When Brands go Digital

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Digital is still considered new media. For some, when they think about digital, all that they hear is effectively a big jumble of words, abbreviations and terminology, most of which goes completely over their head. But some brands have actually taken courage and plunged into the digital ocean. This act of courage has won them great rewards in terms of awareness engagement & most importantly sales. But how do brands choose to go the Digital way….

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When Brands go Digital

  1. 1. WHEN BRANDS GO DIGITAL
  2. 2. Technology determines the speed and ease of Communication
  3. 3. 2001 2002 2003 2004 2005 2006 2007 2008 2009 Social Ecosystem becomes Social Universe 2010 2011 2012 2013 MOBILE CENTRIC SOCIAL NETWORKS 3
  4. 4. INC. IN USERS: 50K to 17MN MONTHLY VISITORS 40 MONTHS Adoption Of New Social Networks is Quicker Each Time 30 30 22 20 16 12 10 9 0 Source: Comscore, Aug 2012 4 4
  5. 5. What do People Want? Fit In or Stand Out? Develop an Audience or Maintain Relationships? 5
  6. 6. What Need do Social Networks Fulfill? CONSUMER 90’s actions objective brands 00’s 10’s BROWSE SEARCH IDENTITY INFORMATION KNOWLEDGE CONNECTIONS BE PRESENT REACH OUT FOSTER RELATIONSHIPS 6 6
  7. 7. When it comes to communication & brands, consumers are the HEROES 7
  8. 8. What is Digital Marketing? Search Display Advertising Video Advertising A toolkit to help brands reach today’s Connected Audiences Social Media Promotion Websites Video Content Social Media Content Influencer Engagement Forums & Communities E-DM E-Commerce 8
  9. 9. Conversations on Social are about Right Role Engaging = + Audiences Right Social Network 9
  10. 10. How do brands take those FIRST STEPS into the consumer driven social universe?
  11. 11. CHUMBAK SEARCH STRATEGY
  12. 12. Think Different, Stand Out CHUMBAK: SEARCH STRATEGY • Identify your TG correctly. • Focus on how the consumer thinks, acts & reacts. • Assess tools to see which delivers the maximum ROI. • Strategy can make you stand out from the rest. • Execution is as important as planning. 12
  13. 13. ANTWERP ZOO ENGAGEMENT STRATEGY
  14. 14. Engage Regularly, Share Varied Content ANTWERP ZOO: CONTENT STRATEGY • Tailor your content to the channel on which it exists. • Provide a way for engaged users to get more information, even notifications. • Amplify UGC = Amplify excitement. • Make them feel the excitement you feel. • Success is when consumers feel that they have been part of creating something big. 15
  15. 15. TOURISM QUEENSLAND SOCIAL ENGAGEMENT
  16. 16. Follow Up Campaign Campaign App Winners
  17. 17. Turn Consumers into Brand Advocates BEST JOB IN THE WORLD : SOCIAL ENGAGEMENT • Motivate your most passionate advocates for the right reasons. • Earned advocacy is more believable than paid advocacy. • Learn from your campaigns, there is always scope for improvement. • A campaign does not stop with getting customers, now what do you do with them? • If it worked the first time, chances are it will work the second time(and on a bigger scale).
  18. 18. OBERMUTTEN CREATING SOCIAL VALUE
  19. 19. Social Recognition has Power OBERMUTTEN: CREATING SOCIAL VALUE • Just Start: It is very easy to get started on Social Media. • Acknowledge Fans: Recognition is a strong social motivator. • Opportunity for brands to connect directly with consumers and eliminate intermediaries. • People share even the most insignificant stuff on social media. • A promise to the consumer must be kept. They will talk about it.
  20. 20. Search by BING CELEBRITY ENGAGEMENT
  21. 21. Consumer Interest & Crowd Collaboration BING by MSN : CELEBRITY ENGAGEMENT • Get the consumer involved: let them work for it. • Magic of mob: Even strangers will collaborate to complete a task • Know the environment: Sometimes common goals that can be leveraged for benefit to all. • Use the right hook( or celebrity) to get the right audience • Digital works best when it breaks barriers between online and the real world. • Make it easy to share and discuss: you want to spread the word. • Paid media can help get the word out.
  22. 22. Why us? QUESTIONS?
  23. 23. Sonya David Strategic Planner AdPeople Worldwide sonya.david@adpeople.com

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