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Digital Outlook 2014 apac@econsultancy.com fb.com/Econsultancy @Econsultancy #DigitalOutlook14

Digital Outlook 2014:

Multichannel Marketing

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Outlook on Multichannel Marketing

Paula Harrison Group CEO Jericho Digital Communications

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WHICH BRAND CEO SAID...

“Our brand is succeeding today

because of its unique emotional level of attachment and relevancy in the

digital world, in the mobile world...”

“Digital on one hand is the

primary way that clients will

interact with us” "The digital and

physical worlds are starting to come together more

seamlessly--it's only the tip of the iceberg

in terms of what's coming.”

“Everything you do going

forward, you can’t do

anything the traditional way.”

“We want to be the company that creates those indispensable

relationships with our brands, and

digital technology enables this.”

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Brand experience builds value

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Virgin America's New Safety Tips

http://www.youtube.com/watch?v=r6CJXdYPRLk

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Brand experience sets expectation

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Brand experience transcends channel...

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Starbucks Joymakers

http://www.youtube.com/watch?v=Mkr2gnNJ9zo

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Anyone thinking separate channels will be left behind

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Interactions that span devices need common branding

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Integration means more than marketing

Source: RSR Research, November 2013

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Integration means more than marketing

Adoption of cross-channel optimization technologies across all channels

Figure: Integration of Inbound/Outbound and Offline/Online Marketing Programs

Source: The State of Marketing 2013, IBM’s Global Survey of Marketers (20% respondents in Asia Pacific)

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Customers expect same experience on every channel

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1 2 3 4 5 6 7

Data will drive

everything

Brand voice is even more

important

Increasing need to choose marketing channels carefully

Mobile commerce

is the defacto

commerce

Digital campaigns will

create some monsters

Technology & integration

become commonplace

words

CEO becomes

digital champion

2014 PREDICTIONS

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#1 Data drives everything

The customer is more in control than ever

Your marketing is only as powerful as the data

you have

Targeting and personalisation across all

channels in real-time

Need for full circle data and analytics

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#2 ‘Marketing Idol’ – brand voice even more important

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#3 Increasing need to choose marketing channels carefully

Be true to your brand

Don’t be dazzled

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#3 Increasing need to choose marketing channels carefully

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When goodbye has a sting in its tail

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#4 mobile commerce is the defacto commerce

Source: GlobalWebindex, “State of Global E-Commerce Report 2013” Feb 11, 2013

Made a purchase via their Mobile phone, Q4 2012

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#5 Digital campaigns hide monsters

#QantasLuxury: A Qantas social media disaster in pyjamas

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#6 Technology & integration are commonplace words

Integrate technology as needed

Real-time ‘extract...use...measure...discard’ cycle

Use single-view to gain insights that drive relevance across any channel

Customer centric brands will out perform others

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#7 CEO becomes digital champion

Cultural / political hurdles weaken as CEO’s

become more attuned; realigning organisation

Integration at c-suite on all aspects is

imperative

Marketing does not exist in Isolation

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"The digital and physical worlds are starting

to come together more seamlessly – it's only

the tip of the iceberg in terms of what's

coming.”

Nike CEO Mark Parker

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“Digital on one hand is the

primary way that clients will

interact with us.”

Jonathan Larsen, Global Head of

Retail Banking and Head of

Consumer Banking, Citi

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“Our brand is succeeding today

because of its unique emotional level

of attachment and relevancy in the

digital world, in the mobile world...”

Starbucks CEO Howard Schultz

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“We want to be the company that

creates those indispensable

relationships with our brands, and digital

technology enables this.”

Robert McDonald, CEO, Procter & Gamble

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“Everything you do going forward, you

can’t do anything the traditional way.”

Angela Ahrendts CEO Burberry

(now at Apple)

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DATA IS KING KNOW YOUR

BRAND INTEGRATION IS IMPERATIVE

CEO IS DIGITAL

CHAMPION

IN SUMMARY...

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