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Understanding & Approaching theDIGITAL VALUE PROPOSITION

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#NZDT2016Im @kirstyband

The changing landscape that digital has created can be a scary prospect.

MASSPUSHINTERUPTIONPERSONALISEDPULLPERMISSIONMarketing Pre-InternetMarketing Post-InternetThe Evolving Landscape

Digital has changed what consumers expect of brands & businesses

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Three principles for crafting your digital value proposition

1. We dont control the environment, consumers do

How many of you in the room skip the ads on YouTube?How many of you in the room have moved to paid subscriptions for media, music or other content?How many of you use Sky+ to watch 80% of your TV consumption and fast forward through the ads?7

Unlike & Unfollow

Adblocking

Subscription Models

On-Demand Screening

Multi-media journalism

The internet has changed the power of control:

Unlike and unfollowAdblockingSubscriptions models8

Talk to me, not at me

Give me relevance, not generic statements

Speak to my needs, not yours

Add value, not intrusionsBroadcast marketing is dying messages need purpose

Example: Always #likeagirl campaign

We are the now generation,we are the generation now Black Eyed PeasConsumers have the availability to act on impulses anytime

Googles I-Want Moments

Strategies need to consider the full Omni-Channel experience

WebsitesMobileStoreSocial MediaCall CentersATL MediaPackagingEventsDigital Media

Omni-channel marketing comms and commerceEvergreen content what consumers will search for when they decide its a need. Where

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Youve got to start with the consumer experience and work back towards the technology, not the other way around.

Steve Jobs

Example: Oasis Omni-Channel Retail

UK fashion retailer Oasis has an ecommerce site, a mobile app, and several brick-and-mortar locations and it does a pretty good job in fusing those channels to give people a great shopping experience.Oasis arms its in-store associates with iPads to give shoppers on-the-spot information on product availability. This also allows the staff to ring up customers from anywhere in the shop. And if an item isnt in-stock, the staff can use their iPads to place online orders for the customer.A similar service is made available for online shoppers. If an item is sold out online, customers can use Oasis Seek & Send service where the retailer searches its stores for the product and ships it to the shopper. Once the item is located, Oasis will send an email to notify shoppers and let them track their goods.In addition, Oasis provides convenient (and free) options when it comes to returning items. Aside from letting people ship their items back or return them by heading to any Oasis branch, the retailer also offers easy returns through a service called Collect+ that lets shoppers return purchases through a network over 5,500 drop off points in local stores, including convenient stores and grocery stores, allowing customers to return items outside of the normal 9 to 5 post office hours.14

150 customer service members responding over multiple channels wherever their consumers want to talk.Example: KLM Customer Service

2. We are competing with more than marketing messages

Beforehand it was just us and the media. We were competing on a dual spectrum and interruption was effective.16

Every two days we create as much information as was created since the dawn of time.

VloggersPodcastsBlogsSocialNewsfeedsAPP Notifications

MediaBrandsThe Fight For Attention Is EverywhereEmails

Previously we were competing with far fewer stimulants now we compete with more18

We need to create marketing that drives our own Lynx Effect

Example: Value added content that meets a consumer need

What does this mean for our marketing messages we cant be lazy. Our marketing needs to move to adding value. If you want to be heard then simply selling your product isnt going to work. Think Complimentary experiences e.g. Under Armour and the My Fitness Pal app. Who has this app on their phone? Lego Movie. Make-Up.com

Be careful of link baiting.20

Example: Lego Movie - marketing delivered through non-advertising mediums

You need agile marketing teams that respond to sentiment, activity & movement gleaned from real-time data

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Adapt to Iterative MarketingMarketing Pre-InternetMarketing Post-Internet

3. Consumers want personalised brand experiences

We have confused this notion that consumers want a relationship with our businesses, with a very real truth which is consumers actually just want to get the best they can get out of us for themselves. When we nurture relationships with consumers online, they are not engaging with us because they believe were the love of their life, they are engaging with us because were a friend with benefits and those benefits are things that will help them, make them feel better, make them ???24

Consumers are telling us what they want, and they expect us to listen.

Consumers want to tell us what it is they want and make sure that we give it to them.25

With rich data we can understand individual buyer journeys and create personalised brand experiences at scale

Consumers expect tailored & relevant messages

Marketings 7 Deadly SinsProject Reconnect carried out by We Are Social and the World Federation of Advertisers27

Websites need to adapt to show consumers more of what they want and less of what they dismiss

Example: Nike personalised product and shopping experiences

Retargeting and Personalised Message ProgressionFacebook Dynamic Product Ads are but one example of the sophistication of targeted messaging now available

Rome wasnt built overnight, but the road to digital transformation requires a vision and a roadmap to get there.

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Put your consumer at the heart, understand what they want from you and grow from there.

Three Principles for Crafting Your Value PropositionWe dont control the environment, consumers do

We are competing with more than marketing messages

Consumers want personalised brand experiences

I enjoy a good open marketing debateTweet me @kirstyband

kirsty@itsroughsketch.com