《数字营销资料》(2)

1、“when digital meets reality”Trends & cases sharingVivian YehQ1 2014content:Digital to new touchpointsHow to thrive in a wechat worldSocial syncs with realityResistance to the digital lifestylecontent:Digital to new touchpointsHow to thrive in a wechat worldSocial syncs with realityResistance to the

2、digital lifestyle4One common sayingused by most digital marketers is,“digital is everything, but not everything is digital”5But we arent most digital marketers.In 2014,“digital is everything, but not everything can be digital”IN 2014, BRANDS WILL DISCOVER MORE INNOVATIVE WAYS TO MERGE REAL-LIFE TOUC

3、HPOINTS WITH DIGITAL6kias interactive TV commercialuse your mobile phone as a tennis racket and return the serve of the worlds fastest server; practice your timing on online campaign sitewhen digital meets traditional TVIN 2014, BRANDS WILL DISCOVER MORE INNOVATIVE WAYS TO MERGE REAL-LIFE TOUCHPOINT

4、S WITH DIGITAL7coca-cola live tweet TVctelevision commercial that displayed the live tweets of people tweeting each other to have a meal together with the hashtag #letseattogetherwhen digital meets traditional TVIN 2014, BRANDS WILL DISCOVER MORE INNOVATIVE WAYS TO MERGE REAL-LIFE TOUCHPOINTS WITH D

5、IGITAL8when digital meets traditional events/outdoorasics run with mebillboards identified runners wearing RFID chips and played personalized videos to cheer them onAND PREVIOUSLY STATIC MARKETING CHANNELS WILL BECOME DYNAMIC BRAND EXPERIENCES9when digital meets traditional printikeas augmented real

6、ity app use your mobile phone to see how the ikea furniture will look inside your home try before you buyAND PREVIOUSLY STATIC MARKETING CHANNELS WILL BECOME DYNAMIC BRAND EXPERIENCES10when digital meets traditional outdoornike holocubeallowing consumers to experience the flexibility of the nike fre

7、e 5.0 sneaker in an outdoor adcontent:Digital to new touchpointsHow to thrive in a wechat worldSocial syncs with realityResistance to the digital lifestyleIN CHINA, THE MOBILE SCREEN IS BECOMING THE MOST DOMINANT FORM OF INTERNET ACCESS12new internet users in china are no longer dominated by desktop

8、s and laptops, but by mobile devicesDesktopLaptopMobile2013 New Internet Users by DeviceBUT MOBILE BROWSER USAGE IS QUICKLY BECOMING OBSOLETE, AND BEING REPLACED BY APP USAGE13consumers now prefer specialized apps over mobile browser usage especially with social mediahowever, research also shows low

9、 activation and retention of apps in chinaSource: iResearchText MessagePhone CallWeb BrowserAppPre-Installed ServicePHONE CALL AND TEXT MESSAGE USAGE ARE ALSO DECLINING, WHILE WECHAT IS ON THE RISE14wechat is the dominant communication and social hub of mobile devices in chinaSource: iResearch2012 (

10、Minutes)2013 (Minutes)Average Time Spent Per Person Per SessionPhoneTextWeChatPhoneTextWeChat15the rise of wechat-optimization3 ways to thrive & cut through the clutter:1. Upgrade the experience2. Personalize the service3. Provide the informationWHEN WE SEE BRANDS ON WECHAT, THIS IS WHAT WE USUALLY

11、GET:16boring, irrelevant, & typicalUpgrade the experienceWINNER: DELIVERS EXPERIENCE OF FLIPPING THROUGH A REAL CATALOG17interesting, intuitive, & innovativeUpgrade the experienceNIKE WECHAT: USING DIGITAL TECHNOLOGY TO CREATE YOUR OWN REAL SHOE18snap a photo to create a personalized nike free 5.0 s

12、hoe (based on the colors in your photo) and receive a code to order your creation online Personalize the serviceNIKE RUNNING CLUB WECHAT: FIND YOUR OWN REAL RUNNING CLUB & ROUTES19Personalize the servicedriving e-commerce traffic/purchase: product match channel traffic to e-commerceleveraging ugc da

13、ta: recommend nike+ users most shared/popular running routespublishing professional info: national level marathon coach guide different training plans for runners of all skill levels pre-marathon training guideNIKE RUNNING CLUB WECHAT: FIND YOUR OWN REAL RUNNING CLUB & ROUTES20Personalize the servic

14、einteracting with fans & o2o: upload picture & running goal to get limited poster create running clubs online; run together offlinedriving traffic to app downloads: recommendations for nike apps such as:nike+ runningntcnike+ sportwatch gpsNIKE WECHAT: FIND YOUR OWN RUNNING CLUB21Driving E-C Traffic/

15、Purchase:Product MatchChannel Traffic to E-CLeveraging UGC Data:Recommend Nike+ users most shared/popular running routesPublishing Professional Info:National level marathon coach guideDifferent training plans for runners of all skill levelsPre-marathon training guidePersonalize the serviceInteractin

16、g with Fans & O2O:Upload picture & running goal to get limited posterCreate running clubs online; run together offlineDriving Traffic to App Downloads:Recommendations for Nike apps such as Nike+ Running, NTC, & Nike+ Sportwatch GPSNike Running Club WeChatRUNNERS GUIDERUNNERS GATHERINGNIKE+Training P

17、lanTraining TipsHealth TipsRunning EquipmentRunning Route2014 ChallengeRunning ActivitiesAbout Running ClubCreate Running ClubJoin Running ClubAbout Nike+FAQDownload NowAbout Nike+ Running ClubWHAT MAKES NIKEs RUNNING CLUB DIFFERENT:“跑者集结” FORM FAN COMMUNITY RATHER THAN ANOTHER CALL-CENTER SERVICE A

18、CCOUNT22VS.sticky long-term relationship: nike as a facilitator for running groups rather than a call-center operatorusers can form or join their own running groups using “location share”1000+ groups were formed within the first weekto follow up with fans, nike formed a running community team to off

19、er help and engage periodically Personalize the servicechina merchant bank accountnike running clubcomplainmake appointmentsmake inquiriesconsultfor people who have cmb cardsfor people who love runningCHINESE CONSUMERS USE MOBILE AS AN INFORMATION HUB FOR PRODUCTS23empower consumers by providing det

20、ailed product specsthe information should be available via mobile website and social media channelssource: googleProduct Info.Restaurants, Pubs, & Bars52%43%36%TravelJob OffersApartments & Housing Info.72%52%Provide the informationRESEARCHING PRODUCTS IS ALSO A MUCH MORE SOCIAL ACTIVITY IN CHINA24al

21、low consumers to read & write reviews and talk to other consumers about your products this should be available on mobile website and social channelssource: googlechinausaukgermanyconnected with the businessvisited the businessread review / talked about it63%64%47%45%61%65%58%51%39%24%14%18%after res

22、earching a product or service, consumers:Provide the informationAND INTEGRATED MARKETING CAMPAIGNS HOLD MUCH MORE POTENTIAL25all offline marketing content should include a mobile activation that leads to additional product info and the ability to follow your brand on wechatsource: googleafter seeing

23、 an ad, consumers sought more information on mobile:chinausaukgermanyoveralltvin-store89%56%46%49%83%50%41%42%85%46%37%39%outdoor75%26%25%29%print78%38%32%36%Provide the informationCONSUMERS ARE ALSO MUCH MORE WILLING TO BUY AFTER RESEARCHING26allow consumers to purchase products via wechat, give a

24、code to order on pc, or use GPS to locate the nearest storesource: googlein past 6 months, after researching a product, consumers made a purchase via:chinausaukgermanypcmobileoffline79%40%40%35%69%46%39%32%62%38%28%26%Provide the information27wechat-optimized o2o & e-commerceBestseller Fashion Group

25、: Connect Offline & Online with WeChatbestseller fashion group owns more than 10,000 stores of its four brands: 1. jack jones2. selectED3. only4. vero modait has an annual sales of more than 30 billion rmb2829offline experience:try on merchantsonline value:scan QR code with wechat to get 3 outfit re

26、commendationspay:order in store or through wechatservice:Pick up in store or deliver to homesocial & sharing:share/ask for comment in wechat momentuser flowbusiness flowrevenue distribution: channel, mall, retail outlet, e-commercemotivate in-store salesperson: scan unique QR code before orderbuild

27、infrastructure: reform POS system, in-store experience build infrastructure: streamline inventory & logisticmarketing & promotion: wechat 0.5%share footprint & serviceturn limitation into infinityBestseller Fashion Group: Connect Offline & Online with WeChateverywhere,anytimemerchants, retail outlet

28、s and consumers are always linked together; online breaks the physical limitation of offline retail outletscrmtraditional companies can streamline digital CRM management by congregating users in the brands official account - integrating user data, payment and loyalty systemlbswith LBS information, t

29、he system can push nearby retail outlet information, together with offline coupons, lead consumers to the store big datadigitize business behavior and daily operational process; companies can use data to conduct demand research, brand analysis, and to guide product development and production to deve

30、lop a demand-based C2B production modeoffline serviceextensionin the digital age, companies have more opportunities to attract potential customers and adapt online business models to offline30Benefits of the O2O Age of E-Commerce313131 o2oE-C Autonomyco-openablerproduct development & productionstora

31、ge/delivery/service（customized outsource/self-built）online platformoffline channel（channel co-op）supply chain capabilitymktg.capability operating & managing capabilityplatform system WEB+OMS ERP+WMS CMS+CRM big platform exp. system integration differentiation & innovationoperational exp. team work e

32、xp. BI understanding of the category commodity operation datalizationbig dataintegration of big platform data, retail data and buyer experienceChallenge: O2O strategy light or heavy? What is the core value for users?contractualcapability 32 La roche-posay uses wechat to send out samplescontent:Digit

33、al to new touchpointsHow to thrive in a wechat worldSocial syncs with realityResistance to the digital lifestyleIN 2014, SOCIAL WILL INCREASINGLY GO BEYOND ITS TRADITIONAL LIMITS AND SYNC WITH THE REAL WORLD34intouch car vs. pianoa real-time, 24/7 social experiment to keep the audience returning to

34、the campaign site, this campaign was based on a very relevant insight of the russian marketIN 2014, SOCIAL WILL INCREASINGLY GO BEYOND ITS TRADITIONAL LIMITS AND SYNC WITH THE REAL WORLD35mind drive social-powered carthe first car to be powered completely by social media (social fuel), mind drive he

35、lped raise awareness to create legislation for after-school programsBRANDS ARE BEGINNING TO COLLABORATE WITH THEIR AUDIENCES TO CREATE NEW AND ENGAGING CONTENT36wendys pretzel pub chicken love storiesthe follow-up to wendys award winning “pretzel bacon burger love songs” campaign, this new line of videos focuses on the new pretzel pub chicken sandwich similar to the previous campaign, the pretzel pub chicken lov