challenges of marketing to the connected consumer kathryn mc mann
DESCRIPTION
In Challenges of Marketing to the Connected Consumer, Kathryn discusses the Global Digital Trends; the growth of mobile devices and how this affects how Connected Consumers access content in all its forms, introducing omnichannel progression. It outlines how the Connected Consumers seamlessly interact across platforms and devices, how they relate to brands and how fragmented in-house management impacts fragmented messaging and consumers buying choices. The talk outlines several industry case studies who have successfully created a seamless experience for their connected target audience, both on and offline; and identifies the challenges and obstacles this brings to companies, outlining the solutions to effectively streamline tactical delivery through carefully considered planning and in-house management techniques to solve them.TRANSCRIPT
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All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
Challenges and Solutions of Marketing in the Age of the
Connected Consumer
#FBTLive
#ConnectedConsumer
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#ConnectedConsumer#FBTLive
T: @KathrynMcMannW: www.kathrynmcmann.com www.TheHolisticMarketingCompany.com
…………………………...HOUSE KEEPING
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
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Businesses can’t ignore the fact that digital is now intrinsic in (practically) everything we do
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
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• Customer services and support• Purchases /bookings• To relay information• Website access via mobile devices• Metrics data • Source feedback and customer market research • Mobile Apps• Social Media, Recommendation and WOM• Topic relevant search terms (SEO)• Informational Content
Digital actions within Marketing
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
#FBTLive
#ConnectedConsumer
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1. Key Digital Trends2. The Connected Consumer3. The Challenges and Solutions4. Key Take Aways
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
#FBTLive
#ConnectedConsumerAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
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@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
#FBTLive
#ConnectedConsumerAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
1. Key Digital Trends2. The Connected Consumer3. The Challenges and Solutions4. Key Take Aways
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There are…
2,925,249,355 internet users Worldwide
40.4% penetration
Image Source: http://apod.nasa.gov/apod/ap070916.html
…………..…...……...DIGITAL TRENDS
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• Mobile Social Apps are growing, month on month.
Amazon(+13%), Facebook (+21%) and Wikimedia (+13%)
Source: Comscore. June 2014
• Pinterest (21%) has over taken Twitter (18%)
• There is a 50% crossover between Instagram and Twitter use
within the networks.• As of Jan 2014 Source: Our Social Times http://bit.ly/1nnPDBp
………..…...………...DIGITAL TRENDS
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
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Tablet purchases have grown exponentially, compared with PC/Mac sales
…………..…...……...DIGITAL TRENDS
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
Image Source: Mary Meeker
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………….....………...DIGITAL TRENDS
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
“Internet TV is replacing Linear TV.” - Mary Meeker
84% of mobile device owners use their phones while watching TV
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…………..…………...DIGITAL TRENDS
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
Image Source: Flickr/Anchylosaurus
Where is this thirst for content being satisfied?
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…………..…...……...DIGITAL TRENDS
Smart phones are the most used device, in majority of countries, Globally
Source: Mary Meeker @ KPCB
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86% of mobile internet access is via Apps, not by using mobile browsers. The web is now ‘just another app’
…………..…...……...DIGITAL TRENDS
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
Source: Flurry Insights
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OMNICHANNEL PROGRESSION Consumers are accessing ‘Content’, not just via the web on mobile devices, but via apps that deliver content, from the original site.
E.g. ‘How To’ Video uploaded to Youtube -> Email recommendation -> Viewed in Youtube Mobile app ->Share to Social App
…………..…...……...DIGITAL TRENDS
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
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Source: http://pennystocks.la/internet-in-real-time/
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…………..…………...DIGITAL TRENDS
Image source: Marketo http://bit.ly/1mSFvyK
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
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1. Key Digital Trends2. The Connected Consumer3. The Challenges and Solutions4. Key Take Aways
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
#FBTLive
#ConnectedConsumerAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
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All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
…communicates across devices and channels seamlessly – Ebay, Amazon, Apple, Google
…………………………...………................THE CONNECTED CONSUMER
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All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
…embeds a range of mediums across multiple Digital Platforms without questioning the technology - Facebook, Google+ Imgur, Youtube, Twitter
…………………………...………................THE CONNECTED CONSUMER
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All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
…‘shares’ because it’s an extension of them, not the brand. Brand loyalty hasn’t come into it yet.
…………………………...………................THE CONNECTED CONSUMER
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All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
…doesn’t see ‘communication touch-points’ as “somebody else’s’ department” (except outdated call-centres)
…………………………...………................THE CONNECTED CONSUMER
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THE CONSUMER-BRAND RELATIONSHIP
They have 1 relationship with a brand
…………………………...………................THE CONNECTED CONSUMER
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All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
Personal Social NetworksMobile appsEducation/TrainingSearch termsCustomer Services via Twitter /PhoneVideos, Whitepapers, Content Brochure material
TelesalesPhysical Event Third-Party Supplier Partnership Referral
…………………………...………................THE CONNECTED CONSUMER
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All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
Customer SupportSocial Community ChannelsMobile / tablet apps3rd Party Distributor Branded EventsSearch TermsVideos & Content Telemarketing/Sales
THE CONSUMER-BRAND RELATIONSHIP
Brands have Multiple Customer-Touchpoints per customer
…………………………...………................THE CONNECTED CONSUMER
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All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
The BUSINESS LIFECYCLE
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Who is Leading the Way?
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
…………………………...………................THE CONNECTED CONSUMER
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WHO’S DOING IT?
…………………………...………................THE CONNECTED CONSUMER
The Retail Experience Extended
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
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…………………………...………................THE CONNECTED CONSUMER
The Retail Experience Extended
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
• GPS store locator
• In-store information with barcode scanning
• Check availability at your nearest store for same day collection
• Create shopping lists, in-app purchases, and request same-day delivery
• Update offers and promotions in real-time to daily to hungry target
audiences
• Receive valuable metrics
• Use augmented reality to view products in 3D
WHAT ARE THEY DOING?
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The Dining Experience Extended
…………………………...………................THE CONNECTED CONSUMER
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
WHO’S DOING IT?
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The Dining Experience Extended
…………………………...………................THE CONNECTED CONSUMER
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
• GPS restaurant locator
• Order in advance of pick-up
• Content direct to ‘hungry’ Target Audience
• Great metrics
• Daily deals, discounted offers at the local eatery on the ‘same day’.
• In-store membership sign up = fast data capture
• Quick-fire interaction on Twitter.
• Pay and split the bill in the store via the app
WHAT ARE THEY DOING?
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…………………………...………................THE CONNECTED CONSUMER
The B2B Experience Extended
WHO’S DOING IT?
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…………………………...………................THE CONNECTED CONSUMER
The B2B Experience Extended
WHAT ARE THEY DOING?
• Real-time GPS location direction and availability
• Instant in-app payment
• Direct to hungry Target Audience
• Real-time countdowns
• Immediate invoice receipt retrieval
• Add-on Educational information
• Supported by real-time social communities, not instead of.
• Receive valuable metrics
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1. Key Digital Trends2. The Connected Consumer3. The Challenges and Solutions4. Key Take Aways
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
#FBTLive
#ConnectedConsumerAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
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The Core Challenges
Marketing in the age of the Connected Consumer
1. Targeting Multiple Customers
2. Being Heard through the Noise
3. Multi-Channel Management
4. Over-Extended Resources
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
#FBTLive
#ConnectedConsumer
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Challenge #1
Marketing in the age of the Connected Consumer
Targeting Multiple CustomersHow can you be all things to all of your target demographics, across multiple devices and channels, at the same time?
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#FBTLive
#ConnectedConsumer
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Solution
Invest in Research and Planning
• Define the multiple target segments: who they are, where they are.
• These will evolve as actions evolve. Design and prepare to adapt. It’s a
cyclical, agile process.
• Use your analytics and benchmarks from the start
• Ensure the Brand is consistent, with the brand values and message embedded
within every touch-point.
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#ConnectedConsumerAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
Challenge #1: Targeting Multiple Customers
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Marketing in the age of the Connected Consumer
Being Heard through the NoiseWith so many distractions, how can a company stand out from its
competitors?
Challenge #2
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#ConnectedConsumerAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
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Solution
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#ConnectedConsumerAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
Market with a broad integrated perspective• Unite, optimize to lead across channels and centralised information (CTA
directions, landing pages, communities, content)
• Build brand values into all media and materials (keywords, design, etc.)
• Be relevant, as well as consistent
Challenge #2: Being Heard through the Noise
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Marketing in the age of the Connected Consumer
Challenge #3
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#ConnectedConsumer
Managing Multiple ChannelsWith so many stakeholders and departments, how do companies
manage each section for consistency across all channels?
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Solution
Holistic Management • Design process management (dividing time and resources) into the strategy
at the beginning
• Centralise operations, chair team discussions.
• Encouraging cross-depart. collaborations, and autonomy among stakeholders
to ensure everyone is working towards the same goals.
• Centralise static Brand information to be accessible by all key stakeholders.
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#ConnectedConsumerAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
Challenge #3: Managing Multiple Channels
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Marketing in the age of the Connected Consumer
Over-Extended ResourcesYour team and skills base are only so big. How can you manage yet more
marketing activity, in a world that never sleeps?
Challenge #4
All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
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#ConnectedConsumer
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Solution
Be relevant and creative but don’t be overly ambitious• Be practical in your planning, this will help you sustain and build towards more
ambitious ideas at later stages.
• Arm your employees with information and they will be your best brand
ambassadors
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#ConnectedConsumerAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
Challenge #4: Over-Extended Resources
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KEY TAKE AWAYS
• Design with the customer at its core, but build with the brands resources in mind
• Integrate marketing, holistically, within all arms of the business. If you consider the different customer-touchpoints as separate silos, the customer-facing messaging will be fragmented.
• Invest in the Research and Planning stage. This will save mistakes, budget and time in the long-run.
• Consider the resources as another level to the strategy, and encourage discussion between departs during Research and Planning.
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
@KATHRYNMCMANN
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#FBTLive
#ConnectedConsumer
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Integrated Strategic Marketingo Brand endorsement % per/channelo Customer Segmentation Methodso UX and Navigation
o CTA’s, design framework, copywritingo Content Marketing
o Production, Curation, Distributiono Timingo Topic specific content
Metrics and KPI’so Conversion rates
o SEO o User Testing & Point of Entry
o Penetration o Data Mining
o Tools
Retention and Acquisitiono Sales funnelo Social Channels and SEO combined
o Engagement campaigns o Advertising
o Ad revenue statisticso Social Networkso Apps Integration
o Newsletter value and Retentiono Content topics
o Time Plans/ CalenderAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
Why haven’t I mentioned…..?
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#ConnectedConsumer
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Kathryn McMannDirector I Holistic and Social Media Marketing ConsultantKathryn McMann Consultancy The Holistic Marketing Company
@KathrynMcMann
www.TheHolisticMarketingCompany.com
www.KathrynMcMann.com
WE JOIN THE DOTS AND MAKE IT HAPPEN
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
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“Holistic Marketing…
considers the whole picture of a business,
unites the business behind the brand and delivers a seamless and consistent experience for the user or
customer”Kathryn McMann, Holistic Marketer
And founder of The Holistic Marketing Company
All material © Kathryn McMann Consultancy Ltd 2013 No unauthorised reproduction or distribution
@KATHRYNMCMANN
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#FBTLive
#ConnectedConsumer
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#ConnectedConsumer
WHO I’VE WORKED WITH
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Kathryn McMann I Director and Consultant Kathryn McMann Consultancy LtdThe Holistic Marketing Company
E: [email protected]: @KathrynMcMannP: 0330 111 0630
W. www.KathrynMcMann.com / www.TheHolisticMarketingCompany.com
Thank you for listening.