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Creating Connections
- 2. Purpose of the day
• To get to grips with how the digital
environment is changing
• To explore the new opportunities that
this presents to the business
©2008 GT London Ltd
- 6. ...to a web of digital
opportunities
©2008 GT London Ltd
- 13. A typical digital day
Commute to work On the train home
– listen to Radio 5 – review the
podcasts, presentation using
downloaded the on board WiFi
previous day connection
Wake up, make All morning Check standing At home – radio
coffee - any meeting, order payments on, cook some
texts received occasionally have gone out on dinner, glass of
yet? checking Blackberry Firstdirect.com wine!
7am 1pm 7pm 11pm
Check for Get into Lunchtime – Any Just enough Catch up on last
emails and work, browse news for tonight’s time for the gym night’s episode
messages on the news at match? Check before heading of Lost on Digital
Blackberry from Timesonline.c Football365.com home – On Demand box
US clients o.uk download some
overnight new tracks from
iTunes for the
Arrive at treadmill
Paddington station
– see digital
escalator panels
on the Tube
©2008 GT London Ltd
- 14. The stats to back it up...
• Over two thirds of UK households have
internet access
• Nearly three quarters of these are
broadband enabled
• 2.9 million people in the UK have
watched a TV show streamed via the
internet
• One million have used BBC iPlayer
• The Ricky Gervais podcasts were
downloaded by an average of 261,670
per week
©2008 GT London Ltd
- 17. Networks of association
Consumers build networks of
association with brands they come
across in their day to day lives
The more experiences people have of a
brand, the stronger the association they
feel to it
Robert Heath
The Hidden Power of Advertising , 2001
©2008 GT London Ltd
- 18. Fields of influence
Media
opinions
Percep- Friends
tions and
family
Customer
Environ- Comms
ment
©2008 GT London Ltd
- 20. We are looking for
ways to connect
with our audience
more often, and
give them more
rewarding
experiences
©2008 GT London Ltd
- 29. Portability
The rise in wireless technology and
portable media players means that
content can be consumed on the go, and
at the convenience of the user:
©2008 GT London Ltd
- 35. Personalisation
As our use of the internet becomes more
sophisticated, we now expect to not only
upload our own content, we also want to
be able to pull data into our own personal
portals.
del.icio.us
©2008 GT London Ltd
- 39. How can we apply these trends?
Imagine you work for an award winning
digital agency...
Your client, a major prestige car brand, is
launching a new two-door soft top, aimed
at young, singles and couples without
children. They are likely to be urban,
affluent, and digitally savvy.
What digital ideas would you suggest as
part of an integrated launch campaign?
©2008 GT London Ltd
- 43. Responding to digital change
Display Two-way Co-creation
advertising communication and sharing
©2008 GT London Ltd
- 45. The purchase process as we currently
know it
Awareness
Consideration
Purchase
Retention
©2008 GT London Ltd
- 46. Pre-internet product search
Decision
John Lewis
Discussion Discussion
with with
partner partner Purchase
Dixons
Adapted from Henley
Centre research, 2006
©2008 GT London Ltd
- 47. Post-internet product search
Pop
ups Discount
camera Decision
Google
Kelkoo site
Amazon John
Discussion Lewis
with Purchase:
partner Google Ebay
Discussion
Discussion with
with partner
Camera partner
chat Comet
forum Adapted from Henley
Pop Centre research, 2006
©2008 GT London Ltd
ups
- 49. ‘Pre-proactive’ info gathering
Purchase decisions are being made long
before people enter the car buying
process.
We need to create connections between
the brand and the consumer’s digital
experiences.
Swift Research, 2007
©2008 GT London Ltd
- 50. We shouldn’t think
of digital as
another channel
for our campaigns.
We should think of
it as a way to build
relationships.
©2008 GT London Ltd
- 51. A constant connection with our
audience
Purchase
Brand engagement Functional tools and
experiences utilities
©2008 GT London Ltd
- 54. Experiences and tools
You still work for an award winning digital
agency...
Since your client’s customers go between
two and three years between changing
cars, you have been asked to think about
how you can maintain relationships with
customers over the longer term.
©2008 GT London Ltd
- 58. Digital should be
used to create
longer term
connections with
audiences, in order
to build stronger
relationships
©2008 GT London Ltd