How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.

1. #GrowWithArena#GrowWithArena

2. What does
this all
mean for
marketing?

3. #GrowWithArena#GrowWithArena
Virtual
availability

4. #GrowWithArena
Get to know your digital audience
Digital advertising is good at nudging
And owned assets drive frequency levels
From knowing to recognising

5. #GrowWithArena
The brand living room
New rules of engagement online
Keep dialogue going
Engagement gives permission to talk product

6. #GrowWithArena
Reach
Driving reach is still really important
Penetration = reach
What does reach really mean in the digital
world?

7. #GrowWithArena
Get noticed
Not as easy at it sounds
“if I want people to spot my ad I put Marilyn
Monroe in it, if that doesn’t work I put Marilyn
Monroe in topless”
It’s not just what you say, it’s how you say it

8. #GrowWithArena
Matching luggage
Marketing works hardest when it is visually
joined up
But is also has to be behaviourally joined up
The really good ones can speak different
languages

9. #GrowWithArena
Frictionless purchasing
Make the steps super easy
Lots of categories are impulse now
Loyalty levels are arrived at very quickly

10. #GrowWithArena
Honeymoon marketing
The post purchase period is short but full of
promise
This is where you can nudge frequency most
easily

11. #GrowWithArena
The 7 rules of virtual availability
• Get to know your digital audience
• The brand living room
• Reach
• Get noticed
• Matching luggage
• Frictionless purchasing
• Honeymoon marketing