Challenges of Marketing to the Connected Consumer kathryn mc mann

All material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
Challenges and Solutions of
Marketing in the Age of the
Connected Consumer
#FBTLive
#ConnectedConsumer

#ConnectedConsumer
#FBTLive
T: @KathrynMcMann
W: www.kathrynmcmann.com
www.TheHolisticMarketingCompany.com
…………………………...
HOUSE KEEPING

Businesses can’t ignore the fact that digital is now
intrinsic in (practically) everything we do

• Customer services and support
• Purchases /bookings
• To relay information
• Website access via mobile devices
• Metrics data
• Source feedback and customer market research
• Mobile Apps
• Social Media, Recommendation and WOM
• Topic relevant search terms (SEO)
• Informational Content
Digital actions within Marketing
@KATHRYNMCMANN
WWW.KATHRYNMCMANN.COM
#FBTLive
#ConnectedConsumer

1. Key Digital Trends
2. The Connected Consumer
3. The Challenges and Solutions
4. Key Take Aways
@KATHRYNMCMANN
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer

@KATHRYNMCMANN
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer
1. Key Digital Trends
2. The Connected Consumer
3. The Challenges and Solutions
4. Key Take Aways

There are…
2,925,249,355 internet users Worldwide
40.4% penetration
Image Source: http://apod.nasa.gov/apod/ap070916.html
…………..…...……...
DIGITAL TRENDS

• Mobile Social Apps are growing, month on month.
Amazon(+13%), Facebook (+21%) and Wikimedia (+13%)
Source: Comscore. June 2014
• Pinterest (21%) has over taken Twitter (18%)
• There is a 50% crossover between Instagram and Twitter use
within the networks.
• As of Jan 2014 Source: Our Social Times http://bit.ly/1nnPDBp
………..…...………...
DIGITAL TRENDS

Tablet purchases have grown exponentially,
compared with PC/Mac sales
…………..…...……...
DIGITAL TRENDS
Image Source: Mary Meeker

………….....………...
DIGITAL TRENDS
“Internet TV is replacing Linear TV.” - Mary Meeker
84% of mobile device owners use their phones while watching TV

…………..…………...
DIGITAL TRENDS
Image Source: Flickr/Anchylosaurus
Where is this thirst for content being satisfied?

…………..…...……...
DIGITAL TRENDS
Smart phones are the most used device, in majority of
countries, Globally
Source: Mary Meeker @ KPCB

86% of mobile internet access is via Apps, not by using mobile
browsers. The web is now ‘just another app’
…………..…...……...
DIGITAL TRENDS
Source: Flurry Insights

OMNICHANNEL PROGRESSION
Consumers are accessing ‘Content’, not just via the web on mobile devices, but via
apps that deliver content, from the original site.
E.g. ‘How To’ Video uploaded to Youtube
-> Email recommendation
-> Viewed in Youtube Mobile app
->Share to Social App
…………..…...……...
DIGITAL TRENDS

Source: http://pennystocks.la/internet-in-real-time/

…………..…………...
DIGITAL TRENDS
Image source: Marketo http://bit.ly/1mSFvyK

…communicates across devices and channels seamlessly –
Ebay, Amazon, Apple, Google
…………………………...………................
THE CONNECTED CONSUMER

…embeds a range of mediums across multiple Digital
Platforms without questioning the technology - Facebook,
Google+ Imgur, Youtube, Twitter
…………………………...………................

…‘shares’ because it’s an extension of them,
not the brand. Brand loyalty hasn’t come into it yet.
…………………………...………................

…doesn’t see ‘communication touch-points’ as “somebody
else’s’ department” (except outdated call-centres)
…………………………...………................

THE CONSUMER-BRAND RELATIONSHIP
They have 1 relationship with a brand
…………………………...………................

Personal Social Networks
Mobile apps
Education/Training
Search terms
Customer Services via Twitter /Phone
Videos, Whitepapers, Content
Brochure material
Telesales
Physical Event
Third-Party Supplier
Partnership Referral
…………………………...………................

Customer Support
Social Community Channels
Mobile / tablet apps
3rd Party Distributor
Branded Events
Search Terms
Videos & Content
Telemarketing/Sales
THE CONSUMER-BRAND RELATIONSHIP
Brands have Multiple Customer-Touchpoints
per customer
…………………………...………................

The BUSINESS LIFECYCLE

Who is Leading the Way?
…………………………...………................

WHO’S DOING IT?
…………………………...………................
The Retail Experience Extended

…………………………...………................
The Retail Experience Extended
• GPS store locator
• In-store information with barcode scanning
• Check availability at your nearest store for same day collection
• Create shopping lists, in-app purchases, and request same-day delivery
• Update offers and promotions in real-time to daily to hungry target
audiences
• Receive valuable metrics
• Use augmented reality to view products in 3D
WHAT ARE THEY DOING?

The Dining Experience Extended
…………………………...………................
WHO’S DOING IT?

The Dining Experience Extended
…………………………...………................
• GPS restaurant locator
• Order in advance of pick-up
• Content direct to ‘hungry’ Target Audience
• Great metrics
• Daily deals, discounted offers at the local eatery on the ‘same day’.
• In-store membership sign up = fast data capture
• Quick-fire interaction on Twitter.
• Pay and split the bill in the store via the app

…………………………...………................
The B2B Experience Extended
WHO’S DOING IT?

…………………………...………................
The B2B Experience Extended
• Real-time GPS location direction and availability
• Instant in-app payment
• Direct to hungry Target Audience
• Real-time countdowns
• Immediate invoice receipt retrieval
• Add-on Educational information
• Supported by real-time social communities, not instead of.
• Receive valuable metrics

The Core Challenges
Marketing in the age of the Connected Consumer
1. Targeting Multiple Customers
2. Being Heard through the Noise
3. Multi-Channel Management
4. Over-Extended Resources
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer

Challenge #1
Targeting Multiple Customers
How can you be all things to all of your target demographics, across
multiple devices and channels, at the same time?
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer

Solution
Invest in Research and Planning
• Define the multiple target segments: who they are, where they are.
• These will evolve as actions evolve. Design and prepare to adapt. It’s a
cyclical, agile process.
• Use your analytics and benchmarks from the start
• Ensure the Brand is consistent, with the brand values and message embedded
within every touch-point.
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer
Challenge #1: Targeting Multiple Customers

Being Heard through the Noise
With so many distractions, how can a company stand out from its
competitors?
Challenge #2
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer

Solution
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer
Market with a broad integrated perspective
• Unite, optimize to lead across channels and centralised information (CTA
directions, landing pages, communities, content)
• Build brand values into all media and materials (keywords, design, etc.)
• Be relevant, as well as consistent
Challenge #2: Being Heard through the Noise

Challenge #3
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer
Managing Multiple Channels
With so many stakeholders and departments, how do companies
manage each section for consistency across all channels?

Solution
Holistic Management
• Design process management (dividing time and resources) into the strategy
at the beginning
• Centralise operations, chair team discussions.
• Encouraging cross-depart. collaborations, and autonomy among stakeholders
to ensure everyone is working towards the same goals.
• Centralise static Brand information to be accessible by all key stakeholders.
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer
Challenge #3: Managing Multiple Channels

Over-Extended Resources
Your team and skills base are only so big. How can you manage yet more
marketing activity, in a world that never sleeps?
Challenge #4
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer

Solution
Be relevant and creative but don’t be overly ambitious
• Be practical in your planning, this will help you sustain and build towards more
ambitious ideas at later stages.
• Arm your employees with information and they will be your best brand
ambassadors
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer
Challenge #4: Over-Extended Resources

KEY TAKE AWAYS
• Design with the customer at its core, but build with the brands resources in
mind
• Integrate marketing, holistically, within all arms of the business. If you
consider the different customer-touchpoints as separate silos, the customer-
facing messaging will be fragmented.
• Invest in the Research and Planning stage. This will save mistakes, budget
and time in the long-run.
• Consider the resources as another level to the strategy, and encourage
discussion between departs during Research and Planning.
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer

Integrated Strategic Marketing
o Brand endorsement % per/channel
o Customer Segmentation Methods
o UX and Navigation
o CTA’s, design framework, copywriting
o Content Marketing
o Production, Curation, Distribution
o Timing
o Topic specific content
Metrics and KPI’s
o Conversion rates
o SEO
o User Testing & Point of Entry
o Penetration
o Data Mining
o Tools
Retention and Acquisition
o Sales funnel
o Social Channels and SEO combined
o Engagement campaigns
o Advertising
o Ad revenue statistics
o Social Networks
o Apps Integration
o Newsletter value and Retention
o Content topicsAll material © Kathryn McMann Consultancy Ltd 2014 No unauthorised reproduction or distribution
Why haven’t I
mentioned…..?
#FBTLive
#ConnectedConsumer

Kathryn McMann
Director I Holistic and Social Media Marketing Consultant
Kathryn McMann Consultancy
The Holistic Marketing Company
@KathrynMcMann
www.KathrynMcMann.com
WE JOIN
THE DOTS
AND MAKE
IT HAPPEN

“Holistic Marketing…
considers the whole picture of a business,
unites the business behind the brand and delivers a
seamless and consistent experience for the user or
customer”
Kathryn McMann, Holistic Marketer
And founder of The Holistic Marketing Company
@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer

@KATHRYNMCMANN
#FBTLive
#ConnectedConsumer
WHO I’VE WORKED WITH

Kathryn McMann I Director and Consultant
Kathryn McMann Consultancy Ltd
The Holistic Marketing Company
E: Hello@kathrynmcmann.com
T: @KathrynMcMann
P: 0330 111 0630
W. www.KathrynMcMann.com /
Thank you for listening.

Challenges of Marketing to the Connected Consumer kathryn mc mann

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Challenges of Marketing to the Connected Consumer kathryn mc mann

Ähnlich wie Challenges of Marketing to the Connected Consumer kathryn mc mann (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Challenges of Marketing to the Connected Consumer kathryn mc mann

Hinweis der Redaktion