Tài liệu S-wifi - Digital Marketing & Wifi Solutions trong buổi hội thảo Vietnam Digital Marketing 2014 do EQVN phối hợp với các đối tác tổ chức.

1. www.emerald.vnDigital Marketing & WifiSolutions
Presented by:Emerald Consulting Ltd., Co.

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AGENDA
•Consumer behavior
•Consumer insight
•Current approach at touch-points
•The role of wifimarketing solutions

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A day of our consumers….
6.00 AM
8.00 AM
10.00 AM
12.00 PM
02.00 PM
06.00 PM
08.00 PM
10.00 PM
12.00 AM
KEY INSIGHT
Fear of being DISCONNECTED

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And many other occasions they can cannot stand missing a thing…
SHOPPING
WEEKEND AT CAFÉ
TRAVELLING
WELCOMING NEW BABY
CHECK UP OR VISIT

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BRANDS –WHERE ARE WE WHEN THE CONSUMER ARE DOING THEIR THINGS?

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DIGITAL MARKETING IS NOT ABOUT THE INTERNET AT YOUR DESK ANYMORE…
It is for digital marketing to reach consumers…
by any device

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BRANDS –HOW WE ARE REACHING & ENGAGE WITH THEM?
TELEVISION
OUTDOOR / PRESS
RADIO
RETAIL STORES
LOYALTY SCHEMES
MAGAZINES
PR
INFLUENCER
MARKETING
ONLINE ADVERTISING
SEM
WEBSITES
MOBILE SITES
MOBILE APPS
SEO
VIRAL
USER GENERATED
CONTENT
FACEBOOK ADS
YOUTUBE ADS
SOCIAL ADS
SOCIAL APPS
BRAND PAGES
BLOG POSTS & COMMENTS
FAN PAGES
TRADITIONAL
DIGITAL
SOCIAL
BOUGHT
OWNED
EARNED
IS THERE ANYTHING MISSING?

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•Do consumers like to be interrupted?
•Do consumers want to be in an active role in brand making?
•Do brands want consumers to get distracted by so many banners?
•What are consumers willing to do & we are willing to give in?
CONSUMER VOICE vs. BRAND

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We want consumer to know more about us…
see us more often
act & response to us
engage with us
BY CHOICE!
We want TO BE CONNECTED 24/7 & we love it when Brands actually give in
something valued.
We are WILLINGto watch things, share small piece of our information, at a certain time, to stay connectedwhen we need.
BRAND DESIRE
CONSUMER TRADE-OFF
BEHAVIOR
CONSUMER INSIGHTS
VALUED TO CONSUMER
NEEDS OF CONNECTING
WILLINGNESS TO
GIVE & TAKE
CONSUMER VOICE vs. BRAND

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WHAT DOES WIFI MARKETING ADD TO OUR TRADITIONAL APPROACH?
TELEVISION
OUTDOOR / PRESS
RADIO
RETAIL STORES
LOYALTY SCHEMES
MAGAZINES
PR
INFLUENCER
MARKETING
ONLINE ADVERTISING
SEM
WEBSITES
MOBILE SITES
MOBILE APPS
SEO
VIRAL
USER GENERATED
CONTENT
FACEBOOK ADS
YOUTUBE ADS
SOCIAL ADS
SOCIAL APPS
BRAND PAGES
BLOG POSTS & COMMENTS
FAN PAGES
BOUGHT
OWNED
EARNED
ALL POSSIBLE & POTENTIAL LOCATION
The FIRST touch point
between BRAND & CONSUMERS,
where it has…
-Consumer make decision to Act
-Brand has Awareness without annoyance
-NO Constraint of Locations
-LOCATION & DEVICES help with DEFINING the right targets.
TRADITIONAL
DIGITAL
SOCIAL

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WHAT DOES WIFI MARKETING ADD TO OUR TRADITIONAL APPROACH?
TELEVISION
OUTDOOR / PRESS
RADIO
RETAIL STORES
LOYALTY SCHEMES
MAGAZINES
PR
INFLUENCER
MARKETING
ONLINE ADVERTISING
SEM
WEBSITES
MOBILE SITES
MOBILE APPS
SEO
VIRAL
USER GENERATED
CONTENT
FACEBOOK ADS
YOUTUBE ADS
SOCIAL ADS
SOCIAL APPS
BRAND PAGES
BLOG POSTS & COMMENTS
FAN PAGES
TRADITIONAL
DIGITAL
SOCIAL
BOUGHT
OWNED
EARNED
ALL POSSIBLE & POTENTIAL LOCATION
The FIRST touch point
between BRAND & CONSUMERS,
where it has…
-Consumer make decision to Act
-Brand has Awareness without Annoyance
-NO Constraint of Locations
-Locations help with DEFINING the right targets.
The CONNECTION among ONLINE & OFFLINE touch points…
-ON THE SPOT when Consumers are willing to make choice to Engage (Event, Activation, Purchasing context, etc.)
-Brand has OPPORTUNITIES to Make consumers engage & create BUZZ on Social space.
-Targeting by Locations

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MILK EXAMPLEa view from a Mom-to-be Journey
Pre- conception Consult
First Prenatal Doctor Visit (Confirm the pregnancy)
Monthly Check-up
LABOR
3 months of Baby check- up
Baby-born Announcement
(share on SNS)
Friends & Family Visit
Reference checking from family & friends
Trial Specific Brand/Product
Make decision on Brand/Product
Information research
ACTIVATION/ EVENT
(PRENATAL SEMINARS)
ONLINE PR
SEO/SEM
SOCIAL WOM
POS
VIRAL/WOM on SOCIAL or BRAND PLATFORM
CRM (collect automatically)
Infant milk awareness CREATING / REMINDING
ONLINE PR
SEO/SEM
Brand Platform

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BEER EXAMPLEa view from a Young Adult Drinker
Read a news on Printed Magazine
See a banner on Online Sites
ONLINE Invited to join a Digital Engagement on Internet / SNS
Invited to join an Activation at POS
Register to Online Activity
Come to the Offline Event
“The morning after” sharing on SNS
MOBILE APP Engagement with SOCIAL MEDIA VIRAL Creating
MOBILE APP, MOBILE INTERFACE OF MICROSITE
DIGITAL ACTIVATION at POS
IMMEDIATELY
ENGAGEMENT
EXPANDING TO ALL POSIBLE TARGETED LOCATIONS FOR OOH

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WifiSolutions & Mobile Marketing
Mobile app
Media / Communication
Traditional
Digital
Mobile
Mobile web
Digital
Offline
Platforms
Take actions
Digital

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WifiSolutions for App Promotion
Educate user about app features via digital platform
Mobile banner
Engagement

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WifiSolutions for Activation Activities
Educate user about activation activities
Engagement
Purchase
Other activities: -Sampling
-Redeem voucher-Game at site
Location-based targeting

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WifiSolutions for Remarketing
Normal Users after connected to S-wifiwill become S-wifi“Society” Users
Normal Users
Users

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WifiSolutions for Remarketing
S-wifi “Society” Users interact with Brands through various ad types…
BRAND A
Display
Video
Engagement
Promotion App
BRAND D
BRAND B
BRAND C

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WifiSolutions for Remarketing

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WifiSolutions for Remarketing

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CONNECTS ALL THE DOTS!

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THANK YOU!