CAS MULTICHANNEL MANAGEMENT Marion Marxer marxerevolution April 2016
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CAS MULTICHANNEL MANAGEMENT
Marion Marxer marxerevolution
April 2016
Auszug aus erstem Modul „Insights“
« THE DIGTAL IMPACT ON EXPECTATIONS & BEHAVIOUR!!DREI GESELLSCHAFTSTRENDS UND IHR EINFLUSS AUFS MARKETING
80%SecondScreening
TOP 3 APPS Gaming 40% Social 40% Entertaint 30%
82% active
1/2 research products and brands, ¼ share branded content
93% are on social media, 80% active
80% members
fastest growing
1/3 as fb messanger
TP Nr. 1: 35% visit brand sites
2/3 pc/mobile gamer
3 TOP ON ENTERTAIN: video 70%, games 50%, film 47%
Nr. 1 20%, 2/3 share Nr. 1 10% ,
82% don‘t share
most trusted: (90%) friends recommendations
75% in online reviews, vs. 45% in TV Ads
« WARUM SIND DAS NICHT DIE EINZIGEN INSIGHTS DIE ZÄHLEN?
WEIL TOUCHPOINTS NICHTS KAUFEN, SONDERN MENSCHEN...
Bedürfnisse
Verwirk-lichung-
Aner-kennungs-
Zugehörigkeits-
Sicherheits-
Grund-
Identitäts-Design
SM Content
Community
Privatsphäre
Zugang
Berufs-Wahl
Mofa auf Dorfplatz
Quartier/Dorf
Gesundheitssystem
Nahrung
gestern heute gleich & doch nicht
« 5 mega trends
YOUNIVERSE CONTEXTED
HUMAN BRANDS
BETTERMENT
REMAPPING
YOUNIVERSE HUMAN BRANDS
BETTERMENT
CONTEXTED REMAPPING
1
5
3
4
2
STATUS SEEKERS
EGO/FUZZY
NOMICS
HELPFUL
JOYNING
BETTER BUSINESS
BRAND-SHIP
LOCAL LOVE
NOWISM
PLAYFUL ROUTINE
UBITECH THE NEW NORMAL
MADE FOR BRIC
RE-THINK MEDIA
entrepreneuria
peer armies
status deniers
brand fanatics
big brand redemption
bitter truth lasting spaces
guilt free consumption
master2c
intimate info instant
encounters
end of waiting
sweat equity
digital brad-crumbing
FSTR
transients
post stereotypes intimate info
status deniers
currencies of change
internet of better things
post demographics
prize pandenam
heritage hersey
BENCH-MARKED
LIFE
CROWD FACTOR
self central instant makers
guilt free status symbols
honest flexibility branded government
video vallets deal filters
1 YOUNIVERSE
« YOUNIVERSE
STATUS SEEKERS
CROWD FACTOR
EGO-NOMICS
60% impact on brands &
crowd
45% c-discovery
of new brands
75% crowd based
decision i‘m the center of the crowd, the world , the universe
ALS ASSOCIATION Do good and make sure others see it: USD 115 million and millions of video selfies
Y O U N I V E R S E
SELF CENTRAL
Apple iPhone 5s: propelling fingerprint recognition technology
SELF CENTRAL
SELF CENTRAL
Nymi Wristband uses heartbeat for automatic identity authentication
Y O U N I V E R S E
INSTANT MAKERS
INSTANT MAKERS
Lip Lab Beauty brand creates customized lipsticks in under ten minutes
Pensar Shoe design concept creates perfect fit with 3D printings
INSTANT MAKERS
INSTANT MAKERS
FabCafe Digital workshop launches 3D self-portrait service
Y O U N I V E R S E
PEER ARMIES
CNA Language School
Language program connects Brazilian students with retired Americans
Airbnb P2P platform connects users with locals for advice and shared meals
Made Etailer showcases furniture products in real homes
2 HUMAN BRANDS
« HUMAN BRANDS.
BETTER BUSINESS
LOCAL LOVE
BRANDSHIP
93% want more
eco/soc responsability
60% want more
local engagement
90% ask for more transparency
what i choose is how the world will be tomorrow
boomerang shopping
guilt-free consumption
BRANDED GOVERNMENT
Coca-Cola Indian and Pakistani citizens connected
H U M A N B R A N D S
GUILT-FREE CONSUMPTION
GUILT-FREE CONSUMPTION
Locals Espresso bar trades coffee for food donations
GUILT-FREE CONSUMPTION
Zady Ethical etailer sells fully traceable products
GUILT-FREE CONSUMPTION
Rub Og Stub Restaurant serves meals made from supermarket’s wasted food
H U M A N B R A N D S
GUILT-FREE STATUS SYMBOLS
GUILT-FREE STATUS SYMBOLS
Tesla Model S World’s best selling luxury electric car, going global in 2014
H U M A N B R A N D S
LASTING SPACES
SHELL Soccer pitch floodlights powered by players' movement
SOUTHWEST AIRLINES
US airline revitalizes public spaces
MEDIBANK Australian health insurer opens kids play space
H U M A N B R A N D S
BIG BRAND REDEMPTION
BRANDED GOVERNMENT
Samsung Solar-powered trucks bring free healthcare to Cape Town
M S L G R O U P, S e p t e m b e r 2 0 1 5
of millennials don’t believe government can
solve today’s issues alone, and 89% want business to get more
involved.
77
P a u l P o l m a n , U n i l e v e r C E O , A u g u s t 2 0 1 4
“Unilever is the largest NGO in the world. We have
helped 303 million improve their health with hand
washing campaigns. Our goal is 1 billion.”
H a v a s , P r o g n o s e 2 0 1 5
of consumers worldwide chose one brand over
another because it was more socially or environmentally
responsible.
67
3 BETTERMENT
HELPFUL life
manage ment
BENCHMARKED LIFE & ego stalking
JOYNING deeper meaning & benefits
« BETTERMENT
45% more
intelligent
70% help re.
life mana-gement
90% value help in reaching
goals more, more, more, better, faster, easier, more successful, more desirable, more attractive,
HELPFUL IBM Billboard ads are also urban utilities
HELPFUL Hellmann’s In-store recipe suggestions via touchscreen tablet
BREAKING BAD
Honda App deactivates smartphone keyboard during driving
BREAKING BAD
Break Your Facebook App temporarily locks users out of Facebook
BREAKING BAD
Kitchen Safe Time-locked container helps overcome temptation
BREAKING BAD
Zouk Singapore Nightclub obstructs drunk drivers via RFID tagging and alcohol detection urinals
H E L P F U L L
CURRENCIES OF CHANGE
CURRENCIES OF CHANGE
airBaltic App rewards frequent fliers who burn the same calories as miles flown
CURRENCIES OF CHANGE
Mango Health App rewards users who take vitamins and medication on time
CURRENCIES OF CHANGE
Biomat Pop-up restaurant gives discounts for bio-waste donations
BETTER BUSINESS
H E L P F U L
END OF WAITING
END OF WAITING
Starbucks pilots in-app 'order ahead' feature
Pizza Hut Panamá
Delivery service cooks pizzas on-the-go
END OF WAITING
ME ATENDE App users schedule calls to brands and avoid wait times
H E L P F U L L
VIDEO VALETS
54% of UK consumers say the most important
customer service factor when contacting a brand
is being able to interact with a real person.
Mitel, October 2013
VIDEO VALETS
Amazon Live 24/7 video customer support
VIDEO VALETS
mBank Live video chat with bank representatives
VIDEO VALETS
Bank of America Live video chat via ATMs
VIDEO VALETS
HealthSpot Kiosks offer video conferencing with health professionals
Subway ticket machine accepts squats as payment Russian Olympic
Commitee
?Konsequenzen
ignite
enable ★ creativity ★ apprecitated public chat ★ process ★ long-term
one story ★ relevance ★ sense
learn ★ understand
interrupt
★ satisfy n noticed ★ volume . . . .
★ private dialogue . short-term ★ task . . ★ one message . . .
fun ★ dominance . . . . .
know ★ research
MY FAVOURITE BRAND!inspires me & helps me to evolve
yesterday today
PARADIGMA WECHSEL
zugang
welt / story
episode
« PARADIGMA WECHSEL SET UP
1. value: don‘t talk, do it! tangable benefits, that are relevant, create value wrapped in a nice story. No simple advertising.
2. content: the new gold! in any form: info, entertainment, tools and services. for oneself and social status lift.
3. context: me, here&now! the world turns around me and this exact moment. so should messages & offers.
« KEY SUCCESS FACTORS
!Umsetzung
tv print cine
ad event game pop up
shop
ad lb/tb servic game
app/tool/serv shop page
ad game con-tent shop page
ad event game group shop page
brand space
purpose: for the heart, the brain, the pocket impact: level of personal engagement dynamic: potential for virality crowd sourcing potential
other
street
social
mobile
online
« TOUCHPOINT EVALUATION
CLASSIC & PUSH MEDIA
communication infrastructure
« MARCOM STRUCTURE
« MARCOM BACKBONE social network as infrastructure for spreading brand ideas & content. a connection once made serves for future activities
mobile as primary channel content directly to the people in the right situation (including store), providing real-time value and become part of daily life
content is the key for success relevance and quality are key success factors, value is the only driver for sharing
closed group
MARCOM ARCHITEKTUR
street
social
mobile
online
ads
signs
pop up events & perfor-mances
branded spaces
gamification lb services
sponsored content
ads
m-page mit shop
website mit shop
m-page
sources:theglobalwebindex.com,trendwatching.com,emarketer.com,media-interface.ch
marion marxer / the new ART of INTELLIGENT marketing & communication
marxerevolution.ch / [email protected] / +41 79 213 06 53 / hellmutstrasse 6, 8004 zürich
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