Macro trends consumer insights and brand opportunities in the 2010sJessica Oliver
Presentation from Warc on consumer behaviour and brand opportunities. This focuses on factors currently affecting consumer lives and the impact this has on consumer behaviour. The presentation also explores changes to the media environment and winning strategies from successful brand owners including Nike, IBM and BMW.
Festive shopping digital commerce research-WATInsights Report 2021Social Samosa
The report ‘Digital Commerce in India - Festive season shopping’ provides consumer and business insights to its audience and explores the components of digital commerce in India.
Trends in Digital Advertising in North America. Presentation covers overall market trends, industry wise trends and top technology trends.
Data compiled from various sources over the internet.
Macro trends consumer insights and brand opportunities in the 2010sJessica Oliver
Presentation from Warc on consumer behaviour and brand opportunities. This focuses on factors currently affecting consumer lives and the impact this has on consumer behaviour. The presentation also explores changes to the media environment and winning strategies from successful brand owners including Nike, IBM and BMW.
Festive shopping digital commerce research-WATInsights Report 2021Social Samosa
The report ‘Digital Commerce in India - Festive season shopping’ provides consumer and business insights to its audience and explores the components of digital commerce in India.
Trends in Digital Advertising in North America. Presentation covers overall market trends, industry wise trends and top technology trends.
Data compiled from various sources over the internet.
The complete 'Building A Retail Social Brand' whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
Latest trends in Digital Marketing to help define digital technologies and marketing techniques which will give options for companies to grow their businesses.
Marketing Attribution: Valuing The Customer JourneyDung Tri
Marketers want to do more than simply justify their digital spend; they want to optimize it. They’re looking to attribution to understand how different media perform so they can adjust the media mix and improve performance.
Time for consumer goods companies to rethink digital marketingCognizant
Consumer goods companies must reinvent their digital marketing capabilities to actively engage consumers and move them along the path to purchase by consistently delivering highly personalized, authentic and valuable brand experiences across marketing channels.
E marketer mobile_content_activities_roundupIrene Ventayol
The audiences for mobile content are huge—from video and games to social
networking, apps and retail, more than 100 million US consumers are doing it on mobile phones. The smartphone hasn’t replaced the PC, but as more people consume more mobile content, they all expect an excellent mobile experience.
Maximizing mobile's impact in the marketing mix. ana webinar.24.10.2014Irene Ventayol
Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.
The results from the Mobile Marketing Association's SMoX research study reveal how marketers can measure the impact of their mobile spend.
Initial results from the first study conducted with AT&T deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
Our recent research shows the myriad ways that digital consumers are increasingly incorporating social and mobile technologies into their shopping and buying experiences.
Cette étude est basée sur l’analyse de données issues de la plateforme Turn qui prend tous les jours plus de 50 milliards de décisions publicitaires (enchères en ligne) et analyse plus de 1,5 trillions d’attributs clients anonymes et fournit un accès instantané à des milliards d’impressions publicitaires.
The state of social media 2021
Few people would dispute that 2020 has been a decidedly unusual year. COVID-19 has turned the world on its head and changed the way we all live and do business. People worldwide have spent much of the year locked down and often had to operate their businesses from home. Zoom has almost become the de facto way to hold business meetings, and people have had to alter the way they communicate with each other.
This has led to a surge in Social Mediausage on many platforms, often in place of face-to-face meetings. Many employees have found themselves stuck at home with little to do and have increased their time on their favorite social media. This has increased the opportunities for inventive firms to engage in Social Mediamarketing – they have a social audience like never before. Simultaneously, many firms have transferred their budget away from other marketing media, deciding to follow their audience. It makes sense to shift your marketing energy to
(Graham Brown mobileYouth) Mobile Youth Workshop Q3 2008Graham Brown
Summary of my Understanding Mobile Youth Workshop @ <a>The Prepaid Mobile Summit IIR 22-25 September 2008 in Prague</a>.
Note includes extensive videos not available on PPT file. Head to http://www.mobileyouthnet.com to view on the street videos of mobile youth
Đại dịch COVID-19 đã có tác động lớn đến hành vi của người tiêu dùng, với một số nhà phân tích dự đoán rằng các nỗ lực giảm thiểu và đóng cửa toàn cầu đã thúc đẩy sự dịch chuyển khỏi các cửa hàng thực và hướng tới mua sắm trực tuyến.
The complete 'Building A Retail Social Brand' whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
Latest trends in Digital Marketing to help define digital technologies and marketing techniques which will give options for companies to grow their businesses.
Marketing Attribution: Valuing The Customer JourneyDung Tri
Marketers want to do more than simply justify their digital spend; they want to optimize it. They’re looking to attribution to understand how different media perform so they can adjust the media mix and improve performance.
Time for consumer goods companies to rethink digital marketingCognizant
Consumer goods companies must reinvent their digital marketing capabilities to actively engage consumers and move them along the path to purchase by consistently delivering highly personalized, authentic and valuable brand experiences across marketing channels.
E marketer mobile_content_activities_roundupIrene Ventayol
The audiences for mobile content are huge—from video and games to social
networking, apps and retail, more than 100 million US consumers are doing it on mobile phones. The smartphone hasn’t replaced the PC, but as more people consume more mobile content, they all expect an excellent mobile experience.
Maximizing mobile's impact in the marketing mix. ana webinar.24.10.2014Irene Ventayol
Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.
The results from the Mobile Marketing Association's SMoX research study reveal how marketers can measure the impact of their mobile spend.
Initial results from the first study conducted with AT&T deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
Our recent research shows the myriad ways that digital consumers are increasingly incorporating social and mobile technologies into their shopping and buying experiences.
Cette étude est basée sur l’analyse de données issues de la plateforme Turn qui prend tous les jours plus de 50 milliards de décisions publicitaires (enchères en ligne) et analyse plus de 1,5 trillions d’attributs clients anonymes et fournit un accès instantané à des milliards d’impressions publicitaires.
The state of social media 2021
Few people would dispute that 2020 has been a decidedly unusual year. COVID-19 has turned the world on its head and changed the way we all live and do business. People worldwide have spent much of the year locked down and often had to operate their businesses from home. Zoom has almost become the de facto way to hold business meetings, and people have had to alter the way they communicate with each other.
This has led to a surge in Social Mediausage on many platforms, often in place of face-to-face meetings. Many employees have found themselves stuck at home with little to do and have increased their time on their favorite social media. This has increased the opportunities for inventive firms to engage in Social Mediamarketing – they have a social audience like never before. Simultaneously, many firms have transferred their budget away from other marketing media, deciding to follow their audience. It makes sense to shift your marketing energy to
(Graham Brown mobileYouth) Mobile Youth Workshop Q3 2008Graham Brown
Summary of my Understanding Mobile Youth Workshop @ <a>The Prepaid Mobile Summit IIR 22-25 September 2008 in Prague</a>.
Note includes extensive videos not available on PPT file. Head to http://www.mobileyouthnet.com to view on the street videos of mobile youth
Đại dịch COVID-19 đã có tác động lớn đến hành vi của người tiêu dùng, với một số nhà phân tích dự đoán rằng các nỗ lực giảm thiểu và đóng cửa toàn cầu đã thúc đẩy sự dịch chuyển khỏi các cửa hàng thực và hướng tới mua sắm trực tuyến.
Automotive Intelligence for Professionals: The Spain AutoBook includes company profiles of OEM car makers, multinational and local automotive parts suppliers as well as organizations, media and exhibitions.
It also includes detailed statistics about Automotive sales, market share, OEM capacities and information about new programs 2017-20.
The Italy AutoBook helps you to identify new customers in the Automotive industry in Italy and provides key contact information.
Automotive Intelligence for Professionals: The Italy AutoBook includes company profiles of OEM car makers, multinational and local automotive parts suppliers as well as organizations, media and exhibitions.
It also includes detailed statistics about Automotive sales, market share, OEM capacities and information about new programs 2017-20.
The Italy AutoBook helps you to identify new customers in the Automotive industry in Italy and provides key contact information.
Automotive Intelligence for Professionals: The South Korea AutoBook includes company profiles of OEM car makers, multinational and local automotive parts suppliers as well as organizations, media and exhibitions.
It also includes detailed statistics about Automotive sales, market share, OEM capacities and information about new programs 2017-20.
The South Korea AutoBook helps you to identify new customers in the Automotive industry in South Korea and provides key contact information.
Automotive Intelligence for Professionals: The EV/AV AutoBook includes company profiles of OEM car makers, multinational automotive parts suppliers as well as organizations, media and exhibitions.
The EV-AV AutoBook helps you to find new customers in the Electric and Autonomous Automotive industry.
Automotive Intelligence for Professionals: The Thailand AutoBook includes company profiles of OEM car makers, multinational and local automotive parts suppliers as well as organizations, media and exhibitions.
It also includes detailed statistics about Automotive sales, market share, OEM capacities and information about new programs 2017-20.
The Thailand AutoBook helps you to identify new customers in the Automotive industry in Thailand and provides key contact information.
Car industry in Vietnam: too fast too pretentiousDI Marketing
Vietnamese automobile market will growth significantly in the next 3 to 5 years, especially in low and medium segment
Find more at:
http://www.di-onlinesurvey.com/
Automotive Intelligence for Professionals: The Malaysia AutoBook includes company profiles of OEM car makers, multinational and local automotive parts suppliers as well as organizations, media and exhibitions.
It also includes detailed statistics about Automotive sales, market share, OEM capacities and information about new programs 2017-20.
The Malaysia AutoBook helps you to find new customers in the Automotive industry in Malaysia.
The following whitepaper from IBM which throws more light on how digital marketers are leveraging technological tools to engage better with today’s digitally empowered customers.
Digital Marketing Trends Report 2019 & "Did You Know?" About Google, Facebook...Ioana Barbu
Digital Marketing Report covering latest trends in social media communication and digital marketing for Business to Business, Business to Consumer, eCommerce, Web design & Mobile Marketing as well as Corporate Communication.
Towards the end you will also find some "Did you know"s about the current Digital landscape, Google - the largest search engine owner in the world covering over 90% of searches globally and Facebook - still the largest mass social media platform in the world.
2017 Consumer Products Industry Outlook by DELOITTEthierry jolaine
2017 Consumer Products Industry Outlook
Our latest consumer products industry overview provides a closer look at the trends that are disrupting the industry and changing the way they go to market.
The complete Building An FMCG Social Brand whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
TrendsSpotting's 2010 Consumer Trends Influencers: Predictions in 140 CharactersTaly Weiss
"2010 Consumer Trends Influencers" is the second report from the series "2010 Influencers Series: Trend Predictions in 140 Characters".
TrendsSpotting Market Research is now running its third annual prediction reports following major trends in six categories. We will be featuring the predictions of digital and marketing experts on the big changes awaiting us in the coming year.
This year we are adopting a new “tweet style” format, easier for you to focus on, comprehend and forward.
PHD network summarises in this presentation its predictions for some of the key trends that will shape consumers, retailers and media over the coming year.
CONSUMER BEHAVIOUR IS CHANGING RAPIDLY. AS CONSUMERS’ NEEDS, WANTS AND EXPECTATIONS EVOLVE, BRANDS NEED TO IDENTIFY NEW WAYS TO RESPOND SO AS NOT TO FALL BEHIND THE CURVE.
We will start by looking at key 2014 trends suggesting how they will evolve over the next 12 months. We will then explore 10 new trends to look out for in 2015.
! 1Target Customer for Social Media Trends Social mSilvaGraf83
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
! 1Target Customer for Social Media Trends Social mSilvaGraf83
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
! 1Target Customer for Social Media Trends Social mMoseStaton39
! 1
Target Customer for Social Media Trends
Social media trends have emerged as a prime service for many businesses around the
world. The use of its various forms, including influencers, has emerged as a great marketing
tool for many businesses around the country and even globally. Social media marketing has
become an industry with a target market and a need in the modern marketplace. The target
customer of social media marketing and trends will be discussed.
The target customer for social media trends is businesses seeking to appeal to the
mass public. Though every age group currently makes use of social media, the age group that
mostly uses social media is the 18 – 29 age group. Research shows that in 2021, 84% of
individuals in the age group used at least one social media platform globally. Individuals
closely followed them in the 30 – 49 age group with 81%, 50 – 64 with 71%, and only 45%
of individuals older than 65 used social media. The number of users in the 18-29 and 30 - 49
age brackets is relatively high (Pew Research Center, 2022).
Considering these statistics, any business that wishes to market to these individuals
can use social media marketing trends. Businesses in the modern era are also pursuing a
competitive edge to woe over clientele. With this decrease in print and visual media
viewership, many businesses are seeking alternative ways to reach out to their target market.
Social media marketing trends are an efficient tool for organizations whose target market is
between 18-65, a large group in the market. Social media marketing trends are effective for
all genders, races, and other demographics. This is because social media is used across the
demographics. Social media companies also collect user information and use sophisticated
algorithms to perform targeted marketing. In social media marketing, targeted marketing is
defined as reaching out straight to the targeted consumer of a particular product. For example,
a business that sells skincare products targeting men aged 18 – 24 who are African American
TARGET CUSTOMER FOR SOCIAL MEDIA TRENDS
!2
and living in Illinois can use social media marketing to target this particular audience. The
social media company will select this audience and market directly to them. This is what
makes social media marketing so versatile and easy to use.
One of the factors that attract businesses towards social media marketing trends is that
it is cheap compared to other advertising forms. For example, it is cheaper to advertise your
product on Facebook and Instagram than to advertise your product in a newspaper or on
television. When the business wishes to use targeted marketing, which social media
companies charge a small price for, it is cheaper when compared to advertising using
television or print media. Another reason businesses should use social media is that they can
reach higher numbers. The number of socia ...
A general report that looks at the communication and marketing trends happening in the market. Report covers both technology factors and consumer trends, and how these two areas are converging like never before.
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
Medicare Marketing in Our Digital World- The definitive digital marketing han...Scott Levine
Read the entire 43 page ebook now or download it here.
http://ow.ly/Y2st30csWl9
Medicare Marketers Are Struggling to Develop Digital Marketing Strategy
Rx for Ad Agencies Suffering From Direct, Digital and Social Media Confusion...Clive Maclean
The opportunity is clear. Forget about continuing to structure your agency in silos like brand, direct, digital and social marketing, and start to think about People2People marketing.
If you can integrate your marketing efforts and succeed in motivating customers not only to interact with you, but to share their personal networks with you, you will have created a powerful channel for your brand in the marketplace.
GroupM’s The Great Shift 2020 details the shift caused by the pandemic in four major sectors (Auto, CPG & E-comm, Telecom and Financial Services) and another (Entertainment) where the industry has gone through significant change and, as a result, we must alter the way we think of them as sources of inventory.
Similar to Equinox Emerging Trends report - mar 2013 (20)
Sách Affiliate marketing - Nghề của tương laiTuan Le
Sách này do mình và Đỗ Hữu Hưng, Ceo Accesstrade viết. Đội ngũ cố vấn sách toàn tên tuổi gạo cội trong làng Affiliate như Sơn Piaz, Tú Cao, Ông giáo review, Đặng Văn Hùng. Vì thế sách sẽ có góc nhìn từ 3 phía
- Mình: người có knowhow rộng và trải nghiệm phong phú nhiều mảng
- Chuyên gia: người đi lên từ số 0 và đang hàng ngày xắn tay làm affiliate marketing
- Đội vận hành: những người luôn bị publisher hỏi "khi nào em kiếm được tiền"
Kiến thức và quan điểm khác nhau nhưng nền tảng thì như nhau. Và tâm huyết của tất cả là: làm sao có 1 cuốn đầy cảm hứng, có tính ứng dụng, vừa kể chuyện xưa vừa dự báo về tương lai. Hàng triệu người cần đọc, và người không biết bán hàng hay làm affiliate marketing cũng có thể hiểu
"Affiliate marketing- nghề của tương lai" - tập 1 sẽ như 1 cuốn cơ bản. Những anh em giỏi, có kinh nghiệm rồi đừng kì vọng gì, mà nên mua tặng nhân viên/ đàn em. Những bạn mới vào nghề digital marketing/ affiliate marketing thì rất nên đọc. Những bạn chưa biết gì nhưng có sẵn thời gian mà muốn làm thì rất rất nên đọc. Các thầy đi dạy nên trang bị 1 cuốn rồi bắt học viên đọc cho đỡ phải dạy kiến thức/ số liệu cơ bản. Các bạn tò mò về thế giới kiếm tiền online hư hư thực thực cũng nên mua. Trong sách có rất nhiều số liệu, mô hình, thông tin sâu về Affiliate marketing lần đầu được thu thập chính thống
MUA SÁCH TẠI: https://a1grow.com/products/affiliate-marketing-nghe-cua-tuong-lai
Vietnam Pharmaceuticals & Healthcare Report - Q3 2022.pdfTuan Le
Report về các xu hướng ngành Dược phẩm/ Chăm sóc sức khỏe năm 2022 - 2024
Nội dung phù hợp cho marketing, business và các công ty giải pháp tư vấn dịch vụ
Cần thêm report, liên hệ A1grow.com
Đây là cuốn sách rất đáng đọc cho những bạn muốn bắt đầu kinh doanh TMĐT, hoặc đang kinh doanh rồi mà cần thêm case study và kiến thức để bứt phá
Nội dung sách tập hợp hàng trăm câu chuyện về những bạn trẻ không nổi tiếng nhưng đã đóng góp làn gió mạnh mẽ vào phong trào kinh doanh online ở Việt Nam và mang tinh thần vươn lên mãnh liệt của người Việt
Đó là những thanh niên 8x, 9x xuất phát từ những làng quê bình thường, học những trường bình thường và bắt đầu với những công việc bình thường. Sự nghiệp của họ có thể sẽ không được ai biết
Thế rồi bán hàng online bùng nổ những năm 201x, họ, với khát vọng, sự nỗ lực vượt bậc đã bén duyên với việc kinh doanh online. Từ tay trắng làm nên cơ nghiệp triệu đô trong vài năm là có thật
Những bạn mình đã biết đến từ lâu và vừa rồi phỏng vấn để hiểu tường tận bài học của họ: Hoayeuthuong, Vela corp, Gumac, Biluxury, Coolmate, Leonardo , Thegioigiay, Stella Kinetics, Hẻm store, ifitness, ladipage, Mieu, Ave group , Giian, Julyhouse, Light coffee, Nấm Xanh, Polomanor, Levents, Yody...khoảng 100 cái tên nổi bật mình sẽ kể qua trong suốt 15 năm của digital marketing / TMĐT Việt Nam
VÌ SAO CUỐN SÁCH ĐÁNG ĐỌC ?
- Mô hình Kinh doanh về lí thuyết chắc nhiều người đã viết nên mình muốn dẫn chứng bằng case study thực tế và gần gũi nhất
- 10 năm qua là thời điểm bùng nổ của TMĐT/ Startup ở Việt Nam giúp cho hàng ngàn thanh niên nông thôn mua Mẹc sắm Vinhomes. Mình may mắn chứng kiến và thực sự ấn tượng với những câu chuyện đó
- 10 năm tiếp theo chắc chắn sẽ có những mô hình kinh doanh đột phá. Mình gặp hàng ngàn bạn đang khát khao vươn lên. Nên mình muốn hỗ trợ các bạn đi nhanh hơn bằng những câu chuyện và bài học thực tiễn không hề có trong sách vở
Tiêu chí mình chọn lựa các Câu chuyện:
- Làm thật ăn thật. Rất nhiều cái bạn đọc trên báo rất ảo
- Mô hình có chiều sâu và khả năng mở rộng, không phụ thuộc vào may mắn nhất thời
- Founder có tâm muốn phát triển Dn và đem lại giá trị cho xã hội
Cái khó khăn lớn nhất khi viết về 1 chuyện thành công là bạn có đủ tầm để lí giải nó hay không? Có người sẽ cho là may mắn, người nhìn nó bình thường. Còn mình thì luôn đặt câu chuyện trong mối tương quan với thời thế và hoàn cảnh, để đưa cho mọi người góc nhìn tinh tuý và nhân văn nhất
Tin chắc rằng đây là 1 cuốn bạn không thể tìm thấy bất kì đâu tại Việt Nam. Và những năm tiếp theo mình sẽ viết chục cuốn như thế nữa
TẬP 1:
Đã phát hành từ 15.2.2020 và được hơn 5000 độc giả đón nhận. Cảm xúc rất tuỵệt vời khi có 1 cuốn sách khắc họa chân thực, sâu sắc những mô hình kinh doanh và bài học thành công trong suốt 10 năm qua, truyền cảm hứng cho giới trẻ khởi nghiệp.
TẬP 2:
Đã phát hành ebook vào 10.10.2023. Trong tập này, mình viết nhiều hơn về các kiến thức, kĩ năng, cho anh em khởi nghiệp: các mảng công nghệ, bán lẻ, tư vấn, TMĐT, Dropship, MMO, Affiliate....
Mua sách tại: https://a1grow.com/products/trieu-do-tap-2-sach-giay-ebook
Ver 2 - Từ nông thôn đến triệu đô - hay lược sử 15 năm Thương mại điện tử VNTuan Le
Đây là cuốn sách rất đáng đọc cho những bạn muốn bắt đầu kinh doanh TMĐT, hoặc đang kinh doanh rồi mà cần thêm case study và kiến thức để bứt phá
Nội dung sách tập hợp hàng trăm câu chuyện về những bạn trẻ không nổi tiếng nhưng đã đóng góp làn gió mạnh mẽ vào phong trào kinh doanh online ở Việt Nam và mang tinh thần vươn lên mãnh liệt của người Việt
Đó là những thanh niên 8x, 9x xuất phát từ những làng quê bình thường, học những trường bình thường và bắt đầu với những công việc bình thường. Sự nghiệp của họ có thể sẽ không được ai biết
Thế rồi bán hàng online bùng nổ những năm 201x, họ, với khát vọng, sự nỗ lực vượt bậc đã bén duyên với việc kinh doanh online. Từ tay trắng làm nên cơ nghiệp triệu đô trong vài năm là có thật
Những bạn mình đã biết đến từ lâu và vừa rồi phỏng vấn để hiểu tường tận bài học của họ: Hoayeuthuong, Vela corp, Gumac, Biluxury, Coolmate, Leonardo , Thegioigiay, Stella Kinetics, Hẻm store, ifitness, ladipage, Mieu, Ave group , Giian, Julyhouse, Light coffee, Nấm Xanh, Polomanor, Levents, Yody...khoảng 100 cái tên nổi bật mình sẽ kể qua trong suốt 15 năm của digital marketing / TMĐT Việt Nam
VÌ SAO CUỐN SÁCH ĐÁNG ĐỌC ?
- Mô hình Kinh doanh về lí thuyết chắc nhiều người đã viết nên mình muốn dẫn chứng bằng case study thực tế và gần gũi nhất
- 10 năm qua là thời điểm bùng nổ của TMĐT/ Startup ở Việt Nam giúp cho hàng ngàn thanh niên nông thôn mua Mẹc sắm Vinhomes. Mình may mắn chứng kiến và thực sự ấn tượng với những câu chuyện đó
- 10 năm tiếp theo chắc chắn sẽ có những mô hình kinh doanh đột phá. Mình gặp hàng ngàn bạn đang khát khao vươn lên. Nên mình muốn hỗ trợ các bạn đi nhanh hơn bằng những câu chuyện và bài học thực tiễn không hề có trong sách vở
Tiêu chí mình chọn lựa các Câu chuyện:
- Làm thật ăn thật. Rất nhiều cái bạn đọc trên báo rất ảo
- Mô hình có chiều sâu và khả năng mở rộng, không phụ thuộc vào may mắn nhất thời
- Founder có tâm muốn phát triển Dn và đem lại giá trị cho xã hội
Cái khó khăn lớn nhất khi viết về 1 chuyện thành công là bạn có đủ tầm để lí giải nó hay không? Có người sẽ cho là may mắn, người nhìn nó bình thường. Còn mình thì luôn đặt câu chuyện trong mối tương quan với thời thế và hoàn cảnh, để đưa cho mọi người góc nhìn tinh tuý và nhân văn nhất
Tin chắc rằng đây là 1 cuốn bạn không thể tìm thấy bất kì đâu tại Việt Nam. Và những năm tiếp theo mình sẽ viết chục cuốn như thế nữa
TẬP 1:
Đã phát hành từ 15.2.2020 và được hơn 5000 độc giả đón nhận. Cảm xúc rất tuỵệt vời khi có 1 cuốn sách khắc họa chân thực, sâu sắc những mô hình kinh doanh và bài học thành công trong suốt 10 năm qua, truyền cảm hứng cho giới trẻ khởi nghiệp.
TẬP 2:
Đã phát hành ebook vào 10.10.2023. Trong tập này, mình viết nhiều hơn về các kiến thức, kĩ năng, cho anh em khởi nghiệp: các mảng công nghệ, bán lẻ, tư vấn, TMĐT, Dropship, MMO, Affiliate....
Mua sách tại: https://a1grow.com/products/ebook-trieu-do-tap-1-2
Từ nông thôn đến triệu đô - hay lược sử 15 năm Thương mại điện tử VNTuan Le
Đây là cuốn ebook rất đáng đọc cho những bạn muốn bắt đầu kinh doanh TMĐT, hoặc đang kinh doanh rồi mà cần thêm case study và kiến thức để bứt phá
Suốt 1 tháng qua mình dành thời gian đi gặp rất nhiều bạn đã và đang kinh doanh TMĐT trong khoảng 10 năm qua để tìm hiểu câu chuyện thành công của họ. Từ đó đúc kết lại coi như là các bài học ngắn gọn và có giá trị sâu sắc mang tính thực tiễn
Mình muốn kể câu chuyện về họ, những Founder ko nổi tiếng nhưng đã đóng góp làn gió mạnh mẽ vào phong trào kinh doanh online ở Việt Nam và mang tinh thần vươn lên mãnh liệt của người Việt
Đó là những thanh niên 8x 9x xuất phát từ những làng quê bình thường, học những trường bình thường và bắt đầu với những công việc bình thường. Sự nghiệp của họ có thể sẽ không được ai biết
Thế rồi bán hàng online bùng nổ những năm 201x, họ, với khát vọng, sự nỗ lực vượt bậc đã bén duyên với việc kinh doanh online. Từ tay trắng làm nên cơ nghiệp triệu đô trong vài năm là có thật
Mua sách tại: https://a1grow.com/products/ebook-trieu-do-tap-1-2
Xây dựng Mô hình kinh doanh Social + commerceTuan Le
Làm sao để khởi nghiệp trên Internet với nguồn lực hạn chế, dựa vào đam mê và khả năng sẵn có của bản thân ? Làm sao để thiết lập mô hình kinh doanh tinh gọn, có hiệu quả và linh hoạt ? Làm sao để thu hút được khách hàng mà không cần đến các kĩ thuật cao siêu ? Tham khảo mô hình được hàng ngàn DN vận dụng rất hiệu quả tại VN
Kinh doanh dựa trên Cộng đồng - Social media và các giải pháp Ecommerce ngày càng trở nên phổ biến vì tính linh hoạt, tinh gọn và hiệu suất cao.
Mình quan sát nhiều startup và SMB đã phát triển theo mô hình này suốt 3 năm qua, và ứng dụng để tăng trưởng A1digihub suốt 6 tháng qua với nguồn lực rất hạn chế. Mình viết ebook này để dành cho các bạn, cũng như gửi lời cảm ơn tới các anh em đi trước đã dạy cho mình cách phát triển DN đúng đắn
Mô hình này dựa trên các Từ khoá sau đây sẽ lần lượt giải thích bằng các case study cụ thể trong các phần tiếp theo
- Hero
- Community
- Trend
- multi - touch points
- Ecosystem
- Freemium content
- Subscription
- O2O2O
- Tech
- Data
Ai sẽ phù hợp để đọc ebook này
Các bạn chịu trách nhiệm tăng trưởng cho các sản phẩm cần giáo dục & tạo cảm hứng cho người dùng. Ví dụ: chứng khoán, phần mềm, marketing automation, Anh văn, du học, du lịch, ẩm thực….
Các bạn Digital Marketers cần tìm các ý tưởng và nguồn cảm hứng mới, thay vì quá tập trung vào Ads như hiện nay
Các bạn đang nóng lòng khởi nghiệp, cần tìm những ví dụ cụ thể để bắt tay vào làm
Nội dung cũng sẽ phù hợp nhất cho các Startup/ SMB quy mô từ 5 → 30 nhân sự, ngân sách hoạt động ở mức 500 triệu → 3 tỉ mỗi năm, và tăng trưởng dựa trên các nền tảng số (facebook, google, youtube, instagram, website, email…)
MUA SÁCH TẠI: https://a1grow.com/products/ebook-xay-dung-mo-hinh-kinh-doanh-social-commerce
Quản trị và phân tích số liệu Từ excel đến Business IntelligenceTuan Le
Trong khoảng 3 năm qua mà chúng ta được nghe loáng thoáng các từ như Big data, Data-driven marketing, Machine learning, AI…Nhưng ứng dụng trong thực tế thế nào, và DN vừa và nhỏ có triển khai được không? Mình không viết về những điều cao siêu, mà chỉ là những câu chuyện giản đơn, gần gũi về việc phân tích số liệu giúp ra quyết định trong thực tế kinh doanh tại VN để các bạn cùng tham khảo
"Số liệu là thước đo giá trị của Doanh nghiệp" “Số liệu là vàng" “Số liệu là cơ sở để ra quyết định” Những cái này chắc các bạn đã nghe quá nhiều rồi. Nhưng tóm lại thì Số liệu giúp gì cho công việc kinh doanh của tôi ?
Lời của Peter Drucker: “If you can measure it, you can’t improve it"
Còn Edward Deming “If you do not know how to ask the right question, you can discover nothing"
Cuốn sách sẽ giúp các bạn thực hiện những cách thức đơn giản và không đòi hỏi kĩ thuật cao siêu gì mà vẫn tìm ra được câu hỏi bí ẩn đằng sau các Số liệu
Ai sẽ phù hợp để đọc ebook này
Các bạn chịu trách nhiệm tăng trưởng cho SMB vừa qua được giai đoạn “sống sót", cần tìm thêm cảm hứng và ý tưởng để vươn xa
Các bạn đang kinh doanh truyền thống, mong muốn lên môi trường số để tăng trưởng bằng TMĐT.
Các bạn Digital Marketers cần tìm các ý tưởng và nguồn cảm hứng mới, thay vì quá tập trung vào Ads như hiện nay
Các bạn đang nóng lòng khởi nghiệp, cần tìm những ví dụ cụ thể để bắt tay vào làm
Nội dung cũng sẽ phù hợp nhất cho các Startup/ SMB quy mô từ 5 → 30 nhân sự, ngân sách hoạt động ở mức 500 triệu → 3 tỉ mỗi năm, và tăng trưởng dựa trên các nền tảng số (facebook, google, youtube, instagram, website, email…)
MUA SÁCH TẠI: https://a1grow.com/products/sach-quan-tri-va-phan-tich-so-lieu-tu-excel-den-business-intelligence
Hành trình 10 năm của một Full stack digital marketerTuan Le
Rất nhiều bạn hỏi: Làm Digital marketing là làm những gì ? Em học trường ABC, em có bằng XYZ, em rất đam mê TPL thì liệu có thể đi làm Digital được không ? Nhưng có nhiều bạn sau 1 thời gian làm Digital rồi lại than thở rằng: chẳng lẽ em tốt nghiệp ĐH ra rồi mà đi quản lí fan page, spam forum, viết blog hay sao? Có 1 số bạn đã đi làm Marketing (truyền thống) hoặc các ngành khác lại nghĩ rằng Digital khó lắm, phải biết về Tech, phải am hiểu các công cụ. Guidebook này viết tặng các bạn trẻ đang loay hoay trên con đường sự nghiệp của mình.
Mình sẽ kể về hành trình phát triển nghiệp từ cấp độ newbie cho đến khi tầm 5 năm kinh nghiệm, từ lúc lương 5tr đến khi lương 100tr, từ khi là lính đến lúc tự tin bước ra tự doanh. Qua đó các bạn sẽ tự soi chiếu lại con đường sự nghiệp của mình, và tham khảo những gợi ý hoặc các câu chuyện được kể, từ đó sẽ có định hướng tốt hơn, tránh được sai lầm từ người đi trước. Mình cho rằng có 3 điều quyết định sự thành công của sự nghiệp: KĨ NĂNG, TƯ DUY và ĐỊNH HƯỚNG. Cuốn sách này sẽ cố gắng kết hợp cả 3 qua những ví dụ thực tiễn ở từng giai đoạn phát triển. Có một số phần hơi mang tính “chủ quan", nếu không hợp mong các bạn bỏ qua, vì thực tâm mình muốn cho các bạn trẻ thực sự đi đúng hướng từ đầu, tránh được các mốc loay hoay
Viết từ chính những trải nghiệm “loay hoay” của bản thân, cũng như đúc kết từ quá trình phát triển hàng ngàn bạn nhân viên trẻ trong các tổ chức mình từng sáng lập
Ai sẽ phù hợp để đọc ebook này
Các bạn Digital Marketers cần định hướng rõ con đường sự nghiệp
Các bạn Marketers đang loay hoay phát triển trong 1 thế giới Marketing quá nhiều thay đổi
Các bạn đang nóng lòng khởi nghiệp, cần tìm những ví dụ cụ thể để bắt tay vào làm
MUA SÁCH TẠI: https://a1grow.com/products/sach-hanh-trinh-10-nam-cua-mot-fullstack-digital-marketer
Bài học tăng trưởng thực tiễn tại SMB đang kinh doanh trong môi trường internet ở VN. Đúc kết từ quá trình quan sát, học hỏi và trò chuyện với hàng ngàn chủ SMB đã và đang phát triển mạnh mẽ trong suốt 5 năm qua, kết hợp với những chiêm nghiệm của bản thân trong 12 năm khởi nghiệp trên Internet
Tất cả các DN đều khao khát tăng trưởng: Thị phần, Doanh thu, Lợi nhuận. Đối với các DN nhỏ (SMB), lợi nhuận và tăng trưởng là sống còn, vì bạn không có đủ tiền để theo đuổi ước mơ quá lớn, không đủ sức hấp dẫn để thu hút đầu tư liên tục như startup, lại càng không có lợi thế gì đặc biệt để mà ngồi rung đùi hưởng lợi
Trong 10 năm qua, Có những SMB đã cưỡi trên con sóng Công nghệ để tăng trưởng đột phá như Hoayeuthuong.com, Familk, Kyna, Mia.vn….Nhưng cũng có những SMB mãi vẫn không lớn và dần bị lu mờ bởi những đối thủ tươi trẻ hơn. Vậy làm thế nào để Tăng trưởng mạnh mẽ, bền bỉ với nguồn lực giới hạn ? Tác giả sẽ lần lượt dẫn dắt các bạn đi qua các chủ đề về Marketing, Sale, HR, Tài chính, CSKH, Đổi mới...thông qua những câu chuyện kể rất thực tiễn và dễ hiểu, kèm theo rất nhiều video , template, hình ảnh có thể ứng dụng được ngay
Ai sẽ phù hợp để đọc ebook này
Các bạn chịu trách nhiệm tăng trưởng cho SMB vừa qua được giai đoạn “sống sót", cần tìm thêm cảm hứng và ý tưởng để vươn xa
Các bạn đang kinh doanh truyền thống, mong muốn lên môi trường số để tăng trưởng bằng TMĐT.
Các bạn Digital Marketers cần tìm các ý tưởng và nguồn cảm hứng mới, thay vì quá tập trung vào Ads như hiện nay
Các bạn đang nóng lòng khởi nghiệp, cần tìm những ví dụ cụ thể để bắt tay vào làm
Nội dung cũng sẽ phù hợp nhất cho các Startup/ SMB quy mô từ 5 → 30 nhân sự, ngân sách hoạt động ở mức 500 triệu → 3 tỉ mỗi năm, và tăng trưởng dựa trên các nền tảng số (facebook, google, youtube, instagram, website, email…)
MUA SÁCH TẠI: https://a1grow.com/products/sach-growth-mastermind
Multi-cluster Kubernetes Networking- Patterns, Projects and GuidelinesSanjeev Rampal
Talk presented at Kubernetes Community Day, New York, May 2024.
Technical summary of Multi-Cluster Kubernetes Networking architectures with focus on 4 key topics.
1) Key patterns for Multi-cluster architectures
2) Architectural comparison of several OSS/ CNCF projects to address these patterns
3) Evolution trends for the APIs of these projects
4) Some design recommendations & guidelines for adopting/ deploying these solutions.
Bridging the Digital Gap Brad Spiegel Macon, GA Initiative.pptxBrad Spiegel Macon GA
Brad Spiegel Macon GA’s journey exemplifies the profound impact that one individual can have on their community. Through his unwavering dedication to digital inclusion, he’s not only bridging the gap in Macon but also setting an example for others to follow.
This 7-second Brain Wave Ritual Attracts Money To You.!nirahealhty
Discover the power of a simple 7-second brain wave ritual that can attract wealth and abundance into your life. By tapping into specific brain frequencies, this technique helps you manifest financial success effortlessly. Ready to transform your financial future? Try this powerful ritual and start attracting money today!
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
Wireless communication involves the transmission of information over a distance without the help of wires, cables or any other forms of electrical conductors.
Wireless communication is a broad term that incorporates all procedures and forms of connecting and communicating between two or more devices using a wireless signal through wireless communication technologies and devices.
Features of Wireless Communication
The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
# Internet Security: Safeguarding Your Digital World
In the contemporary digital age, the internet is a cornerstone of our daily lives. It connects us to vast amounts of information, provides platforms for communication, enables commerce, and offers endless entertainment. However, with these conveniences come significant security challenges. Internet security is essential to protect our digital identities, sensitive data, and overall online experience. This comprehensive guide explores the multifaceted world of internet security, providing insights into its importance, common threats, and effective strategies to safeguard your digital world.
## Understanding Internet Security
Internet security encompasses the measures and protocols used to protect information, devices, and networks from unauthorized access, attacks, and damage. It involves a wide range of practices designed to safeguard data confidentiality, integrity, and availability. Effective internet security is crucial for individuals, businesses, and governments alike, as cyber threats continue to evolve in complexity and scale.
### Key Components of Internet Security
1. **Confidentiality**: Ensuring that information is accessible only to those authorized to access it.
2. **Integrity**: Protecting information from being altered or tampered with by unauthorized parties.
3. **Availability**: Ensuring that authorized users have reliable access to information and resources when needed.
## Common Internet Security Threats
Cyber threats are numerous and constantly evolving. Understanding these threats is the first step in protecting against them. Some of the most common internet security threats include:
### Malware
Malware, or malicious software, is designed to harm, exploit, or otherwise compromise a device, network, or service. Common types of malware include:
- **Viruses**: Programs that attach themselves to legitimate software and replicate, spreading to other programs and files.
- **Worms**: Standalone malware that replicates itself to spread to other computers.
- **Trojan Horses**: Malicious software disguised as legitimate software.
- **Ransomware**: Malware that encrypts a user's files and demands a ransom for the decryption key.
- **Spyware**: Software that secretly monitors and collects user information.
### Phishing
Phishing is a social engineering attack that aims to steal sensitive information such as usernames, passwords, and credit card details. Attackers often masquerade as trusted entities in email or other communication channels, tricking victims into providing their information.
### Man-in-the-Middle (MitM) Attacks
MitM attacks occur when an attacker intercepts and potentially alters communication between two parties without their knowledge. This can lead to the unauthorized acquisition of sensitive information.
### Denial-of-Service (DoS) and Distributed Denial-of-Service (DDoS) Attacks
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
Ellisha Heppner, Grant Management Lead, presented an update on APNIC Foundation to the PNG DNS Forum held from 6 to 10 May, 2024 in Port Moresby, Papua New Guinea.
2. 3
FORCES SHAPING
EMERGING TOP
TEN TRENDS
How do the identified trends relate to the political, socio-
economic and technological developments which impact
consumers’lives? The PEST (Politics, Economy, Social and
Technology) analysis shows what influences consumers’
adoption of trends, helping us better understand the
evolution of these trends and shows how we might best
use this knowledge to engage with consumers. We have
identified three major global developments and their
impacts on consumers and businesses:
1. REMAPPING
THE GLOBAL ECONOMY
BOOSTING CONSUMER
CONFIDENCE
Global economic power is shifting. Once-powerful economic
superpowers are plagued with economic stagnation, with
unemployment numbers at an all time high. Most European
countries are implementing austerity drives, forcing consumers
to rethink their spending, even on basic necessities like food,
housing and healthcare. The USA is no better, with the debt
ceiling crisis continuing to cast a gloom.
However, the continued growth of the BRIC economies (Brazil,
Russia, India and China) carries a glimmer of hope. According to
theWorld Bank, China has now become a middle-income country,
based on per capita income. Increased discretionary income in
growing economies means we can expect aspirational trading up,
an appetite for global brands and for world experiences that are now
within grasp for these consumers. Global brands need to understand
how remapping the world economy affects demand for both their
product categories and brands, to give them an idea of how to best
project their brand identities and communicate brand relevance in
diverse economic landscapes.
Consumer confidence is a great way to shed light onto consumer
demand, since consumers who are confident of their position in
life are more likely to spend.
GLOBAL CONSUMER
CONFIDENCE SURVEY
58 Countries - 3 Month Trend
A
t this time of year, we’re bombarded with annual
trend reports by leading media companies,
consulting firms and advertising and digital
agencies alike. While such reports are valuable
in identifying trends in specific areas (like consumer,
marketing, digital and social media), a big picture view is
necessary. ZenithOptimedia’s Compilation of Emerging
Top 10 Trends Report, Engaging the“Always On”Consumer,
sums up the crucial trends for marketing communications
for the upcoming year. What are the driving forces behind
the trends that will shape 2013? How are these trends
related to one another? How do these trends impact how we
engage with consumers and what do they mean for brand
communications in 2013 and beyond?
COMPILING THE
TOP TEN TRENDS
OUR METHODOLOGY
How do we engage our customers moving forward? The Top
10 Trends have been sourced from leading trend companies,
according to a rigorous methodology:
1. Recurring themes and trends sourced and distilled from
leading reports
2. Investigation into how technological developments, socio-
cultural changes and economic developments provide
context for understanding the implications of these trends on
businesses and consumers
3. Trends grouped and macro trends distinguished from micro
trends
4. Where needed, trends have been redefined and re-named to
really capture their meaning
We have sourced our Top Ten Trends from the following:
Global Average 92
India 119
Indonesia 119
Philippines 118
United Arab Emirates 114
Saudi Arabia 113
Thailand 112
Brazil 110
China 106
Malaysia 105
Switzerland 104
Egypt 103
Norway 102
Canada 99
Australia 98
Singapore 98
Peru 97
New Zealand 95
Chile 94
Austria 93
Denmark 92
Pakistan 91
Colombia 91
United States 90
Turkey 90
Hong Kong 89
Belgium 88
Vietnam 87
Russia 87
Sweden 87
Germany 86
Israel 84
Mexico 84
Netherlands 83
Venezuela 82
South Africa 78
United Kingdom 77
Estonia 75
Finalnd 75
Argentina 75
Latvia 73
Lithuania 72
Czech Republic 70
Taiwan 70
Poland 69
Ukraine 69
Ireland 67
Bulgaria 64**
Slovakia 62**
France 61
Romania 60
Japan 59
Spain 48
Italy 46
Greece 46
Portugal 41
Croatia 41
South Korea 40
Hungary 37
+ or - change
from Q2 2012
101 higher
More
Optimism
100 lower
More
Pessimism
ASIA
PACIFIC
EUROPE
MIDDLE EAST/AFRICA
LATIN
AMERICA
NORTH
AMERICA
Source: Nielsen Global Survey of Consumer Confidence and Spending
Intentions, Q3 2013
*Survey is based on respondents with Internet access. Index levels
above and below 100 indiacate degrees of optimism/pessimism.
** Bulgaria and Slovakia are new markets in Q3 2012
2
3. 4 5
ZENITHOPTIMEDIA’S
COMPILATION OF
EMERGING TOP TEN TRENDSBased on recurring trends identified from reports sourced from a range of leading media companies, consulting firms, advertising and digital
agencies, our compilation of the Top Ten Trends lists the most relevant for ones for engaging with consumers in 2013:
Facing tough times, consumers in the least confident economies
will still spend, but their purchases will be carefully considered.
To maintain their quality of life, less confident consumers will be
chasing great deals on high performing products. Confident
consumers, especially those from growing economies, are
more willing to spend. Hungry to move up the social ladder,
they welcome aspirational brands that both act as a badge of
success and empower self-expression. As consumer cultures in
growing economies evolve, there is a hunger for brand stories,
as consumers are working out how associating with global
brands affects both their personal and social life. For global
brands, this means they need to maintain consistent brand values
while building emotional connections with these consumers,
with appropriate value exchange that is in line with market
sophistication and economic climate.
2. THE CONNECTED WORLD
ACCESSING CONTENT
REGARDLESS OF TIME,
PLACE OR DEVICE
In a review of the recent 2013 CES (Consumer Electronic Show), the
annual event for diehard tech fans, Advertising Age commented
that, based on the products shown, the event should be renamed
the“Connected Everything Show”. A huge proportion of new
gadgets at CES, including ultra high definitionTVs, washing
machines and assorted robots, were connected to smartphone
and tablet apps for display, control, and sharing and manipulation
purposes.Web-enabled screens dominate our present day lives,
which will only become more apparent as ownership of smart
phones and tablets reaches critical mass. By 2013, Gartner predicts
that mobile phones will overtake PCs as the most commonWeb
access device worldwide and that, by 2015, over 80 percent of the
handsets sold in mature markets will be smartphones.This trend is
global. For instance, mobile is fast becoming the PC of Africa. For the
first time, Nigerians accessing the Internet via mobile surpassed the
number of desktop users.
To match consumers’“always on”lifestyle, marketers need to
transform their mobile engagement strategies.Today’s society
expects us to make the most of life by cramming experiences in
every moment, which is what drives consumers’strong desire live in
a connected world. Brands need to consider how consumers’use of
various gadgets fulfills their need for instant gratification.
Smartphone-use is much more utilitarian than use of tablets or
televisions. Multi-tasking across different screens and staying
connected on social media platforms at all times is prevalent
today. For example, 51% of those who post on social media while
watching TV aim to connect with others watching TV.
As consumers no longer have a linear and static approach to
media consumption, brands building engagement eco-systems
will need to take into consideration the types and depth of
content, publication frequency and location-based content that
best matches different gadgets. Brands looking to be a natural
part of consumers’“always on”lifestyles will need to be prepared
to respond to their customers 24/7/365 and keep them engaged
by creating meaningful and fresh content.
3. BIG DATA
IT’S TIME TO GET PERSONAL
The booming role of big data in reshaping consumers’
relationships with brands is glaringly apparent in most trend
reports. The explosion of consumer-generated data in myriad
mobile and social media forms can be used to improve brand
relationships, as the data offers a deeper understanding of
consumers’lives. As the basis of personalized and helpful
suggestions, such data can have significant impact on customer
satisfaction and loyalty. Interpreted in the right context
and perspectives, data lets brands build a predictive model
to improve their ROI, thanks to behavioural targeting and
personalised customer needs. This, in turn, improves conversion
while optimising production and distribution efficiency. As
marketers embrace live marketing, sensitivity when managing
consumer interaction needs to stay on top of our minds. After all,
there is a fine line between being helpful and being a cause for
complaint for invasions of privacy or security breaches. Big data
is not just something brands should take advantage of: it is also
an opportunity for brands to work out how to use the data to
genuinely help meet consumers’needs.
Consumers leave footprints everywhere on the Internet, and
brands are following their movements closely. While many
consumers have been sharing their information without
realising it, this situation may be changing. According to
NielsenWire.com, 77% of smartphone users express concern
over personal data collection, with 55% wary of sharing
information about their location via smartphone apps.
However, while consumers are newly aware of data creeping
into their lives, they are also open to getting something out
of it. They continue to seek security, control, convenience
and enjoyment in their lives, and judge brands’ data based
endeavours on how well these needs are fulfilled. According
to Iconoculture, consumers will unconsciously evaluate their
brand relationships through a give-and-take lens. By focusing
on delivering relevant, contextually appropriate experiences
that address consumer needs, brands can make data work for
them, taking their consumer relationships to the next level.
Socio-economic and technological developments show that today’s
consumers’value both accumulating knowledge and instantaneous
experiences, which fulfil their need to be confident and in control.
Even though consumers’lives are changing fast, harvesting big data
can help us anticipate their behaviour and what this would mean
for products and brands. Instead of depending on historical data to
provide us with insights to help generate demand and consumer
engagements, live data will help us stay ahead of our consumers. It
is time we fully embrace live planning to drive the business forward.
EVERYWHERE
COMMERCE1Shop Anything, Anywhere, Anytime
GLOBAL
SHOPPING2Brands Becoming Global Citizens
CURATED
SELF3Presentation of Self Online
VISUAL INFO-
GRATIFICATION
4Discovery Through Engaging Images
5
FRIEND SOURCING
RECOMMENDATIONS
6In Friends We Trust
CHANNEL
KNITTING7Offering Integrated
Experience Across Devices
REMOTE
CONCIERGE8
SOCIAL
CARE9Customers Turn
To Social Media
For Customer Service
PLAY
VANTAGE10Experience Everyday Life
Through A Playful Lens
Discovery Through Engaging Images
RCING
gin
VIDEO
SHARINGStorytelling on YouTube
and Beyond
offf Seelf Onlinne
Shop Anyth
A Personal Assistant
For Mobile DevicesFor MobMobExperie
day Lifeyday
LensL
RECOMMEN
In Friends We Trust
4. 6 7
As the digital age brings the world closer together, it also
brings global brands to consumers all over the world. For
consumers from growing economies, eager to catch up with
rest of the world, this opportunity is particularly welcome. As
we become part of the emerging world community, we want
to find ways to connect with each other. Social media has
enabled us to enjoy new experiences, appreciate different
cultures, discover and support international values and even
be part of a brand’s global community. Fans will enjoy richer
brand experiences when brands highlight shared values and
celebrate the diversity among their fan bases. By tapping
into this base, brands can expects fans to help co-create
products that combine global appeal with relevance to local
needs.
STATS:
• Top 100 global brands have more than 299 million fans on
Facebook
• Facebook reached 55% of the world’s global audience,
accounting for roughly 75% of time spent on social networking
sites and one in every seven minutes spent online globally
Source: thesocialskinny.com (2012)
BRAND ACTIONS:
• Keep consistent positioning and identity when building a global
brand
• Consider leveraging on brand assets that have universal appeal
when looking to optimise content distribution and activation
program
• At the local level, global brands need to identify the most
relevant value exchange to deliver brand experience in line with
consumer sophistication and economic landscapes
EXAMPLE: DOVE GLOBAL
FACEBOOK PAGE
Truly global brands can now reap the benefits of both global and
regional online content with Facebook’s single, Global Page-
structure. With this new structure, Facebook users will be directed
to the best version of a Page, depending on the country those
users are in. This will allow them to see localized cover photos,
profile photos, Page apps, milestones,“about”information, and
news feed stories from Pages — all while remaining part of the
global brand community.
The benefits of the Global Facebook Page include having control
over the content from around the world, a centralised set of
statistics and“talking abouts”combined with the relevance for
consumers that stems from having a local element. However, this
functionality may not yet be available to all brands. Additionally,
there is also a need for community managers to be attuned to
differences in language, culture and relevance when providing
content for the Global Page, as well as practical considerations
such as not including time of day, or mentions of the weather
when updating the Page.
Smartphone or tablet users are embracing a world where
consumers can search for anything and buy (almost!)
anything, at any time. Purchase behaviour and experiences
have been transformed. Along their shopping journeys,
consumers move back and forth between various in-store,
online and mobile channels. For instance, consumers
increasingly use connected devices to shop around in their
own time, before heading into a physical store for the final
purchase. They expect seamless interactions with retailers
across all channels, value instant access to necessary
information, and are looking to secure the best deals
according to their geographic locations. Marketers need
to optimise their mobile platforms to facilitate consumer
purchase decisions and e-commerce, with tailored content
based on how each touch point is used.
STATS:
• 67% of us start shopping on one device and continue to
another
• 59% of smartphone shopping is done at home, while 41% done
out of home
• 81% of smartphone shopping is spur of the moment
Source: Google’s The New Multi-screen World: Understanding Cross-
Platform Consumer Behaviour (2012)
BRAND ACTIONS:
• Today’s“always on”lifestyle means that brands need to be
responsive to consumers by implementing real-time marketing
to meet consumers who are in a shopping mood
• E-commerce infrastructure needs to be up and running across
all mobile platforms
• A mobile-optimised site providing simple, useful and engaging
experiences will encourage customer engagement
• The best mobile commerce apps casually and non-intrusively
allow consumers to discover things they might want to buy
without realizing it
• Linking mobile customers to big data via mobile apps will let
brands understand consumers’search, purchase behaviour and
user feedback. Harvesting such data offers great opportunities in
behavioural and contextual targeting as well as personalisation
EXAMPLE: AMAZON.COM
During the 2011 holiday shopping season, Amazon came out
on top in terms of mobile consumer satisfaction, according to
research conducted by Foresee. Amazon understood all aspects
of the mobile shopping experience, compared to traditional retail
stores, important to new users. Offering the Wal-Mart (WMT)
experience – total selection, low prices, and rapid delivery – for
mobile users, Amazon combined a strong front-of-house offering
(like website design, recommendations, one-click shopping and
reviews) with back-of-house competence (such as logistics and
distribution). Though not identical, Amazon’s mobile platforms
have a similar look to its main site, making users comfortable. The
basket and search functions are positioned in similar places, both
displaying recommended products on the homepage, and past
purchases are synchronised across platforms. Relevant results and
easy searches that correct misspellings are key.
Amazon’s one-click payment method is a big part of its online
success: making purchases incredibly simple encourages
shoppers to return. By saving customers’card details and delivery
addresses, they only have to enter a username and password to
make a purchase. Making the checkout as simple as possible, to
encourage impulse purchases and save consumers from wasting
time entering credit card numbers, is very valuable on mobile.
Similarly, a barcode scanner helps Amazon app users to find
deals on the Amazon site when they’re out shopping on the
high street. Finally, while many retailers only have iPhone apps
(despite Android having half of the global market share), Amazon
shoppers can use either their iPhones, Androids, Blackberrys or
Windows Phones.
EVERYWHERE
COMMERCE1Shop Anything, Anywhere, Anytime
GLOBAL
SHOPPING2Brands Becoming Global Citizens
5. 8 9
Sure, consumers are accustomed to googling for instant access
to information, but in 2013, search goes beyond text alone.
Visual-info gratification is the next frontier, as is creating brand
engagement through compelling images. In 2012, thanks to
the likes of Instagram and Pinterest, visual social web took off
as consumers embraced visual sharing. Brands can leverage
consumers’search and shopping experiences by enticing them
with creative and engaging visuals.
STATS:
• 44% of online users are more likely to engage with brands that
they post pictures of in their online newsrooms, compared to
other media
Source: ROI Research (2013)
• 70% of Pinterest users use the site for shopping inspiration
• There is a high correlation between pinning and subsequent
purchasing
Source: Harvard Business Review (2012)
BRAND ACTIONS:
• To take advantage of this trend, brands can be both content
creators and curators, sharing visuals of their brand world and,
better still, providing brand entertainment
•Attractive and relevant photos overlaid with text are a simple
way to tell a story, even serving as teaser for in-depth content
• Brands can start building visual social communities on
Instagram and Pinterest and host user-generated art. It is not
just about the products, but also about interesting themes
related to the brand
• Put the spotlight on the fans while serving as a listening tool for
brands to find out more about what interests their consumers
• Brands can nudge consumers who pin their photos by serving
them“call to action”messages
EXAMPLE: KATE SPADE
NEW YORK
Rather than pin products that Kate Spade sells, the brand’s
marketing department has been trying to operate the same way
other Pinterest users do — by pinning inspiring or pretty pictures
that happen to fit well with the brand. Pinterest has essentially
become a public mood board for Kate Spade. (A mood board
is a collage of related images that marketers often use while
preparing campaigns or new designs so to give staff an idea of
the“feel”of the new product.)
In the recent“Pin It to Win It”contests, Kate Spade offered
substantial prizes to four respective pinners who captured the
spirit of each contest. The“Ride Colourfully”contest gave away
four custom-designed Vespa lx-50’s to the Pinterest users who
created the best boards inspired by the vibrant scooters. To enter
the contest, Pinterest-users added hashtags like #RideColourfully
and #Vespa to their pins. This allowed effective search of the
contest boards and increased virility of the pins. Kate Spade also
promoted the contests across various social platforms including
Facebook, Twitter, email campaigns and blogging. This contest
showed an overwhelming affinity for vintage-inspired fashion
and zippy pastels: all potential inspiration for upcoming fashion
lines.
Kanye West recently declared on Twitter that,‘If I had to be
defined at this point I’ll take the title of an inventor or maybe
curator’. However, the title‘curator’no longer belongs to
the people running museums, art galleries … or even Kanye
West. The web has democratised the ability to spot things
and given us all the opportunity to reinvent ourselves with
our social media posts. Embracing curated consumption, we
are“always on”and socially connected, feeling compelled to
source the latest and ideally differentiated content to share.
Excelling at putting together varied content helps define
who we are in digital terms, makes people pay attention
to us and boosts our power to influence others. Brands
will need to learn how to use the web to give consumers a
valuable curated experience.
STATS:
Among marketers who curate content:
• 76% share curated content via social media channels
• 57% share content via personal email messages
• 54% share content via blogging
Source: Curata (2012)
• 3.5 billion pieces of content (web, new stories, blog posts)
shared each week on Facebook
Source: econsultancy (2012)
BRAND ACTIONS:
• Just like people, brands need to be curators, adding value
and relevance to their fans and followers, making them go-to-
resources for fun and timely content
• Consumers’interest graphs can help brands identify varied
interests that make up someone’s personal identity and connect
them with like-minded people
• ZenithOptimedia’s Socialtools can provide brands with insights
into the content themes most liked, commented and shared by
their fans or followers
EXAMPLE: PEPSI PULSE
Pepsi’s“Live for Now”is both a rallying cry and the spirit the
beverage giant hopes to embody with its new pop-culture-
focused campaign. Based on extensive global research with
thousands of fans,“Live for Now”centres around a major new
social and content curation platform, Pepsi Pulse, which marks
an ambitious foray into social media. It also marks a brand-wide
re-emphasis on pop culture and entertainment, which have long
been Pepsi staples. In the spirit of what Pepsi dubs“Now Culture”,
the HTML5-powered Pepsi Pulse provides engaging, immediate
and interactive, aggregated content for users. Pictures, tweets,
and news items are pulled from premium content sources,
filtered by social ranking, and gathered to form the top 10 stories
at any given moment. Users will also be able to organise content
around categories such as music, design, and sports. Aside from
producing pop-culture cheat sheets, the site offers live-streamed
concerts and feature an interactive component, with challenges
from musicians and celebrities, who have endorsement deals
with Pepsi, such as Nicki Minaj.
CURATED
SELF3Presentation of Self Online
VISUAL INFO-
GRATIFICATION
4Discovery Through Engaging Images
6. 10 11
Never before has the consumer played such an important
role in marketing, thanks to photo sharing, recommending
services and products, and exchanging experiences.
Shoppers are influenced by advice and recommendations
from friends and people they follow on social sites.
Recommendation engines are a perfect example of how
brands can use big data to their great advantage. Content
distribution and activation platforms are becoming more
commonplace, and enable consumers to share brand
content with their friends and followers.
STATS:
• 57 % have asked their friends on Facebook for advice before
purchasing a product
Source: Luxury daily (2012)
• 53 % of people on Twitter recommend companies or their
products in their tweets
• Brand advocates are at least 5x more valuable than average
customers because they spend and recommend more than
average customers
Source: Zuberance (2012)
BRAND ACTIONS:
• Discovering their brand advocates and what makes these
influential customers tick is important for brands
• Once we understand what motivates brand advocates to
recommend brands and products, reward them by giving them
what they crave most
• Build and grow advocate communities on online, social and
mobile channels and mobilize them to recommend the brands
• By applying social listening, we can learn why and how these
advocates are recommending brands and products. These
insights help us serve them with relevant content for them to
recommend
EXAMPLE: ALDI
Supermarket chain Aldi shows how brands can play to their
strengths to drive positive recommendations on social media
platforms. On the recently launched campaign called Britain’s
Biggest Savers, fans of the brand’s UK Facebook page have
the chance to win £100 worth of vouchers, by sharing the
savings that they make by shopping at Aldi, rather than rival
supermarkets. The campaign has received a strong response,
effectively driving positive advocacy by encouraging consumers
to discuss the brand’s key strengths over rivals. Consumers say
they“saved”by switching to Aldi from rival supermarket chains,
call it the“best”supermarket and say they“wouldn’t shop”
elsewhere. The campaign also successfully drove brand love: even
comments that were not strictly“advocacy”statements were
positive about the brand, with some saying they“love”shopping
at Aldi. Aldi’s success suggests brands can effectively promote
online advocacy by highlighting their strengths over competitors.
While online video is not new, it is going to take off in a
big way in 2013. The rollout of 4G has led to data speeds
fast enough to cope with increased video sharing. Online
businesses and product demo videos will become more
popular with ever-improving internet speeds, and product
demonstration videos will be used more frequently to
address even the needs of apprehensive customers.
Beyond YouTube and Vimeo, new video sharing sites are gaining
traction. For example, Qwiki allows users to quickly create
amazing interactive stories. The next big thing in video social
sharing is Vine, an iPhone app acquired by Twitter and released at
the end of January 2013, which allows users to share a maximum
of six seconds of video at a time. Cisco predicts that 90% of
consumer IP traffic (the majority of total IP traffic) will be video in
2013. Tapping into video sharing’s potential, brands need to both
create videos that consumers really want to be part of and find
ways to reach as many viewers as possible.
STATS:
• 500 years worth of time is spent on watching YouTube every day
• 700 YouTube videos are shared on Twitter every minute
Source: MindJumpers (2013)
• Although YouTube links are posted about 8 times more than
Facebook videos, both these options generate a similar number
of Likes, Comments and Shares
Source: Socialbakers (2013)
BRAND ACTIONS:
• Brands can get inspiration from video sharing sites, such as Viral
Video Chart, to help identify currently trending popular culture
as a guide for both content curation and creation
• In order to create videos that consumers want to be part of,
goviral, a leading video distribution network, found that fortune
favours the brave. The top brands on the first Top 100 Social
Equity Brands, like Red Bull, Old Spice and Nike, repeatedly
disrupt the expected, sparking agenda-setting conversations
• To increase viewership and sharing, brands can consider cross-
promoting across different touch points, embedding videos in
relevant interest-related content and encouraging calls to action
for sharing
EXAMPLE: RED BULL
According to goviral’s social equity study, Red Bull boasts the
greatest amount of“social video equity”, thanks to having both
genuinely embraced the medium and successfully engaged web
users. Red Bull has expanded its reach to sponsorship, hosting of
a variety of events and spectacles designed to draw attention on
the web and in real life. These include their Air Race series, the
Flugtag air competition and the record-breaking Space Jump.
The Space Jump, organised by Red Bull Stratos, was a world
record attempt by daredevil Felix Baumgartner to break 4 world
records, including highest free fall, fastest free fall, longest free
fall, and highest manned balloon flight. The event also managed
to set a new record for the“live stream with the most concurrent
views ever on YouTube.”At its peak, there were more than 8
million concurrent live streams. The jump was broadcast on Red
Bull’s YouTube channel, as well as cable television. In the months
leading up to the event, Red Bull managed a complete social
media and digital marketing campaign that is still going strong in
distributing the content.
5VIDEO
SHARINGStorytelling on YouTube
and Beyond
FRIEND SOURCING
RECOMMENDATIONS
6In Friends We Trust
7. 12 13
Today’s technology enables us to have a personal assistant
in our mobile devices. For example, we can use our voices
to have Siri send messages, schedule meetings, make phone
calls and recommend restaurants nearby, while the Nike+
app tracks our workout record. There is a growing demand
for apps, which can be used as a replacement interface with
companies and brands in the future. Brands need to be
prepared to serve consumers with relevant services on their
apps, creating meaningful and engaging interactions to
encourage continuous access.
According to Iconoculture, there are 4 ways for brands to use big
data to create meaningful user experiences.“Facilitating Flow”, or
using data to transform traditional appliances like thermostats to
“smart”ones that are linked to a Wi-Fi system, automatically adjust
to their environment and operate remotely by smartphones.
A far cry from tacky, profile-based promoted tweets,“Pertinent
Personalization”gives consumers useful information on the fly,
such as monitoring the food and nitrate levels in their food or
using Domino’s of Japan’s GPS-based delivery service.“In-the-
Moment Magic”rewards actual product involvement over rote
check-ins, helping build community in seamless and appropriate
ways. No longer the domain of die-hard lifehackers,“Reinventing
Routines”shows how an increasing number of consumers are
improving their habits via apps and devices that can help them
track things like their health and spending.
STATS:
• 45 billion apps download as at end of 2012 generates revenue
of $15 billion
• By 2016, the figures will rise to 305 billion apps and generating
revenue of $74 billion
Source: Gartner (2012)
•From 2010 to 2011, the number of mobile retail apps increased
by 350%
• In 2011, the average number of apps installed on each
smartphone was 32. In 2012, that number grew to 41
Source: www.trainfusion.com/mobile (2012)
BRAND ACTIONS:
• What does the consumer want? Mobile apps are where
consumers go to interact with their favourite brands. Brands can
encourage repeat usage and get the most out of the interaction
by focusing on the user-experience
• Apps can be used as a jumping-off point for getting consumers
interested in other advertising channels
• Apps are expensive: continuously track their performance
and consumer responses to justify the costs of resources and
infrastructure
• Data generation can help brands anticipate the type of services
and content welcomed by consumers and deliver the value
exchange needed. Brands should see apps as customer service –
an icon-click away
EXAMPLE: THE NEW NIKE+
RUNNING EXPERIENCE
With an app for iPhone, Android and Facebook friend tagging
capabilities, the redesigned Nike+ Running App seeks to
empower its over 7 million worldwide users to track, measure and
share their runs. Making great use of smartphone technology,
the app lets runners track their progress even during the run,
check their stats, or change the song they’re playing. Knowing
that motivation is the key to keeping up a training programme,
several features encourage runners to pick new goals, summarise
factors such as the weather and compare their results with other
members of the community.
Consumers multi-tasking across different touch points calls
for a brand engagement eco-system that serves different
content, brand experience and calls to action suited for each
touch point. The more touch points and channels a brand
uses, the more likely consumers are to see brand updates,
engage in conversation, and build rapport with the brand.
Nevertheless, consumers can only cram in so much content
within the snack time allocated for each touch point.
Marketers must understand that for consumers, brand experience
migrates across different platforms and devices. Consumers will
expect marketers to know them, remembering their interactions
with the brand in the past – regardless of platform, device or
environment. Therefore, when we think of weaving together
content, different touch points should tie up all the loose ends,
help consumers understand the complete brand story and
provide them with an integrated user experience.
STATS:
• 90% use multi-screens sequentially to complete a task
Source: Google’s The New Multi-screen World: Understanding Cross-
Platform Consumer Behaviour (2012)
• 80% of smartphone owners, 81% of tablet owners and 73% of
laptop owners use their devices in front of the TV
• 41% of people have used one of these devices to browse for a
product after seeing it in a show or advert
Source: EDigital Research/ IMRG (UK, 2012)
• 62% of people use social media while watching TV – 18
percentage points more than 2011’s finding
• 40% of them are discussing what they’re currently watching on
social networks
Source: Ericsson (2012)
BRAND ACTIONS:
• Big data will help track how consumers move between and
engage with various online channels
• Yesterday’s siloed planning no longer cuts it. Today’s connected
world requires campaigns to be conceived, developed
and produced along a multi-screen strategy with content
that optimises devices’capabilities and taking context and
environment into consideration
• Marketers can use smartphones or tablets as a second screen to
supplement television watching as a good option for cross-platform
advertising, reusing content but varying the call to action
EXAMPLE: COORS LIGHT DRINKS IN
SUCCESS ON XBOX LIVE
Coors Light launched a very popular brand campaign across
digital and TV platforms called“Closer to Cold”featuring action
hero, Jean-Claude Van Damme and positioning Coors Light as the
world’s most refreshing beer. They turned to Xbox LIVE to build
on the success of that effort driving salient campaign reach and
creating opportunities to sustain engagement with their video
content. Additionally, they wanted to further develop social
provenance and drive bonding scores among 18-34 year olds -
primarily males - who fit the“Social Explorer”persona, and enjoy
being at the heart of any party.
Coors Light partnered with Xbox LIVE to offer a Branded
Destination Experience (BDE) where gamers could watch videos,
play a game and win prizes, download themes and pics, purchase
the product with their mobile device, and connect with the
brand on Facebook. Ads for Coors Light BDE, which was the
first alcohol BDE on Xbox LIVE, ran on the following Xbox LIVE
channels in the United Kingdom: Home, Video, Game, Music and
Apps Twist.
Xbox LIVE integrations produced ad recall of fifty-percent - well
above the norm, given the campaign only ran during the 8pm -
6am time slot. While all features were used by at least one-quarter
of gamers who visited the site, the Watch and Win video was the
most popular.
Nearly half of gamers who recalled the campaign said they had a
“much more positive“ or“more positive”opinion of Coors Light.
The most frequently cited reasons for their positive opinion
change were:
• The ads made them“more interested in Coors Light”.
• “They think that Coors Light is forward-thinking.
• They“feel that Coors Light is relevant to me”
Positive impressions of the brand translated into action. True to
their social nature, these Social Explorers generated buzz around
Coors Light, purchased it and went online to investigate.
CHANNEL
KNITTING7Offering Integrated
Experience Across Devices
REMOTE
CONCIERGE8A Personal Assistant
For Mobile Devices
8. 14 15
In our busy, connected lives, crammed full of experiences,
consumers are likely to welcome play as escapism and a
way to de-stress. When children play, they lose track of
time, unleash their creativity, and open themselves up to
new ways of doing things. Most importantly, playing is
fun. Unfortunately, as our society becomes increasingly
automated and stressful, most adults have forgotten how
to play. Brands should consider adding play as part of the
brand experience. This can help consumers see brands in a
new light and become active participants in the journey of
discovery.
STATS:
• 53% American and British adults feel they do not do things‘just
for fun’anymore
• 68% of these adults also feel over the years, their day-to-day life
has become structured and less creative
Source: jwt (2012)
BRAND ACTIONS:
• Have fun!
• This is an opportunity for great creative work – but stay true to
brand voice and identity
• Play is a break from real life for consumers. Helping them
experience everyday life through a playful lens will draw them
into the present moment, potentially transforming their mood,
and is a straightforward way that brands can be useful for
consumers
• Including their friends in play will encourage consumers to share
moments and be part of their conversations, so tie back in with
other media platforms
EXAMPLE: CADBURY SPOTS
VERSUS STRIPES CAMPAIGN
Cadbury’s“Spots versus Stripes”campaign is built around the
“play”concept. Beginning around the London 2012 Olympic
Games, people are encouraged to get together to play games,
siding with“Spots”or“Stripes”teams, whose results are then
updated in real time. Regardless of if the game played is
hopscotch, football, or and online game, participants then
earn points for their team and can claim prizes. Built around
a website hosting over 207,000 users, the Cadbury Spots v
Stripes Community Programme, in association with the charity
Groundwork, brings people together and builds stronger
communities, based on a spirit of participation and inclusivity. A
great success, over 898,000 points have been claimed, with more
than 275,000 fans for the campaign-specific Facebook page.
Social care is a way for brands to provide regular service
through social media platforms. Customers are turning to
social media for customer service, as part of social media’s
dramatic impact on how people interact with each other
and brands. The nature of social platforms means consumers
expect brands’responses to customer queries to be quick,
pro-active and of high quality – all crucial in generating
earned media and brand loyalty. Research from McKinsey
shows that a single negative post on social media has, on
average, as much influence on customer decisions as five
positive posts. Given consumers’24/7/365,“always on”,
lifestyle brands need to really get customer service right.
STATS:
• Nearly 1 in 3 social media users prefer to reach out to a brand for
customer service through a social channel compared to the phone
• 71% of those who experience positive social care are likely to
recommend the brand to others compared with 19% who did
not receive any response
Source: NM Incite (2012)
• More than 50% of Twitter responses are within two hours, a lot
shorter than most companies’response windows
Source: Harvard Business Review
BRAND ACTIONS:
• Set up a specific customer service account so that customers
know they are going to the right place to voice their issues,
boost brand recognition, garner trust and improve customer
satisfaction. Customers who feel like they are being heard come
to trust the brand
• Speed is everything in responding to consumer’s queries.
Managing consumer expectations about the time required to
resolve their query is essential
• Step back to look at underlying reasons for customer issues.
Identify the root of the problem. If there is a need to fix the
company’s process or infrastructure, resolve this problem once
and for all
• Track social care responses and tie it back to customer
satisfaction, as social care has a crucial impact on earned media
and loyalty
EXAMPLE: BEST BUY
How do you manage the surge in Twitter content? Best Buy
developed a new, innovative approach by leveraging the
power and content available in the community by launching
“Twelpforce”. Accompanied by a national advertising campaign,
the Best Buy Community added a TwelpForce board and
Twitter feed. Unlike traditional Twitter feeds, that field incoming
questions or comments from specific hashtags, this allows
the community team (and any other user with permission)
to respond to questions directly from Twitter. Should a tweet
contain useful information, a community team member can
automatically create a new thread directly on the board, adding
to the community’s knowledge base.
Users know that if they go to @Twelpforce, they are going to
get assistance. Twelpforce tweets really helped continue the
conversation with the community, beyond the original poster.
Best Buy’s community is thriving. During an average quarter,
around 600,000 customers visit the community, with 20,000
messages (in total over 77,000 messages and counting) and
looking at over 22 million pages of content.
SOCIAL
CARE9Customers Turn
To Social Media
For Customer Service
PLAY
VANTAGE10Experience Everyday Life
Through A Playful Lens
9. 16
CONCLUSION
“Always on”, today’s consumers want to be engaged with
brands – but on their own terms. Using the increasingly
available and specific data, brands need to deep-dive
into consumers’needs and motivations, if they are to fully
understand how consumer appetites and expectations
of brands are influenced by the remapping of the global
economy and the connected world.
Embracing the Top 10 Trends to give consumers the confidence
to navigate different pathways, we do consumers a favour by
simplifying rather than overwhelming them with content.
WE CAN SERVE THESE
CONSUMERS BY:
1. Directing them to sources they trust
2. Provide relevant content at each stage of the pathways
3. Offer simple guides to help consumers weigh their options
4. Have call to action messages to speed up transactions
With social influence playing a huge role in almost all aspects of
consumers’lives, they want to be confident that their choices of
brands reflect what they stand for and who they are. Branded
content helps consumers shape their own, curated, online
presence about how brands are part of their lives, which is
particularly important among the confident consumers in
emerging markets.
The Emerging Top 10 Trends go a long way toward fulfilling
consumer appetite for content that is“always on”, personalised,
visually engaging and share-able. Live planning will change how
we engage with consumers in 2013 and beyond. By anticipating
their needs, based on data captured, we can offer relevant,
engaging streamlined content across the different devices and
pathways that are characteristic of today’s consumer. These need
to be consistent and accessible across multiple platforms and
geographies. Matching consistent brand identities with easy-to-
use checkouts and efficient deliveries, mobile technology can be
a great way to encourage spontaneous shopping, as shown by
Amazon’s success.
Strong brand relationships start with serving consumers at their
own terms and engaging our consumers in a time where visual
search and video sharing is booming means marketers have to
not only produce work that is visually compelling, but they also
have think outside the box, embracing a“lifestyle”approach to
building brands. Kate Spade’s Pinterest competition is a great
example of a brand that not only understands how a new
social network works, but who really got into the spirit of it by
encouraging real creativity, rewarding excellence and staying
true to its brand identity. In 2013, brands will have to think like
the content curators they’re targeting. Setting the right mood
and really honing in on and rewarding real advocates with what
matters to them, and consistently acting as a“remote concierge”
might be a good option for some brands. Apps are increasingly
popular and a great interface for brands, but are also expensive to
keep up; make sure that the figures add up.
Part of the excitement of social media is that it allows us to
share the good, the bad and the ugly with friends and followers.
We trust our friends to give us recommendations, and we also
take heed when we see a negative review of a product or
service online. Great customer service is key for the“always on”
consumers, who increasingly use social media to address service
complaints. Rapid and accurate responses to queries need to
become par for the course for brands. However, this is also an
opportunity for brands to build their online communities, both
by proving that they care, and by offering a platform for users to
meet and share experiences.
Finally, brands need to remember that relevance and fun should
stay a part of the picture. Fans enjoy apps that help them in
their daily lives, but they also enjoy having a good time – an
increasingly important consideration given the stresses and
information overload of today. Despite the major technological
changes, consumer’s needs and motivations do not change that
much. To build long lasting relationships with the“always on”
consumers, we have to create emotional connections and show
them we care what they care about.
If you have any questions or require
further information about this report,
please contact:
Linda Tan
Consumer Insights Director
24 Percy Street, London, W1T 2BS
+44 (0) 207 961 3301
linda.tan@zenithoptimedia.com