B Bonin Bough - Digital Fitness

Digital FitnessHow to become a marketer in a digital age!

B. Bonin BoughVP, Global Media &Consumer Engagement

@boughb

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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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FOR THE CONSUMER

PREFERENCECONVENIENCE

PERSONAL

FOR THE BUSINESS

AS A MEDIA CHOICE


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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FOR THE CONSUMER

FOR THE BUSINESS

UNPARALLELED & UNTAPPED

OPPORTUNITY

AS A MEDIA CHOICE


DESPITE SIGNIFICANT SCALE MARKETERS HAVE BEEN SLOW TO REACT AND CONSUMER NEEDS HAVE GONE UNFULFILLED

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FOR THE CONSUMER

FOR THE BUSINESS

AS A MEDIA CHOICE

SCALEENGAGEMENT

EFFICIENCY


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


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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FOR THE CONSUMER

PREFERENCECONVENIENCE

PERSONAL

FOR THE BUSINESS

UNPARALLELED & UNTAPPED

OPPORTUNITY

AS A MEDIA CHOICE

SCALEENGAGEMENT

EFFICIENCY


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

B Bonin Bough - Digital Fitness

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