Transcript
Digital FitnessHow to become a marketer in a digital age!
B. Bonin BoughVP, Global Media &Consumer Engagement
@boughb
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Ro
le o
f Dig
ital Society
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“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”
- Charles Darwin
Digital Adaptation
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Organizations
Society
Digital Fitness – Exercise 2.
Challenge Convention – Find A Problem
Digital Fitness – Exercise 3.
Experiment
Consumer Relations
Brand
Comms Media
Insights
CREATE A DIGITAL CULTURE
G Social Evolution
April2010
October2011
Fan
s +
Fol
low
ers
Leveraging digital participation via social to “shift” the brand
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Where We Are Headed:
Getting To 10
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Partnering with a global leader in mobile communications
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Partnering with MTV for a multi-screen, integrated ad experience
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Why Mobile Is Right for Mondelez International
FOR THE CONSUMER
FOR THE BUSINESS
AS A MEDIA CHOICE
FOR RETAIL PARTNERSHIPS
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Why Mobile Is Right for Mondelez International
FOR THE CONSUMER
PREFERENCECONVENIENCE
PERSONAL
FOR THE BUSINESS
AS A MEDIA CHOICE
FOR RETAIL PARTNERSHIPS
MOBILE IS THE WORLD’S MUST HAVE DEVICE
Source: Mobile Life: GTI 2011
56% OF GLOBAL POPULATION WILL USE A MOBILE DEVICE AT SOME POINT THIS MONTH
GLOBAL DIGITAL & MOBILE REACH
TODAY MATURE REGIONS HAVE GREATER PENETRATION
75.8
NORTH AMERICA
79.6
W. EUROPE
73.2CEE
36.5
MENA
55.1
APAC
56.0
WORLDWIDE
65.1
LAT AM
Source: eMARKETER AUG 2012
BY 2016 EMERGING MARKETS WILL CLOSE THE GAP
Source: eMARKETER AUG 2012
78.6
NORTH AMERICA
84.0
W. EUROPE
81.3CEE
43.5
MENA
70.0
APAC
67.0
WORLDWIDE
73.9
LAT AM
IN 2016 OVER 80% OF MOBILE USERS WILL LIVE OUTSIDE NORTH AMERICA AND W. EUROPE
2010 2011 2012 2013 2014 2015 20160.00
1,000.00
2,000.00
3,000.00
4,000.00
5,000.00
6,000.00
North AmericaEastern EuropeWestern EuropeLatin AmericaMiddle East & AfricaAsia-Pacific
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Why Mobile Is Right for Mondelez International
FOR THE CONSUMER
FOR THE BUSINESS
UNPARALLELED & UNTAPPED
OPPORTUNITY
AS A MEDIA CHOICE
FOR RETAIL PARTNERSHIPS
DESPITE SIGNIFICANT SCALE MARKETERS HAVE BEEN SLOW TO REACT AND CONSUMER NEEDS HAVE GONE UNFULFILLED
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Why Mobile Is Right for Mondelez International
FOR THE CONSUMER
FOR THE BUSINESS
AS A MEDIA CHOICE
SCALEENGAGEMENT
EFFICIENCY
FOR RETAIL PARTNERSHIPS
1. INCREASE TRADITIONAL MEDIA EFFECTIVENESS
2. MOBILE IS WITH THE CONSUMER THROUGHOUT THE PATH TO PURCHASE
3. OPPORTUNITY TO CREATE THE MARKETPLACE
3 REASONS WHY MOBILE IS A SMART MEDIA CHIOICE
CLAIROL EXECUTES MOBILE AT ALL STAGES OF P2P
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Why Mobile Is Right
FOR THE CONSUMER
FOR THE BUSINESS
AS A MEDIA CHOICE
FOR RETAIL PARTNERSHIPS
INFLUENCEON
PURCHASE
INFLUENCE 700 BILLION DOLLARS IN OVERALL RETAIL SALES
PERCENT OF CONSUMERS SHOPPING FOR PERSONAL CARE OR GROCERY ITEM USING MOBILE AT RETAIL CHANGED WHICH BRAND THEY PURCHASED
54%APAC
30%
LAT AM
26%
EUROPE
31%US &
CANADA
MOBILE AT RETAIL A Global Investigation into consumer use of mobile at retail by the SMG Human Experience Strategist Network
PRIMARY RESEARCH INTO THE OPPORTUNITY SPACE FOR SNACKS & MOBILE (YOUTH & MOM)
Where does the opportunity lie for Moms and
Millennials with Mobile?
Where does the opportunity lie for Moms and
Millennials with Snacking?
The Ideation Framework
INVITED YOUTH AND MOMS TO CO-CREATE THE
SOLUTION
THE SOLUTIONS MOMS AND YOUTH BUILT THEMSELVES
SPANNED THE SPECTRUM FROM FUNCTIONAL TO FUN
FunCTIONAL FUNctional
ConvenienceYouth: Costa Coffee on the go app.
Moms: Snack Genie
Loyalty / RewardsYouth: Kraft Loyalty Accumulator
Moms: Brand Rewards
Customised Inspiration
Youth: Choose MeMoms: Fortune Teller & Snack
Jackpot
Blending Online & Offline
Eg. Cadbury Relaxation Station
Mobile as tracker of offline experience
Scavenger HuntEg. Snickers Pickers Are WinnersAlerts / clues / find the pack via
mobile
On Pack GamingEg. Skittles Gaming
Pack unlocks levels of a game
Product LocatorYouth: I’m Hungry
Moms: Snack Shortcut
HealthYouth: Walkers for Walkers
Moms: Angel/Devil App
PermissionEarn my Snack
Craving EnablerMy Snack Selector
Moms & Youth
Youth Only
Moms Only
Theme Legend
MOMS
Customized Inspiration
During set up, the app will ‘learn’
your snacking profile
When a craving hits, all you have
to do is select what
you’re in the mood for
Then just pull the lever
to have the app suggest
a tasty snack
YOUTH
KEY LESSONS
SNACK DISCOVERY
SHOULD BE FUN & QUICK
MOBILE CAN MAKE AN
IMPERSONAL CATEGORY FEEL
CUSTOMIZED
Choose what type of snack you want based on your mood.
Users can view different pictures, flavours & brands of snacksCan “dislike” or “like” suggestions to store preferences
YOUTH
Balanced Lifestyle Choices
I provide the app with my
craving criteria
Healthier choices earn
good living points
Selecting less the healthy
option results in the app
suggesting ways to
offset choices through
atonement
MOMS
Pedometer and calorie counter to track steps, miles walked – with a snack suggestor based on distance walkedGPS to show new & popular walking routes
Walkers Rewards given for certain distances walked
KEY LESSONS
ALL SNACK BRANDS CAN PLAY A ROLE IN
COMPLIMENTING A HEALTHY LIFESTYLE
BRANDS NEED TO BE TRUE TO WHAT THEY
ARE (I.E. AN INDULGENCE), BUT
MAKE A PLACE IN AN OVERALL LIFESTYLE
PEOPLE WANT CONTROL IN HOW
THEY OFFSET THEIR SNACKING DECISIONS
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Why Mobile Is Right for Mondelez International
FOR THE CONSUMER
PREFERENCECONVENIENCE
PERSONAL
FOR THE BUSINESS
UNPARALLELED & UNTAPPED
OPPORTUNITY
AS A MEDIA CHOICE
SCALEENGAGEMENT
EFFICIENCY
FOR RETAIL PARTNERSHIPS
INFLUENCEON
PURCHASE
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MOBILE ATRETAIL
VIDEOEQUIVALENCY SOCIAL TV MOBILE
MEDIA
Our Global Target 10% Mobile Investment
USER DATA & ANALYTICS
Increase ROI Influence Purchase
REACH ENGAGEMENT IMPULSE LOYALTY
2% - 6% 4% - 8%
KEY INVESTMENTS FOR BUILDING MOBILE & SOCIAL MEDIA CAPABILITIES
Discussion
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