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Digital Fundamentals: For the confused and uncertain
Gary Bembridge. Vice President Beauty Care, Johnson & Johnson
You can’t look back.
You could look around.
You have to look ahead.
#1IT’S GOING TO GET FASTERFaster adoption. Faster expectations.
Years to penetrate 50% of homes (USA)
45 20 15 10 8 6
Source: Why brands should embrace technological change: Avi Dan AdAge Jan 2010
5 years ago these did not exist
Source: Why brands should embrace technological change: Avi Dan AdAge Jan 2010
3 “favourite inventions” of the decade (UK)
Source: BBC News website 25 Feb 2010. Survey of 1135 Uk adults Feb 2010
73% 62% 58%
MP3 (51%) SatNav (46%) iPod (43%) YouTube (39%) HD TV (30%)
#2EVERYONE IS DOING ITEven your mum and her friends are at it
#3YOU ARE ALREADY OUT THEREKnow where, why and what to do about it
Your brand is already active digitally.You better know about it. And what you will do.
LTM – Eurostar - Heathrow - Tripadvisor - Facebook – Blogs – Mommy Bloggers - YouTube
Your brand is already active digitally.You better know about it. And what you will do.
YouTube user generated brand spoofs: Durex versus Dove
Your brand is already active digitally.You better know about it. And what you will do.
One of the biggest missed opportunities initially: 88 million views + 520K comments and counting
#4THINK LEAN FORWARDSThe days of sitting back are gone
ITV
Xtra Factor ITV2
iTV Player
catch-up
YouTube Channel
Paper tie-ins
Concerts
Danni on Twitter
DigitalSpy
Fan Blogs
iTunes
Online Betting
Phone Voting
Mags & Papers
#5KNOW WHAT WORKS ONLINEGive them what they want
Think like a consumer, even when you walk through the office door
4 activities work
Interaction Transaction Research Entertainment
#6DEVELOP FOR THE 3 SCREENSThe devices are merging and blurring
The 3 screensContent consumption merging & blurring
All internet capable - BBC iPlayer on all 3
The mobile: our future remote control?
#7GO TO THEMBe where they are, they won’t take that extra trip
Right content in right context at right time.Just like when you place your “traditional content” in any other media
YouTube3 million view in 18 months
iTunes100000 downloads a year
Right content in right context at right time.Just like when you place your “traditional content” in any other media
Mitchell Kapur: “Getting information off the internet is like taking a drink from a fire hydrant”
Principles of good communication
Focus on content
Repurpose.
Don’t focus on the channel/ destination
#8CREATE A FAN BASENot a database
An advertiser meets the consumer to talk..
Creating a fan not a numberYou are dating not married for life, keep them keen or they get mean
Listen
Fast & Immediate
Personal/ Personalized
Relevant & Context
Don’t spam
Respect Privacy
#9TAKE IT FROM THE TOPDon’t ask for it…….Love it. Live it. Do it.
Actions speak louder than words at the topThe young may inherit the earth, leaders need to create it
What you say? What you do?
Source: BBC News website 25 Feb 2010. Survey of 1135 Uk adults Feb 2010
Create the #1 source of anti-age information
online!
Have a CRM program better than any other
beauty brand!
Spend most of the review on the TV ad discussing the set, casting, music….
Love it. Live it. Do it. Show you care
“Where do you get the time?”
What I learnt from Facebook, Twitter, YouTube, Blogging, Analytics, Sky+, Podcasts
How do you keep up with all that is going on in beauty?
#10THE PRESENT IS THE PASTSee this as great news. You don’t need to follow
You can’t look back.
You could look around.
You have to look ahead.
Give them what they want, where they want it, when they want it and how they want it.
10 Fundamentals for the uncertain and nervous
1. It’s going to get faster
2. Everyone is doing it
3. You are already out there
4. Think lean forwards
5. Know what works online
6. Develop for the 3 screens
7. Go to them
8. Create a fan base
9. Take it from the top
10. The present is the past
TipsForTravellers.com GaryBembridge.com
http://uk.linkedin.com/in/bembridge
THE DIGITAL MARKETING BRIEFING17TH MARCH 2010