The document discusses trends in how consumers engage with brands across real and virtual worlds. It provides examples of how brands can (1) get consumers more involved in products through collaboration platforms and personalization, (2) offer useful content and services, and (3) have a multi-platform media strategy across social media, websites, mobile apps, and events to better integrate into consumers' lives. The key recommendation is for brands to allow consumers to become part of the brand through contact, content, and an integrated media strategy across real and virtual worlds.

1. MRM presents:
Trends and
their meaning

2. 1
The terms « digital » and « social » have
become pure marketing language. For
consumers they no longer exist.

3. THERE IS NO
« DIGITAL » FOR
CONSUMERS

4. THERE IS NO
« SOCIAL » FOR
CONSUMERS

5. THERE IS ONLY
« LIFE »

6. That leads to a complete and wild mix of
media usage.

7. REAL VIRTUAL
WORLD WORLD

8. EXAMPLE FOR:
Mix of real world and virtual world
WHAT?
Microsoft Xbox 360 and Kinect
WHY?
The Xbox has changed the living room
into an entertainment hub and lets the
users not only conect to their social
networks, it also creates a virtual
community within the Xbox system, in
which users compete or take part in
events.
RELEVANT?
Game platforms are not only for freaks
now. Recent studies show that 89% of
all people are (at least light) gamers
and gamers can change the world!

9. EXAMPLE FOR:
Mix of real world and virtual world
WHAT?
Tagging the real world
WHY?
The real world has an additional layer!
Augmented reality allows us to leave
information on things and locations, for
others to be found with their portable
device and used.
RELEVANT?
Huge potential for quickly being
adapted be the mass market as
extremely helpful!

10. EXAMPLE FOR:
Mix of real world and virtual world
WHAT?
Geo Localization
WHY?
Incredible: Today we know exactly
WHERE our customers are. Marketing
needs to get relevant on this extremely
precise level. Foursquare is one
possibility, Pepsi rewards presence!
RELEVANT?
This is where brands can reward
loyalty. It is the closest form of
interaction. And a valued one, don’t
miss the opportunity!

11. Consumers want to become a part of the
brand they like, and they expect the same
from the brands. They now have to define a
role, they want to play in the lives of their
consumers!

12. ADVERTISING NEEDS
TO HELP BRANDS TO
BECOME PART OF
LIFE

13. FROM
SAYING
TO
DOING

15. EXAMPLE FOR:
Playing a role in consumers’ lives
WHAT?
The Coca Cola Social Media Case
WHY?
A 124yo company employs 30 staff to
run the « Open Happiness » initiative
and reaches 7,3M Facebook fans and
more than 5.000 mentions per day!
RELEVANT?
Oh yes! Studies say that once you
have made someone befriend you on
Facebook, 97% will buy your brand,
and 96% will recommend you to a
friend! (“Feed” Report)

16. EXAMPLE FOR:
Playing a role in consumers’ lives
WHAT?
The Levi Strauss Braddock, P.A. Idea,
“We are all workers”
WHY?
Now that’s engagement! Levi Strauss
adopts a small U.S. village, once rich
and cozy, now poor and left behind, to
help the “workers” who live there, build
a better future.
RELEVANT?
A real engagement that creates real
value, also creates PR and content for
a very long time. Doing good is so
efficient!

17. A new world, marketers have learn and to
adapt to because It’s an opportunity

18. 2
That means for us advertisers and agencies that
consumers influence all we do today: Products
by input for innovation, service through
demanding real utility, communication through
participation and social media.

19. PRODUCT
SERVICE
COMMUNICATION

20. PRODUCT

21. PRODUCT /
INNOVATION
Marketing departments own
consumer insights, and
consumer insights are the most
valuable goods for progress and
innovation within a company –
may that be insights that help to
improve a product or launch a
new one, or a service offer or a
line diversification or a way to
produce it, etc. Marketers need
to take consumers opinions
serious and need to give them
the tools they need to express
themselves.

22. EXAMPLE FOR:
Marketing Collaboration
WHAT?
MyStarbucks Idea
WHY?
Starbucks is a brand who shows that
they are really interested in their
customers’ opinions and wishes. More
than just monitoring external
platforms, they create an own channel
for people to express themselves. And
they love it.
RELEVANT?
Absolutely. One of the best ways to
get inspirations for products, services
and communication. A huge 24/7 focus
group!

23. EXAMPLE FOR:
Social Media Monitoring
WHAT?
The Domino’s Pizza “
The Pizza Turnaround” Project
WHY?
Impressive movement of a company
agreeing that their product is
miserable. But as impressive to see
how they used this to relaunch
themselves together with the
consumers.
RELEVANT?
Yes. Foremost the part to listen to the
people out there and what they say
about your brand; and then to doing
the right reaction.

24. PRODUCT /
PERSONALISATION
Giving the consumer control
over the product design /
features itself can be the highest
honor, delivering the highest
grade of identification with the
product and the brand.

25. EXAMPLE FOR:
Product Personalization
WHAT?
Kinder puts a photo of your child onto
its’ packaging, M&Ms writes personal
messages on candy
WHY?
A nice and easy way to let the
consumers integrate themselves onto
the product, e.g. as a present.
RELEVANT?
People like to make things theirs. If
changing the product itself is too
difficult, changing the pack

26. EXAMPLE FOR:
Product Personalization
WHAT?
NikeID Shoe personalizer
WHY?
Nike was a pioneer in personalization,
styled and ordered online. They keep
on being pioneer in this area by e.g;
launching a mobile app which creates
a shoe design according to a picture
taken.
RELEVANT?
This example shows that
personalization can be a source for
inspiration. My world has influence on
the things I see, like and buy.

27. EXAMPLE FOR:
Product Personalization
WHAT?
Mymuesli.com muesli mixer
WHY?
An example within CPW’s business.
Mymuesli offers a simple to use online
mixer, to create your own muesli,
containing only things you like most.
RELEVANT?
The success of the little startup and
the buzz they created show that such
an engagement is rewarded. Could be
relevant in niche markets, that need
more precise treatment.

28. SERVICE

29. SERVICE/
UTILITY
How can a brand become part if
its consumers’ lives? By building
content and tools that are
anchored in the brand and of
great daily use.
Great tools can become part of
the product or even new
products.

30. EXAMPLE FOR:
Utility Online Tool
WHAT?
Bugaboo, a manufacturer of strollers
for babies, offers a map of places
where you can easily walk with a
stroller …
WHY?
Sometimes utilities are not so difficult
to find. This is an additional service,
communication at the same time,
entertainment and fun.
RELEVANT?
This is easy to do, and has high value.
Concentrate on what your competence
is, get a content partner and create
such an offer!

31. EXAMPLE FOR:
Utility Mobile Tools
WHAT?
Dunkin Donuts lets you take orders
from your colleagues, Tide gives you
immediate tips how to get rid of stains
and IKEA gives games to the kids
while the parents shop.
WHY?
Mobile is the only current way to have
practical helpers always by my side.
Thing a bit outside of the box (IKEA),
look for a real insight (DD) or be there
when needed (Tide) and consumers
will value your proposition.
RELEVANT?
Thing like these are easy to test and
can deliver real value for money if they
strike a nerve!

32. COMMUNICATION

33. COMMUNICATION /
CONVERGENCE
Just as consumers mix real life
and virtual life, marketers have
to be able to play the same
game.
Social, website, mobile, event,
product, POS, and you name it
– they all have to play together!

34. EXAMPLE FOR:
360°
WHAT?
The launch of adidas new MEGA
shoes. A nice mix of virtual and real
life to assure a great impact of the new
product.
WHY?
360 is the best way to really be where
your customers are. The advertising is
about a MEGA diner that has been
recreated as a walk-in replica at the
Lollapalooza music festival that is
strongly mediated by MTV.
RELEVANT?
To meet people where they are and to
have a great impact in terms of
visibility

35. EXAMPLE FOR:
Mobile Promotions
WHAT?
Celio* “Soldes Mobiles”: They show a
2D giant code on the facade of its’
shop. Clients who flash the code with
their mobile receive a message they
can show at the cashier to get
another10% discount on their buy.
WHY?
Now that’s engagement! Levi Strauss
adopts a small U.S. village, once rich
and cozy, now poor and left behind, to
help the “workers” who live there, build
a better future.
RELEVANT?
A real engagement that creates real
value, also creates PR and content for
a very long time. Doing good is so
efficient!

36. COMMUNICATION /
SOCIAL
Everything is social, as has
always been. Today consumers
are constantly slightly
connected – one result: we use
the phone less and less, not to
disturb.
Another one: Brands need to
learn how to integrate in these
lives, to play a role.
The opportunity for the brand:
amplify the impact of your
communication

37. EXAMPLE FOR:
Viral Idea
WHAT?
Microsoft Germany launches a viral
movie for their product MS Project
2010.
WHY?
If you can think of something, you can
plan it, and then do it. The weirdest
project is shown in the video which
spread: 500k views and various TV
reports.
RELEVANT?
For certain products and certain target
groups recommended. Development
cheap, but success unpredictable.

38. EXAMPLE FOR:
Social Promotion
WHAT?
Easy Jet paper plane “tell your friend
and get a discount” idea – done online
and in real life.
WHY?
Sure, discounts is why the people take
part – but they are not afraid to talk to
their friends about it and make free
advertising for the brand.
RELEVANT?
Absolutely, to be considered with
campaign developments.

39. EXAMPLE FOR:
Multi Platform
WHAT?
Skittles has completely abandoned the
concept of an own website and spread
their content where it was hosted best:
Videos on YouTube, pictures on Flickr,
info on Wikipedia, Community ion
Facebook. Their universe shrank to a
little box, as social space navigation
engine, following the consumer.
WHY?
Some brands don’t need an own
website. Content is the king – and that
should live where the content users
are.
RELEVANT?
Highly – rethink your web model!

40. 3
Recommendations

41. MAJOR CHALLENGE
Consumers
influence
product,
service
and
communica>on.
Allow
your
clients
to
become
part
of
your
brand.
Life
today
is
a
mix
of
Real
and
Virtual
World.
We
have
to
become
part
of
that
life.

42. Three areas to get active in:
CONTACT MEDIAMIX CONTENT

43. How?
CONTACT
By
«
contact
»
we
mean:
Opening
your
brand
up
towards
the
consumer,
get
in
touch,
do
«open
door
days
»
24
hours
a
day.
Through:
-­‐ Collabora=on
Pla?orms
24/7
Focus
groups
to
get
insights
on
products,
services
and
communica>on
-­‐ Social
Media
Monitoring
To
find
out
who
talks
where
and
how
about
your
brands
To
engage
where
the
people
are
with
them,
by
giving
informa>on,
content,
benefits
or
doing
real
commitment
programs
with
them
And
to
react
openly
to
cri>que
-­‐ Personalisa=on
Invite
people
to
ul>mately
become
part
of
the
brand

44. What?
CONTENT
By
«
content
»
we
mean:
Offering
different
kind
of
addi=onal
benefits
besides
your
products.
Through:
-­‐ Services
a
true
customer
u>lity
delivering
added
value
in
everyday
life
-­‐ Entertainment
Important:
Entertainment
is
also
a
real
u>lity!
And
it
is
relevant
for
all
age
groups.
This
can
contain
all
seen
trends
like
gaming,
mobile,
Augmented
Reality

45. Where?
MEDIAMIX
By
«
mediamix
»
we
mean:
Get
used
to
the
consumers’
way
to
use
media
and
disrespect
borders!
There
are
more
op=ons
for
a
mediaplan
than
ever.
Through:
-­‐ Mul=-­‐Pla?orm
Most
of
us
wouldn’t
naturally
go
a
product’s
website.
Think
of
crea>ng
a
Mul>
PlaVorm
to
meet
people
where
they
are:
in
real
life
and
in
virtual
to
have
a
great
impact.
Think
first
about
content,
then
where
to
put
it
and
then
if
you
really
need
an
own
website.
-­‐ 360°/365d
drive
communica>on
and
ac>va>on
ideas
across
all
types
of
media,
including
online,
mobile,
event,
POS
and
viral,
and
engage
daily!

46. 4
Thank You.