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Team Amazon Final
- 2. Goals Retain Use current devices to full potential Realize importance of their click Get customer commited before they hit the couch
- 4. Landscape instant video .com brand objectives/vision You know... the quality reliability service consistency LANDSCAPE LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 5. Landscape instant video Instant Premeditated Leisure • Pay per view service • Streams movies to your TV • Big variety • Maximum quality LANDSCAPE LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 6. Landscape instant video Begin with the end in mind BOX COMPUTER SMART TV LANDSCAPE LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 7. Landscape instant video Competition/Threats/Direct hulu Cable Provider Subscription YouTube for Couch surfing based sitcoms Click abusers Contemporary Leisurely Clickers clickers LANDSCAPE LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 8. Landscape instant video In-direct Competition/Threats Zappos Thrillist Gatorade Digital delivery Current & Fun Simple message Stays personal in a Offbeat tone Hide the gritty big space Encourage details offline behavior Aid to reach potential LANDSCAPE LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 9. Target instant video Methods of research PEW & Nielsen Research Published reports Click Streams/Browser history 30% borrowed 70% stolen How the target grew up Survey of M/F informants Desktop / Mobile home screen Screen shots and hiearchy Quantcast Not definitve answers LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 10. Target instant video Nuts & Bolts 30 - 50 Value friends* over critics Tech friendly but not tech savvy Have a smart TV or compatible box Middle to late adopters Intake exceeds output Currently waiting to buy movies *Friend - digitally speaking, is someone you follow or have a high click relationship with LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 11. Target instant video Habits/online behavior Digital Errands Personal News Catch a quick break • Productive clicks • Front page stories • Enjoy the dumb videos • Enhances their • Facebook feed • Simple app games offline life • Trusted sites for big • Reading useless knowledge • Planning information • Staying sane • Research •staying informed • Staying organized LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 12. Target instant video Their Devices Home base Trusted Space/comfort COMPUTER Can’t live without Where big moments Preferred method take place of online transportation MOBILE PHONE Utility Haven’t reached the Support system potential Not a lifeline Permanent location Winding down tool TELEVISION Living room revolves White noise around it Consistent LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 13. Target instant video Click Stream HOMEPAGE / top stories / weather FACEBOOK / most recent / like / photos / Hawiian vacation GMAIL / inbox / reply all / re: baby shower Z ZAPPOS / featured / sale / boots NEWS / most popular / ‘lady gaga’s grammy outfit WIKIPEDIA / search / justin bieber NY TIMES / world news / obama ESPN / Leaderboard / Scores / YOUTUBE / most popular / funny PEOPLE / Who wore it best / vote / JLo CHEAPOAIR / search / roundtrip / CHI to LAX LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 14. Message instant video Meaningful Clicks Ordinary Clicks Powerful Clicks Angry Birds ‘Like’ button Booking a flight iTunes Follow Casting a vote Send a text RSVP Transfer of funds Search Allowing permission LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 15. Message instant video The click goes further with Amazon Instant. LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 16. Message instant video Click and your set. • To watch any content (over 7,000 titles) • Maximum quality possible (whatever connection speed you have) • It’s yours (in your library) • Amazon takes care of the dirty work LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 17. Message instant video By clicking you are also saying: IDENTITY PLANNING POTENTIAL • support/vote • locked in • unleash • personal • set plans • wow factor • a blessing • begin • transport • fingerprint • look forward to LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS
- 18. Opportunity instant video 472.2 Clicks per day The average person makes Maximize each one Find the best way to transform one click into something meaningful for the target Move them towards something that is either productive or highlights simplicity LANDSCAPE TARGET MESSAGE OPPORTUNITY OPPORTUNITY CHANNELS
- 19. Opportunity instant video Best way to use digital in the target’s life For amazon to best use digital show where the right click can take you Make it count Simple but powerful Best use of time LANDSCAPE TARGET MESSAGE OPPORTUNITY OPPORTUNITY CHANNELS
- 20. Channels instant video Connect through these vehicles HIGH Email Search Social A Affiliate LOW Mobile Apps/Micro LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS CHANNELS
- 21. Channels instant video What the click means on paid channels Affiliate Banner/SEO Mobile To show authority and Informative A place to explore but give reassurance not engage Direct to the store Bit size consuming. Reference/Utility Gain rapport Don’t waste their Show me something time new LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS CHANNELS
- 22. Channels instant video What the click means on owned channels Social Website Apps/Mobile Site Trust factor Purchase minded Utility Listen to others to make Have in mind what they Looking at Amazon away want to watch from their home base a good decision but not purchasing The cash register New to the scene Give more direction to Adding to a wishlist Show where it can take on-demand you LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS CHANNELS
- 23. Thought Starters Channels If you had one click where would you put it? How powerful can one click be? What potential of their devices can be unleashed?