econsultancy digital outlook 2014 singapore - jericho's outlook for multi-channel & digital...
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Econsultancy.com
Digital Outlook 2014:
Outlook on Mul3-‐Channel Marke3ng
@Econsultancy >.com/Econsultancy apac@econsultancy.com #DigitalOutlook14 Digital Outlook 2014
Econsultancy.com
@Econsultancy >.com/Econsultancy apac@econsultancy.com #DigitalOutlook14 Digital Outlook 2014
Outlook on Mul3-‐Channel
Marke3ng
Paula Harrison Group CEO Jericho Digital Communica3ons
Econsultancy.com
Banishing ‘Jekyll & Hyde’ Brand Experiences
WHICH BRAND CEO SAID... “Our brand is
succeeding today because of its unique
emotional level of attachment and relevancy in the
digital world, in the mobile world...”
“Digital on one hand is the
primary way that clients will
interact with us” "The digital and
physical worlds are starting to come together more
seamlessly--it's only the tip of the iceberg
in terms of what's coming.”
“Everything you do going
forward, you can’t do
anything the traditional way.”
“We want to be the company that creates those indispensable
relationships with our brands, and
digital technology enables this.”
Econsultancy.com
Brand experience builds value
Econsultancy.com
Brand experience sets expecta3on
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Brand experience transcends channel...
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Anyone thinking separate channels will be leW behind
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Interactions that span devices need common branding
Source: Google, The New Mul3-‐Screen World: Understanding Cross-‐pla^orm Consumer Behavior, 2012
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Integra3on means more than marke3ng
Opera3onal Challenges
Source: RSR Research, November 2013
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But integra3ng them is difficult
Adop3on of cross-‐channel op3miza3on technologies across all channels
Leading Marketers
All Other Marketers
Figure: Integra3on of Inbound/Outbound and Offline/Online Marke3ng Programs
Source: The State of Marke3ng 2013, IBM’s Global Survey of Marketers (20% respondents in Asia Pacific)
Econsultancy.com
Customers expect same experience on every channel
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2014 will be the year of...
Econsultancy.com 1 2 3 4 5 6 7
Data will drive
everything
Brand voice is even more
important
Increasing need to choose marketing channels carefully
Mobile commerce
is the defacto
commerce
Digital campaigns will
create some monsters
Technology & integration
become commonplace
words
CEO becomes
digital champion
2014 PREDICTIONS
Econsultancy.com
#1 Data drives everything
¨ The customer is more in control than ever ¨ Your marketing is only as powerful as the data
you have ¨ Targeting and personalisation across all
channels in real-time ¨ Need for full circle data and analytics
Econsultancy.com
#2 ‘Marketing Idol’ – brand voice even more important
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¨ Be true to your brand ¨ Don’t be dazzled
#3 Increasing need to choose marketing channels carefully
Econsultancy.com
#3 Increasing need to choose marketing channels carefully
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When goodbye has a sting in its tail
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#4 mobile commerce is the defacto commerce
Made a purchase via their Mobile phone, Q4 2012
Source: GlobalWebindex, “State of Global E-‐Commerce Report 2013” Feb 11, 2013
Econsultancy.com
#5 Digital campaigns hide monsters
#QantasLuxury: A Qantas social media disaster in pyjamas
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#6 Technology & integra3on are commonplace words
¨ Integrate technology as needed
¨ Real-‐3me ‘extract...use...measure...discard’ cycle
¨ Use single-‐view to gain insights that drive relevance across any channel
¨ Customer centric brands will out perform others
Econsultancy.com
#7 CEO becomes digital champion
¨ Cultural / political hurdles weaken as CEO’s become more attuned; realigning organisation
¨ Integration at c-suite on all aspects is imperative
¨ Marketing does not exist in Isolation
"The digital and physical worlds are starting to come together more seamlessly--it's only the tip of the iceberg in terms of what's coming.”"
"The digital and physical worlds are starting to come together more seamlessly--it's only the tip of the iceberg in terms of what's coming.”" Nike CEO Mark Parker"
“Digital on one hand is the primary way that clients will interact with us”"
“Digital on one hand is the primary way that clients will interact with us”"Jonathan Larsen, Global Head of Retail Banking and Head of Consumer Banking, Citi"
Econsultancy.com
hNp://video.cnbc.com/gallery/?video=3000178633
“Our brand is succeeding today because of its unique emotional level of attachment and relevancy in the digital world, in the mobile world...”"
“Our brand is succeeding today because of its unique emotional level of attachment and relevancy in the digital world, in the mobile world...”"Starbucks CEO Howard Schultz"
“We want to be the company that creates those indispensable relationships with our brands, and digital technology enables this.”"
“We want to be the company that creates those indispensable relationships with our brands, and digital technology enables this.”"Robert McDonald CEO Procter & Gamble"
“Everything you do going forward, you can’t do anything the traditional way.”"
“Everything you do going forward, you can’t do anything the traditional way.”"Angela Ahrendts CEO Burberry"(now at Apple)"
DATA IS KING KNOW YOUR BRAND
INTEGRATION IS IMPERATIVE
CEO IS DIGITAL
CHAMPION
IN SUMMARY...
More details and full length videos at www.jerichodc.com/blog
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