Download - Philips West Africa Digital Strategy
DIGITAL STRATEGY
A Digital Marketing Communications Campaign Proposal 2016
Presented by Omotolani Badara
©Please note that all ideas and
materials contained in this document are property of
Omotolani Badara and remain confidential
Background: About the Philips Brand
• The Philips brand was re-launched globally in November 2013. The Philips brand at its core promises to deliver innovation that matters to the consumer, and the internal shift therefore is that the customer is in the middle of the business.
• The Philips Africa brand re-launched in 2015 with the aim of building brand awareness, equity and preference. The brand re-launch embodies Philips’ aspirations of delivering innovation that matters to consumers.
Sectors: Healthcare, Lighting, Consumer Lifestyle
Situational Analysis: Online Assets
www.philips.com• Desktop and Mobile• Mobile Responsive• A blog with details
about Philips activities (where articles live)
facebook.com/philipsNigeriatwitter.com/philipsghanatwitter.com/philipsnigeria
Where content is shared to drive conversations and engagement
The Philips Air Fryer Recipe App• Contains 200+ recipes• Shareable content on social
media platforms
Situational Analysis: Online Assets
www.youtube.com/philipsplay
Houses the brand’s video content
Google + LinkedIn
Situational Analysis: Online Assets
Source: Website Grader
Situational Analysis: Our current reality in Africa
• Philips is currently viewed as a staid brand “My father’s / grandfather’s brand”
• Amongst the Business to Government (B2G) audiences, Philips is perceived as a “trader”; solely profit-oriented with no interest in the betterment of citizens
• Stakeholders perceive Philips to be a “startup” in Africa
Situational Analysis: Technology in West Africa
In recent years, Africa has become a testing ground for breakthrough ideas, innovative high-tech products and disruptive start ups.
A lot of Multinationals and entrepreneurs are looking to tap the continent’s potentials. Economists have listed the African continent as one that holds a promising future for digital technology and innovation
Currently, over 55million Africans use their mobile phones to connect with others.
Source: Bloomberg.com, Digital Innovation is Booming in Africa.
Situational Analysis: External Environment
Nigeria is presently facing trying timesBusinesses and citizens are all cutting costs.
SWOT Analysis Strengths• Has subsidiaries in more than 100 countries
Has a very strong R&D portfolio• Strong brand equity - market leader in
cardiac/respiratory care, and home healthcare, energy efficient lighting solutions with consistent growth rate in emerging market
• Customer loyalty is high for consumer electronics made by Phillips
Weaknesses• Highly competitive market in electronic
appliances from international brands• Higher price quotient compared to
competitors
Opportunities• Increasing demand for sustainable and
green lighting products
Threats• Availability of cheaper technology • Environmental and other government
regulations• Highly competitive business environment
Source: Mbaskool.com
Competitive Analysis
Source: Google Trends
Competitive Analysis
Source: Similar web
Competitive Analysis
Source: Similar web
Business ObjectivesDevelop a solid, integrated digital marketing strategy that addresses the brand and business groups’ gaps for Philips in the West African market
Lay the foundation as well build the blocks that will allow Philips to tap into the potential and growing brand and business opportunities within the digital ecosystem
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To accelerate set up and growth of Philips West Africa ecosystem, that will allow the brand to maximize reach and connect with our broad target audience
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Communication Objectives Project that Philips is much more than a lamp / bulb /
electronics company. Drive brand reconsideration and education about the brands scope and breadth
To digitally shape our businesses and capabilities throughout the Philips West Africa ecosystem
Showcase that Philips has a wide range of life enhancing, innovative products that are available through our online retail portals and online distribution channels
Campaign Objectives: KPIs
• To increase reach on the Philips website by 8%
• To increase web traffic and conversion rate by 5%
• Increase social share actions by 2%
Target Audience Definition: B2B
Age 30 and above, Male/FemaleBusiness Owners/Entrepreneurs, Key Decision Makers, Thought leaders, Influencers in their various fields
Company size: A minimum of 10 employeesMake decisions that affects a number of peopleThey are passionate about the Nigerian sector/how their businesses can thrive in the Nigerian economy
SME owners, Heads of departments, Multinationals, companies with branch networksCare more about symbiosis and coexistenceWould engage with thought provoking and original content
Source: EY.com/coexistenceorsymbiosis
Audience InsightsAfrica is currently seeing the rise of new CEOs and entrepreneurs especially with the emergence of digital innovations; a lot of startups are beginning to emerge. Africa is being invented by a generation of young Africans that meet up, network and do business on digital platforms. These audiences are young, highly educated, knowledgeable, and entrepreneurial trendsetters.
The future of many brands depends on understanding these audiences.
Why?It is critical for the Philips brand to attract, motivate and retain millennial loyalty. To achieve this, the brand needs the loyalty of these champions of millennials in Africa.
Source: C-suites Secret Weapon for Innovation, Wall Street Journal (2015) Personal surveys and observation Forbes Insights (2010), The rise of digital c-suites
Online Behaviour: B2B Target Group
Source: Data generated from Personal surveys and one-on-one interviews
Google Search
Search for or read content related to work
View work-related videos online on business-related websites
Network professionally in an online community e.g. LinkedIn
Contribute or read micro-feeds via Twitter or a similar application
Social Networking
Videoconferencing e.g. Skype
News Content, CNN, New York Times, Financial Times
Book Plane tickets
Shopping
0 10 20 30 40 50 60 70 80 90
Audience Persona: B2B
KofiAge: 38Well travelledRole: Head of a Market Planning departmentManages a team of over 10 peopleDigital Savvy, Smartphone user, LinkedIn, Twitter user; goes on Twitter to discuss critical state of the nation conversationsMaybe a high value prospect and readily available through digital channelsDigital activities: Business Communications, Social NetworkingInterests: Entrepreneurial development, Business, Politics, Arts and entertainment, News sites
Target Audience Definition: Nigeria
Target Audience Definition: Ghana
Audience Persona: B2CDunniAge: 32Communications ConsultantFood and technology enthusiastInterested in maintaining and adopting a healthy lifestyleDigital Savvy, Upwardly mobile.Business communications, Social networking, shoppingInstagram, YouTube, Facebook, Twitter, Food channels/blogs, shoppingWilling to explore products that are truly innovative and makes her life easier.Interests: Arts & Entertainment
The Big Idea
Philips is at the heart of infinite innovations.Creating meaningful innovations isn’t just what we do. It is the entire essence of our existence. At Philips, Innovation is our hubWe are driven by the never ending quest to create innovative solutions.
Innovation Infinity
Philips…. The birthplace of innovation
Master Brand Campaign Plan
Media Strategy:The R.A.C.E framework
Reach Act
EngageConvert
Objective: To reach high net worth users online, build brand awareness.Strategies to achieve this goal: Display Advertising, Influencers, Rich Media Advertising, Google Search, YouTube adsChannels: Content Marketing, Digital Billboards at airports, Direct Placements, Social Media AdsKPIs: Nos of impressions served,
Objective: Encourage audience to interact with the brand Strategies: QR codes on print/magazines, Sign up for newsletters and events, Social Media likes and followers, effective use of big dataKPIS: Number of registrations and signups, Number and % of social shares.
Objective: To increase number of web conversionsStrategies: Mobile responsive website, ecommerce, Social Media Likes and followersKPIs: %of conversion rates
Objective: To engage and build customer relationshipsStrategies: Email Marketing, Social Media, Sponsored PostsChannels: Twitter Service centreKPIS: Increase in brand mentions
Media ChannelsGoogle Search Ads
Why?Most of web traffic is generated from Search.Also, based on audience insights, 70% of consumers use Google Search most frequently for information.
These audience are in a decision making state. The goal: Increase reach and visibility for the brand and target ads to meet consumers at the very point of their search.
Media ChannelsGoogle Search AdsThe Approach:Topics and contextual targeting will be used to target the right audience online.Ads will be shown to the right audiences whenever they are consuming content online.
The goal:Increased brand visibility and awareness among target audience and web traffic.
Keywords such as how to fry the healthy way, where to buy quality and innovative healthcare products, lighting, etc
Media ChannelsSearch Engine OptimisationWhy? 99.2 per cent of web traffic is from Organic search.
The approach:Optimise the Ghana and Nigerian website for certain keywords such as innovative kitchen appliances, healthcare, etc.
The goal: Increased brand visibility by 10 per cent
Media ChannelsDisplay Advertising and Rich Media Advertising
Why?An effective platform for consumers to engage with the brand.
The Approach:Topics targeting, contextual and interest targeting will used to target the target audience online.
Placements: CNN, Bloomberg Forbes, Reuters, The Economist
Media ChannelsSocial Media Ads and Promotions
Facebook, YouTube, Twitter, Instagram
Approach: Use the storytelling approach and emotional appeal to emphasize product information and innovation. Philips has been in existence for 125 years; lets do some chest beating about that! Ways in which Philips is constantly transforming various sectors, businesses and quality of lives
Tell a story about how the brand has evolved and dedicated innovation through every sphere of the consumers lives
Media Channels
Content DistributionContent would be centred on key areas that the target audience are interested in.
Innovation, Developing the West African economy/healthcare, healthy living, entrepreneurial development, business and industry, etc.
Content will be distributed via Outbrain, LinkedIn Pulse, Website
Media ChannelsQR codes on Print and airplane magazinesQR codes takes users to the Philips website for further product information
Digital Bill boards in shopping malls
Why? Integration: Connect with the target audience using more than one platform, an effective platform for consumer engagement and awareness
Media Channels: ConvertSign Up for Newsletters
Social Media Followers and Likes
Media Channels: EngageEmail Marketing
Why?
Permission based email marketing is an ideal way of promoting the Philips products and events to members who have requested to receive such emails.
The Approach:Emails will be sent at intervals to inform consumers about Philips products, events, promotions, etc.
Philips Visiq Campaign
Mobile App Development
What is it? A proposed mobile app for pregnant women (Maternity and child care). Proposed to serve as a form of first aid for maternal care. Users can type in symptoms
App Functionalities• Medical information/advice from OB/GYNs• Community of other expecting mothers• Due date notification• Premium/Basic Features
App will be available on Google Play store with the approval of The Federal Ministry of Health and other regulatory bodies.
Mobile App Development
Why?Maternal mortality rates in West Africa are among the highest in the world.Every day, approximately 830 women die from preventable causes related to pregnancy and childbirth.1 in every 30 pregnant woman die every day from childbirth.
The App is proposed to equip the average African woman with relevant information to help her through out the course of her pregnancy journey.
Source: World Health Organisation Maternal Mortality Report (2014)
Mobile App Development
The Approach:In App Advertisements for consumer lifestyle products
The goal:• It creates an opportunity to push Philips Visiq to
Key Decision Makers in the Health sector • Creates an avenue for Philips to project its effort in
improving consumers’ life• Increased brand visibility and awareness• Trigger reconsideration for the brand and an
appreciation of the breadth of our portfolio
Amongst the Business to Government (B2G) audiences, Philips is perceived as a “trader”; solely profit-oriented with no interest in the betterment of citizens
Philips Air fryerRe-Invent Food Ghana/NigeriaA proposed food fair/exhibition where consumers discuss how innovation/technology is changing the way they cook and making life easier for themWho should attend?Food bloggers, Food enthusiasts, tech and innovation enthusiasts
A good way to push the Philips Air fryer and inform the target audience about its product offerings
Why?Integration: To build customer experiences and engagement with our offline audience
Placement ideas: Knorr’s Youtube page, etc.
Co Innovation Lab: Let’s create awesome!The future of Digital Innovation in West Africa
Engage key stakeholders in West Africa to discuss how innovation is revolutionizing the continent and how Philips is taking the lead in innovation.
Why? SymbiosisTarget Audience are excited about the idea of creating something, thus, creates an opportunity for the brand to emphasize all of its innovative product offerings in healthcare, consumer lifestyle and lighting.
The goal: In the long run, the co-innovation lab becomes something like a Social Media Week and consumers start to see Philips spearheading innovation in the region
Measurement and Analysis
Google Analytics
• Measure web traffic sources by location
• Determine what channel is driving the most engagement
• Measure time spent on website by users
• Monitor user engagement over time
• Monitor how users interact with the page and micro and macro conversion based
Measurement and Analysis
Google Trends
Monitor and track the brand’s online mentions.
Facebook InsightsTwitter Insights
• Measure engagement on content i.e. likes, comments, shares, retweets
Thank You