Havas Media Presentation
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Transcript of Havas Media Presentation
"Talk Think Trust" Integrated Marketing Communications
Power of Straits TimesIn the last major news event you heard about, what was the first source of the information?
Singapore APAC Avg Global AvgTV news channel 25% 22% 27%News website 22% 38% 30%Radio 9% 2% 6%Newspaper 21% 6% 6%Social Network update 9% 6% 6%Friends and family 4% 2% 4%Work colleagues 2% 1% 1%
Source: Global Web Index
Uniquely Singapore!Which of the following sites have you visited online in the past month?
Singapore APAC Avg Global AvgA social networking website 81% 69% 73%A video sharing site 73% 70% 72%A blog/weblog 71% 74% 72%A photo sharing website 67% 68% 69%Chat room/forum 65% 69% 68%Consumer review site 67% 64% 63%Online casino/betting site 68% 61% 64%An online dating site 60% 49% 55%Business news website 22% 15% 25%Digital content store e.g. iTunes 25% 22% 26%News site 30% 14% 22%A question/answers service 20% 17% 24%An online auction site 23% 27% 25%Products/services promotional site 17% 22% 24%A job/employment site 17% 14% 19%A price comparison site 17% 9% 13%A retail website 10% 10% 10%An online encyclopedia 10% 12% 12%
Sour
ce: G
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Inde
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Good or Bad?Measurement challenges exist
Digital spend < 5% of total Media Spends
Digital impact on Purchase Funnel
Digital delivers 2nd highest ROI after Trade Marketing
Marketing return on investment
Good Intention, Bad Outcome
PAID OWNED
EARNED
Consumer decision making journeyPath to Purchase
AWARENESS CONSIDERATION/EVALUATION PURCHASE
Consumer decision making journeyPath to Purchase
A new visionto help our brands become meaningful
BRAND VALUE
Meaningful Brands
Meaningful Communicatio
ns
QUALITYReal lasting, sustainable value• PRODUCT
Outputs
• PERSONAL WELL-BEINGPersonal Outcomes
• COLLECTIVE WELL-BEINGCollective Outcomes
COMMUNICATIONS
Talk
Think
Trust
Consumer - Centricity at the core
Brand Consumer
TALKWhat the company
(unilaterally) says
THINKConsumer
Experience and Interactions
TRUSTConsumer driven
conversations
Brand Consumer Person to Person
BRAND EQUITY
Communication: from talk to building relationships
TALK THINK TRUSTI Talk WE Talk THEY Talk
What the Brand says
Mass media and touchpoints, classical advertising (spots, print ads, radio, OOH, internet display, video on-line pre-
rolls, sales calls and letters, PR,
sponsorships… )
What the consumer experiences
(Interactions & conversations)
Interaction touchpoints key to the customer
experience (Brand website, SEO, mobile apps,
Sales Force, Costumer Service, Brand Facebook, Brand YouTube Ch, Brand Twitter, Brand Blogs, POS, Loyalty Cards, Sponsored
Links/SEM, call center, coupons…)
What others say about the Brand
Unpartisan, opinions driven by people's conversations and
media (Person-to-person, prescriber-to-consumer
conversation, consumer-driven comparison and ranking sites, Blogs, FB,
Twitter, forums and any other consumer opinions in digital
platforms)
The consumer perspective: unique communication system
Know Consider Evaluate Purchase Use
ZMOT FMOT SMOT
Talk: effectiveness of Advertising
Know Consider Evaluate Purchase Use
BudgetCreativityMedia planningActionable items
EFFECTIVENESS OF ADV
ZMOT FMOT SMOT
Think: quality of experience
Know Consider Evaluate Purchase Use
ZMOT FMOT SMOT
Website, POS,Call Center, etc.
P&S designPackaging, pricingInvestment, etc.Quality Outcomes
QUALITY OF EXPERIENCE
Communication
Know Consider Evaluate Purchase Use
ZMOT FMOT SMOT
Trust: Influence of advocacy
Open Brand-relatedconversation
Brand-promoted ActivityMedia
Coverage
Tone
INFLUENCE OF WORD OF MOUTH
Volume
How communication works
Know Consider Evaluate Purchase Use
BudgetCreativityMedia planningActionable items
EFFECTIVENESS OF ADV
ZMOT FMOT SMOT
Website, POS,Call Center, etc.
P&S designPackaging, pricingInvestment, etc.Quality Outcomes
QUALITY OF EXPERIENCE
Communication
Open Brand-relatedconversation
Brand-promoted ActivityMedia
Coverage
Tone
INFLUENCE OF WORD OF MOUTH
Volume
“Walk-the-talk”
Role of Different Touch PointsAcross Purchase Funnel
Information
Appeal
Evaluation
Purchase
Advocacy
0 10 20 30 40 50 60 70 80 90
TRUST THINK TALK
China
Role of Different Touch PointsAcross Purchase Funnel
Information
Appeal
Evaluation
Purchase
Advocacy
0 10 20 30 40 50 60 70 80 90
TRUST THINK TALK
India
Role of Different Touch PointsAcross Purchase Funnel
Information
Appeal
Evaluation
Purchase
Advocacy
0 10 20 30 40 50 60 70 80 90 100
TRUST THINK TALK
Thailand
Role of Different Touch PointsAcross Purchase Funnel
Information
Appeal
Evaluation
Purchase
Advocacy
0 10 20 30 40 50 60 70 80 90
TRUST THINK TALK
Philippines
Key TakeoutsConventional Mass media like TV and Newspapers are still the most important sources of information for products and services across categories and demographic groups but their impact reduces significantly on Evaluation and Purchase stages of purchase funnel.
There is no ‘panacea’ solution for ‘Evaluation and Purchase’, the touch point
ratings vary radically by demography and product category
Key TakeoutsBased on the TTT study
• Younger consumers access more touch points compared to Older ones, especiallynew-age digital mediums.
• Males access more Talk touchpoints vis-à-vis females• Top 40% income group have greater access to various mediums and thus
interact with more touchpoints, which is quite different from overall APAC wherein cost of access is less of an issue hence lower income brackets actually interact with more touch points in rest of APAC
Trust & Think touchpoints are critical for product perception and purchase but
importance of a specific touchpoint is a function of Product category and
Consumer demographics.
Thank You