Presentation given at Digital & Breakfast for the automotive industry

1. DIGITAL&
BREAKFAST
PREMIERE SELECTION
DIGITAL AT THE
HEART OF EVERY
BRAND
EXPERIENCE

2. DIGITAL IS THE NEW
ADVERTISING MEDIUM
D
C
DIGITAL&
BREAKFAST
PREMIERE SELECTION

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

4. OOPS...
DIGITAL&
BREAKFAST
PREMIERE SELECTION

5. (MOST INVESTMENTS IN
DIGITAL CANNOT BE EXPLAINED
BY AIDA)
DIGITAL&
BREAKFAST
PREMIERE SELECTION

6. IF AIDA WERE A CAR
1898 LOHNER-PORSCHE MIXTEHYBRID
THE WORLD’S FIRST GAS-ELECTRIC CAR
DIGITAL&
BREAKFAST
PREMIERE SELECTION

7. 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

8. “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

9. BREAK
DIGITAL&
BREAKFAST
PREMIERE SELECTION

10. A POEPLE CENTRIC
MODEL FOR MARKETING
AIMED AT EXPERIENCE
DIGITAL&
BREAKFAST
PREMIERE SELECTION

11. CUSTOMER JOURNEY
ACTIVE EVALUATION
INFORMATION GATHERING
Initial
considerati
on
LOYALTY LOOP
TRIGGER
POSTPURCHASE EXPERIENCE
ONGOING EXPOSURE
DIGITAL&
BREAKFAST
PREMIERE SELECTION
moment of
purchase

12. FROM COMMERCIALS
TO STORYTELLING
Volvo: Leave the world behind
DIGITAL&
BREAKFAST
PREMIERE SELECTION

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

14. DEALERS: FROM HARDSELLING
TO RETAIL EXPERIENCE
Tesla Stores
DIGITAL&
BREAKFAST
PREMIERE SELECTION

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

16. BMW: GENIUS
DIGITAL&
BREAKFAST
PREMIERE SELECTION

17. FROM PRODUCT TO
EXPERIENCE
Volvo: On Call App
DIGITAL&
BREAKFAST
PREMIERE SELECTION

18. FROM PRODUCT TO
SERVICE
Volvo: On Call App
http:/
/www.youtube.com/watch?v=5OiWooIrqU0
DIGITAL&
BREAKFAST
PREMIERE SELECTION

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

20. PEOPLE MOVE PEOPLE
postpurchase or prepurchase?
DIGITAL&
BREAKFAST
PREMIERE SELECTION

21. LET YOUR USERS SELL:
BRAND ADVOCACY
Toyota Stories
DIGITAL&
BREAKFAST
PREMIERE SELECTION

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

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

24. EXPERIENCES AT EVERY TOUCHPOINT
ACTIVE EVALUATION
INITIAL
CONSIDERATIO
N
LOYALTY LOOP
POSTPURCHASE EXPERIENCE
DIGITAL&
BREAKFAST
PREMIERE SELECTION
MOMENT
OF
PURCHASE

25. 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

26. 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

27. HANDCRAFTED TECHNOLOGY FOR BRANDS
http:/
/marketingthoughts.ktcagency.com
DIGITAL&
BREAKFAST
PREMIERE SELECTION