《数字营销资料》203资料课件

“whendigitalmeetsreality”Trends&casessharingVivianYehQ12019“whendigitalmeetsreality”content:DigitaltonewtouchpointsHowtothriveinawechatworldSocialsyncswithrealityResistancetothedigitallifestylecontent:Digitaltonewtouchpocontent:DigitaltonewtouchpointsHowtothriveinawechatworldSocialsyncswithrealityResistancetothedigitallifestylecontent:DigitaltonewtouchpoOnecommonsaying

usedbymostdigitalmarketersis,

“digitaliseverything,butnoteverythingisdigital”Onecommonsaying

usedbymost…Butwearen’tmostdigitalmarketers.

In2019,

“digitaliseverything,butnoteverythingcanbedigital”…Butwearen’tmostdigitalmaIn2019,brandswilldiscovermoreinnovativewaystomergereal-lifetouchpointswithdigital6kia’sinteractiveTVcommercialuseyourmobilephoneasatennisracketandreturntheserveoftheworld’sfastestserver;practiceyourtimingononlinecampaignsitewhendigitalmeetstraditionalTVIn2019,brandswilldiscoverIn2019,brandswilldiscovermoreinnovativewaystomergereal-lifetouchpointswithdigital7coca-colalivetweetTVctelevisioncommercialthatdisplayedthelivetweetsofpeopletweetingeachothertohaveamealtogetherwiththehashtag#letseattogetherwhendigitalmeetstraditionalTVIn2019,brandswilldiscoverIn2019,brandswilldiscovermoreinnovativewaystomergereal-lifetouchpointswithdigital8whendigitalmeetstraditionalevents/outdoorasicsrunwithmebillboardsidentifiedrunnerswearingRFIDchipsandplayedpersonalizedvideostocheerthemonIn2019,brandswilldiscoverAndpreviouslystaticmarketingchannelswillbecomedynamicbrandexperiences9whendigitalmeetstraditionalprintikea’saugmentedrealityappuseyourmobilephonetoseehowtheikeafurniturewilllookinsideyourhome–trybeforeyoubuyAndpreviouslystaticmarketinAndpreviouslystaticmarketingchannelswillbecomedynamicbrandexperiences10whendigitalmeetstraditionaloutdoornikeholocubeallowingconsumerstoexperiencetheflexibilityofthenikefree5.0sneakerinanoutdooradAndpreviouslystaticmarketincontent:DigitaltonewtouchpointsHowtothriveinawechatworldSocialsyncswithrealityResistancetothedigitallifestylecontent:Digitaltonewtouchpoinchina,themobilescreenisbecomingthemostdominantformofinternetaccess12newinternetusersinchinaarenolongerdominatedbydesktopsandlaptops,butbymobiledevicesDesktopLaptopMobile2019NewInternetUsersbyDeviceinchina,themobilescreenisButMobilebrowserusageisquicklybecomingobsolete,

andbeingreplacedbyappusage13consumersnowpreferspecializedappsovermobilebrowserusage–especiallywithsocialmediahowever,researchalsoshowslowactivationandretentionofappsinchinaSource:iResearchTextMessagePhoneCallWebBrowserAppPre-InstalledServiceButMobilebrowserusageisquPhonecallandtextmessageusagearealsodeclining,

whilewechatisontherise14wechatisthedominantcommunicationandsocialhubofmobiledevicesinchinaSource:iResearch2019(Minutes)2019(Minutes)AverageTimeSpentPerPersonPerSessionPhoneTextWeChatPhoneTextWeChatPhonecallandtextmessageustheriseofwechat-optimization3waystothrive&cutthroughtheclutter:UpgradetheexperiencePersonalizetheserviceProvidetheinformationtheriseofwechat-optimizatioWhenweseebrandsonwechat,thisiswhatweusuallyget:16boring,irrelevant,&typicalUpgradetheexperienceWhenweseebrandsonwechat,wINNER:deliversexperienceofflippingthrougharealcatalog17interesting,intuitive,&innovativeUpgradetheexperiencewINNER:deliversexperienceofNikewechat:usingdigitaltechnologytocreateyourownrealshoe18snapaphototocreateapersonalizednikefree5.0shoe(basedonthecolorsinyourphoto)andreceiveacodetoorderyourcreationonlinePersonalizetheserviceNikewechat:usingdigitaltecNikerunningclubwechat:findyourownrealrunningclub&routes19Personalizetheservicedrivinge-commercetraffic/purchase:productmatchchanneltraffictoe-commerceleveragingugcdata:recommendnike+users’mostshared/popularrunningroutespublishingprofessionalinfo:nationallevelmarathoncoachguidedifferenttrainingplansforrunnersofallskilllevelspre-marathontrainingguideNikerunningclubwechat:findNikerunningclubwechat:findyourownrealrunningclub&routes20Personalizetheserviceinteractingwithfans&o2o:uploadpicture&runninggoaltogetlimitedpostercreaterunningclubsonline;runtogetherofflinedrivingtraffictoappdownloads:recommendationsfornikeappssuchas:nike+runningntcnike+sportwatchgpsNikerunningclubwechat:findNikewechat:findyourownrunningclub21DrivingE-CTraffic/Purchase:ProductMatchChannelTraffictoE-CLeveragingUGCData:RecommendNike+users’mostshared/popularrunningroutesPublishingProfessionalInfo:NationallevelmarathoncoachguideDifferenttrainingplansforrunnersofallskilllevelsPre-marathontrainingguidePersonalizetheserviceInteractingwithFans&O2O:Uploadpicture&runninggoaltogetlimitedposterCreaterunningclubsonline;runtogetherofflineDrivingTraffictoAppDownloads:RecommendationsforNikeappssuchasNike+Running,NTC,&Nike+Sportwatch

GPSNikeRunningClubWeChatRUNNERS’GUIDERUNNERS’GATHERINGNIKE+TrainingPlanTrainingTipsHealthTipsRunningEquipmentRunningRoute2019ChallengeRunningActivitiesAboutRunningClubCreateRunningClubJoinRunningClubAboutNike+FAQDownloadNowAboutNike+RunningClubNikewechat:findyourownrunWHATMAKESNIKE’sRUNNINGCLUBDIFFERENT:

“跑者集结”–FORMFANCOMMUNITYRATHERTHANANOTHERCALL-CENTERSERVICEACCOUNT22VS.stickylong-termrelationship:nikeasafacilitatorforrunninggroupsratherthanacall-centeroperatoruserscanformorjointheirownrunninggroupsusing“locationshare”1000+groupswereformedwithinthefirstweektofollowupwithfans,nikeformedarunningcommunityteamtoofferhelpandengageperiodicallyPersonalizetheservicechinamerchantbankaccountnikerunningclubcomplainmakeappointmentsmakeinquiriesconsultforpeoplewhohavecmbcardsforpeoplewholoverunningWHATMAKESNIKE’sRUNNINGCLUBchineseconsumersusemobileasaninformationhubforproducts23empowerconsumersbyprovidingdetailedproductspecstheinformationshouldbeavailableviamobilewebsiteandsocialmediachannelssource:googleProductInfo.Restaurants,Pubs,&Bars52%43%36%TravelJobOffersApartments&HousingInfo.72%52%ProvidetheinformationchineseconsumersusemobileaResearchingproductsisalsoamuchmoresocialactivityinchina24allowconsumerstoread&writereviewsandtalktootherconsumersaboutyourproductsthisshouldbeavailableonmobilewebsiteandsocialchannelssource:googlechinausaukgermanyconnectedwiththebusinessvisitedthebusinessreadreview/talkedaboutit63%64%47%45%61%65%58%51%39%24%14%18%afterresearchingaproductorservice,consumers:ProvidetheinformationResearchingproductsisalsoaAndintegratedmarketingcampaignsholdmuchmorepotential25allofflinemarketingcontentshouldincludeamobileactivationthatleadstoadditionalproductinfoandtheabilitytofollowyourbrandonwechatsource:googleafterseeinganad,consumerssoughtmoreinformationonmobile:chinausaukgermanyoveralltvin-store89%56%46%49%83%50%41%42%85%46%37%39%outdoor75%26%25%29%print78%38%32%36%ProvidetheinformationAndintegratedmarketingcampaConsumersarealsomuchmorewillingtobuyafterresearching26allowconsumerstopurchaseproductsviawechat,giveacodetoorderonpc,oruseGPStolocatetheneareststoresource:googleinpast6months,afterresearchingaproduct,consumersmadeapurchasevia:chinausaukgermanypcmobileoffline79%40%40%35%69%46%39%32%62%38%28%26%ProvidetheinformationConsumersarealsomuchmorewwechat-optimizedo2o&e-commercewechat-optimizedo2o&e-commeBestsellerFashionGroup:ConnectOffline&OnlinewithWeChatbestsellerfashiongroupownsmorethan10,000storesofitsfourbrands:jackjonesselectEDonlyveromodaithasanannualsalesofmorethan30billionrmb28BestsellerFashionGroup:Conn29offlineexperience:

tryonmerchantsonlinevalue:

scanQRcodewithwechattoget3outfitrecommendationspay:

orderinstoreorthroughwechatservice:

Pickupinstoreordelivertohomesocial&sharing:

share/askforcommentinwechatmomentuserflowbusinessflowrevenuedistribution:channel,mall,retailoutlet,e-commercemotivatein-storesalesperson:scanuniqueQRcodebeforeorderbuildinfrastructure:reformPOSsystem,in-storeexperiencebuildinfrastructure:streamlineinventory&logisticmarketing&promotion:wechat0.5%sharefootprint&serviceturnlimitationintoinfinityBestsellerFashionGroup:ConnectOffline&OnlinewithWeChat29offlineexperience:

tryonmeverywhere,anytimemerchants,retailoutletsandconsumersarealwayslinkedtogether;onlinebreaksthephysicallimitationofofflineretailoutletscrmtraditionalcompaniescanstreamlinedigitalCRMmanagementbycongregatingusersinthebrand’sofficialaccount-integratinguserdata,paymentandloyaltysystemlbswithLBSinformation,thesystemcanpushnearbyretailoutletinformation,togetherwithofflinecoupons,leadconsumerstothestorebigdatadigitizebusinessbehavioranddailyoperationalprocess;

companiescanusedatatoconductdemandresearch,brandanalysis,andtoguideproductdevelopmentandproduction–todevelopademand-basedC2Bproductionmodeofflineserviceextensioninthedigitalage,companieshavemoreopportunitiestoattractpotentialcustomersandadaptonlinebusinessmodelstooffline30BenefitsoftheO2OAgeofE-Commerceeverywhere,merchants,retailo31

o2o

E-CAutonomyco-openablerproductdevelopment&productionstorage/delivery/service（customizedoutsource/self-built）onlineplatformofflinechannel（channelco-op）supplychaincapabilitymktg.capabilityoperating&managingcapabilityplatformsystemWEB+OMSERP+WMSCMS+CRMbigplatformexp.systemintegrationdifferentiation&innovationoperationalexp.teamworkexp.BIunderstandingofthecategorycommodityoperationdatalizationbigdataintegrationofbigplatformdata,retaildataandbuyerexperienceChallenge:O2Ostrategy–lightorheavy?Whatisthecorevalueforusers?contractualcapability31o2o

E-CAutonomyco-openabl32Laroche-posayuseswechattosendoutsamples32Laroche-posayuseswechatcontent:DigitaltonewtouchpointsHowtothriveinawechatworldSocialsyncswithrealityResistancetothedigitallifestylecontent:DigitaltonewtouchpoIn2019,socialwillincreasinglygobeyonditstraditionallimitsandsyncwiththerealworld34intouchcarvs.pianoareal-time,24/7socialexperimenttokeeptheaudiencereturningtothecampaignsite,thiscampaignwasbasedonaveryrelevantinsightoftherussian

marketIn2019,socialwillincreasinIn2019,socialwillincreasinglygobeyonditstraditionallimitsandsyncwiththerealworld35minddrivesocial-poweredcarthefirstcartobepoweredcompletelybysocialmedia(socialfuel),minddrivehelpedraiseawarenesstocreatelegislationforafter-schoolprogramsIn2019,socialwillincreasinbrandsarebeginningtocollaboratewiththeiraudiencestocreatenewandengagingcontent36wendy‘spretzelpubchickenlovestoriesthefollow-uptowendy’sawardwinning“pretzelbaconburgerlovesongs”campaign,thisnewlineofvideosfocusesonthenewpretzelpubchickensandwichsimilartothepreviouscampaign,thepretzelpubchickenlovestoriescampaignusesfans’tweetsaboutthesandwichandconvertsthemintofantasticallovestoriesbrandsarebeginningtocollabJustforfun:

Whatifourconversationsonsocialmediatookplaceinreallife?37sprint#honorthisdramaticreadingsinhonorofthe“important”conversationswehaveonsocialnetworks,sprint’scampaignprovides“dramaticreadings”byfamousactorsjamesearljonesandmalcolmmcdowellthecampaignismeanttofocusonpeopleandwhatwedowiththeourmobiledata,ratherthantech-speakanddataspeedsJustforfun:

Whatifourconvcontent:DigitaltonewtouchpointsHowtothriveinawechatworldSocialsyncswithrealityResistancetothedigitallifestylecontent:DigitaltonewtouchpoIn2019,wewillsee

RESISTANCETOtheDIGITALlifestyle

…butBRANDSCANMAKEITSEXYIn2019,wewillsee

RESISTANCBRANDSCANUSETHeRESISTANCETODIGITALTOTHEIRADVANTAGE40whendigitalmeetsresistancecoca-colasocialmediaguardcokehasdevisedacleverwaytohelpusputdownourmobilephonesand“sharerealmoments”withfriendsandfamilyBRANDSCANUSETHeRESISTANCEBRANDSCANUSETHeRESISTANCETODIGITALTOTHEIRADVANTAGE41whendigitalmeetsresistancepolarbeercellphonenullifierpolar’sinnovativecontraptionnotonlychillsyourbeer,itblockscellular&wifiserviceina5-ftradiusBRANDSCANUSETHeRESISTANCE《数字营销资料》203资料课件“whendigitalmeetsreality”Trends&casessharingVivianYehQ12019“whendigitalmeetsreality”content:DigitaltonewtouchpointsHowtothriveinawechatworldSocialsyncswithrealityResistancetothedigitallifestylecontent:Digitaltonewtouchpocontent:DigitaltonewtouchpointsHowtothriveinawechatworldSocialsyncswithrealityResistancetothedigitallifestylecontent:DigitaltonewtouchpoOnecommonsaying

usedbymostdigitalmarketersis,

“digitaliseverything,butnoteverythingisdigital”Onecommonsaying

usedbymost…Butwearen’tmostdigitalmarketers.

In2019,

“digitaliseverything,butnoteverythingcanbedigital”…Butwearen’tmostdigitalmaIn2019,brandswilldiscovermoreinnovativewaystomergereal-lifetouchpointswithdigital48kia’sinteractiveTVcommercialuseyourmobilephoneasatennisracketandreturntheserveoftheworld’sfastestserver;practiceyourtimingononlinecampaignsitewhendigitalmeetstraditionalTVIn2019,brandswilldiscoverIn2019,brandswilldiscovermoreinnovativewaystomergereal-lifetouchpointswithdigital49coca-colalivetweetTVctelevisioncommercialthatdisplayedthelivetweetsofpeopletweetingeachothertohaveamealtogetherwiththehashtag#letseattogetherwhendigitalmeetstraditionalTVIn2019,brandswilldiscoverIn2019,brandswilldiscovermoreinnovativewaystomergereal-lifetouchpointswithdigital50whendigitalmeetstraditionalevents/outdoorasicsrunwithmebillboardsidentifiedrunnerswearingRFIDchipsandplayedpersonalizedvideostocheerthemonIn2019,brandswilldiscoverAndpreviouslystaticmarketingchannelswillbecomedynamicbrandexperiences51whendigitalmeetstraditionalprintikea’saugmentedrealityappuseyourmobilephonetoseehowtheikeafurniturewilllookinsideyourhome–trybeforeyoubuyAndpreviouslystaticmarketinAndpreviouslystaticmarketingchannelswillbecomedynamicbrandexperiences52whendigitalmeetstraditionaloutdoornikeholocubeallowingconsumerstoexperiencetheflexibilityofthenikefree5.0sneakerinanoutdooradAndpreviouslystaticmarketincontent:DigitaltonewtouchpointsHowtothriveinawechatworldSocialsyncswithrealityResistancetothedigitallifestylecontent:Digitaltonewtouchpoinchina,themobilescreenisbecomingthemostdominantformofinternetaccess54newinternetusersinchinaarenolongerdominatedbydesktopsandlaptops,butbymobiledevicesDesktopLaptopMobile2019NewInternetUsersbyDeviceinchina,themobilescreenisButMobilebrowserusageisquicklybecomingobsolete,

andbeingreplacedbyappusage55consumersnowpreferspecializedappsovermobilebrowserusage–especiallywithsocialmediahowever,researchalsoshowslowactivationandretentionofappsinchinaSource:iResearchTextMessagePhoneCallWebBrowserAppPre-InstalledServiceButMobilebrowserusageisquPhonecallandtextmessageusagearealsodeclining,

whilewechatisontherise56wechatisthedominantcommunicationandsocialhubofmobiledevicesinchinaSource:iResearch2019(Minutes)2019(Minutes)AverageTimeSpentPerPersonPerSessionPhoneTextWeChatPhoneTextWeChatPhonecallandtextmessageustheriseofwechat-optimization3waystothrive&cutthroughtheclutter:UpgradetheexperiencePersonalizetheserviceProvidetheinformationtheriseofwechat-optimizatioWhenweseebrandsonwechat,thisiswhatweusuallyget:58boring,irrelevant,&typicalUpgradetheexperienceWhenweseebrandsonwechat,wINNER:deliversexperienceofflippingthrougharealcatalog59interesting,intuitive,&innovativeUpgradetheexperiencewINNER:deliversexperienceofNikewechat:usingdigitaltechnologytocreateyourownrealshoe60snapaphototocreateapersonalizednikefree5.0shoe(basedonthecolorsinyourphoto)andreceiveacodetoorderyourcreationonlinePersonalizetheserviceNikewechat:usingdigitaltecNikerunningclubwechat:findyourownrealrunningclub&routes61Personalizetheservicedrivinge-commercetraffic/purchase:productmatchchanneltraffictoe-commerceleveragingugcdata:recommendnike+users’mostshared/popularrunningroutespublishingprofessionalinfo:nationallevelmarathoncoachguidedifferenttrainingplansforrunnersofallskilllevelspre-marathontrainingguideNikerunningclubwechat:findNikerunningclubwechat:findyourownrealrunningclub&routes62Personalizetheserviceinteractingwithfans&o2o:uploadpicture&runninggoaltogetlimitedpostercreaterunningclubsonline;runtogetherofflinedrivingtraffictoappdownloads:recommendationsfornikeappssuchas:nike+runningntcnike+sportwatchgpsNikerunningclubwechat:findNikewechat:findyourownrunningclub63DrivingE-CTraffic/Purchase:ProductMatchChannelTraffictoE-CLeveragingUGCData:RecommendNike+users’mostshared/popularrunningroutesPublishingProfessionalInfo:NationallevelmarathoncoachguideDifferenttrainingplansforrunnersofallskilllevelsPre-marathontrainingguidePersonalizetheserviceInteractingwithFans&O2O:Uploadpicture&runninggoaltogetlimitedposterCreaterunningclubsonline;runtogetherofflineDrivingTraffictoAppDownloads:RecommendationsforNikeappssuchasNike+Running,NTC,&Nike+Sportwatch

GPSNikeRunningClubWeChatRUNNERS’GUIDERUNNERS’GATHERINGNIKE+TrainingPlanTrainingTipsHealthTipsRunningEquipmentRunningRoute2019ChallengeRunningActivitiesAboutRunningClubCreateRunningClubJoinRunningClubAboutNike+FAQDownloadNowAboutNike+RunningClubNikewechat:findyourownrunWHATMAKESNIKE’sRUNNINGCLUBDIFFERENT:

“跑者集结”–FORMFANCOMMUNITYRATHERTHANANOTHERCALL-CENTERSERVICEACCOUNT64VS.stickylong-termrelationship:nikeasafacilitatorforrunninggroupsratherthanacall-centeroperatoruserscanformorjointheirownrunninggroupsusing“locationshare”1000+groupswereformedwithinthefirstweektofollowupwithfans,nikeformedarunningcommunityteamtoofferhelpandengageperiodicallyPersonalizetheservicechinamerchantbankaccountnikerunningclubcomplainmakeappointmentsmakeinquiriesconsultforpeoplewhohavecmbcardsforpeoplewholoverunningWHATMAKESNIKE’sRUNNINGCLUBchineseconsumersusemobileasaninformationhubforproducts65empowerconsumersbyprovidingdetailedproductspecstheinformationshouldbeavailableviamobilewebsiteandsocialmediachannelssource:googleProductInfo.Restaurants,Pubs,&Bars52%43%36%TravelJobOffersApartments&HousingInfo.72%52%ProvidetheinformationchineseconsumersusemobileaResearchingproductsisalsoamuchmoresocialactivityinchina66allowconsumerstoread&writereviewsandtalktootherconsumersaboutyourproductsthisshouldbeavailableonmobilewebsiteandsocialchannelssource:googlechinausaukgermanyconnectedwiththebusinessvisitedthebusinessreadreview/talkedaboutit63%64%47%45%61%65%58%51%39%24%14%18%afterresearchingaproductorservice,consumers:ProvidetheinformationResearchingproductsisalsoaAndintegratedmarketingcampaignsholdmuchmorepotential67allofflinemarketingcontentshouldincludeamobileactivationthatleadstoadditionalproductinfoandtheabilitytofollowyourbrandonwechatsource:googleafterseeinganad,consumerssoughtmoreinformationonmobile:chinausaukgermanyoveralltvin-store89%56%46%49%83%50%41%42%85%46%37%39%outdoor75%26%25%29%print78%38%32%36%ProvidetheinformationAndintegratedmarketingcampaConsumersarealsomuchmorewillingtobuyafterresearching68allowconsumerstopurchaseproductsviawechat,giveacodetoorderonpc,oruseGPStolocatetheneareststoresource:googleinpast6months,afterresearchingaproduct,consumersmadeapurchasevia:chinausaukgermanypcmobileoffline79%40%40%35%69%46%39%32%62%38%28%26%ProvidetheinformationConsumersarealsomuchmorewwechat-optimizedo2o&e-commercewechat-optimizedo2o&e-commeBestsellerFashionGroup:ConnectOffline&OnlinewithWeChatbestsellerfashiongroupownsmorethan10,000storesofitsfourbrands:jackjonesselectEDonlyveromodaithasanannualsalesofmorethan30billionrmb70BestsellerFashionGroup:Conn71offlineexperience:

tryonmerchantsonlinevalue:

scanQRcodewithwechattoget3outfitrecommendationspay:

orderinstoreorthroughwechatservice:

Pickupinstoreordelivertohomesocial&sharing:

share/askforcommentinwechatmomentuserflowbusinessflowrevenuedistribution:channel,mall,retailoutlet,e-commercemotivatein-storesalesperson:scanuniqueQRcodebeforeorderbuildinfrastructure:reformPOSsystem,in-storeexperiencebuildinfrastructure:streamlineinventory&logisticmarketing&promotion:wechat0.5%sharefootprint&serviceturnlimitationintoinfinityBestsellerFashionGroup:ConnectOffline&OnlinewithWeChat29offlineexperience:

tryonmeverywhere,anytimemerchants,retailoutletsandconsumersarealwayslinkedtogether;onlinebreaksthephysicallimitationofofflineretailoutletscrmtraditionalcompaniescanstreamlinedigitalCRMmanagementbycongregatingusersinthebrand’sofficialaccount-integratinguserdata,paymentandloyaltysystemlbswithLBSinformation,thesystemcanpushnearbyretailoutletinformation,togetherwithofflinecoupons,leadconsumerstothestorebigdatadigitizebusinessbehavioranddailyoperationalprocess;

companiescanusedatatoconductdemandresearch,brandanalysis,andtoguideproductdevelopmentandproduction–todevelopademand-basedC2Bproductionmodeofflineserviceextensioninthedigitalage,companieshavemoreopportunitiestoattractpotentialcustomersandadaptonlinebusinessmodelstooffline72BenefitsoftheO2OAgeofE-Commerceeverywhere,merchants,retailo73

o2o

E-CAutonomyco-openablerproductdevelopment&productionstorage/delivery/service（customizedoutsource/self-built）onlineplatformofflinechannel（channelco-op）supplychaincapabilitymktg.capabilityoperating&managingcapabilityplatformsystemWEB+OMSERP+WMSCMS+CRMbigplatformexp.systemintegrationdifferentiation&innovationoperationalexp.teamworkexp.BIunderstandingofthecategorycommodityoperationdatalizationbigdataintegrationofbigplatformdata,retaildataandbuyerexperienceChallenge:O2Ostrategy–lightorhea