DEFINING ORGANIC MARKETING

Why this is important to you

70% of consumers use three or more connected devices

66% of consumers now discover new products or services

through digital devices vs. offline channels

71% of customers react negatively to inconsistencies in

brand experience across devices

1-in-10 state that inconsistencies will make them stop

interacting with a brand altogether

Consumer’s expectations of changed have changed

THE NEW CONSUMER

Driven by digital experiences

Mobile

Local

Sharable

Transactional

Simple

Fast

Influenced through technology

• 68% of mobile use is in

the home

• They want video

everywhere

• They want immersive

everything

• Mobile is their 1st

screen

• Seeking hyper-

gratification

• They want platforms,

technology, & access

• They want to be true to

themselves

• It’s not the me

generation anymore,

it’s the we generation

• Super-busy consuming

most news via feeds

70% of consumers

shared last month

Increased desire to associate w/

distinctive, close-to-home interests

at their leisure

Increased demand

for specialized,

immersive

experiences

An audience that

now has an

audience

Geo is more than the consumer and

their friends are, it is a building block of

identity now more than ever

Social pressure to go out, to be

connected is increasing

Consumers’

post digital-

lives need to

bring digital-

relations to life

On average a

consumer only

recommends

5-9 brands in

a year

Enhanced efficiency forcing more tasks done

via tech: apps, bio-assist, elaborate CRM &

loyalty programs, ticket-less, scheduling

Blended non-linear

dayparts w/ tech changing

hours & the workplace

The Connected Reality of organic marketing

MARKET

DRIVERS

Search, social, local, commerce

Mobile is your first screen

Mobile is not an advertising channel

Mobile is an access point for consumers

Everything must be mobile-enabled

Mobile is where I consume most of my content, even premium

An unnecessary bad mobile experience is the holdback

A f

rag

men

ted

user

exp

eri

en

ceUseless apps, often that just

load a web-page

Lack of seamlessness between apps, emails, and

mobile-web

Lack of deep linking

With a massive shift to in-App experiences

Source: comScore, Mobile Metrix Key Measures, P18+ UV(000), May 2014,

Total Mobile

The changing face of mainstream media

THE OPPORTUNITY

Advocacy, not just awareness & sales

Programmatic creative, not just media

Opportunity to

make better

content,

messaging, &

offers tailored

to the user

and their

device(s)

Hyper-segmentation

Expand beyond traditional segmentation to

understand consumption across device, daypart,

frequency of access, app versus mobile-web versus

desktop, new family, successful single, etc

Help brands to build meaningful connections

and add value & be useful in a connected life,

help calm the chaos*

*Note: media overload is a top 10 source of stress

Re-think Social

If mobile is the 1st device,

integrated social is your new front door

promote it

share it

track it

consumer insights

premium content

platforms & tech

Quality content is your new SEO

Less about link

building, tags, site

structure

More about

content quality,

frequency of

updates, shares,

authorship, local

elements

Use small data to drive organic growth

WHAT’S NEXT

Video access is proliferating

Alerts, notifications, & wearables

INPUT vs. OUTPUT

Beacons, beacons everywhere

Fastest growing in-store tech

since the mobile credit card

reader

Triple digit growth next three

years

4.5MM active by end of 2018 w/

3.5MM in use by retailers

Estimated 570MM Android &

Apple compatable devices

AR adding value in new ways

The dawn of the new “clicker”

SUMMARY

Use disruption to your advantage

Build an integrated innovation framework

data/tech

content

Set A TESTING & INNOVATION BUDGET

Optimize

everything

Enhance all media &

communications with 1st party

data, dynamic creative

Formalize data &

analytics strategy

Social, local,

CRM

integration

Optimize all digital assets to be

search friendly

Prospect, segment & retarget

traffic

If it doesn’t

work on

mobile, don’t

do it

Relevant

content

distribution

The future of media is on-demand, cross

device, searchable, importable/exportable,

relevant

Meaningful brands

making meaningful

connections …

Key take-a-ways

THANK YOU

Rob Griffin

EVP, Global Head of Digital

rob.griffin@havasmg.com

@telerob