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DIGITAL&
BREAKFAST

PREMIERE SELECTION

DIGITAL AT THE
HEART OF EVERY
BRAND
EXPERIENCE
DIGITAL IS THE NEW
ADVERTISING MEDIUM

D
C
DIGITAL&
BREAKFAST

PREMIERE SELECTION
ADVERTISING
• Attention
• Interest
• Desire
• Acquisition
DIGITAL&
BREAKFAST

PREMIERE SELECTION
OOPS...

DIGITAL&
BREAKFAST

PREMIERE SELECTION
(MOST INVESTMENTS IN
DIGITAL CANNOT BE EXPLAINED
BY AIDA)

DIGITAL&
BREAKFAST

PREMIERE SELECTION
IF AIDA WERE A CAR

1898 LOHNER-PORSCHE MIXTEHYBRID
THE WORLD’S FIRST GAS-ELECTRIC CAR
DIGITAL&
BREAKFAST

PREMIERE SELECTION
MARKETING HAS CHANGED
BRAND CENTRIC

PEOPLE CENTRIC

passive consumer

active consumer

controlled message

distorted message

one emitter

infinite emitters

one channel

multiple channel

DIGITAL&
BREAKFAST

PREMIERE SELECTION
“A great ad gets you into people´s
minds.
Great experiences give you access to
their hearts”
BRANDS MUST MOVE PEOPLE

DIGITAL&
BREAKFAST

PREMIERE SELECTION
BREAK

DIGITAL&
BREAKFAST

PREMIERE SELECTION
A POEPLE CENTRIC
MODEL FOR MARKETING
AIMED AT EXPERIENCE

DIGITAL&
BREAKFAST

PREMIERE SELECTION
CUSTOMER JOURNEY
ACTIVE EVALUATION
INFORMATION GATHERING

Initial
considerati
on

LOYALTY LOOP

TRIGGER

POSTPURCHASE EXPERIENCE
ONGOING EXPOSURE

DIGITAL&
BREAKFAST

PREMIERE SELECTION

moment of
purchase
FROM COMMERCIALS
TO STORYTELLING
Volvo: Leave the world behind

DIGITAL&
BREAKFAST

PREMIERE SELECTION
http:/
/www.youtube.com/watch?v=tqXja497ZQo
DIGITAL&
BREAKFAST

PREMIERE SELECTION
DEALERS: FROM HARDSELLING
TO RETAIL EXPERIENCE
Tesla Stores

DIGITAL&
BREAKFAST

PREMIERE SELECTION
http:/
/www.youtube.com/watch?v=ej5bGrFBbHI
DIGITAL&
BREAKFAST

PREMIERE SELECTION
BMW: GENIUS
DIGITAL&
BREAKFAST

PREMIERE SELECTION
FROM PRODUCT TO
EXPERIENCE
Volvo: On Call App

DIGITAL&
BREAKFAST

PREMIERE SELECTION
FROM PRODUCT TO
SERVICE
Volvo: On Call App

http:/
/www.youtube.com/watch?v=5OiWooIrqU0
DIGITAL&
BREAKFAST

PREMIERE SELECTION
http:/
/www.youtube.com/watch?v=cUhPA5qIxDQ

DIGITAL&
BREAKFAST

PREMIERE SELECTION
PEOPLE MOVE PEOPLE
postpurchase or prepurchase?

DIGITAL&
BREAKFAST

PREMIERE SELECTION
LET YOUR USERS SELL:
BRAND ADVOCACY
Toyota Stories

DIGITAL&
BREAKFAST

PREMIERE SELECTION
TOYOTA: BRAND
ADVOCACY
http://www.toyota.com/camryeffect/#!search/

DIGITAL&
BREAKFAST

PREMIERE SELECTION
http:/
/www.youtube.com/watch?v=cUhPA5qIxDQ
DIGITAL&
BREAKFAST

PREMIERE SELECTION
EXPERIENCES AT EVERY TOUCHPOINT
ACTIVE EVALUATION

INITIAL
CONSIDERATIO
N

LOYALTY LOOP

POSTPURCHASE EXPERIENCE

DIGITAL&
BREAKFAST

PREMIERE SELECTION

MOMENT
OF
PURCHASE
ADVERTISING

INCENTIVES
Affiliate
Brand Ambassador

Banners
Display
Paid
Endorsments

PAID
MEDIA

PROPERTIES

CONTENT
Build trust
Educate

Catalog
Websites
Blog
Mobile

Curate
UGC

E-Mail

Reviews
Location-based Services

EMBASSIES
Facebook
Twitter

OWNED

EARNED

PROPERTIES

MEDIA

PARTNERSHIPS
Charities
Co-Branding

Youtube
Instagram

Celebrities

LinkedIn
Pinterest

SOCIAL

Google+

OUTPOSTS

PLATFORMS

Relevant message boards
Blogosphere

INFLUENCER
ENGAGEMENT
Response
Advocacy
Loyalty

Rather than allow campaigns to be driven by paid media, marketers must now develop scale and
expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer
needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter

DIGITAL&
BREAKFAST

PREMIERE SELECTION
LESSONS

• In a connected world, marketing is

people-centric and people are moved by
experiences

• Today´s experiences are both created and
amplified by digital

• Storytelling and Utility are key in
Experience

• Experience is always on
DIGITAL&
BREAKFAST

PREMIERE SELECTION
HANDCRAFTED TECHNOLOGY FOR BRANDS

http:/
/marketingthoughts.ktcagency.com

DIGITAL&
BREAKFAST

PREMIERE SELECTION

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Digital & Breakfast (Automotive)