《数字营销资料》203PPT资料课件.pptx

“when digital meets reality”Trends&cases sharingVivian YehQ1 2019,content:,Digital to new touchpointsHow to thrive in a wechat worldSocial syncs with realityResistance to the digital lifestyle,content:,Digital to new touchpointsHow to thrive in a wechat worldSocial syncs with realityResistance to the digital lifestyle,One common sayingused by most digital marketers is,“digital is everything,but not everything is digital”,But we arent most digital marketers.In 2019,“digital is everything,but not everything can be digital”,In 2019,brands will discover more innovative ways to merge real-life touchpoints with digital,6,kias interactive TV commercialuse your mobile phone as a tennis racket and return the serve of the worlds fastest server;practice your timing on online campaign site,when digital meets traditional TV,In 2019,brands will discover more innovative ways to merge real-life touchpoints with digital,7,coca-cola live tweet TVctelevision commercial that displayed the live tweets of people tweeting each other to have a meal together with the hashtag#letseattogether,when digital meets traditional TV,In 2019,brands will discover more innovative ways to merge real-life touchpoints with digital,8,when digital meets traditional events/outdoor,asics run with mebillboards identified runners wearing RFID chips and played personalized videos to cheer them on,And previously static marketing channels will become dynamic brand experiences,9,when digital meets traditional print,ikeas augmented reality app use your mobile phone to see how the ikea furniture will look inside your home try before you buy,And previously static marketing channels will become dynamic brand experiences,10,when digital meets traditional outdoor,nike holocubeallowing consumers to experience the flexibility of the nike free 5.0 sneaker in an outdoor ad,content:,Digital to new touchpointsHow to thrive in a wechat worldSocial syncs with realityResistance to the digital lifestyle,in china,the mobile screen is becoming the most dominant form of internet access,12,new internet users in china are no longer dominated by desktops and laptops,but by mobile devices,Desktop,Laptop,Mobile,2019 New Internet Users by Device,But Mobile browser usage is quickly becoming obsolete,and being replaced by app usage,13,consumers now prefer specialized apps over mobile browser usage especially with social mediahowever,research also shows low activation and retention of apps in china,Source:iResearch,Text Message,Phone Call,Web Browser,App,Pre-Installed Service,Phone call and text message usage are also declining,while wechat is on the rise,14,wechat is the dominant communication and social hub of mobile devices in china,Source:iResearch,2019(Minutes),2019(Minutes),Average Time Spent Per Person Per Session,Phone,Text,WeChat,Phone,Text,WeChat,the rise of wechat-optimization,3 ways to thrive&cut through the clutter:Upgrade the experiencePersonalize the serviceProvide the information,When we see brands on wechat,this is what we usually get:,16,boring,irrelevant,&typical,Upgrade the experience,wINNER:delivers experience of flipping through a real catalog,17,interesting,intuitive,&innovative,Upgrade the experience,Nike wechat:using digital technology to create your own real shoe,18,snap a photo to create a personalized nike free 5.0 shoe(based on the colors in your photo)and receive a code to order your creation online,Personalize the service,Nike running club wechat:find your own real running club&routes,19,Personalize the service,driving e-commerce traffic/purchase:product matchchannel traffic to e-commerce,leveraging ugc data:recommend nike+users most shared/popular running routes,publishing professional info:national level marathon coach guidedifferent training plans for runners of all skill levelspre-marathon training guide,Nike running club wechat:find your own real running club&routes,20,Personalize the service,interacting with fans run together offline,driving traffic to app downloads:recommendations for nike apps such as:nike+runningntcnike+sportwatch gps,Nike wechat:find your own running club,21,Driving E-C Traffic/Purchase:Product MatchChannel Traffic to E-C,Leveraging UGC Data:Recommend Nike+users most shared/popular running routes,Publishing Professional Info:National level marathon coach guideDifferent training plans for runners of all skill levelsPre-marathon training guide,Personalize the service,Interacting with Fans run together offline,Driving Traffic to App Downloads:Recommendations for Nike apps such as Nike+Running,NTC,&Nike+Sportwatch GPS,Nike Running Club WeChat,RUNNERS GUIDE,RUNNERS GATHERING,NIKE+,Training PlanTraining TipsHealth Tips,Running Equipment,Running Route,2019 ChallengeRunning ActivitiesAbout Running ClubCreate Running ClubJoin Running Club,About Nike+FAQDownload NowAbout Nike+Running Club,WHAT MAKES NIKEs RUNNING CLUB DIFFERENT:“跑者集结”FORM FAN COMMUNITY RATHER THAN ANOTHER CALL-CENTER SERVICE ACCOUNT,22,VS.,sticky long-term relationship:nike as a facilitator for running groups rather than a call-center operatorusers can form or join their own running groups using“location share”1000+groups were formed within the first weekto follow up with fans,nike formed a running community team to offer help and engage periodically,Personalize the service,china merchant bank account,nike running club,complain,make appointments,make inquiries,consult,for people who have cmb cards,for people who love running,chinese consumers use mobile as an information hub for products,23,empower consumers by providing detailed product specsthe information should be available via mobile website and social media channels,source:google,Product Info.,Restaurants,Pubs,&Bars,52%,43%,36%,Travel,Job Offers,Apartments&Housing Info.,72%,52%,Provide the information,Researching products is also a much more social activity in china,24,allow consumers to read&write reviews and talk to other consumers about your products this should be available on mobile website and social channels,source:google,after researching a product or service,consumers:,Provide the information,And integrated marketing campaigns hold much more potential,25,all offline marketing content should include a mobile activation that leads to additional product info and the ability to follow your brand on wechat,source:google,after seeing an ad,consumers sought more information on mobile:,Provide the information,Consumers are also much more willing to buy after researching,26,allow consumers to purchase products via wechat,give a code to order on pc,or use GPS to locate the nearest store,source:google,in past 6 months,after researching a product,consumers made a purchase via:,Provide the information,wechat-optimized o2o&e-commerce,Bestseller Fashion Group:Connect Offline&Online with WeChat,bestseller fashion group owns more than 10,000 stores of its four brands:jack jonesselectEDonlyvero modait has an annual sales of more than 30 billion rmb,28,29,user flow,business flow,share footprint&serviceturn limitation into infinity,Bestseller Fashion Group:Connect Offline&Online with WeChat,everywhere,anytime,merchants,retail outlets and consumers are always linked together;online breaks the physical limitation of offline retail outlets,crm,traditional companies can streamline digital CRM management by congregating users in the brands official account-integrating user data,payment and loyalty system,lbs,with LBS information,the system can push nearby retail outlet information,together with offline coupons,lead consumers to the store,big data,digitize business behavior and daily operational process;companies can use data to conduct demand research,brand analysis,and to guide product development and production to develop a demand-based C2B production mode,offline serviceextension,in the digital age,companies have more opportunities to attract potential customers and adapt online business models to offline,30,Benefits of the O2O Age of E-Commerce,31,o2oE-C Autonomy,co-op,enabler,product development&production,storage/delivery/service（customized outsource/self-built）,online platformoffline channel（channel co-op）,supply chain capability,mktg.capability,operating&managing capability,platform systemWEB+OMSERP+WMSCMS+CRMbig platform exp.system integrationdifferentiation&innovation,operational exp.team work exp.BIunderstanding of the categorycommodity operation datalization,big dataintegration of big platform data,retail data and buyer experience,Challenge:O2O strategy light or heavy?What is the core value for users?,contractualcapability,32,La roche-posay uses wechat to send out samples,content:,Digital to new touchpointsHow to thrive in a wechat worldSocial syncs with realityResistance to the digital lifestyle,In 2019,social will increasingly go beyond its traditional limits and sync with the real world,34,intouch car vs.pianoa real-time,24/7 social experiment to keep the audience returning to the campaign site,this campaign was based on a very relevant insight of the russian market,In 2019,social will increasingly go beyond its traditional limits and sync with the real world,35,mind drive social-powered carthe first car to be powered completely by social media(social fuel),mind drive helped raise awareness to create legislation for after-school programs,brands are beginning to collaborate with their audiences to create new and engaging content,36,wendys pretzel pub chicken love storiesthe follow-up to wendys award winning“pretzel bacon burger love songs”campaign,this new line of videos focuses on the new pretzel pub chicken sandwich similar to the previous campaign,the pretzel pub chicken love stories campaign uses fans tweets about the sandwich and converts them into fantastical love stories,Just for fun:What if our conversations on social media took place in real life?,37,sprint#honorthis dramatic readingsin honor of the“important”conversations we have on social networks,sprints campaign provides“dramatic readings”by famous actors james earl jones and malcolm mcdowellthe campaign is meant to focus on people and what we do with the our mobile data,rather than tech-speak and data speeds,content:,Digital to new touchpointsHow to thrive in a wechat worldSocial syncs with realityResistance to the digital lifestyle,In 2019,we will seeRESISTANCE TO the DIGITAL lifestylebut BRANDS CAN MAKE IT SEXY,BRANDS CAN USE THe RESISTANCE TO DIGITAL TO THEIR ADVANTAGE,40,when digital meets resistance,coca-cola social media guardcoke has devised a clever way to help us put down our mobile phones and“share real moments”with friends and family,BRANDS CAN USE THe RESISTANCE TO DIGITAL TO THEIR ADVANTAGE,41,when digital meets resistance,polar beer cell phone nullifierpolars innovative contraption not only chills your beer,it blocks cellular&wifi service in a 5-ft radius,