digital & breakfast (automotive)

DIGITAL AT THE HEART OF EVERY

BRAND EXPERIENCE

DIGITAL&BREAKFASTPREMIERE SELECTION


DIGITAL IS THE NEW ADVERTISING MEDIUM

C D


ADVERTISING

• Attention

• Interest

• Desire

• Acquisition


OOPS...


(MOST INVESTMENTS IN DIGITAL CANNOT BE EXPLAINED

BY AIDA)


IF AIDA WERE A CAR

1898 LOHNER-PORSCHE MIXTE-HYBRID

THE WORLD’S FIRST GAS-ELECTRIC CAR


MARKETING HAS CHANGED

passive consumercontrolled message

one emitter

one channel

active consumerdistorted messageinfinite emittersmultiple channel

BRAND CENTRIC PEOPLE CENTRIC


BRANDS MUST MOVE PEOPLE

“A great ad gets you into people´s minds.

Great experiences give you access to their hearts”


BREAK


A POEPLE CENTRIC MODEL FOR MARKETING AIMED AT EXPERIENCE


CUSTOMER JOURNEY

Initial considerati

on

moment ofpurchase

POSTPURCHASE EXPERIENCEONGOING EXPOSURE

ACTIVE EVALUATIONINFORMATION GATHERING

LOYALTY LOOPTRIGGER


FROM COMMERCIALS TO STORYTELLING

Volvo: Leave the world behind


http://www.youtube.com/watch?v=tqXja497ZQo




DEALERS: FROM HARDSELLING TO RETAIL EXPERIENCE

Tesla Stores


http://www.youtube.com/watch?v=ej5bGrFBbHI




BMW: GENIUS


FROM PRODUCT TO EXPERIENCE

Volvo: On Call App


FROM PRODUCT TO SERVICEVolvo: On Call App

http://www.youtube.com/watch?v=5OiWooIrqU0




http://www.youtube.com/watch?v=cUhPA5qIxDQ




PEOPLE MOVE PEOPLEpostpurchase or prepurchase?


LET YOUR USERS SELL: BRAND ADVOCACY

Toyota Stories


http://www.toyota.com/camryeffect/#!search/

TOYOTA: BRAND ADVOCACY


EXPERIENCES AT EVERY TOUCHPOINT

INITIAL CONSIDERATIO

N

MOMENT OF

PURCHASE

POSTPURCHASE EXPERIENCE

ACTIVE EVALUATION

LOYALTY LOOP


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

OWNEDPROPERTIES

EARNEDMEDIA

SOCIALPLATFORMS

PAIDMEDIA

INFLUENCER ENGAGEMENTResponse

Advocacy

Loyalty

OUTPOSTSRelevant message boards

Blogosphere

EMBASSIESFacebook

Twitter

Youtube

Instagram

LinkedIn

Pinterest

Google+

PROPERTIESCatalog

Websites

Blog

Mobile

E-Mail

INCENTIVESAffiliate

Brand Ambassador

PARTNERSHIPSCharities

Co-Branding

Celebrities

CONTENTBuild trust

Educate

Curate

UGC

Reviews

Location-based Services

ADVERTISINGBanners

Display

Paid

Endorsments


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


HANDCRAFTED TECHNOLOGY FOR BRANDS

http://marketingthoughts.ktcagency.com



digital & breakfast (automotive)

Marketing