Ogsf mon 0845 robert passikoff
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This document discusses a conference on connecting digital technology with brand strategy. It provides an overview of surveys and indices that measure consumer brand loyalty, engagement, and digital platform usage across various product categories. Specifically, it examines data on over-the-counter pain relievers, finding that highly digitally engaged consumers have higher customer expectation levels and see attributes like safety and strong relief as more important than the general population. Brands need to understand how digital interactions influence category engagement to effectively harness the power of digitally engaged consumers.
Ogsf mon 0845 robert passikoff
- 1. OMMA Conference: Digital Moneyball How Brands Get On Base With Customers Connecting Digital Technology with Brand Strategy
- 2. Where we are: Usage reports... Demographic data on the usage reports... Attitudinal data on the demographic data on the usage reports... CMO: No more data dumps! 2
- 3. Brands really know how to target their demographic That’s not the issue! 3
- 4. Similar to where we were when first measuring TV... ...we know a lot about who is using digital communication platforms 4
- 5. Need to break down the wall between digital technology and brand strategy 5
- 6. Brands need to know how digital works in their category What digital platforms Where in the category = Digital Platform GPS - (e.g. social networks, + (e.g. which engagement The intersection of blogs, brand websites) driver is most influenced)? platform and brand are being used to interact with the category? 6
- 7. Brands in the Digital Space: Not “Whether,” But “What? Brands need to know: How digital platforms connect with drivers of category engagement and How to harness the power of their category consumers engaged with digital 7
- 8. Brand Keys Customer Loyalty and Engagement Index (CLEI) Annual Survey (2012 is the 16th year) Male/Female 83 categories (598 brands) 18-65 years old 49,000 consumer interviews 75% phone interviews; 20% in-person for cell phone only, 5% online Drawn from the 9 US Census regions Self-classify for category and brand 8
- 9. February 28, 2012: Reported by 24/7 Wall St., a global equity analysis firm Using Brand Keys 2012 CLEI data, 24/7 Wall St. ran a financial equity analysis against 598 brands They identified the 11 brands that received the highest score relative to their category Ideals in the Brand Keys study 10 of these 11 brands are the market leaders in their category 9 9
- 10. Digital Communication Platforms Assessed 1. Blogs 2. Brand’s own website 3. Browsing portals (like Yahoo or MSN) 4. Classified 5. Digital magazine 6. Digital newspaper 7. Email 8. Gaming 9. Mobile apps 10. Music 11. Online video 12. Search 13. Shopping portals (like Amazon.com) 14. Social networks (like Facebook or Twitter) 10
- 11. Brand Keys Digital Platform Engagement Index (DPEI) Category-specific identification of ranges of digital involvement Percent-contribution the digital communication platforms make to engagement and loyalty Exactly how those digital communication platforms connect with the emotional and rational drivers of consumer decision making in category How consumers with high-digital involvement see the category, versus the general population Identification of electronic devices providing the “best” interaction with each of the digital platforms for each category 11
- 12. Findings across categories gives information but not category- specific insight .5% 2% 2% 1% Search 2% .5% 3% Brand's Own Website 18% Shopping Portals 5% Browsing Portals Email Social Networks 11% Mobile Apps 16% Blogs Online Video 12% Digital Magazines Digital Newspapers 14% Classified 13% Music Gaming 12
- 13. OTC Pain Reliever Category 13
- 14. OTC Pain Reliever Ideal (General Population) 150 140 134 Customer Expectation Levels 130 125 130 120 120 110 100 Trusted Brand for Value Safe to Use =24% Strong Relief =23% Family Friendly =21% =32% Highest Loyalty Drivers – Order of Importance Lowest 14
- 15. OTC Pain Reliever Attributes, Benefits, and Values (General Population) A Trusted Brand for Value (32%) – Driver 1 A brand I trust 28% Safe to Use (24%) – Good value for the money 25% Driver 2 A trusted name in Is safe to use 28% Strong Relief (23%) – pain relief 20% Driver 3 Specializes in pain relief 25% Widely available Provides strong relief 25% Family Friendly (21%) – 15% Has been extensively Has a range of Driver 4 Recommended by 17% 12% researched products for all pain Good for all family friends and family 24% types members 38% Is FDA approved? 15% Eases pain quickly Comes in different Has been clinically 22% formulations, i.e. low 32% tested 15% dose, regular, flavored Reduces inflammation 16% Comes in tablets, gels, and caplet forms 30% Reduces swelling 13% 15
- 16. General Population vs. Higitals The Higitals (highly digitally engaged) represent the top 20% of the general population in terms of digital involvement in the category: i.e., time spent weekly on any/all of the set of digital platforms identified by the category consumers themselves. Higitals (20%) OTC Digital Usage Range = 64-84 hrs/wk General Population (80%) OTC Digital Usage Range = 1-64 hrs/wk 16
- 17. OTC Pain Reliever Ideals (General Population vs. Higitals) 150 141 140 134 131 Customer Expectation Levels 130 128 125 130 120 120 120 110 100 Trusted Brand for Safe to Use Strong Relief Family Friendly Value General Population Higitals Highest Loyalty Drivers – Order of Importance Lowest 17
- 18. OTC Pain Reliever (General Population vs. Higitals) The order of the drivers is the same for General Population and Higitals with similar percent-contribution but different expectations. A Trusted Brand for Value – Driver 1 Safe to Use – Driver 2 General General Higitals Higitals Population Population A brand I trust 28% 29% Is safe to use 28% 27% Good value for the Specializes in pain money 25% 22% relief 25% 30% A trusted name in Has been extensively pain relief 20% 17% researched 17% 15% Widely available 15% 12% Is FDA approved? 15% 13% Recommended by Has been clinically friends and family 12% 20% tested 15% 15% 18
- 19. OTC Pain Reliever (General Population vs. Higitals) Strong Relief – Driver 3 Family Friendly – Driver 4 General General Higitals Higitals Population Population Provides strong relief Good for all family 25% 25% members 38% 36% Has a range of Comes in different products for all pain 24% 24% formulations, i.e. low 32% 32% types dose, regular, flavored Eases pain quickly 22% 27% Comes in tablets, gels, and caplet forms 30% 32% Reduces inflammation 16% 12% Reduces swelling 13% 12% 19
- 20. OTC Pain Reliever (General Population vs. Higitals) A Trusted Brand for Value – Driver 1 General Higitals Population A brand I trust 28% 29% Good value for the money 25% 22% A trusted name in pain relief 20% 17% Widely available 15% 12% Recommended by friends and family 12% 20% What digital platforms might fit for Higitals? 20
- 21. OTC Pain Reliever Ideals and Digital Platforms (General Population vs. Higitals) 150 141 140 134 130 131 Customer Expectation Levels 128 125 130 120 120 120 110 100 Trusted Brand for Safe to Use Strong Relief Family Friendly Value General Population Higitals Highest Loyalty Drivers – Order of Importance Lowest 21
- 22. OTC Pain Reliever Ideals and Digital Platforms (General Population vs. Higitals) Higitals: -Social Networks 150 -Blogs 141 General Population: 140 134 Blogs 130 131 Customer Expectation Levels 128 125 General Population: 130 Social Networks 120 120 120 “Recommended by friends and family” (Gen Pop =12%, Higitals =20%) 110 “Specializes in pain relief” (Gen Pop =25%, Higitals =30%) 100 Trusted Brand for Safe to Use Strong Relief Family Friendly Value General Population Higitals Highest Loyalty Drivers – Order of Importance Lowest 22
- 23. Real Digital Transformation for Brands Provides the connective tissue between digital platforms and the drivers of category brand loyalty and engagement, Thus allowing for strategic maneuverability in digital space, Can be shaped for category and device-specificity, So it informs as to where to best allocate resources, Allowing for the customization of digital strategy and content for different audiences – Gen Pop and Higitals – delivering against what has real meaning to those audiences. 23
- 24. Brands At Their Digital Best Blogs Brand’s Own Website Browsing Portals MLB/Netflix Macy’s Samsung Flat-Screen TV Classified Digital Magazine Digital Newspaper Hyundai/Ford Home Depot Expedia Email Gaming Mobile Apps Costco/AT&T Wireless Patron Tequila/Coor’s Apple iPhone Music Online Video Search Coke Kindle/Call of Duty Hilton Hotels Shopping Portals Social Networks Skechers Coke/McDonald’s 24
- 25. Result: A Winning Strategy Plan for the Digital Game 25
- 26. For more information, contact: Robert Passikoff President, Brand Keys, Inc. 212-532-6028 x12 robertp@brandkeys.com www.brandkeys.com