Understanding and approaching the digital value proposition
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The document discusses crafting a digital value proposition. It outlines three principles: 1) Consumers control the environment through tools like adblocking and subscription models. Brands must add value rather than interruptions. 2) Brands compete for attention everywhere through many media like blogs, social media, apps and emails. Content needs purpose to drive engagement. 3) Consumers expect personalized, tailored experiences from understanding their needs and journeys. Brands can adapt experiences and messages at scale through data. The key is putting consumers first to understand what they want from brands.
Understanding and approaching the digital value proposition
- 1. Understanding & Approaching the DIGITAL VALUE PROPOSITION
- 3. The changing landscape that digital has created can be a scary prospect.
- 4. MASS PUSH INTERUPTION PERSONALISED PULL PERMISSION Marketing Pre-Internet Marketing Post-Internet The Evolving Landscape
- 5. Digital has changed what consumers expect of brands & businesses
- 6. Three principles for crafting your digital value proposition
- 7. 1. We don’t control the environment, consumers do
- 8. Unlike & Unfollow Adblocking Subscription Models On-Demand Screening Multi-media journalism The internet has changed the power of control:
- 9. Talk to me, not at me Give me relevance, not generic statements Speak to my needs, not yours Add value, not intrusions Broadcast marketing is dying – messages need purpose
- 10. Example: Always #likeagirl campaign
- 11. “We are the now generation, we are the generation now” – Black Eyed Peas Consumers have the availability to act on impulses anytime
- 13. Strategies need to consider the full Omni-Channel experience Websites Mobile Store Social Media Call Centers ATL Media Packaging Events Digital Media
- 14. “You’ve got to start with the consumer experience and work back towards the technology, not the other way around.” - Steve Jobs Example: Oasis Omni-Channel Retail
- 15. 150 customer service members responding over multiple channels – wherever their consumers want to talk. Example: KLM Customer Service
- 16. 2. We are competing with more than marketing messages
- 17. Every two days we create as much information as was created since the dawn of time.
- 18. Vloggers Podcasts Blogs Social Newsfeeds APP Notifications Media Brands The Fight For Attention Is Everywhere Emails
- 19. We need to create marketing that drives our own ‘Lynx Effect’
- 20. Example: Value added content that meets a consumer need
- 21. Example: Lego Movie - marketing delivered through non- advertising mediums
- 22. You need agile marketing teams that respond to sentiment, activity & movement gleaned from real-time data
- 23. Adapt to Iterative Marketing Marketing Pre-Internet Marketing Post-Internet
- 24. 3. Consumers want personalised brand experiences
- 25. Consumers are telling us what they want, and they expect us to listen.
- 26. With rich data we can understand individual buyer journeys and create personalised brand experiences at scale
- 27. Consumers expect tailored & relevant messages
- 28. Websites need to adapt to show consumers more of what they want and less of what they dismiss
- 29. Example: Nike personalised product and shopping experiences
- 30. Retargeting and Personalised Message Progression Facebook Dynamic Product Ads are but one example of the sophistication of targeted messaging now available
- 31. Rome wasn’t built overnight, but the road to digital transformation requires a vision and a roadmap to get there.
- 32. Put your consumer at the heart, understand what they want from you and grow from there.
- 33. Three Principles for Crafting Your Value Proposition 1. We don’t control the environment, consumers do 2. We are competing with more than marketing messages 3. Consumers want personalised brand experiences
- 34. I enjoy a good open marketing debate Tweet me @kirstyband kirsty@itsroughsketch.com
Editor's Notes
- #8: How many of you in the room skip the ads on YouTube? How many of you in the room have moved to paid subscriptions for media, music or other content? How many of you use Sky+ to watch 80% of your TV consumption and fast forward through the ads?
- #9: Unlike and unfollow Adblocking Subscriptions models
- #14: Omni-channel marketing – comms and commerce Evergreen content – what consumers will search for when they decide it’s a need. Where
- #15: UK fashion retailer Oasis has an ecommerce site, a mobile app, and several brick-and-mortar locations and it does a pretty good job in fusing those channels to give people a great shopping experience. Oasis arms its in-store associates with iPads to give shoppers on-the-spot information on product availability. This also allows the staff to ring up customers from anywhere in the shop. And if an item isn’t in-stock, the staff can use their iPads to place online orders for the customer. A similar service is made available for online shoppers. If an item is sold out online, customers can use Oasis’ “Seek & Send” service where the retailer searches its stores for the product and ships it to the shopper. Once the item is located, Oasis will send an email to notify shoppers and let them track their goods. In addition, Oasis provides convenient (and free) options when it comes to returning items. Aside from letting people ship their items back or return them by heading to any Oasis branch, the retailer also offers easy returns through a service called Collect+ that lets shoppers return purchases through a network over 5,500 drop off points in local stores, including convenient stores and grocery stores, allowing customers to return items outside of the normal 9 to 5 post office hours.
- #17: Beforehand it was just us and the media. We were competing on a dual spectrum and interruption was effective.
- #19: Previously we were competing with far fewer stimulants – now we compete with more
- #21: What does this mean for our marketing messages – we can’t be lazy. Our marketing needs to move to adding value. If you want to be heard then simply selling your product isn’t going to work. Think Complimentary experiences – e.g. Under Armour and the My Fitness Pal app. – Who has this app on their phone? Lego Movie. Make-Up.com Be careful of link baiting.
- #25: We have confused this notion that consumers want a relationship with our businesses, with a very real truth which is consumers actually just want to get the best they can get out of us for themselves. When we nurture relationships with consumers online, they are not engaging with us because they believe we’re the love of their life, they are engaging with us because we’re a friend with benefits and those benefits are things that will help them, make them feel better, make them ???
- #26: Consumers want to tell us what it is they want and make sure that we give it to them.
- #28: Marketing’s 7 Deadly Sins Project Reconnect – carried out by We Are Social and the World Federation of Advertisers