Download - Strategic Framework Overall
Strategic Framework
We engage with consumers, so that they
“Learn More” …about our products and services“Buy More” …of our products over and over again“Do More” …with our products and services“Tell More” …people how awesome Nokia is
#Amazing20m24/7
Digital Vision: Creating awesome Digital Experiences & pushing the boundaries of Marketing, to delight Nokia's Consumers
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 2
Customizing
Upgrading and
developingUsing,
expanding and exploring
Initialacquaintances
hipFirst bill
Consideringchange Set up
Immediatepost
purchase
Completepurchase
stage
Commenceself
education
Initialrealisation
First 7 days
First use
The consumer outcomes are based on the journey the consumer goes through when purchasing a device
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 3
Customizing
Upgrading and
developing Using, expanding
and exploring
Initialacquaintances
hipFirst bill
Consideringchange Set up
Immediatepost
purchase
Completepurchase
stage
Commenceself
education
Initialrealisation
First 7 days
First use
Est. 20-30%People with mobile
phones researching/looking/ buying for new
device
Est. 40-45%Using and discovering how to
get more from their device
Est. 20-25%people assessing their purchase and getting used to their new
device
Est. 20-25%people assessing
their purchase and getting used
to their new device
To plan our activities effectively, we have to understand what volume of consumers there are at each stage of the journey
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 4
The overall consumer journey has been simplified to 9 stages and is being used to structure marketing planning.
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 5
Re-engaging Self Education Listing Shopping
First
FamiliarisingSelf ExploringSupport
Expansion
& Customising
7Days
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 6
…even though there are 9 stages to the customer journey we can simplify this further into 4 consumer outcomes.
Re-engaging Self Education Listing Shopping
First
FamiliarisingSelf ExploringSupport
Expansion
& Customising
7Days
‘Learn More’Increase Product Consideration .
‘Buy More’Increase Product Purchase
‘Tell More’Drive Higher Levels of Advocacy
‘Do More’Engaging Existing Customers
.
Consumer Action
Business Outcome
Consumer Journey stage
“Learn More”
pre purchase
product consideratio
n
“Buy More”
purchase
sell out
“Do More”
post purchase
retention
“Tell More”
post purchase
advocacy
Total € of Referrals
High Quality Engagement
(HQE)Shares
Do More Engagement
(DME)
…we are driving towards a single KPI for each outcome which can be measured, actioned and reviewed on a weekly basis.
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 7
Consumer Action
Business Outcome
Consumer Journey stage
“Learn More”
pre purchase
product consideration
Paid & Natural Search Listing
Interactive Facebook Demo
Video Content on You Tube
Optimised Product Pages
Prime presence in partner sites
Influencer coverage
Operator Co-Marketing
Marketing
Actions
“Buy More”
purchase
sell out
Online Pre-order Page
Presence in Review sites
Digital Voucher Programme
Promote RE Price Comparison
Refer a Friend Mechanics
Store Locator / Click to Collect
Mobile Proximity Marketing
“Do More”
post purchase
retention
Care Start Smart
Preload Facebook Link
Lumia Highlights App
Promote Maps, Apps & Music
Software Upgrades
GEAR Promotion
Targeting Models
“Tell More”
post purchase
advocacy
Nokia Connects Programme
Leverage Consumer Reviews
Social Sharing Functionality
Blogger Toolkits
Facebook Promotions
Twitter Engagement
In Device Pop Up Tips
These outcomes then become the way in which we organise, prioritise and manage up all consumer engagement activity
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 8
‘Learn More’
Review Sites
Operator Sites
Nokia.com Google Search
You Tube
Bought Media
Drive step-change improvements in all areas of digital in order to emotionally engage the consumer to put our products on their shopping list.
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 9
‘Buy More’
Nokia.com
Physical Retail
Bought Media
Telesales
Referral Engine
Independent
Driving consumers to rational engagement by making the decision to purchase one of our devices or services either online or offline.
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 10
Nokia Maps Nokia Music
Promoting GEAR
Applications
Software UpdatesStart Smart
Lumia Highlights
‘Do More’Encouraging exploration of their new product to drive a closer personal bond.
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 11
‘Tell More’
Nokia.com Discussion Board
Blogs
You Tube
offline
Encouraging consumers to tell their friends about how great their new product is or Nokia are in general.
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 12
22 April 2023 © Nokia 2012 – Company Confidential
Appendix
Slide 14
The global Digital Marketing & CRM organisation is currently made up of 4 separate teams…
Digital Marketing
Develop and deploy great digital
marketing campaigns, programs, tools,
analysis and optimization to drive product consideration
and sales.
Nokia.comDeliver the best online
experience for consumers, customers & partners supported
by a world-class, intelligent web
channel to drive sell out.
Social Media
Socialise everything Nokia does by fuelling
word-of-mouth, advocacy, and sales.
CRMDrive continuous
consumer engagement through the
development, deployment, and support of CRM
activities across the entire organisation. Includes Consumer
Privacy team.
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 15
We now report our metrics on a weekly basis to help reinforce the outcome approach and drive data based decision making.
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 16
https://in.nokia.com/sites/consumerportal/Dashboards/Pages/Dashboard.html?DB=Dashboard-Links&ID=37
10M
50%
14%
10%
TARGET
€15M€125
Est. ASP
9M
51%
12%
7%
ACTUAL
€13M
ACTION10M
51%
15%
9%
REVIEW
€17M
AB Test Different CTA layouts(Nokia.com)
Bundle DevicesContent & GEAR(Selected Areas)
IncreaseSEM
…we are starting to run weekly trading meetings for ‘Buy More’ to use data to drive decisions.
22 April 2023 © Nokia 2012 – Company ConfidentialSlide 17
SEMDispla
y Social SEO Direct
ncom / social product page visits
clicks “buy now”(enters referral
engine)
Leads referred to 3rd party site
Lead Value
Obse
rvable
Invis
ible
THINKING
EMOTIONS
BEHAVIOURS
RESULTS
Every piece of marketing activity we deploy as a business must have a clear and measureable consumer action in mind
This feels like the right thing to be doing because we believe this will make us more effective as a marketing function.
Common ‘Consumer Engagement’ language, swift fact-based decision making and consistent operating cadence.
Improved and consistent measurement framework which is reflected globally & locally.
The Outcomes
Our Habits
What We Feel
What We Think
In order to drive change within the organisation we need to change the way people THINK about engaging with consumers.
22 April 2023 © Nokia 2012 – Company Confidential
Thank you!
Slide 19