Wunderman Singapore's guide on handling digital communications for FMCG brands.
Don’t be intimidated into replacing logical thinking with buzzwords— Marketers too often come under pressure to make decisions based on the technology of the moment, rather than strategy.
In this paper, Wunderman takes a step back to think about rationale the old-fashioned way. After all, communication channels change, but marketing fundamentals do not.
Carat has been producing trend reports for several years, to focus our minds on themes for the year ahead.
This year sees a big convergence between content and commerce, messaging and gaming, and ever more creative uses of data, all driven by the speed of connectivity.
Consumers have become increasingly tech savvy, customizing their experiences and curating their minute-by-minute interactions with content, media and social networks. At the same time, the entertainment industry is booming, accelerating in pace and possibility. This has opened a whole new world of content-led marketing, though few brands have truly embraced this strategy to-date, putting real entertainment (and the budgets to support it) at the heart of their marketing. While not all brands can become a large-scale media entity, there is a valid case for making entertainment a permanent component of the marketing mix.
Today, brands should be asking: What content (not just message) is needed to tell my brand story? And how can this support my business ambition? The resulting strategy and breadth of content can then be applied across the year, leading to more opportunities to turn brands into true entertainment properties. The Ogilvy Branded Entertainment Assessment Model™ (Ogilvy BEAM™) brings rigor and consistency to the planning and measurement of this strategy.
At a time when brand stories must come alive through ongoing, multi-platform Branded Entertainment, the balance of logic and magic will bring out the inner greatness of brands.
Every year, the IPG Media Lab attends SXSW in Austin, Texas, to meet promising startups and attend interesting panels in order to monitor developing media trends. This year, we noticed two key themes: personalization and immersion, both led by the proliferation of mobile devices and aided by other emerging interfaces. And brands can leverage these trends into a deeper connection with their audience, but only if they know how.
Carat has been producing trend reports for several years, to focus our minds on themes for the year ahead.
This year sees a big convergence between content and commerce, messaging and gaming, and ever more creative uses of data, all driven by the speed of connectivity.
Consumers have become increasingly tech savvy, customizing their experiences and curating their minute-by-minute interactions with content, media and social networks. At the same time, the entertainment industry is booming, accelerating in pace and possibility. This has opened a whole new world of content-led marketing, though few brands have truly embraced this strategy to-date, putting real entertainment (and the budgets to support it) at the heart of their marketing. While not all brands can become a large-scale media entity, there is a valid case for making entertainment a permanent component of the marketing mix.
Today, brands should be asking: What content (not just message) is needed to tell my brand story? And how can this support my business ambition? The resulting strategy and breadth of content can then be applied across the year, leading to more opportunities to turn brands into true entertainment properties. The Ogilvy Branded Entertainment Assessment Model™ (Ogilvy BEAM™) brings rigor and consistency to the planning and measurement of this strategy.
At a time when brand stories must come alive through ongoing, multi-platform Branded Entertainment, the balance of logic and magic will bring out the inner greatness of brands.
Every year, the IPG Media Lab attends SXSW in Austin, Texas, to meet promising startups and attend interesting panels in order to monitor developing media trends. This year, we noticed two key themes: personalization and immersion, both led by the proliferation of mobile devices and aided by other emerging interfaces. And brands can leverage these trends into a deeper connection with their audience, but only if they know how.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
Mobile trends to transform your business in 2015Self-employed
To download the eBook, head on over to www.mobext.ph/ebook-download2015
In the eBook you'll find:
- The five crucial developments in the mobile space that your business must keep in mind to stay ahead
- Creative ways that other companies have leveraged mobile to reach both their business targets and their customers
- Tips to help boost your business’ mobile efforts
Carat Trends 2021 - The Year of Emotionally Intelligent Marketingdentsu
In 1970 American writer and futurist Alvin Toffler wrote his best-selling book Future Shock. The book defined the phrase as a certain psychological state of individuals and entire societies brought about by a personal perception of “too much change in too short a period of time”.
2020 has undoubtedly been that year.
The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.
Try to name an industry that is not threatened by tech disruption. Our 2020 vision for consumer, media and technology trends is centred in our belief that the marketplace is increasingly converging around the global tech-giant ecosystems.
Many of the trends that we will comment upon are the ripple effects of the diversification of these platforms away from their original specialism.
The more lines of business the big platforms develop the more complex they become – and the further the ripple effects travel into the economy and society.
Our driving trend for 2020 is entitled ‘Colliding Ecosystems’. It reflects the points made above about the expansion of and ultimately heightened competition between the big tech-platforms.
A look at the top digital trends for 2013, including Personalization, Integration and Customization, along with the latest developments in Mobile, Social and Advertising.
THE CONSUMER AND ADVERTISING LANDSCAPES IN INDIA EVOLVE QUICKLY AND OMG IS CONSTANTLY THINKING ABOUT HOW TO KEEP UP WITH THAT RATE OF CHANGE IN ORDER TO HELP BUILD BRANDS AND DELIVER GROWTH.
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
The cycle of innovation and iteration that digital is known for means existing concepts can suddenly find radically new trajectories. In this report, we highlight ten ideas that have been gaining rapid traction, and which will reshape how we digitally interact with the world around us.
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
Edelman Digital's 2017 report focuses on what we see as the
growing considerations that will impact brands.
Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B
and others.
Working with integers is a major area of pain where students usually start mugging up algebra and that's the beginning of the end of logical thinking. This presentation aims at explaining graphically the addition and subtraction of integers.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
Mobile trends to transform your business in 2015Self-employed
To download the eBook, head on over to www.mobext.ph/ebook-download2015
In the eBook you'll find:
- The five crucial developments in the mobile space that your business must keep in mind to stay ahead
- Creative ways that other companies have leveraged mobile to reach both their business targets and their customers
- Tips to help boost your business’ mobile efforts
Carat Trends 2021 - The Year of Emotionally Intelligent Marketingdentsu
In 1970 American writer and futurist Alvin Toffler wrote his best-selling book Future Shock. The book defined the phrase as a certain psychological state of individuals and entire societies brought about by a personal perception of “too much change in too short a period of time”.
2020 has undoubtedly been that year.
The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.
Try to name an industry that is not threatened by tech disruption. Our 2020 vision for consumer, media and technology trends is centred in our belief that the marketplace is increasingly converging around the global tech-giant ecosystems.
Many of the trends that we will comment upon are the ripple effects of the diversification of these platforms away from their original specialism.
The more lines of business the big platforms develop the more complex they become – and the further the ripple effects travel into the economy and society.
Our driving trend for 2020 is entitled ‘Colliding Ecosystems’. It reflects the points made above about the expansion of and ultimately heightened competition between the big tech-platforms.
A look at the top digital trends for 2013, including Personalization, Integration and Customization, along with the latest developments in Mobile, Social and Advertising.
THE CONSUMER AND ADVERTISING LANDSCAPES IN INDIA EVOLVE QUICKLY AND OMG IS CONSTANTLY THINKING ABOUT HOW TO KEEP UP WITH THAT RATE OF CHANGE IN ORDER TO HELP BUILD BRANDS AND DELIVER GROWTH.
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
The cycle of innovation and iteration that digital is known for means existing concepts can suddenly find radically new trajectories. In this report, we highlight ten ideas that have been gaining rapid traction, and which will reshape how we digitally interact with the world around us.
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
Edelman Digital's 2017 report focuses on what we see as the
growing considerations that will impact brands.
Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B
and others.
Working with integers is a major area of pain where students usually start mugging up algebra and that's the beginning of the end of logical thinking. This presentation aims at explaining graphically the addition and subtraction of integers.
Club owners all over the country are fighting the same fitness club challenges; membership drops, low profitability, and inconsistent class sizes. This volatility affects your bottom line, as well as the motivation and morale of your staff.
Fitness club owners and managers spend thousands of dollars each month to attract new members, only to be challenged with higher membership retention costs, higher demands on management and clients, resulting in over 24% churn!
Socio-digital evolutions and micro-communities: what business opportunities d...Vanksen
This is the question that the new Vanksen study "Connecting The Digital Dots in 2023" aims to answer. In 2023, conducting periodic monitoring to display individual trends loses its meaning. Socio-digital evolutions are constant. Behaviors and innovations fluctuate organically, iteratively, and continuously.
In this context, Vanksen experts have attempted to translate them into a mind-mapping in order to better visualize the correlations impacting brands in their digital strategies.
They can thus better understand the dos and don'ts adapted to their DNA and business challenges, activate technological, tactical, marketing, and communication levers that generate meaning and performance for them and their communities.
https://www.vanksen.com/en/insights/socio-digital-evolutions-micro-communities-business-opportunities-for-brands
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
We have tried to compile some data insights for the digital space as of 2020. And also what will be the case during and after COVID-19. The presentation is meant for advertisers , and digital media planners
This slideshare highlights 40 mini case studies of businesses in Singapore that have stood out by implementing creative social media marketing campaigns.
Curiosity Stop Special: Techcrunch Disrupt 2016We Are Social
Techcrunch Disrupt is where some of the world’s most game-changing technologies and tech innovations are first revealed. Didn’t get a chance to go? Fear not. We've identified six of the most interesting themes and talks from this year to keep you in the know of what’s going to be big over the coming months.
Social Media Week 2014 @DigitasLBi: Your Website in a Social ContextDigitasLBi Nordics
DigitasLBi Denmark’s head of User Experience, Niels Handberg, presents the latest digital trends and business opportunities on how to utilize and integrate social related activities on and beyond your website.
• Your website in a social context – how to connect the dots,
• How social listening can help your service offer on your site,
• How to integrate social aspects throughout the customer decision journey,
• Integrating the voice of the crowd to help conversion on all platforms, and
• How social media can help your eCommerce performance.
Unlock Your Organization Through Digital TransformationDigital Surgeons
Digital Transformation allows you to be disruptor, not the disrupted. See what you missed from our workshop at the Carnegie Mellon Engineering and Technology Innovation Management (ETIM) program’s 10th Anniversary Summit with senior leaders from academia and industry. Learn how to digitally optimize your business with principles of human-centered design that put the heart of the consumer at the center of business model innovation.
Digital Transformation
Design Thinking
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
Digital in 2016: The Year of Consumer-Led Communications MarketingEdelman
Edelman’s digital marketing forecast predicts that consumers will become the priority central marketing function in 2016. This year marks the rise of the Consumer Marketing Director.
Similar to Don't Ask Your Agency For A Viral Video - Wunderman Singapore (20)
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Don't Ask Your Agency For A Viral Video - Wunderman Singapore
1. Don’t ask your agency
for a viral video
A GUIDE FOR FMCG BRANDS
NAVIGATING DIGITAL WATERS
2. Money ends up being invested in attractive, but
ultimately dead-end projects: Brilliant ideas
that burn out in the absence of documented
consumer understanding, viral videos with no
real impact on business, ineffective microsites
or unused mobile apps.
So let’s take a step back and think about
rationale the old-fashioned way. Assume, for the
purposes of this document, that “digital” is not an
intimidating frontier, but just another medium.
01Introduction
Marketers too often come
under pressure to make
decisions based on the
technology of the moment
rather than strategy.
3. On an average day,
Yes, digital is wonderfully different from
traditional media like TV, print, and outdoor.
It’s brought accountability into the marketing
mix. Digital is designed to track almost every
movement of the user, allowing us to see what is
working and what is not. So your digital campaign
is measurable and can be optimised in real time.
Most importantly, digital is disproportionately
zealous about performance of creative. Unlike
print and television, digital is constantly in a
state of beta, where the creative product is
never “done”.
Etsy’s engineering
team releases
over 40 changes to
their website
01 Introduction
A like button is used in social
networking services to express
what users enjoy or like.
A share button is used in most
websites or social media posts to
spread forth content.
RSS - Really Simple Syndication,
uses a family of standard web
feed formats to publish frequently
updated information.
4. 02Digital & FMCG
RedBull is a media company: In a category fraught
with me-tooism, Red Bull found itself a unique
space through differentiated content, delivered
primarily on digital and mobile channels. It
reaches out to a subculture not by hardselling
its product, but by becoming media. Red Bull
Media House runs more than 900 domains in
36 languages under the umbrella of RedBull.
com. 400 employees around the world control
the production, collection and distribution of
all content. Today, Redbull — the drink — is
seen as the merchandise of a larger consumer
entertainment and experience business.
The performance of creative is supremely
important in the crowded, aggressive FMCG
market. As product differentiation becomes
a weak propellant, differentiation in digital
offering is increasingly driving business and
creating opportunity for growth. The success of
FMCGandretailgiantssuchasRedBull,Starbucks
and Sephora relies heavily on technology.
Red Bull Stratos
Mission To The Edge Of Space.
5. Sephora targets pre-shoppers and shoppers: Sephora has
engineered its wesbite, mobile site and mobile app to allow
customers to search for highly specific product criteria,
and possibly offers the most targeted online product search
in the beauty category. Each product has been tagged and
indexed with 25 different characteristics including age-group,
ingredients, formulations, fragrance and price.
02 Digital & FMCG
It took 50 people 5,000 hours to index and tag every single
product. Sephora’s VP of interactive services, Briget Dolan,
says, “We really see mobile as bridging the in-store experience
because customers walk into the store with their phones in
their hands. A lot of the information we gathered was from
how we would ask for that information in a store. We have
all the expertise of Sephora’s staff built into a web interface,
and that’s extremely powerful.” To further push users along
the path to conversion Sephora has a wishlist feature and over
two million user-generated product ratings and reviews – all
readily accessible.
We have all the expertise
of Sephora’s staff built
into a web interface
- and that’s extremely powerful.
“
”
6. 02 Digital & FMCG
From Starbucks Coffee to Starbucks Digital
Network: Starbucks needs to strike relationships
with people who live their lives online. This has
fundamentally changed the business opportunity
for Starbucks and the way they look at in-store
experience. In an interview with Forbes Magazine,
Starbucks’ Chief Digital Officer, Adam Brotman
said, “The Starbucks Digital Network serves up
fresh, localized and valuable content from the
biggest names in news and entertainment to
customers who access our free Wi-Fi in Starbucks
stores. The SDN is a rich blend of great things to
read, watch and listen to – making our customers’
coffeehouse experience even more enjoyable.
Bringing us to the big picture: When it comes
to FMCG brands, consumers find themselves
in a supermarket with poor levels of customer
service. Scenarios such as this can benefit
from a Sephora-type rescue, particularly for
categories where the consumer is deeply
involved. In their interactions with personal
care and food, consumers spend a fair amount
of time browsing, selecting and rejecting.
This is an opportunity to use digital to engage
deeply in a way that POS material cannot.
Consumer goods giants such as Unilever,
P&G, Kimberly-Clark, and Johnson & Johnson
could consolidate offerings across their entire
portfolio to draw mobile-wielding consumers.
We are really pleased that we have been able to
offer our customers free access to subscription
editions of The Wall Street Journal, New York
Times, USA Today, The Economist, and ESPN
Insider. And, we offer fun entertainment for
everyone with exclusive iTunes downloads
and free access to everything from Nick
Jr. anvd Marvel Digital Comics to upcoming
documentaries from Snag Films.”
The Starbucks Digital Network serves up fresh,
localized and valuable content from the biggest
names in news and entertainment to customers
who access our free Wi-Fi in Starbucks stores.
“
”
Square Wallet
Mobile app
Starbucks Digital Network
mystarbucksidea.com
FREE WIFI
AT STARBUCKS
7. 03Goal-Driven Digital
Communications for FMCG
When it comes to goal-setting,
stakeholders need to
answer one question:
Will It Move the needle?
We know that digital is designed to ensure
asset performance, and the potential impact of
effective digital communications is enormous.
This places a crucial responsibility on the
marketing and agency teams: setting of clearly
defined goals for communication against
which performance is to be measured. For
years, traditional communications have been
hammered into shape through brutal concept
testing, focus group discussions, consumer
panels and previews. Those principles are not
redundant: Digital communications demand
the same assiduity, if not more.
The best communication
pieces, be it on web, social
or mobile, move the needle
on more than one of the
following campaign goals:
AWARENESS
Eg. Fan
acquisition,
click-throughs,
page views
Eg. Like, share,
time on site,
completed video
views and games
Eg. Click on offers,
click-through to
e-commerce
Eg. Like, share,
time on site,
completed video
views and games.
ENGAGEMENT TRY/BUY DATA CAPTURE
8. 03 Goal-Driven Digital Communications for FMCG
These goals must be viewed in the digital
context. An awareness initiative must take into
consideration, for instance, what will get fans
to “like” on Facebook fanpage, or click on a
banner.
More often than not, the needles move in
tandem. For example, highly engaging content
will get eyeballs and shares, which in turn will
drive awareness. Tippex’s “A Hunter Shoots a
Bear” Youtube takeover and interactive video
series got nine million views in a month, and
over 50 million views overall.
To get awareness on that scale, the content had
to push the needle on engagement as well. The
interactive videos allowed the user to lead the
story arc. Users were prompted to “white and
re-write” the “A hunter shoots a bear” story.
By using correction fluid over “shoots” and
replacing it with a verb of their choice, users
were entertained with hilarious bear-and-
hunter situations on-demand.
A hunter
shoots a
bear
9. Where does data come
into it?
03 Goal-Driven Digital Communications for FMCG
Data moves the consumer understanding needle. Part of Sephora’s
highly intelligent digital ecosystem is its 18-million-member Beauty
Insider loyalty programme that documents – through an opt-in – users’
online searches, purchase histories, skin concerns and wishlists. This
rich data is then used to deliver highly personalised brand-consumer
interactions across all touch-points. At offline retail, for instance,
staff are already primed on customers’ unique needs, are empowered
to make more nuanced recommendations and are better equipped
to spot cross-selling and up-selling opportunities. Data also increases
click EDM click-through rates.
Some of the emails that we send could have up to 50 different
versions and they are targeting your skin type or what you’ve
bought recently. We think it makes it more enjoyable to open
your email when it’s really relevant to you.
Social listening is another way to use data to
find consumer insight. Wheat Thins, Kotex and
Kleenex used social listening to micro-target
consumers in an effort to generate branded
content and earned media. All three brands
looked for opportunities in users’social network
updates to surprise and delight them.
Wheat Thins were delivered to people who
had tweeted about the product, and highly
engaging TVCs were created out of this brand-
consumer interaction.
Kotex sent 50 women a box with stuff they had
pinned, and these gift boxes were lovingly re-
pinned, generating earned media.
Kleenex identified people who were sick, and
sent TLC in the form of Kleenex kits to their
homes, reaping significant earned media in
pictures and posts.
WHERE DOES DATA COME INTO IT?
Says Bridget Dolan, VP of interactive media.
”
”
10. Red Bull transcended all standard
definitions of awareness and engagement
with Red Bull Stratos, a mega event that
was seven years in the making.
Red Bull’s following, across its digital channels, increased by 2,000,000 new subscribers. The
post-jump photo of Baumgartner posted on their Facebook page took just 40 minutes to gain
almost 216,000 likes, 10,000 comments and over 29,000 shares. Half the worldwide trending
topics on Twitter were related to Red Bull Stratos. The event managed to set a new record for
the “live stream with the most concurrent views ever on YouTube.” At peak, there were more
than 8 million concurrent live streams.
03 Goal-Driven Digital Communications for FMCG
HOW ARE OTHERS MOVING NEEDLES?
11. 03 Goal-Driven Digital Communications for FMCG
HOW ARE OTHERS MOVING NEEDLES?
An interactive billboard allowed passers by to text the name of a friend they wanted
to appear up in lights. Consumers could create and share virtual Coke cans bearing
any name they wanted, and make their own virtual TV ads starring their Facebook
friends. On Facebook, fans nominated and voted for names to appear on Coke bottles.
They could even get a specially printed Coke can with any name they wanted.
There was a 39% fan growth to 650k+ fans, and
a 870% increase in Facebook traffic. 75,902
virtual ‘Coke’ cans bearing friends’ names
were shared on Facebook, 7,379 bespoke TV
ads were created using Facebook friends’
names and photos. Consumption of Coke
increased significantly by 7% among young
adults, with an increase of 5% on baseline
sales. Two out of five purchases driven by the
‘Share a Coke’ campaign.
Thanks to this campaign Coca-Cola Australia
had more direct conversations with customers
than at any other time in their 125-year
history. ‘Share a Coke’ became the No.1 most
talked about Facebook page in Australia and
23rd globally.
Coca Cola created a spike in sales by
allowing people to personalise Coke
bottles with the Share a Coke campaign.
12. The Dove Ad Makeover Facebook app, was designed to break the clutter
of beauty brands. Dove allowed women to replace Facebook ads that
belittled a woman’s physical appearance with ones that empowered
them. Users could customize their ad using tools provided by the app and
blast it to an audience profile of their choice. This created tremendous
positive engagement and awareness.
03 Goal-Driven Digital Communications for FMCG
HOW ARE OTHERS MOVING NEEDLES?
#The AD MAKEOVER
13. Kraft leveraged its well-established
chefmanship, and the insight that busy
people are exasperated by the question:
“What do I cook for dinner?”, to add value
to the consumer’s life. They developed an
app that gives consumers access to more
than 7,000 recipes. The iFood Assistant has
over 60% of continued user engagement,
but it goes beyond engaging through recipe
inspiration: it accompanies shoppers along
the entire path to purchase.
Once a recipe is found, the app enables the user to create
a shopping list, and also displays coupons available for
the products to purchase. It then locates the nearest
store stocking the ingredients. Once the shopper is in
the store, the app even shows which aisles to go to,
and lets shoppers check off items from their shopping
lists while adding these to their cart using a bar code
scanner. At checkout, customers can make use of the
coupons they stored previously. Once the meal has been
prepared and enjoyed, users are encouraged to respond
to the recipes with reviews, ratings or sharing. The iFood
Assistant provides a Recipe of the Day idea for seven
days, as well as Dinner Tonight suggestions, with a push
notification option which allows users to choose any day
of the week and a time to be reminded of the Recipe of
the Day or Dinner Tonight, even if the app is off.
03 Goal-Driven Digital Communications for FMCG
HOW ARE OTHERS MOVING NEEDLES?
They developed an app that
gives consumers access to
more than 7,000 recipes.
14. The current approach to digital is set up to breed ignorance and create a disparity
of knowledge among digital natives and traditional marketers. As a result, digital
communication often suffers from a lack of common sense. Digital is neither a passing
fad nor an esoteric new medium. Like with all other “established” media, it just needs
focused marketing minds to make it work for large organisations.
Don’t give in to digital insecurity and ask your agency for a viral video. Not until you
know whether it will move the right needle. And if you’re being intimidated into
replacing logical thinking with buzzwords, remember there was a time when TV was
new. Communication channels change, but marketing fundamentals do not.
digital
communication
often suffers
from a lack of
common sense.
04A Final Word