Digital Path to Purchase
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DIGITAL PATH TO PURCHASE / JASON XENOPOULOS
THE CHANGING FACES OF ONLINE MEDIA
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1.0 EDITORIAL
During the nineties, the web was primarily a publish and browse
medium
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2.0 SOCIAL
The web has become a blackboard on which everyone is invited to
make their mark.
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3.0 INTEGRATION
Social Media has fundamentally changed
the dynamic between consumers and brands
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AMR SALAMA Political Activist
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“The people revolted against
Governments today… but
tomorrow they will revolt
against products and brands.”
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PAUL POLMAN CEO Unilever
“If they could bring down a
regime in Egypt in 6 weeks,
they can bring us down in
Nanoseconds.”
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TRENDS
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1. Social Media
2. Mobile Telephony
3. Branded Content
4. Functional Integration
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SOCIAL MEDIA
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INTERNET PENETRATION 2010 -2012 World Wide Worx
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6,5m
8,5m
10m
10m
5m
0m 2010 2011 2012F
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INTERNET PENETRATION
“Penetration is now approaching 20 percent, and
for the first time we can see the mass market embracing digital
tools on their phones”
Arthur Goldstuck
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SOCIAL MEDIA USAGE IN SOUTH AFRICA – 2011/2012
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FACEBOOK (4,9m)
TWITTER (1,1m)
MXIT (10m)
DSTV (3,7m)
10m
5m
0m LINKEDIN
(1,1m)
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SOCIAL BY DESIGN » Social media is changing the
way we use the Internet…
» Changing the way we advertise…
» Changing the way we do business…
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THE OLD PURCHASE PROCESS
AWARENESS INTEREST DECISION ACTION
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THE NEW PURCHASE PROCESS
AWARENESS
INTEREST
ACTION
RECOMMENDATION
DECISION
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SOCIAL BY DESIGN
Social Beyond Digital
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SOCIAL BY DESIGN
C&A Fashion Like
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SOCIAL RETAIL
Magazine Luiza
Magazine Voce
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BEYOND SOCIAL MEDIA DIGITAL PATH TO PURCHASE - JASON XENOPOULOS 32
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GOING VIRAL 400% 33
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BEYOND SOCIAL MEDIA
Share a Coke with your Mate
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THE CONVERSATION IS THE CANVAS
*Dick Costolo - CEO Twitter
MOBILE
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MOBILE
Right Time, Right Place
has now become
Right Here, Right Now
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MOBILE
How will mobile
computing disrupt and
redefine the customer journey within your
industry?
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MOBILE
View your customer’s
mobile phone as their
remote control for your
business
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TESCO IN KOREA
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MOBILE
Red Tomato Pizza
VIP Fridge Magnet
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DOMINATE
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MOBILE PHONES IN AFRICA
Feature Phones Dominate
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INNOVATIVE TEXT SERVICES
SMS,
USSD,
PLEASE CALL ME,
M-PESA
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MOBILE INTEGRATION
Carling Black Label
Be the Coach
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THE RISE OF SMARTPHONES
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» IDEOS $100 Android phone has become smartphone bestseller in Kenya.
» By 2013 there will be smart phones retailing at less than $50 in many African markets.
» 265 million data subscribers in Africa by 2015 up from about 12 million today (Informa Telecoms)
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MOBILE Smartphones &
tablets
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MOBILE Smartphones &
Tablets
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BRANDED CONTENT
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BRANDED CONTENT
ONLY
The Liberation
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CONTENT CELEBRITIES
Volkswagen
NikkieTutorials
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CONTENT CONSUMERS
Mont Blanc
The Beauty of a Second
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FUNCTIONAL INTEGRATION
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HORIZONTAL INTEGRATION
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VERTICAL INTEGRATION
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FUNCTIONAL INTEGRATION
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ECOSYSTEMS OF VALUE
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FUNCTIONAL INTEGRATION…
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In the 21st Century, brands will have to be functionally integrated or they will become
commoditized.
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NIKE FUEL Introducing Nike
Fuel
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NIKE FUEL Introducing the
Nike+ Fuel Band
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CONCLUSION
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THANK YOU
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