advantage of it or not. This presentation was given to the Detroit Direct Marketing Association on 3 March 2011.
Building Your Online Strategy
Yean Cheong, eMitch, is a true integrated marketer with the ability to develop digital strategies in synergy with other media, delivering optimal through-the-line results to clients. Yean is currently the Digital Strategy Director at Mitchell Communications Group - Australia's largest media company.
Expanding Reach: How Affiliates and Social Drive TogetherAffiliate Summit
This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Affiliate Marketing is expanding to encompass other channels. This session explores the value of including channels like social into your Affiliate Marketing mix to increase ROI.
Building Detailed Marketing Profiles to Drive Better SalesJuliann Grant
In this presentation, With all the distractions and rising level of messaging noise out there, how can you make your brand successfully stand out in the crowd? And how likely is it for your sales representative to go in to a new prospect meeting with a high degree of confidence that previous marketing programs/messages have been seen and heard?
Maximising the potential of social media marketingguest5acde69
The presentation slides from our seminar on 'maximising the potential of social media marketing', which we ran on Wednesday 10 February 2010 with the Solent Innovation & Growth Team in Southampton.
Maximising The Potential Of Social Media MarketingLCM
Presentation slides from our seminar on 'maximising the potential of social media marketing'. which we ran with the Solent Innovation & Growth Team on Wednesday 10 February 2010 in Southampton.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
1. I N T R O D U C T I O N T O I T S I M P O R T A N C E
Digital Strategy Class #1
2. What we WILL NOT be covering this round
Social Media/Mobile Channels strategy
E.g. Facebook strategy, Instagram strategy, etc.
Tutorials/How-tos that CAN be Google-d
E.g. How to post stuff on Facebook
Digital Marketing statistics
E.g. Number of Malaysians using digital
3. What we WILL be covering now and in the future
Overview to Paid/Owned/Earned Media
Role of Digital Media
Digital Media Processes
Digital Media Targeting & Retargeting
4. What is Media?
AKA
Touchpoint, Channel,
Medium
Media is a group of different
Communication Platforms used to
connect or influence individuals or
groups
- Rachel Foong’s Definition
5. Media Landscape
REACH
INVESTMENT
CONTROL
TARGET AUDIENCE
PERIOD
INDUSTRY
PLAYERS
PAID MEDIA
“ATL”
GUARANTEED
Visibility/ROI
HIGH Investment
MEDIUM Control
Mass/Targeted
Short Term
Media Buyers & Celebrity
Managers
OWNED MEDIA
“Corporate/Store”
LOW TO MEDIUM
Visibility/ROI
MEDIUM Investment
FULL Control
Targeted/Customers
Long Term
BTL & Events/Activation & PR &
CRM Agencies & Brand
Collaborations
EARNED
MEDIA
“Word of Mouth”
NON-GUARANTEED
Visibility/ROI
ZERO Investment
ZERO Control
Customers/Fans
Short to Long Term
PR agencies /CRM
Creative Agencies
6. 360 and the Creative Agency
360˚ Campaign
Maximise Reach and ROI
to achieve objectives
7. W H A T A R E T H E D I F F E R E N T T O U C H P O I N T S
A N D R O L E S ?
Media Ecosystem – Then
9. Traditional Consumer Journey
I Know I Consider/Engage I Buy I Love (Share)
Media
Buying
Activation/
BTL
PR
CRM/BTL
Traditional Paid Media
(Newspapers, Radio, TV, Billboard, etc.)
Shopper/Activation Marketing
(Flyers, In=store promos, Guerrilla, etc.)
Celebrity Endorsements/ Brand Partnerships
Product
Packaging/
Promotions
(In-store Ads,
Coupons)
Direct Mailers/Newsletters/Call Centres/Direct Marketing
Press Conferences
Member Referral
Onground
Event/Team
Loyalty Programs
Press Mentions/Reviews
PAID MEDIA OWNED MEDIA EARNED MEDIA
10. Traditional Consumer Journey (Metrics)
I Know I Consider/Engage I Buy I Love (Share)
Media
Buying
Activation/
BTL
PR
CRM/BTL
Impressions
Sales
PAID MEDIA OWNED MEDIA EARNED MEDIA
New Member
Signups/Frien
d Referrals
PR Value
Program/Contes
t/Promotion
/Event
Engagement
CRM Database
Repeat Sales
11. Problems with
Traditional
Journey
Calculation is purely based on
Impressions/PR Value ->
Sales/Customer DB
High investment on Paid Media to
increase sales
How do I know that I’m making
a brand impact without
spending millions on research?
12. H O W I T A L L C H A N G E D
Media Ecosystem – Now
13. What has not changed
THERE IS
STILL ONE
TRUSTED
MEDIUM
LEFT IN THE
WORLD
MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
Alain Thys - FutureLab
15. The NEW
Consumer
Journey
From Awareness to
Advocacy
I Share
“Advocacy”
I Love
“Loyalty”
I Buy
“Conversion”
I Compare
„Reviews/Evaluation”
I Consider/Engage
“Interest”
I Know
“Awareness”
16. The NEW
Consumer
Journey
From Awareness to
Advocacy
I Share
“Advocacy”
I Love
“Loyalty”
I Buy
“Conversion”
I Compare
„Reviews/Evaluation”
I Consider/Engage
“Interest”
I Know
“Awareness”
Mobile
Desktop
Tablet
Search
Engines
Social
Networks/
Forums/Bl
ogs
Social
Networks
/Forums/
Blogs
Apps&Games
Email
Email
17. Today‟s Consumer Journey
I Know I Consider I Compare I Buy I Love I Share
Media Buying
Activation/
BTL
PR
CRM/BTL
Digital (IT/SOCIAL)
Digital (SEARCH)
Digital (MOBILE)
PAID MEDIA OWNED MEDIA EARNED MEDIA
Traditional + Digital Paid Media Paid Likes + SharesProduct
Packaging/
Promotion
sShopper/Activatio
n Marketing Onground
Event/Team
Celebrity Endorsements/ Brand Partnerships
Press Conferences
Press Mentions/Reviews
Digital Influencer Marketing
Press Mentions/Reviews
Digital Influencer Marketing
Direct Mailers/Newsletters/Call Centres
Member Referral Loyalty Programs
Direct Mailers/Newsletters/Call Centres
Website/Microsite/Blogs/Forums
Email/Content Marketing
Social Media Pages
Shared
Content
Search Engine Marketing
Search Engine Optimisation
Mobile Apps & Games
Email/SMS
Augmented Reality
Podcast/Videos
18. Today‟s Consumer Journey (Metrics)
I Know I Consider I Compare I Buy I Love I Share
Media Buying
Activation/
BTL
PR
CRM/BTL
Digital (IT/SOCIAL)
Digital (SEARCH)
Digital (MOBILE)
PAID MEDIA OWNED MEDIA EARNED MEDIA
Impressions
Sales
New
Member
Signups/
Friend
Referrals
PR Value
Program/
Contest/
Promotion
/Event
Engagemen
t
CRM Database
Repeat
Sales
Pageviews/
Visits/
Clicks
(CTR)
App
Downloads/
Activity
Clicks
(CTR)
Impression
s
Ranking
Reviews/Mentions/Fan-Created Content
Email /RSS
Subscription
Shares
FollowersOnline Sentiment
Influencers
Engagement
Time Spent
SharesEngagement
19. Why is the new
journey
important?
More avenues for owned media
More metrics/data
Better and clearer consumer
cycle
The store is no longer confined
to a physical space
20. H O W T H E N D O W E M A X I M I S E T H E
D I F F E R E N T T O U C H P O I N T S ?
Digital Strategy
22. Digital/
Social Media
Strategy
How do we approach
the world of today to
build and extend
relationships?
Optimise
Community Size Share of Voice Sentiment Shareability ROI
Build & Respond/Engage
Social Media
Management
Reputation
Management
Crisis
Management
Content
Marketing
Channel Strategy
Understand/Analyse
Keyword Analysis Sentiment Analysis
Share Of Voice
Analysis
User Experience
Listen
Social Media
Monitoring
Search Engine
Results
Forums/Social
Networks/Reviews
Insights/Behaviour
Set Objectives
Metrics/KPI Understand Ecosystem Budgets
Sharpen the Brand
USP Messaging Relevance
Evaluate Current
Ecosystem
Stakeholder
Identification
23. Who we‟re working aka fighting with
I Know I Consider I Compare I Buy I Love I Share
Media Buying
Activation/
BTL
PR
CRM/BTL
Digital (IT/SOCIAL)
Digital (MOBILE)
PAID MEDIA OWNED MEDIA EARNED MEDIA
Traditional + Digital Paid Media Paid Likes + SharesProduct
Packaging/
Promotion
s
Onground
Event/Team
Digital Influencer Marketing Digital Influencer Marketing
Direct Mailers/Newsletters/Call Centres
Member Referral
Direct Mailers/Newsletters/Call Centres
Website/Microsite/Blogs/Forums
Email/Content Marketing
Social Media Pages
Shared
Content
Mobile Apps & Games
Email/SMS
Augmented Reality
Videos
Shopper/Activatio
n Marketing
25. E X A M P L E S O F D I G I T A L S T R A T E G Y I N P L A Y
Case Studies
26. Case Study:
KLM Surprise
Brand Message:
Journeys of Inspiration
Objective:
Make passengers feel
special
Listen:
Monitor check-ins /
mentions via social
media
Build &
Respond/Engage:
Reward passengers by
responding to their needs
Optimise:
??
27. Case Study:
Old Spice
Brand Message:
The Man your Man could
Smell Like
Objective:
Spark conversations
amongst couples about
body wash
Listen:
Monitor responses and
questions about body wash
Build & Respond/Engage:
Engage celebrities and
fans to influence
conversations with creative
and humourous content
Optimise:
Follow up with campaign
based on similar story
28. Case Study:
Oreo Daily Twist
Brand Message:
A 100th yr old cookie with a
twist
Objective:
Fuel everyday
conversations with Oreo as
the icon
Listen:
Monitor trends/pop
culture/issues that are
being talked about globally
Build & Respond/Engage:
Creatively use the cookie
as an icon to symbolise the
topic of the day
Optimise:
Localise the
conversation
amongst countries
29. F O R O T H E R L E S S O N S ,
P L E A S E A S K U N C L E G O O G L E F I R S T
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